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 1/3 rd 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 - 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 NetworkingSeminars AdsWeb Site Articles ReferralsDirect 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 Sources WHAT 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 Sources Assisted Living Facilities Home HealthCare Companies Nursing Homes Hospitals Senior Communities Financial Advisors Other Attorneys

Networking with Referral Sources People 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 Practices Give 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 Organizations Educational Organizations - Only provide information to the public - Provide referrals and listing services for advisors - Do not sell products or assist with applications National Care Planning Council - Veterans Aid -

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!