marketing: the lifeblood of your practice james (jim) swain, jd founder and ceo of the academy of va...
TRANSCRIPT
Marketing: The Lifeblood of Your Practice
James (Jim) Swain, JD
Founder and CEO of the Academy of VA Pension Planners
• Valerie Peterson, JD
• Executive Director of ElderCounsel
This Session Will Cover
Ways to Market your practice
Market vs Sales
Referral Sources
Marketing Materials
Demographics WWII - 2.3 million
Korean Conflict - 2.6 million
Vietnam Conflict - 7.9 million
Surviving Spouses ?
Estimated 1/3rd of everyone over age 65 is a veteran or surviving spouse
Vietnam Veterans
Between 63 and 70 years of age
Next major group
Marketing vs Sales
Marketing and selling are very different
Marketing is the art of getting people’s attention so they will listen
Sales is getting them to take action
Types of Marketing Efforts
Referral Sources
Prospective Clients
Marketing vs Sales
?
Referral Resources
Prospective Clients
Develop a Marketing Program
Stay in touch
- Email marketing
- Personal visits
- Invite to your office – lunch and learn
Be specific about how you can help them
- They are interested in “What you can do for them”
Ways to Market Your Practice
Networking Seminars
Ads Web Site
Articles E-mail
Referrals Direct Mail
Marketing Materials
Business Cards
Brochures/Handout Material
Stationary
Web Site
Ads
Purpose of Marketing Materials
Potential Clients
Drive them to Action
Marketing Materials
Make sure they:
−are readable by appealing to your target client
−are clear about what you do
−provide information that is of benefit to the client
−include your name and phone number on everything
Referral SourcesWHAT CAN YOU DO FOR THEM
-Help pay their fees
-Help them by helping their clients
-They are not interested in what they can do for you
-Make yourself available to them
-Provide them with VA brochures with their name on the cover in stead of yours (*put yours on the back)
Senior Advisors / Referral SourcesAssisted Living Facilities
Home HealthCare Companies
Nursing Homes
Hospitals
Senior Communities
Financial Advisors
Other Attorneys
Networking with Referral SourcesPeople must know what you do
They want to know WHAT YOU CAN DO FOR THEM
Join Senior Advisor Groups or Create Your Own
Hold Lunch and Learn sessions in your office
Attend all meetings of any relevant group
Carry Business Cards and Handout Material
Look for opportunities to connect with caregivers /children
- Web Site
- Social Media
- Corporate HR departments
- Religious Organizations
- Support Groups
Finding Clients
Public Seminars
Civic Clubs – Rotary, Kiwanis, Lions
Retiree Clubs- AARP, Retired Federal Employees
Senior Communities
Religious Groups
Support Groups
Create you own opportunities
News Articles
Write articles for local papers
Public Seminars – give news release
Free
Gives credibility
Creates reputation
Existing Client Base
Keep in touch
Let them know:
new area of practice
how it can help them and their friends and relatives
offer to speak to their club or other group
Provide articles on VA and other legal subject to
- CPAs
- Financial Advisors
- Other Attorneys
- Senior Advisors
Newsletters
Best PracticesGive referral sources laminated “VA Pension Reference” or “Medicaid Desk Reference” with your contact info on it
Give VA brochures with their name on the cover
Find every reason to visit a facility with which you want to work
Invite referral sources to meetings at the facility
Keep in touch
Referral OrganizationsEducational Organizations
- Only provide information to the public- Provide referrals and listing services for
advisors- Do not sell products or assist with applicationsNational Care Planning Council
- http://www.longtermcarelink.netVeterans Aid
- http://www.veternaid.org
Financial Advisors
Will assist or prepare the application- Some at no cost- Previously a financial services company- Some good, others not- Find the good ones, they need and want
good attorneys.
Questions ?
Thank You!