I’ve worked with attorneys helping them with their marketing for a really long time now. I’ve worked in both online and offline media. With the coming of Web 2.0 I’ve watched a magical evolution.  Best practices in marketing have literally morphed before my eyes!

Back in the day (like 2000 and 2001), it was perfectly acceptable just to have a website. And, the website could be nothing more than a static (stagnant) site that espouses the greatness of the company or website owner.

Then something changed.

Somewhere along the way, consumers started challenging the status quo. They demanded more information before making a purchasing decision. They started becoming disillusioned with businesses pushing their products and services on them.  They wanted to make their own decisions.

Savvy business owners heard this message.  The only thing that got in the way was the “how.”  How were businesses supposed to get the educational material out to consumers in an affordable way?  Not everyone can afford Superbowl ads and very few of us get chosen for Oprah’s “Favorite Things.”

The answer was there though.  Right in front of them. Of course it was disguised as a system that only college kids used to waste time: Facebook. Business owners who had the wisdom and foresight to recognize this platform and other Web 2.0 portals for the awesome opportunities they were soared to the top of the heap.  They were the true leaders of the time.

You might be asking yourself…

What has this got to do with me?  I’m an attorney. I don’t sell widgets.  I sell sophisticated, high quality services and the thought of “tweeting” or “friending” just feels silly and can’t work.

I’m here to tell you that you are wrong. I know it works. I’ve seen it work. People are looking for information about estate planning.  They want to do their research before selecting an attorney that will be intimately involved in their family’s affairs.  You should be the one to give it to them.  Then, when the time comes to invest, they are going to turn to you — their trusted advisor.

It is my mission to teach estate planning attorneys the power of social media. I know your business, I know your clients, and I know this works.