Ben Glass
Saturday, November 11, 2023
Saturday, November 11, 2023
Are you fond of wasted opportunities?
As an estate planning attorney, you know that you have the chance to market yourself in far broader ways than a lot of other practice areas (i.e., personal injury, where you never know when an accident will happen).
But… have you truly mastered how to take advantage of this opportunity and make it work for your firm to stop wasting marketing dollars each quarter?
Imagine this: You’re entered in a sprinting race with a strong advantage – you get to start running 15 seconds before everyone else! With an outcome that can vary based on a few seconds, this is a huge benefit, and everyone is expecting you to take 1st place. However, you’re wearing shoes that are three sizes too small! Your advantage no longer matters because the discomfort from your shoes leaves you unable to perform to your full potential, and you fall behind.
One of the most prominent challenges estate planning attorneys face is marketing and client acquisition. Many estate planning attorneys find that they have a hard time attracting new clients and growing their practice.
(If you’re an estate planner, this probably won’t come as much of a surprise to you; if not, consider that estate planners sometimes market themselves to clients who are on their deathbed).
If you can figure out how to take a subpar client acquisition process and turn it into one that’ll keep the calls coming in all-day, congrats, you’ve got your advantage back on track to accelerate your firm’s growth.
So, how do you go about acquiring new estate planning clients and overcoming the rest of the hurdles that come your way?
One way is to join or participate in a coaching program specifically designed for attorneys. A coaching program can be beneficial for attorneys because estate planners discover how to fine-tune their marketing messages and begin to expand their client base. Tactics that you may have thought could never work for your law firm might have more to offer than you think.
When it comes to marketing your law firm, it can take time to fully see what type of marketing works and what doesn’t.
However, just because you tried something ten years ago and it was a flop doesn’t mean that you can’t see results if you tried again today. (Take, for example, QR codes. If you tried using them a decade ago, you wouldn’t see much of a result because it wasn’t as common to use them. But today, almost everyone has used one at least once at a restaurant!)
So… what are some marketing methods that should consider opening (or re-opening) the door to this upcoming year?
Businesses joining coaching programs is no new thing. Top business owners who are dedicated to the growth of their company are, more often than not, part of one or more mastermind groups. Your lack of growth to the level that you want for your law firm is not solely dependent on if you are the perfect leader or not. You may just be missing out on an opportunity that many others like you take advantage of.
You’ll discover that you don’t have to work as tirelessly hard as you think. In fact, attorneys that are a part of coaching programs often report that they spend less time doing “grunt” work and more time working on what actually makes them happy and leads them to the life that they want.
With coaching, estate planners can overcome the many common attorney challenges. Speaking one-on-one or in a group setting with a coach helps you to focus on your target market, messaging, and goals; provides a forum for accountability to help maintain focus; assists with business planning and goal setting; and offers support from estate planning experts.
As an estate planning attorney, here are some ways that your practice can benefit from being a part of a coaching program…
Attorneys who are members of a coaching program like the HERO and ICON programs have access to resources, templates, and constant support that can help them grow not only their estate planning business but to build and develop a superstar team.
The programs also offer estate planners the opportunity to learn from their peers, who may have more experience in a particular area or are currently going through the same hurdles as yourself. Imagine being able to sit face-to-face across from other high-performing and well-respected attorneys such as yourself in an environment that actually leads to change and implementation.
If you’ve been struggling just to get started with all of the big ideas you have, a DIY-approached coaching program will give you the push you need and make it 10x easier to get the ball rolling on these projects to start seeing actual results in your practice.
Founder of Great Legal Marketing
Dear Fellow Attorney,
Enough is enough.
You don’t need another social media group to join…
You need a group with real buy-in designed to push you to greater and greater achievements – even past what you believe is doable right now.
It needs to have easy-to-understand and even easier to implement law firm marketing strategies that can be launched by DIY-ers investing their own elbow grease or those hiring pros to handle the hard work.
And most of all, IT. MUST. PRODUCE. RESULTS.
I’m Ben Glass and I am inviting entrepreneurial law firm owners to combine their innate ingenuity and drive to succeed with our best-in-class guidance and strategic planning to achieve unrivaled growth and profit in their practices.
The result - a high-profit, low-maintenance law firm.
Click below to accept my invitation to join the tribe.
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