Integrity Marketing

Two Strategies to Recession-Proof Your Practice

Whatever else may be said about the economy, the environment, and the uncertain estate tax, this is certainly an interesting time for estate planning professionals! You can convert these interesting times into profitable ones by employing the two most powerful marketing and practice development strategies for this decade: Collaboration Between Financial and Legal Professionals and Marketing to Business Owners.

In fact, combine these two strategies for a one-two punch that will recession-proof your practice now and ensure profitability long into the future.

Join us for the Estate Planning at Work(tm) workshop in Kansas City on April 24 & 25 -- and learn how to reach the lucrative, growing business-owner market. And, we will give you a jump-start on building those profitable collaborative relationships by waiving the registration fee for your referral source. That's right, we believe in the old saying of "put your money where your mouth is." So, when we say you need to be building collaborative relationships, we back it with our own money. Bring a key referral source with you to this workshop for free ... or choose to split the registration fee between you and each pay half.

The Large & Growing Market of Business Owners

When defining your ideal clients and targeting your niche markets, do not overlook family business owners. Did you know that 90 percent of all businesses are family-owned or family-controlled? And, family businesses come in all shapes and sizes. From agriculture, to services, to technology and manufacturing, family businesses generate 50 percent of the US Gross National Product and pay half of all wages! And don’t assume these are all small, "mom and pop" shops. To the contrary, one-third of the Fortune 500 are family businesses!

The business-owner market is not only large, but it is growing. The changing global economy has created a groundswell as displaced workers become successful entrepreneurs.  Further, members of this large and growing demographic face a variety of unique estate planning challenges.

What Are the Opportunities?

At any given time, 40 percent of these businesses are in the process of transferring ownership because the founder is retiring, disabled, or has deceased. Sadly, two-thirds of these transfers fail, and the businesses with them. Of the one-third that survive this initial transfer, only half will survive to the next generation.

You, and your advisory team, could change that outcome with comprehensive estate planning that resolves conflicts between family members, ensures liquidity to keep the business afloat, provides income to a surviving spouse, and outlines an organized (and adequately funded) business succession plan.

Reaching Business Owners

Prime candidates for the "Millionaire Next Door" title, business owners clearly represent a highly lucrative marketing opportunity ... but reaching them requires a creative strategy. Typical consumer strategies will never attract the busy, bottom-line-oriented, success-driven business owner. However, with corporate dollars often available to solve their unique challenges, cracking the code is well worth your effort.

Build Collaborative Teams

Additionally, during this intense two-day workshop we give you powerful tools and strategies to build collaborative alliances with key financial advisors. Together, you can capitalize on established business relationships. Remember that most financial advisors currently handle only a portion of the business owners’ financial needs. Estate planning opens the door to all of their many & varied financial needs. Invite a key advisor to come with you, and you both will leave with profit-building strategies, and a solid alliance forged that will ensure your mutual success.

Register online now:
http://www.1shoppingcart.com/app/netcart.asp?MerchantID=68963&ProductID=4038675

But hurry, as space is limited. IMS practice development workshops are conducted in an intimate setting with plenty of one-on-one time to really work on YOUR success strategies and challenges. This is a team-building opportunity unlike any other, so don't hesitate. Register today!

For more information, call James at 1-877-352-2021, ext. 0
Or download the conference brochure: http://www.estateplanningpartners.com/estate_planning_at_work.htm

Collaboration Survey -- Please Give Us Your Thoughts

Managing Collaboration Between Estate Planning Attorneys & Financial Professionals

We are conducting another online survey research project. Our goal is to facilitate effective and enjoyable working relationships between estate planning attorneys and financial planners, to identify and effectively manage obstacles that are common to the collaborative process. Your answers will help us help others with honest discussion, communication and education. Everyone who participates will receive a free copy of the final survey report.

To participate, please register online at: http://www.estateplanningpartners.com/Referral_Survey.html

We will not sell, distribute or share your contact information with anyone outside of Integrity Marketing Solutions, and ask for it only for our own purposes to ensure accuracy of the data and to send you the final survey report when it is compiled.

PS -- You may recall that in 2005 we presented the results of our Practice Strategies survey at the Southern California Tax & Estate Planning Forum. Articles with the survey results also appeared in a number of industry publications. By participating, you may have the opportunity to also participate in any possible articles for publication in the financial or legal press. Sharing this survey article with your current and potential referral sources can be a great marketing tool, and a terrific educational opportunity as well.

July Quill & Column Newsletter Online

The July issue of Quill & Column Marketing Newsletter is available online now.

Click Here to read online.

Another High-End Branding Solution with SELECT® Newsletters! When Peter Casey contacted us about his marketing, he wanted to differentiate himself and his (estate planning & elder law) practice in the marketplace. Peter is a member of the National Association of Elder Law Attorneys (NAELA) and the Georgia Elder Care Network. These are all things you can learn about him from his website.  But there is something very special about Peter that you might have missed, before we created his SELECT newsletter: When he is not practicing law, you can find Peter in the NorthGeorgia Mountains fly-fishing for trout!  READ MORE ONLINE

Marketing Workshop Sept. 17 & 18, Kansas City
MARKETING WITH INTEGRITY - How to Profit without Losing IT! We know you have many opportunities to learn more about legal strategies, and sometimes you can “piggy-back” some marketing education before or after those workshops. But what good will it do for you to learn the latest and greatest legal strategy for serving say, mid-tier clients, if you do not have a reasonably steady stream of mid-tier clients scheduling appointments with you? The answer is it will do you no good at all. The world’s greatest document system, or the world’s most comprehensive legal education – neither of them will do you any good at all unless you have a system in place to acquire new clients. This workshop is unlike any other you may be considering for your practice development. READ MORE ONLINE

Are You Missing Half the market? Traditional marketing for estate attorneys focuses on building strong alliances with allied professionals to build a stream of referrals. This is a time-proven strategy. Learning to do this exceptionally well -- better than your peers -- is key to practice development success. However, there is another aspect of marketing that should be catching your attention. If not, you are effectively cutting yourself out of approximately half of the estate planning market. Consider the single largest, fastest-growing sector of the financial market: The Mass Affluent, defined as those with investable assets between $100,000 and $1 million. Investable assets include savings, checking, money market accounts, certificates of deposit, mutual funds and real estate other than a primary dwelling; excludes primary home and qualified retirement accounts. This large, and rapidly growing market sector is important to your estate planning practice for a number of reasons, including the fact that they have significant estate planning needs, are sophisticated consumers who demand integrity in their advisors, and they have liquid assets with which to pay for your services (remember, we are talking about up to $1 million in investable assets, exclusive of retirement plans and primary residences). READ MORE ONLINE

SAVVY MARKETERS PRACTICE NICHE CRAFT Differentiating yourself in the marketplace is a challenge every estate attorney faces. One that is becoming increasingly vital to your future financial health. And estate attorneys are not the only ones facing this challenge. Recently, Advertising Age, the leading journal for marketers & advertising professionals, addressed the growing necessity of carefully targeted messages in an article entitled, Today's Niche Marketing is All About Narrow, Not Small.

They say the market is mandating messages that appeal to consumers' self-interests:

"The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self-interest." (June 4, 2007)

The key concept for us to take from that statement is the idea of Markets of Self-Interest. READ MORE ONLINE

Join Us at The Southern California Tax & Estate Planning Forum Join us Thursday through Saturday at the Manchester Grand Hyatt hotel in sunny San Diego for the 27th Annual Southern California Tax & Estate Planning Forum. James and Jennifer will be manning the Integrity Marketing Solutions booth with samples of all of marketing materials, including those you see highlighted in this newsletter. We look forward to seeing you there! READ MORE ONLINE

Save Up To $1,000 on Brochure Library TODAY

Dear Friends,

Just a reminder that our deep-discount promotion on our complete library of brochures will end today, June 25th. Through close of business today, you can save $500 on the standard library or $1,000 on the SELECT library, which incorporates your firm's logo, color scheme and branding into the brochure design to make them truly your own. (Both libraries include personalization with your name, contact information, and up to 150-word personal message.)

We are offering this deep discount on the entire library because we want to get you to start thinking about targeting your marketing messages to MEET CLIENT NEEDS. The power of this library of titles is not in printing 15,000 of one topic and mailing them to a list. The power is in your ability to key on specific issues of importance to your clients, prospects and referral sources. When you are asked to speak to a group, or to an individual, and you can easily and affordably tailor your message to meet specific needs, then your marketing is powerfully effective. When you purchase the library, you ensure that you will be ready to take advantage of opportunities at a moment's notice. And because your "inventory" resides on a CD or in a sub-folder on your hard drive, you are not wasting office space for storage, you don't have to worry about brochures getting dusty, dog-eared or out-of-date, and you won't pay exorbitant shipping fees. This marketing approach just makes sense, and through Monday, it makes really good dollars, too!

If you are looking for one single marketing support investment that will help you close more clients, more quickly and for greater profits, this is it. And NOW is the time to purchase, while you can squeeze the greatest returns out of your marketing dollars!

Here is what one client had to say about his recent purchase:

Jennifer,
I just did a "talk" to a group of business people this morning and handed out "Business Owner Blues" and "Common Estate Blunders." It was nice to have something other than my card to leave behind and they went over well. I printed those pamphlets on my desktop color laser printer and they reproduced quite well. I did about 50 of each. One thing I did notice is that the paper one uses makes a big difference. I used a 28-lb stock which is a little heaver than the 20 or 24 lb we usually use. I think you could go even heavier and get a better looking pamphlet right from your own printer.

Here is the list of titles included in the library, and a summary of each (to view a sample online, simply click on the title).

1. BLENDED FAMILY BASICS
   If you are a blended family member, then you are in good company. Blended families now outnumber traditional nuclear families. And the number is likely to grow, based on current divorce statistics and trends.
2. BUSINESS OWNER BLUES
   Being a business owner today is both rewarding and challenging, especially if your business is a family business. For business owners facing the unique challenge of transferring ownership of the family business upon retirement, disability or death, a properly funded Buy-Sell Agreement may be the key to survival.
3. COMMON ESTATE BLUNDERS
   Proper estate planning is not just for the rich and famous. Surprisingly, however, that is a common misconception. Every adult American has an estate worth planning, regardless of their net worth. 
4. ELDER LAW 101
   Good news, bad news.
   The good news is that Americans are living longer than ever. The bad news is that we eventually wear out physically, mentally or both. It is a classic Catch-22.
5. ESTATE PLANNING 101
   Unfortunately, confusion and myth abound when it comes to "estate planning." Perhaps that is why so few people actually get around to making such plans at all.
6. PLANNING FOR MINOR CHILDREN
   It is an unfortunate fact of life: airplanes plummet, trains derail, ships sink and automobiles crash. Sometimes there are survivors, sometimes there are no survivors. What is left when a tragedy claims both parents of minor children? Orphans and assets.
7. QRP TAX TRAPS
   Qualified Retirement Plans (QRPs) present some of the most complicated tax and non-tax planning challenges of any asset in an estate, especially for married couples. The failure to make proper Life & Estate Plans for your QRP can unnecessarily enrich the IRS and disinherit loved ones.
8. SUCCESSFUL CONCLUSIONS
   Estate Planning is a Lifetime Process, not a one-time event. Though estate administration is the final stage in the process, a successful conclusion is dependent on proper completion of each of the preceding stages.
9. VOLUNTARY PHILANTHROPY
   Many taxpaying Americans are involuntary philanthropists because they fail to maximize the tax incentives available under the Internal Revenue Code to become voluntary philanthropists in support of the charities of their own choosing.
10. WOMEN & THE LAW 
    Traditionally, women have been the nurturers in our society. This is especially true in the context of family relationships. Depending on how family is defined for her, a woman may care for a husband, children, pets, parents or even in-laws. Amidst all of her caring for others, however, too many women overlook important legal and financial matters.
11. Pet Trusts 101 
    Do any of your friends have feathers, fins or fur? What would happen to them if you were no longer around? Although it cannot replace you, a Pet Trust can provide your friends with love and care for the rest of their lives.

SPECIAL PROMOTIONAL PRICING
NOW THROUGH JUNE 25, 2007 ONLY! All 11 titles for $995 total (set up fee is waived during this promotion, but after your purchase, you will be directed to an online form to submit your personalization. You can preview that form here.]

 

Click Here for complete list of titles, samples and ordering information.

This $995 special pricing applies to our standard library of personalized brochures. However, we are ALSO offering a special introductory price through June 25th on the new SELECT brochure library, which incorporates your firm branding into the design of each brochure.

Now you can customize your brochure library to reinforce your firm's Brand using your logo and color scheme. Your SELECT brochures can now coordinate with your firm's website and SELECT newsletter for a truly professional -- and powerful -- marketing statement.

Special Introductory Pricing SAVE $1,000 NOW through June 25, 2007 on the complete 11-Title Library!

Order THE COMPLETE LIBRARY, fully customized, for only $1,220!

Click Here for complete list of titles, samples and ordering information.

---

Savvy Marketers Practice Nichecraft

Differentiating yourself in the marketplace is a challenge every estate attorney faces. One that is becoming increasingly vital to your future financial health. And estate attorneys are not the only ones facing this challenge.

Last week, Advertising Age, the leading journal for marketers & advertising professionals, addressed the growing necessity of carefully targeted messages in an article entitled, Today's Niche Marketing is All About Narrow, Not Small. They say the market is mandating messages that appeal to consumers' self-interests: "The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self-interest." (June 4, 2007)

The key concept for us to take from that statement is the idea of Markets of Self-Interest.

How does this concept apply to marketing your estate planning practice?
Your marketing messages MUST focus on the unique needs and interests of your clients -- or your "target audience". In simple terms, it's no longer enough to tell prospective clients or referral sources about yourself. This is "me, too" marketing -- weak and ineffective. Powerful marketing is relevant to the needs, wants and desires of the audience. Remember, clients do not want revocable living trusts, skilled or even caring attorneys; they do not even want a "comprehensive" estate plan.

Clients want to have their unique needs addressed, their unique problems solved.

Which is why your marketing message should be targeted to UNIQUE CLIENT NEEDS.

This strategy of narrowly targeting your message is not a new one, but, as Advertising Age points out, "today, technology encourages and enables it. Marketers are ... able to micro-target messages and interactively engage consumers with a whole new level of intimacy and frequency."

Yes, technology is the engine that powers micro-targeted messages. Digital technology to be precise. Now you can have an entire library of personalized brochures, targeting unique client needs, digitally stored and ready to print-on-demand. With this library, you will be ready to address almost any estate planning issue, target your message to prospective clients and professional advisors -- and never have to worry about printing and storing hundreds of brochures in your office again.

These brochures fold to fit into a standard #10 business envelope.

Consider this scenario. An advisor calls to refer a prospective new client to your office. Let's say the prospective client is a business owner. "Me, too" marketing involves mailing a welcoming letter, a map to the office, perhaps your client questionnaire, and maybe a firm brochure. Niche marketing, however, differentiates your firm by addressing the client's needs -- right from the start. Print one copy of "Business Owner Blues," which addresses the unique estate planning challenges of business owners. In addition to talking directly to your prospective client's needs, your brochure is personalized with

• Your name,
• Full color photo or logo,
• Contact information,
• 4-line mission statement, and
• Personal message of up to 150 words.

What does Advertising Age say about the effectiveness of this niche approach?

Offerings that resonate with the target ... create a loyal customer base with all the benefits: more predictable revenue streams, lifetime value and word-of-mouth advocacy on your behalf (read: referrals).

Wow! Talk about power! Your message resonates with your prospective client because it focuses on THEM, their needs, wants and desires ... NOT on your firm's capabilities, and NOT on documents. At this point in the marketing cycle, they don't need to understand a revocable living trust. They need to know that you understand their problem.

Let me give you this tip, too. Your message will stand out even more because no one else is doing this. Why not? Because, until now, it was just too expensive to create, print, store and update a comprehensive library of issue-specific brochures. No one wanted to spend the money to print up even 500 brochures on EACH relevant topic ... primarily for fear they would sit on a shelf and become dusty, dog-eared and outdated.

This month, we are encouraging you to invest in niche marketing by offering a $500 discount on the entire 11-title library of motivational, ready-to-print brochures. Purchase the complete library, we will personalize them and send you 11 Adobe Acrobat files, suitable for digital on-demand printing. The real POWER of this marketing strategy is in your ability to TARGET your message Markets of Self-Interest.

SPECIAL PROMOTIONAL PRICING NOW THROUGH JUNE 25, 2007 ONLY!
All 11 titles for $995 total (set up fee is waived during this promotion, but after your purchase, you will be directed to an online form to submit your personalization. You can preview that form here.)

Click Here for complete list of titles, samples and ordering information.
This $995 special pricing applies to our standard library of personalized brochures.

However, we are ALSO offering a special introductory price through June 25th on the new SELECT brochure library, which incorporates your firm branding into the design of each brochure. Now you can customize your brochure library to reinforce your firm's Brand using your logo and color scheme. Your SELECT brochures can now coordinate with your firm's website and SELECT newsletter for a truly professional -- and powerful -- marketing statement.

Special Introductory Pricing SAVE $1,000 NOW through June 25, 2007 on the complete 11-Title Library!
Order THE COMPLETE LIBRARY, fully customized, for only $1,220!

Click Here for complete list of titles, samples and ordering information

Or call us toll-free at 1-877-352-2021. We look forward to visiting with you about this powerful niche marketing strategy.

Enhancements to the Estate Protection Plan

We were quite literally overwhelmed at the response to our special promotion pricing on the Estate Protection Plan. As you may know, this is a turn-key marketing campaign to reach employers, business owners, and membership associations. The regular price for the campaign is $1,595, and we offered it through May 15th at $995. However, we have decided to extend that sale price through May 31st.

This is the last time this program will be offered at this price. I hate any kind of hard-sell, buy-it-now pitch, but the truth is that once we made the decision that we cannot offer it again at this price, we thought it only fair to let everyone know that this is the last chance you will have to purchase the program at a $600 discount.

Here is why -- with so many purchasing the program, we have decided to add a full 12 months of support and training to help everyone get the most out of their investment with a successful implementation. The last thing we want is for you to buy the program, and let it set on your shelf somewhere, gathering dust. We will walk you through the process, explain strategies, help you build your implementation team, write your marketing plan and listen to your feedback to make the program even better for everyone!

The first training session will be at 11 a.m. (central) on Tuesday, June 5. This will be a live webinar, offered for free to everyone who has purchased the program.

Additionally, we have established an online coaching forum to answer questions, provide downloadable updates and ongoing enhancements to the program. Everyone who purchases the program will be automatically enrolled in the Forum, at no extra charge.

Based on your feedback, we plan to conduct additional live, interactive Webinars throughout the year to help keep your momentum going. We want to make sure everyone who owns the program has every opportunity to implement it successfully, and generate more revenue by tapping into this market.

These enhancements are included at NO EXTRA CHARGE for those who purchase the program now. But we realize that, with these enhancements, we will not be able to offer the program again at this price.

The Estate Protection Plan campaign now includes:

• 12 months of training & support with online coaching,
• and FREE interactive live Webinar training for you and your staff
• Implementation Guide
  Sample letters for business owners, financial advisors, associations and HR professionals
• Power Point presentations to help you explain the program to business owners & employers
  Workshop presentations for employees
• Promotion and follow-up materials
• A 12-month campaign of flyers and payroll stuffers
• Sample e-mail announcements and
• Brochure overviewing the program for potential participants

For more detailed information Click Here to visit our site.

Click Here to BUY NOW and SAVE $600!

If you have any questions about this turn-key, plug-n-play campaign please call us toll-free at 1-877-352-2021, ext. 0, or send an email to info@estateplanningpartners.com

Thank you for your business, and we look forward to working together to bring you more business!

Questions About The Estate Protection Plan

Thanks for your question, Ron, about the ethical aspects of the Estate Protection Plan. I hope Kyle's reply answered your question. You can usually find a copy of your state's Rules on the state bar's website. Look for Rule 7.3 and see if your state's rules follow the ABA Model Rules as Kyle quoted in his message. Many states do. Some do not. The program is designed to comply in those states that do.

Another question we received off-line was about how to develop a contact list to begin implementing the campaign. First, let me assure you that this is part of your marketing guide included when you buy the program. We supply virtually everything you need, except the dedication on your part to succeed Second, we also will cover targeting and building your list during the FREE Webinar on June 5th

1. The Estate Protection Plan is not an expensive program to implement. It does not rely on a heavy direct mail campaign. Purchasing a cold list and bombarding it with direct mail would be about the least cost-effective strategy. Over time, it certainly would work. But time and money are two reasonably limited commodities in your law firm!
2. Because you will be contacting individuals acting in a fiduciary capacity, think of these individuals more as potential referral sources. This is really just a variation on referral-based marketing. And as you know, you do not need to contact 1,500 potential referral sources to build your practice. Because each person represents many prospective clients, your list will be relatively small and targeted.
3. Your targeted approach will focus on the top 10 to 50 prospects in your locale, most likely already within your centers of influence. We will look at your current client base, your referral base, your trade and business associations, membership organizations, and your own commercial networks first. Remember, this is NOT a shotgun strategy. This is laser-focus.
4. Another successful strategy is to offer the program as a JOINT marketing effort between you and one or more of your top referral sources, as a benefit they can offer to THEIR business clients.

Now, let me ask you some questions.

1. Do you want to work with business owners?
2. Do you want to penetrate that large and growing market of self-directed investors who cannot be reached through traditional referral sources?
3. Do you want to achieve a level of independence that will protect your practice from the vagaries of sometimes fickle financial advisors?
4. Would you like to have a larger base of clients who are self-directed, for whom you might be able to make referrals to trusted, competent advisors -- thereby improving your own position among allied professionals?

If you answered yes to any or all of those questions, then I have one more for you:

Are you willing to invest in your practice to make that happen.

How do you suppose those financial advisors who influence so many clients got those clients in the first place? Do you suppose they were just assigned to them by a marketing agency or by their district office? No. They were not. Those financial advisors put time, effort and money into developing their client base. .

And so will you. With the Estate Protection Plan, you receive all of the necessary communications, marketing guidance, free training, and a track to run on. It is turn-key, but it does not run itself. However, you will not be throwing time and money away chasing ill-conceived one-shot marketing schemes. Yours will be a focused, well-planned effort to develop long-term relationships within a lucrative, under-served, and growing market.

Through May 15th, we have discounted the program from our regular $1,595 price to just $995, with a bundled $350 training WEBINAR FREE for a total savings of $950!. After the 15th, we will extend the sale at a price of $1,295through the end of May, and will still include the $350 Webinar at no charge.

For more information about the Estate Protection Plan, visit our website at http://www.estateplanningpartners.com/estate_protection_plan.htm or call James at 1-877-352-2021, ext. 0.

Or Click Here to BUY NOW and SAVE $600!

FREE Webinar Training

We are pleased with the response we've received so far on the special promotional price for your business marketing campaign, The Estate Protection Plan. As you may have read, we have discounted the price through May 15th from the regular $1,595 to just $995. After May 15th, we will extend the sale at $1,295 until the end of the month.

Because we are committed to being your marketing partner, we also have scheduled a FREE Webinar Training event on June 5th, available to anyone who purchases (or has purchased in the past) the Estate Protection Plan. This is a $350 value -- a full-hour of jump-start training to help you implement and get the most out of your business-owner marketing campaign.

This brings your total savings up to $950! if you purchase before May 15th!

We developed the Estate Protection Plan as a complete, turn-key marketing campaign that allows you to directly solicit business owners and their employees for estate planning services. As you know, direct solicitation is almost uniformly prohibited under the Rules for Professional Conduct regarding advertising ... except as authorized under "comment [6] to rule 7.3 of the ABA Model Rules of Professional Conduct regarding direct contact with prospective clients."  This is one of the very few ways attorneys can ethically approach consumers directly -- and begin to reach the sizable market that exists OUTSIDE of traditional referral-marketing channels.

While many attorneys recognize the need to supplement their referral-based marketing efforts with workshops and seminars, that strategy falls flat in terms of reaching the lucrative Mass Affluent (those with investble assets of $100,000 to $1 million, exclusive of primary residence or retirement plans) market. Why? Because they are AT WORK during the day, and still have busy, active lifestyles in the evenings and on weekends. They simply do not HAVE TIME to attend workshops and seminars.

There are two primary strategies for reaching this market segment: workplace education and the internet. The Estate Protection incorporates both.

Through May 15th, we have discounted the program from our regular $1,595 price to just $995, with a bundled $350 training WEBINAR FREE for a total savings of $950!. After the 15th, we will extend the sale at a price of $1,295 through the end of May, and will still include the $350 Webinar at no charge.

For more information about the Estate Protection Plan, visit our website at http://www.estateplanningpartners.com/estate_protection_plan.htm or call James at 1-877-352-2021, ext. 0.

Or Click Here to BUY NOW and SAVE $900!

Are You Missing Half the Market?

Traditional marketing for estate attorneys focuses on building strong alliances with allied professionals to build a stream of referrals. This is a time-proven strategy. Learning to do this exceptionally well -- better than your peers -- is key to practice development success.

However, there is another aspect of marketing that should be catching your attention. If not, you are effectively cutting yourself out of approximately half of the estate planning market.

Consider the single largest, fastest-growing sector of the financial market: The Mass Affluent, defined as those with investable assets between $100,000 and $1 million. Investable assets include savings, checking, money market accounts, certificates of deposit, mutual funds and real estate other than a primary dwelling; excludes primary home and qualified retirement accounts.

This large, and rapidly growing market sector is important to your estate planning practice for a number of reasons, including the facts that they have significant estate planning needs, are sophisticated consumers who demand integrity in their advisors, and they have liquid assets with which to pay for your services (remember, we are talking about up to $1 million in investable assets, exclusive of retirement plans and primary residences).

This market sector comprises more than 10 million U.S. households and $9.6 trillion in total assets. They control 33 percent of the nation's wealth. This is not the miniscule top 3 percent of the market, but rather a healthy 17 percent of all US households. If you can reach this market, you can enjoy a healthy, profitable, and sustainable practice.

The marketing challenge, however, reaching this sector with compelling messages. First, most of the market still works -- as top executives and business owners. And, for them, tax issues take a back seat to being remembered for having provided for one's family. Nearly one-third are the owners of privately-held businesses. And approximately HALF ARE SELF-DIRECTED INVESTORS -- which means you cannot reach them through traditional referral-based marketing channels.

In a recent survey conducted by Lincoln Financial, nearly 60 PERCENT of investors in this market sector said they would go directly to an attorney for estate planning services, as opposed to seeking out a "team" of financial, accounting and legal advisors.

This is why we developed the Estate Protection Plan as a complete, turn-key marketing campaign that allows you to directly solicit business owners and their employees for estate planning services. As you know, direct solicitation is almost uniformly prohibited under the Rules for Professional Conduct regarding advertising ... except as authorized under "comment [6] to rule 7.3 of the ABA Model Rules of Professional Conduct regarding direct contact with prospective clients."  This is one of the very few ways attorneys can ethically approach consumers directly -- and begin to reach the sizable market that exists OUTSIDE of traditional referral-marketing channels.

While many attorneys recognize the need to supplement their referral-based marketing efforts with workshops and seminars, that strategy falls flat in terms of reaching this lucrative Mass Affluent market. Why? Because they are AT WORK during the day, and still have busy, active lifestyles in the evenings and on weekends. They simply do not HAVE TIME to attend workshops and seminars.

There are two primary strategies for reaching this market segment: workplace education and the internet. The Estate Protection incorporates both.

And right now, through May 15th, we have discounted the program from our regular $1,595 price to just $995. After the 15th, we will extend the sale at a price of $1,295 through the end of May.

For more information about the Estate Protection Plan, visit our website at http://www.estateplanningpartners.com/estate_protection_plan.htm or call James at 1-877-352-2021, ext. 0.

Or Click Here to BUY NOW and SAVE $600!

Who Wants To Read Your ENewsletter?

How can you ensure your e-mail marketing campaign is successful, does not annoy your best clients, and does not break the law? I recently attended a workshop with award-winning author and e-mail marketing consultant, Jeanne Jeannings (author of The E-Mail Marketing Kit). She outlined NINE KEY CONSIDERATIONS for designing an email marketing campaign. So far, we have covered the first six: Deliverability, the "From" line, the "Subject" line, the Preview Pane, your First Screen (on your website), and the general Look and Feel. Today we wrap up with the some tips about the CONTENT of your enewsletter.

Valuable, Relevant Content -- Now, your message has been delivered, was not deleted, made a good first impression, and IS BEING READ. Make sure your readers appreciate what they have received!

Make your content:

1. Benefit-oriented and engaging;
2. Relevant;
3. Interactive; and
4. A manageable length.

Your Business Goals -- Why are you even sending an email newsletter? What are your business goals? Remember, you are trying to BUILD a RELATIONSHIP, not provide information, education or do-it-yourself solutions. Your goal is to bring the reader into a relationship with you!

1. Make sure your content supports your goal 100%;
2. Include multiple methods of contacting you -- don't leave out your phone number, your mailing address, or your email address; and
3. Be effective but not pushy.

The Legal Footer -- Every email message should include a footer, but there are some unique aspects of your email newsletter that should ALWAYS be addressed in your footer, to include:

1. An unsubscribe link -- an absolute necessity;
2. Also offer a subscription management link so people can update their email address, or subscribe to other of your firm's newsletters;
3. Include your physical mailing address;
4. Include additional contact information (phone, fax or email); and
5. Protect your content with a copyright statement.

Did you know that IMS offers two versions of electronic newsletters? Both versions are:

• Fully customizable with your firm branding,
• Professionally written and delivered as web-page type documents,
• Distributed through a dedicated distribution service,
• Are interactive,
• Include links bringing visitors to your Website, and
• Suitable for use with professional advisors, clients and prospects. 

We do not send, and do not recommend sending file attachments of any sort with (including Adobe Acrobat files) with your enewsletter. File attachments will annoy your readers, not delight them! They don't show up in the "Preview Pane," require too many "extra" steps for the user, download slowly, are not "instant open," and cannot be tracked through an e-mail server. If you store them on your website, search engine crawlers will not index them for key words -- so they do not help your directory rankings the way a web-page style newsletter will. And remember that sending "bulk e-mail" from your law firm is a great way to get the whole firm (AND your ISP) banned for abuse! Try explaining THAT to the managing partner!

Click here to send an email request for an ACTUAL SAMPLE of an IMS client e-newsletter. 

Law Firm Branding

Branding Your Practice ... Practicing Your Brand

I recently was privileged to acquire a positively magnificent young sport horse. Bred for athleticism, endurance and style, Elijah is a “warm blood.” His mother was a thoroughbred racer, his father a draft Trakehner. Eli passed inspection as a colt and was admitted to the Oldenberg sport horse registry.

Interestingly, even though Elijah’s impressive appearance and noble “presence” should be enough of a tip-off that he is a well-bred horse with tons of talent, there is more. The classic Oldenberg symbol is freeze-branded on his left hip, just above the stifle.

Why was it so important for Elijah to be branded when even the most inexperienced horse person could pick him out of a crowd? It’s there in the way he holds his head, the arch of his neck, the prance in his stride; the way he covers the length of the field in the blink of an eye. Even if I let his mane grow long and never bothered to brush him again, it would be impossible to mistake this magnificent animal for some back yard pasture puff.

We can learn a lot about the power of branding from that symbol on Eli’s hip.

What is a Brand?
On the most superficial level, Eli’s “brand” is the mark frozen into the hair on his hip. Unlike the typical ranch brand, seared into the hide of a steer to mark ownership, Elijah’s brand is not a mere nameplate. The Oldenberg symbol is the mark of a true brand – it distinguishes Elijah as a very special horse. It is a visible representation – a quick identifier – of the unmistakable quality of his breeding

It is important to understand that there is no value to merely freeze-branding any old symbol onto the hip of a horse; just as there is no value in merely slapping a logo onto a website and saying, “There! We have branded our firm!"

No, a brand is not a name, a catchy phrase, a design, or a jingle

A Brand is Your Value Position in the Marketplace.

Let’s take the Oldenberg “brand” as an example – and in this case I am not referring to that symbol on Elijah’s hip, but to the brand it represents. How has the Oldenberg brand been built ?

Without going into a long history of the registry, suffice to say that it is not enough for a horse to have the right bloodlines. Every horse admitted to the registry must first be properly bred, and THEN must be presented for inspection by qualified judges. Every youngster presented for inspection is given a score, and only those that score high enough are admitted to the registry – and permitted to wear the brand. This inspection process is a time-honored tradition that preserves the brand. While there are no guarantees that a registered horse will become a Grand Prix jumper, buyers can be assured that a registered horse was carefully bred by (relatively) knowledgeable, motivated people who sought to preserve certain qualities that, over time, have proven to lend themselves toward producing extremely athletic, stylish, intelligent horses with heart and scope.

THAT is the Oldenberg “brand.”

All of that work is represented in a symbol no bigger than my hand on the hip of a giant horse

Why Display the Brand?
Communication establishes the brand, builds awareness and recognition, and thus both real and perceived value. Whenever someone sees that symbol on the hip of a magnificent horse in the dressage ring or on the event course, the brand’s value grows. Every time someone asks, “What is that mark on his hip?” – the brand’s value grows. Should I ever (God forbid!) choose to sell this splendid animal, he will fetch a higher price – and attract more willing buyers – because the market has learned to perceive value in association with that brand.

What We Can Learn
When it comes to branding your law firm, take a few tips from Elijah.

• Determine Your Market Position. Elijah was not bred to cut cattle nor to run the Kentucky Derby. He is a sport horse. If you want to compete in the hunter, jumper or dressage rings, Elijah’s your horse! Cowboys need not apply. You, too, must decide what market you choose to serve. While it’s true that some horses are “all-purpose,” serious competitors (aka persons of high net worth) do not search the globe for an “all purpose” horse. [And by the way, one can buy a good "all-purpose" horse for less than $5,000. For a well-trained Oldenberg like Elijah, you will have to add a zero ... let that be a lesson in the relationship between fees and a well-built brand!]
• Build Your Brand. The Oldenberg registry has a clear vision of their mission, and established guidelines and standards for implementation. This brand has TRUE value, and is not just the result of some clever marketing hype. Make sure your brand is the same. For instance, if you choose to serve affluent business owners, take care that you have the expertise, the staff, and the systems to do so with excellence.
• Communicate Your Message. That symbol on Elijah’s hip tells everyone he is special. It is a quick identifier. But it also builds the value of the brand by it’s repeated appearance within the target market – go to any A-circuit dressage show this weekend and count the number of horses with that symbol on their hip. And here’s a hint – look for the the ones with the blue ribbons on their bridles! Build your own brand, then tell the world. I’m not suggesting you have it frozen onto your hip – but incorporating it into your firm’s newsletter would be a great idea!

With SELECT® newsletters you can now customize your marketing communications to include your own firm branding. For more information on branding solutions, visit our website at: http://www.imslegalmarketing.com/Online_News.htm or call us toll-free at 1-877-352-2021.

Branding Your Firm

SELECT® Newsletters Solve Branding Dilemma

Attorney Keith Davis recently hired a graphic designer to create a corporate image, or "branding package" for his law firm. He was looking for a high-quality, full-color newsletter to send to his clients, prospects and referral sources that would incorporate this new image.

His "must-haves" included:

1. High-quality editorial content
2. Professional image
3. Must incorporate firm branding -- graphic image and color scheme
4. Ability to insert custom articles
5. Affordable solution -- no "break the bank" costs!

SELECT® Newsletters fit the bill perfectly! We were able to create a custom mast head for the newsletter using the firm's branding image, and selected a color palette to match! The design costs for this unique solution? Just $265 (for the custom mast head!).

That was well under the budget Keith had set aside for the project. (See the results here)

If you have invested in image branding for your firm, then SELECT® Newsletters are a MUST to help you carry out that image into your firm newsletter! And -- if you have not yet established a graphic image for your brand, we have designers who can walk you through the process from start to finish!

To request a free SAMPLE, visit our website at http://www.estateplanningpartners.com/select.htm

Marketing to Financial Advisors

Do Financial Advisors Read YOUR Newsletter?

Every week I get numerous inquiries from financial advisors interested in using SELECT newsletters. I always ask how they heard about us, because we do not advertise directly to the financial community. To a person, each and every one of them has received the newsletter from one of our attorney clients, and had to do some detective work in order to find us. Frequently, they called the attorney to ask.

Yesterday, I got two such inquiries. One was from a financial advisor in Bellevue, WA. I did not have to ask how he heard of us, because this was his opening statement:

"I receive the Pocket Watch newsletter every month from the law firm of Brislawn-Lofton. I just think it is excellent. I read it from front to back every time I get it."

(I thought for a moment that he was just calling to give us a compliment, but he continued)...

"I got to thinking that this is one of the best marketing tools I have seen -- and that if I read it every month, maybe my own clients would read it, too. Do you have a newsletter I can send to my clients?"

Fortunately, with the new SELECT design options, we can create a newsletter that is fully customized to his practice and completely different from the one used by the law firm of Brislawn-Lofton.

But more to the point for you is why do so many financial advisors go to so much effort to find us?

The attorneys who send SELECT newsletters make lasting impressions on high-net-worth financial advisors!

SELECT newsletters never look like a "canned" message. We provide the resources, but the final product is YOUR newsletter. Produced consistently, affordably and EASILY -- every month. We can even handle the addressing and mailing.

For a FREE samples packet, including pricing, visit our website: http://www.estateplanningpartners.com/select.htm

Now it's time for YOU to make a lasting impression with high-net-worth financial advisors

Motivation is Key

Motivation: The Key to Successful Marketing

Motivation is fundamental to successful marketing. In a nutshell, effective marketing is simply the communication process that motivates the appropriate people to take the appropriate action. Motivating the appropriate people to take the appropriate action is a practice challenge you must meet for today, and for all of the tomorrows of your professional career.

The Appropriate People

In approaching this challenge, we must first define -- for each practice -- the people who comprise the target market; the appropriate people, if you will. In any given practice, regardless the geography, there are three components to the target market: clients, prospects and referral sources. I don't care whether you serve mid-tier clients, high-net-worth clients, or mom & pop business owners, your market is comprised of clients, prospects and referral sources.

The Appropriate Action

Realizing that your target market is really three target markets, what then would we define as appropriate action in relation to each?

• Clients -- It is appropriate for clients to properly fund their estate plans, to routinely review and update those plans, to inform the significant players in those plans of their responsibilities, and to make referrals to their friends, family members, and acquaintances.
• Prospects-- It is appropriate for prospective clients to become aware of the need for proper estate planning, to schedule appointments with you to explore their options, to move forward to implement recommendations, and then to become clients and exhibit the appropriate behavior of a client.
• Referral Sources -- It is appropriate for professional advisors to educate their clients about the needs for estate planning, to encourage their clients to explore their legal options, to support and participate in the planning process, and to make referrals to your practice of prospects who are in need of your legal services.

Motivation Through Marketing

To coin a phrase, we hold these truths to be self-evident. Unfortunately, our clients, prospects and referral sources are not always so highly enlightened. Many attorneys point out that motivating prospects (and referral sources) to move forward with estate planning is their greatest challenge. They cite increased competition from "low-price" attorneys, reduced concern over federal estate taxes, and the general state of the economy as de-motivating factors

Motivating clients, prospects and referral sources with honest messages that lead them to take appropriate action is the fundamental goal of effective marketing

Making it Happen

Now you can use a simple, affordable marketing tool to present your practice, and your planning recommendations in such a way that clients, prospects and referral sources move quickly to take the appropriate action ... and eliminate price objections and procrastination Take control of your marketing with Ready-to-Print Motivational Brochures! These brochures invite readers inside, hold their interest with relevant content, and motivate them to seek counsel. Most importantly, however, they are written to motivate clients, prospects and referral sources! Each of the ten topics focuses on estate planning challenges -- not DOCUMENTS -- helping professional advisors spot potential estate planning referrals, while motivating clients and prospects to move forward with their planning objectives to solve specific problems.

As an added bonus, they are AFFORDABLE & CONVENIENT. Pay once for the file, then print as many -- or as few -- as you need, when you need them. Preparing for an initial consultation with a business owner? Print one copy of "Business Owner Blues," and send it along with your pre-appointment package. Have you been asked to speak to a group of business owners? Upload your file to an online printer for 100 or more -- printed, folded and delivered to your door in three days or less!

For more information, or to order online, visit our website http://www.imslegalmarketing.com/Brochures/brochures.htm

SELECT Newsletters a Big Hit

POSTED BY GUEST AUTHOR
KYLE E. KRULL, ESQ.

Friends and Colleagues:

I was invited to address a select group of high-net-worth financial advisors this morning at their local branch office.  As is my custom, I used my navy blue 2-panel portfolo w/ gold letter engraving to hold the presentation materials distributed to each.

There it was. Right there on the inside left panel - my July newsletter (topic 'Beneficiary Designations 101'). 

I was keenly watching for their reaction as they immediately pulled it out for a cover-to-cover inspection.  You see, this was the first unveiling of my newsletter in the new SELECT format.  I had chosen the navy blue /maroon format, one of 6 different color palettes available when I 'built' my newsletter to my personal specifications online.  It is eye-poppingly (a word?) beeeeautiful! and, by their individual and collective reactions, I could tell that each of the advisors was mucho impressed ... and one even gasped.

Of course, without exception, each advisor eagerly requested a complimentary monthly subscription (free marketing tip #23: these low-budget breakfast marketing activities over bagels & coffee are a great way to build your mailing list of pre-qualified, high-net-worth financial advisors/referral sources).

If you have not seen the 'have-it-your-way' SELECT newsletters available only from Integrity Marketing Solutions, well, then you owe it to yourself to take a look.  Don't just take my biased word for it, pop an email to jennifer at jennifer@estateplanningpartners.com and she will forward a pdf of my July newsletter to you.  While you are at it, request a hard-copy sample kit via USPS.

Can't wait for that? Then go online to www.estateplanningpartners.com/select.htm for all the details and immediate gratification ... only a mouse click away.

Blessings,

Kyle Krull, President
Integrity Marketing Solutions

10 SMART MOVES

We are pleased to offer our newest booklet, Ten Smart Moves to Build Your Practice NOW, in Adobe Acrobat format. This 30-page booklet is chock-full of our favorite Smart Moves -- intelligent choices in marketing and practice management that will build more profitability into your practice. This booklet is being offered for FREE to estate attorneys with a "qualifying" membership, or association, with any of the following organizations:

• American Academy of Estate Planning Attorneys
• Cowles
• Interactive Legal Systems (Wealth Transfer Planning)
• Integrity Marketing Solutions (current clients)
• National Network of Estate Planning Attorneys
• WealthCounsel

If you are a member or customer of any of these organizations, you can receive your free booklet by registering on our website at http://www.estateplanningpartners.com/MarketGuide.htm   

Strategic Public Relations

Could your practice benefit from a successful Public Relations plan?

Probably.

Here are some of the major advantages of well-crafted Strategic PR Plan:

• High-Visibility -- Good PR can turn your firm into a "household name," creating top-of-mind awareness among prospective clients and professional referral sources.
• High-Impact -- Good PR is highly-influential. Widely-accepted public knowledge about your firm can sway decision-makers and dissuade potential deal-killers.
• Relatively Low-Cost -- A little savvy in this area can garner terrific results for pennies-on-the-dollar in comparison to traditional advertising techniques.

However, there is a flip-side to PR as well. The disadvantages include:

• It is very difficult to track DIRECT RESULTS to your PR efforts.

• A long-term effort is required for any measurable success.

• Because of it's high-visibility and high-impact, BAD PR can cause serious damage.

• Poorly executed, PR can become a VERY EXPENSIVE undertaking, particularly when ego's are involved!

In our second audio session of the Master's in Marketing series, we help you understand the fundamentals of Strategic Public Relations, and show you how to avoid some of the most common mistakes.

Follow this link: http://imslegal.libsyn.com/ to download. You can listen to the mp3 audio file online, or download it to your mp3 player -- and listen later (like during your morning workout!).

Educating Referral Sources

Would your practice benefit from

• More qualified referrals from
• Professional advisers who value your service?

Of course it would! Even if you already have a solid referral base, you know that you could boost your profitability if more, well-educated financial advisers sent more, well-qualified referrals more frequently.

Now is the time to implement a proven referral-marketing strategy to accomplish those goals! Why now? The sooner you start this program,  the sooner you will see results! AND because you can save $100 off the cost of  our Five Days to Profitable Referrals program if you order before midnight Tuesday, February 28th!

Five Days to Profitable Referrals is a referral-education program designed around the study-group format, presented in five sessions -- you may choose to present them all in one week for a local agency, or one per month for five months with a hand-selected group. Or
use this five-part series as a springboard to launch an ongoing group.

Throughout the five sessions, you will not only cover key estate planning issues -- but you also will be introducing the concept of  Lifecycle Marketing, which is a common-sense approach to reaching prospective clients with services appropriate for their life stage.  Lifecycle Marketing recognizes that estate planning needs are driven by more than an individual's net worth. Show advisers how estate planning needs change and develop as clients move  through the various stages (or cycles) of their lives. Teach them how to recognize those key "transition" times when clients are most open to moving forward with various levels of planning.

Here is an overview of the Five-Day Workshop Series:

GOALS:

• To provide financial professionals with a foundation of knowledge
• to help them better serve their clients and enhance their profitability

Toward that end, the five-part program focuses on

• Estate planning issues facing all clients
• Special issues confronting business owners, and
• The special estate planning needs of highly affluent clients.

Additionally, you will address specific sales issues regarding estate planning, including:

• Fact finders
• Conversation openers
• Building trust and establishing relationships
• The financial professional’s role on the estate planning team
• Overcoming price objections
• Post-sale strategies

FORMAT:

• Each session includes up to ten participants
• Approximately 20 minutes of presentation
• Short break
• 20 to 30 minutes of sales & marketing discussion, including review of case studies.

To learn more about this turn-key program, visit our website at http://www.IMSLegalMarketing.com/5_days.htm.

Make this the year that life gets easier ... and your practice becomes more profitable and enjoyable. Why wait? Now is the time to order.  Save money and start making more money -- NOW.

Jump Start Your 2006 Marketing

Special Offer!
Spring Kick-Off Pricing PLUS
Save MORE with the SUCCESS INSURANCE Package

SAVE $100! on
FIVE DAYS TO PROFITABLE REFERRALS
Referral-Based marketing campaign
Save now through February 28!

Use this turn-key campaign to develop professional referrals by educating advisers on the issues of estate planning – beyond federal estate taxes – and generate a higher volume of highly-qualified referrals. This comprehensive education-based marketing campaign will differentiate you in the marketplace, enhance your professional image, and help you go beyond casual, infrequent referrals to building true partnership alliances.

Five Days to Profitable Referrals is an educational marketing campaign built around an interactive, five-part study course for financial advisers. Suitable for insurance professionals, financial planners, investment advisors or accountants, the program includes

• Five professionally-designed, fully-scripted Power Point presentations for the lecture-portion of each study session;
• Success Guide, a step-by-step implementation guide that includes advice on how to conduct each session to build rapport, facilitate interaction, and develop key referrals; and
• Promotions Guide, complete with sample letters, invitations and follow-up advice to continue your momentum even after the fifth study session.

Note -- Your CD includes EVERYTHING needed to implement this program -- sample letters, e-mail announcements, and telephone scripts. We even walk you through the process of creating a marketing plan, and give you the worksheets and reporting forms to track your progress. But we don't stop there. We give you the vital aids to keep the momentum going -- even AFTER the workshop series is complete. Click here to learn more about this plug-n-play Marketing Campaign.

Order Now Through Feb. 28 and Save $100
HURRY! LIMITED TIME OFFER -- $595

SAVE MORE WITH SUCCESS INSURANCE
You want to generate more profitable revenue in 2006, and the Five Days to Profitable Referrals campaign is a great start. Make the most of your marketing dollars now and add SUCCESS INSURANCE! This package includes additional savings on the Ten-Day Online Course: Building Profitable Referrals AND our newest seminar marketing presentation, Top Ten Fatal Estate Planning Mistakes. Choose to add either, or both and turbo-charge your 2006 marketing!

TOP TEN FATAL ESTATE PLANNING MISTAKES
Downloadable Power Point® Workshop
Regular Price: $175
SUCCESS INSURANCE Package Price: $150

Add this powerful workshop to your FIVE DAYS presentation and show advisers how to recognize some of the "most popular" mistakes made by people at all levels, including business owners and the mass affluent as well as the highly affluent. Once they see this program, advisers will want you to present it to their clients at private workshops, client appreciation dinners and special events. Includes a Speaker's Guide to Audience Participation.

BUILDING PROFITABLE REFERRALS
Ten-Day Online Course
Regular Price: $149
SUCCESS INSURANCE Package Price: $125

Participating in this online course is a GREAT FOUNDATION to ensure your FIVE DAYS TO PROFITABLE REFERRALS is targeted to the PROPER referral audience, is well-received by your audience, and avoids the WASTED time of TALKING TO THE WRONG PEOPLE with the WRONG MESSAGE.

BUY SUCCESS INSURANCE NOW

Success Strategies for Low-Cost Providers

You may recall the story of my client who doubled her net income this year, while carving out time in her busy practice to pursue intellectual challenges? (Read more here)

To refresh your memory, here are some excerpts from that post:

We discussed several aspects of this plan, including protecting her revenue stream and profitability while pursuing new interests. One thing we talked about a lot was making a plan to free up time in her schedule to pursue the appellate work. She was already working too many hours, it was clear she could not add something to her schedule without first clearing some empty space…

She is pleased to see her firm is now tasting from the whole estate law pie -- contested litigation, estate administration, probate, appellate work, as well as estate planning. She has a new associate and a legal assistant to handle most of the drafting -- which she then reviews ... Precisely as she had wanted…

"Now I mostly just meet with clients," she said. "I have handed off most of the drafting."

So what happened to her revenue and profitability now that she has all this new staff and is spending so much of her time doing challenging work she truly enjoys?

She met with her CPA last week and, to her chagrin, they will owe a substantial tax bill this year. She whined to her CPA, who responded --  "What are you complaining about? You more than doubled your net income this year!"

Yes, that was NET. She was able to pursue her dreams, serve her clients, and still TAKE HOME TWICE AS MUCH MONEY. Her CPA congratulated her, "You have really gotten your expenses under control!"

”So,” she asked, "how do we avoid paying these taxes?"

Her CPA replied, "Don't make so much money!"

I promised to share with you some of the strategies we employed to help achieve these results. Some of the strategies were “pure” marketing. Others were cost-saving or time-saving strategies. Working those strategies together in a comprehensive, well-executed marketing plan was powerful indeed!

One strategy, however, was a mix of all three – part marketing, part cost-savings, and part time-savings tool.

THE STUDY GROUP

Once a month my client hosts a study group of professionals who responded to the invitation to get together and learn more about estate planning. It’s a standing appointment today – and an agenda is published each month before the meeting. The agenda consists of the current discussion topic as well as questions submitted by the participants for discussion. Though it started out with a formal course outline, the program has evolved. It is less formal now, and relationships are deeper – just the type of atmosphere that nurtures mutually beneficial, long-term relationships … and referrals.

WHY IT WORKED

First – the study group is a wonderful marketing strategy. It is a terrific tool to help you take casual contacts, offer something of value, and build those contacts into strong relationships. The structured format gives you a springboard from which to develop lasting referral relationships. It was important that the initial invitation include a structured course outline, showing prospective group members that the EDUCATIONAL VALUE of the group would be worth the investment of their time … and that the group was not just an attorney’s ploy to drum up referrals.

Second – it was a great cost-saving strategy. The monthly meetings cost almost nothing to promote and host. Email announcements are sent in advance, participants meet in the firm’s conference room. My client provides soft drinks and water, and everyone brings a sack lunch. My client is enjoying a renewed referral stream from these deepening relationships – all at a cost that is virtually negligible! In fact, it is the informality of the format that really lends itself to candid conversation and stronger bonds.

Finally – it was a great time-saving strategy. Implementing a prepared program is a monumental time-saver. Most marketing ideas of this type never get off the ground because the attorney simply never has time to develop the content, let along write the promotional materials or create tracking and reporting systems to gauge progress. Moreover, the study group format allows you to meet with several advisers at one time. With traditional “networking,” you would have to spend at least one to two days each week taking someone to lunch – including extending the invitation, coordinating schedules, and traveling to the appointed restaurant (not to mention the expense of picking up the tab!). The study group meeting, on the other hand, is a standing appointment. An email announcement is sent, and a staff person at the firm arranges for refreshments and keeps the conference room reserved.

YOU can implement this same winning strategy by ordering our FIVE DAYS TO PROFITABLE REFERRALS program now – and SAVE $100 OFF THE PRICE by ordering before December 31^st.

I strongly encourage you to purchase the program now. Get it shipped to your office, copy the files, read through the materials. Print your implementation guide, gather your support team, and HIT THE GROUND RUNNING IN 2006!

Five Days to Profitable Referrals is an educational marketing campaign built around an interactive, five-part study course for financial advisers. Suitable for insurance professionals, financial planners, investment advisers or accountants, the program includes:

• Five professionally-designed, fully-scripted Power Point presentations for the lecture-portion of each study session;
• Success Guide, a step-by-step implementation guide that includes advice on how to conduct each session to build rapport, facilitate interaction, and develop key referrals; and
• Promotions Guide, complete with sample letters, invitations and follow-up advice to continue your momentum even after the fifth study session

Note -- Your CD includes EVERYTHING needed to implement this program -- sample letters, e-mail announcements, and telephone scripts. We even walk you through the process of creating a mini-marketing plan, and give you the worksheets and reporting forms to track your progress. But we don't stop there. We give you the vital aids to keep the momentum going -- even AFTER the workshop series is complete. Also included are Power Point files in two versions -- compatible with PPT 2000 and earlier; and compatible with PPT 2002 & 20023 -- with powerful animations that will enhance your presentation

Ordering is easy, secure and fast!
Simply click on the order link below

Order 5 Days to Profitable Referrals Now

Want more information? click here.

The Dilemma: What Next?

It is a common dilemma -- your marketing plan says to focus on Building More Professional Referrals. You need to expand your referral base, meet more CPAs, and deepen the relationships you've already developed.

But the task seems a bit overwhelming. After all -- even if you identify new prospective referral sources, contact them, and agree to meet for lunch ... What Next? How do you turn that still-casual acquaintanceship into a long-term, mutually-beneficial relationship?

Well, developing referral relationships is a lot like dating. And statistically only one in eight first dates ever results in a follow-up phone call for a second.

(I know these things because I am now "suddenly single" and understand that these statistics are even MORE dismal for those of us over 40 ... oh who am I kidding? No one quotes the statistics for those of us pushing-over-50 because they would just be too depressing ... but I digress ...)

In our online course, Building Profitable Referral Relationships, we give you several tips to help keep your momentum going and turn those "first dates" into ongoing relationships. Foremost on the list of successful strategies is to engage professional advisors in a study-group.

This strategy works for several reasons:

1. You are adding value to the relationship in the form of continuing education;
2. The "study group" format is informal and ongoing. You will have plenty of time to chat and get to know the participants better, discuss case studies, etc.; and
3. Last, but certainly not least, you have the opportunity to EDUCATE these professionals on the compelling issues of estate planning. You will get to dispel myths, clear up misunderstandings and help advisors better identify estate planning needs among their clients and prospects.

But putting together a multi-part study group takes a lot of time and effort -- trust me on this, I KNOW! You have to develop the course, presentation materials, hand-outs, and support materials. You have to have an agenda ... and a POINT! And you have to package it professionally so it will ENHANCE your image as an expert (not ruin it ... remember what Mark Twain once said about opening your mouth?)

Once you've done all that ... replicate it four more times and then create all of the promotional materials necessary to introduce the program to professional advisors and agency directors. Then, set up a system to track, report, and analyze your results.

Whew! I got tired just remembering it all

Well, not to worry.

We have done the work for you. Why? Because we faced the same dilemma in Kyle's practice years ago when he was named as the go-to-guy for a property & casualty insurance company. We were excited about having more than a dozen successful agents all committed to sending their clients to us for estate planning. Woo Hoo!

But .... months went by and NOTHING HAPPENED. (Alas, not my only experience with dashed hopes ...)

So ... we decided to MAKE SOMETHING HAPPEN. We implemented a study group -- very similar to the one we are now offering you in the Five Days to Profitable Referrals.

And? IT WORKED!

We got to know the agents over coffee and doughnuts (not Krispy Kremes, but something infinitely more wonderful -- LAMAR'S!). We gave them valuable education, we dispelled myths, we cleared up misunderstandings ... and WE GOT REFERRALS.

And we are still getting them.

Since that time, we have helped dozens of our clients successfully implement similar study-group formats to build referral relationships in their own practices.

Now you can benefit from our hard work and experience -- and graphic designers! We have packaged the FIVE DAYS TO PROFITABLE REFERRALS with everything you need to answer the What Next? question (would that someone could do this for my dating life...)

FIVE DAYS TO PROFITABLE REFERRALS is an educational marketing campaign built around an interactive, five-part study course for financial advisors. Suitable for insurance professionals, financial planners, investment advisors or accountants, the program includes:

• Five professionally-designed, fully-scripted Power Point presentations for the lecture-portion of each study session;
• Success Guide, a step-by-step implementation guide that includes advice on how to conduct each session to build rapport, facilitate interaction, and develop key referrals; and
• Promotions Guide, complete with sample letters, invitations and follow-up advice to continue your momentum even after the fifth study session.

Note -- Your CD includes EVERYTHING needed to implement this program -- sample letters, e-mail announcements, and telephone scripts. We even walk you through the process of creating a mini-marketing plan, and give you the worksheets and reporting forms to track your progress. But we don't stop there. We give you the vital aids to keep the momentum going -- even AFTER the workshop series is complete. Also included are Power Point files in two versions -- compatible with PPT 2000 and earlier; and compatible with PPT 2002 & 2003 -- with powerful animations that will enhance your presentation.

Ordering is easy, secure and fast. Simply click on the order link below.

Order 5 Days to Profitable Referals Now

Want more information? click here.

Five Days to Profitable Referrals

SPECIAL INTRODUCTORY OFFER - SAVE $100

5 DAYS TO PROFITABLE REFERALS a turn-key, referral-based marketing campaign on CD

Lead this five-part interactive study course for financial advisors to generate more, highly-qualified referrals.

Why Offer Continuing Education?
Expand your referral base, educate financial advisors on the real issues of estate planning – beyond federal estate taxes – and generate a higher volume of highly-qualified referrals.

This comprehensive education-based marketing campaign will differentiate you in the marketplace, enhance your professional image, and help you go beyond mere referral relationships to build true partnership alliances

What Is Included?
Five Days to Profitable Referrals is an educational marketing campaign built around an interactive, five-part study course for financial advisors. Suitable for insurance professionals, financial planners, investment advisors or accountants, the program includes:

• Five professionally-designed, fully-scripted Power Point presentations for the lecture-portion of each study session;
• Success Guide, a step-by-step implementation guide that includes advice on how to conduct each session to build rapport, facilitate interaction, and develop key referrals; and
• Promotions Guide, complete with sample letters, invitations and follow-up advice to continue your momentum even after the fifth study session

Note -- Your CD includes EVERYTHING needed to implement this program -- sample letters, e-mail announcements, and telephone scripts. We even walk you through the process of creating a mini-marketing plan, and give you the worksheets and reporting forms to track your progress. But we don't stop there. We give you the vital aids to keep the momentum going -- even AFTER the workshop series is complete. Also included are Power Point files in two versions -- compatible with PPT 2000 and earlier; and compatible with PPT 2002 & 20023 -- with powerful animations that will enhance your presentation

Ordering is easy, secure and fast!
Simply click on the order link below

Order 5 Days to Profitable Referrals Now

Want more information? click here.

Pre-Order Special Edition

We're offering a one-time opportunity to pre-order extra copies of our January special edition of the Pocket Watch newsletter -- The Top Ten Fatal Estate Planning Mistakes. This newsletter will make a GREAT mailing to your clients, prospects and referral sources -- focusing attention on the REAL issues of estate planning (beyond federal estate taxes). It is also the perfect companion to our Power Point workshop on the same topic.

About the special edition:

Top Ten Fatal Estate Planning Mistakes – the Newsletter

Life is a road each of us travels but once. Most of the time we find that road to be a smooth one. Sometimes, however, we find (and hit) a few potholes along the way. Estate planning mistakes are like those potholes. People rarely intend to hit them, most just never knew they were there…until it was too late. This month we use this pothole metaphor to highlight 10 fatal mistakes you should know about when making or reviewing your own estate plan.

If you are a current Pocket Watch subscriber and would like to order EXTRA copies of this special edition (Tip: have them shipped FLAT directly to your office for use at workshops, to display in your office, and to use with prospective clients and referral sources) ordering is simple. Just send an email to April at april@estateplanningpartners.com letting her know how many extra copies you would like to have. Or give her a call at 1-877-352-2021.

If you are not a current Pocket Watch subscriber, you can still place a one-time order. For more information about pricing, personalization, and shipping options, contact April at april@estateplanningpartners.com or call her at 1-877-352-2021. Be sure to tell her you are a NEW customer.

IMPORTANT NOTICE: ALL NEWSLETTER ORDERS MUST BE PLACED BY DECEMBER 10TH.  We cannot accept ANY newsletter orders after that deadline.

Click Here for more information on the Top Ten Fatal Estate Planning Mistakes workshop.

What is the Market Telling You?

"Modern civilization, nearly all civilization, is based on the principle of making things pleasant for those who please the market and unpleasant for those who fail to do so, and whatever defects this principle may have, it is better than none."

-- English economist Edwin Cannan in An Economist's Protest, 1927

Most of us have accepted the wisdom of goal-setting. Actually, it was a fairly easy concept to incorporate. Just a few intellectual steps above our infantile cries for milk,  goals are somewhat more sophisticated expressions of our needs, wants and desires.

I am by no means denigrating the importance of setting goals. But I want to focus our attention today on another essential, less comfortable, marketing planning process:  Evaluation ... particularly the evaluation of market feedback.

No, you do not need to hire a market research firm to conduct focus groups or detailed client interviews. You have most of the market feedback you need ... right there on your Profit & Loss Statement.

Start by reviewing your revenue goals for 2005.

Now, turn to your P&L statement. How do your goals match up to your actual revenue?

The premise of your Marketing Audit is that each of us must accept the fact that our success or failure is dependent upon whether or not we have succeeded in producing and offering for sale something that others value sufficiently for us to earn a return in excess of our costs. If we have misjudged what  consumers want and the price they are willing to pay, we  suffer a loss.  That may be a "hard loss," meaning we literally did not cover expenses. It may be a "relative loss," suggesting that while we covered expenses, we did not achieve the desired level of profitability. Alternatively, it could be an "opportunity loss." Opportunity losses occur when we misjudge the market such that we UNDER-price our services, failing to capitalize on the VALUE others perceive in them (and are thus willing to pay for them).

Honest evaluation is the hard part. Our losses are in fact MARKET FEEDBACK, telling us that we have devoted our efforts in the wrong direction. By analyzing these results, we learn that consumers either prefer some other product or service more than the one we are offering, or that others have devised ways of marketing their products and services that are more appealing.

Whatever the reason, the market is telling us to adjust our behavior. We could shift into offering something consumers prefer more; creatively think of ways to match (or outdo) our competition by utilizing a more appealing marketing message, or offering a better or cheaper version of the product; or we could slash expenses while adding perceived value in order to boost profitability. If we are suffering Opportunity Losses, it maybe time to raise fees and adjust our marketing messages to support the increase.

Any or all of these strategies may be appropriate. Making the correct adjustments requires both more information and more analysis. But the first step is to simply sit back and ask, "What is the market telling me?"

Then, open your mind to the possibility that the market MAY be telling you to adjust your behavior!

Are You Ready to Write a Marketing Plan?

Our 2005 Estate Planning Practice Strategies revealed that fully 86 percent of estate attorneys do not have a written marketing plan.  Business experts agree that a written marketing plan is fundamental to financial success. In fact, most business owners find it impossible to secure financing without one ... and for good reason. A written marketing plan organizes and focuses your business strategy. The planning process requires you to examine internal and external factors that could both ensure and impede your success as well as define a ready market for your goods and services, a service delivery system, and a strategy to generate demand. It also includes reasonable revenue projections, and the data to support that reasoning.

We have two types of clients at Integrity Marketing. The ones who work with us to draft and revise annual marketing plans ... and the ones who say they will (but never seem to get around it).  Whether you have a written marketing plan or not, your estate planning practice is constantly facing new and ever increasing challenges. Some of those are unique to your practice and market area; others are universal to the practice area, as highlighted in our survey, including

• decreasing referrals from allied professionals,
• a lack of client motivation,
• pressure to lower fees, and
• a confusing and complex legislative environment.

While a well-conceived marketing plan is your single best strategy to ensure success in meeting these challenges ... there is a fundamental first step that many overlook in the planning process.

BEFORE you start working on your 2006 marketing plan, take time to perform a Year-End Review, or a marketing audit, for 2005. This exercise will give you a better understanding of your practice, your market, and your future. It will help you "get your bearings," so to speak, in the marketing environment. And it will pay off in real dollars. First, completing this exercise will save you hours of frustrating work when it comes time to craft the marketing plan. It will help you organize your thoughts as well as crucial financial and market data. But more importantly, it will guide your future marketing efforts toward greater profits!

Watch this blog to learn more about the Marketing Audit process.

Motivating Clients & Referrals

The main reason we chose to conduct our 2005 Practice Strategies Survey was to give estate attorneys a chance to speak out about their practices -- their concerns, challenges, needs, where they see opportunities, and how they hope to grow into the future. We remain humbled and thankful for the outpouring of thoughtful responses and comments from so many who took the time to participate.

YOU HAVE BEEN HEARD!

We have reviewed, analyzed and dissected the responses -- including hundreds of thought-provoking comments that ranged from a few words to complex treatises.  In short, we listened to you. And are crafting marketing messages and programs to help you meet your challenges and seize your opportunities.

You told u