Get Your Marketing on the Fast Track

INTEGRITY MARKETING SOLUTIONS2012 Spring Practice Development Workshop

Where are We Now?

• 57 percent say estate planning clients are proceeding with planning for non-tax reasons

• 32 percent believe the 2010 Tax Act has all but eliminated “estate tax avoidance” as motivation to plan

• 80 percent believe the nation’s economy will continue to suffer due to partisan gridlock in Washington

• 71 percent believe business incentives are needed to return jobs to the U.S. that have been sent overseas

Source: 2012 Industry Trends Survey, Trusts & Estates magazine

Where are We Now?

• LegalZoom claims to have more than 2 million satisfied customers.

• Google just invested $18.5 million in Rocket Lawyer,

which claims to have 15 million users.

• Wills and Living Trusts are the two most

popular services at Nolo.com.

Is this The End of Lawyers? Especially Estate Planning Lawyers?

Where Are We Now?

Bespoke Standardized Systematized Packaged CommoditizedINNOVATE

What Are The Challenges?

– Identify the Right Clients– Reach the Right Clients with – The Right Message– Serve Clients Effectively & Profitably– Create a Unique Experience– Develop Referrals– Lather, Rinse, Repeat

CONSTANT INNOVATION

Three Key Strategies

1. Attract The Right Clients

2. Implement Unique Process

3. Integrate #1 and #2 Above

The Right Clients

• Ideal Clients– Clients we can make a difference with, and with

whom we love to work.• Lifetime Value Clients– Clients with high lifetime value.

• High-Paying Clients – Clients who understand the value we offer and

are willing to pay more than average clients will.

Unique Process

• Right-Pricing and Perceived VALUE– When we price

appropriately, we can better afford to deliver appropriate service!

– Remember the Ideal Client mindset

Integrate Marketing & Practice Model

Bespoke Standardized Systematized Packaged CommoditizedINNOVATE

So What About 2012?

Buckle Up! We’re Shifting

Into Overdrive!