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

E-mail

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!