Marketing and Selling

Roget’s Thesaurus categorizes the terms “marketing” and “selling” as synonyms. For those of us providing legal, tax and financial services, however, understanding important distinctions between these two words leads to better focus in your marketing efforts and increased revenue to your practice. Marketing, quite simply, is defined as the action of promoting your services. Marketing […]

How Much Should You Budget Towards Marketing?

As an estate planning national practice development expert, I’m frequently asked “How much should I spend on marketing?” It’s a very good question. The answer is a product of several sub-issues that I intend to delve into here, as marketing consists not only of the direct cost of advertising, but should also include costs associated […]

Packaging Your Wisdom

As an estate-planning professional, how do you package your services so that your clients can identify the uniquely valuable client experience that you and your firm offer? I wrote in an earlier column that since the development of the microchip and with it the Internet, our clients view the wills, trusts and legal documents we […]

The Silver Bullet

Those who know me understand that I love marketing my estate planning law practice. I believe that we have thorough front-stage processes and back-stage methods that take care of clients in a uniquely positive way. To get the word out, I’ve  written professional articles for trade journals, as well as newspaper columns for laymen, posted […]