The issues affecting estate planning today are complex and their solutions uncertain. And yet, estate planning is vitally important to nearly every family, blended family, business owner, and adult citizen. The state of the estate tax is confusing for everyone ... and unfortunately, confusion often results in avoidance and procrastination among both your clients and referral sources. Clients fail to undertake the essential planning to protect themselves, their loved ones and their hard-earned assets.
Many people -- including your clients, prospective clients and their trusted advisers -- turn to the internet for information. But, the amount of information available on the Internet about any topic can be overwhelming. It is hard to discern fact from fiction on the internet. This information overload can result in even more confusion and "analysis paralysis."You should become the source for the most important and factual information on estate planning. Become the go-to source for relevant information and relay this information to your clients, prospects and referral sources to help them avoid confusion. Do this through your internet communication channels, including your e-newsletter, blog, Twitter and/or Facebook
Many attorneys realize they need to start blogging, but are at a loss as to where to start. Remember, you want to become the go-to-resource for accurate, factual information. So -- your blog should not be about promoting your law firm, those types of messages actually undermine your credibility. Your blog should provide useful, trusted information about the issues of estate planning, including the state of the Estate Tax, but also the many other issues facing business owners, the elderly and those who love them, families and blended families, families with members who have special needs, and etc.
Make a list of all the factors that impact your clients' estate planning needs. Think about how you can explain less obvious factors that affect your clients as well. To do all this, perform customized Web searches for specific topics within the industry. The knowledge you already have about these topics will better help you navigate and sort through fact and fiction. Read trade publications, professional reports, attend continuing legal education, and stay on top of current industry trends.
Pass new and relevant information along to your clients so they know what's accurate. You'll position yourself as the expert and the one your clients will turn to whenever they have a question or concern about estate planning.
Integrity Marketing also offers a weekly blog coaching service, providing you with a quick-reference of current blogging topics, a springboard of ideas to write about, and links to online resources to help you get started. For more information about this service, please call James at 1-877-352-2021, ext. 0; or send an email to [email protected]