Your future clients are already thinking about planning. Are you showing up?
Here’s something I want you to sit with this week.
Right now, today, someone in your community is sitting across from their CPA talking about taxes. And that conversation is turning into “we really need to update our estate plan.”
Someone else is cleaning out a filing cabinet and finding a trust document from 2016 that doesn’t reflect their life anymore.
A daughter is Googling “how to help my aging parents” from her kitchen table after a scary weekend.
A young couple just had their first baby and realized they don’t have a plan for any of it.
These are all YOUR people. Every single one of them.
But here’s what I see happening with a lot of firms this time of year. You’re showing up talking about one thing. Maybe it’s asset protection. Maybe it’s Medicaid. Maybe you just did a workshop on trust administration and that’s what’s top of mind.
Meanwhile, all of these other conversations are happening around you, and your firm is silent on them.
Not because you don’t do that work. You do. You handle all of it.
But your marketing doesn’t reflect that.
And when your marketing only tells part of the story, people only connect you to part of the solution. That family dealing with aging parents? They don’t realize you’re the attorney who can help them. That young couple? They think you only work with retirees.
You’re not invisible. You’re just incomplete.
Spring is when people start paying attention. Tax season stirs things up. Life transitions pick up speed. Families start having the conversations they’ve been putting off.
If your firm is only showing up in one of those conversations, you’re leaving the others on the table, and someone else is picking them up.
I’m not saying you need to do more. I’m saying you need to say more of what you already do.
Asset protection. Medicaid planning. Trust updates. Workshops for young families. Powers of attorney. Long-term care conversations. All of it.
Your marketing should sound like your intake, covering the full picture of how you actually serve people.
Something to think about this week. Take a look at your last month of content, social posts, emails, whatever you’ve been putting out there, and ask yourself: does this reflect everything we do? Or just a sliver of it?
That answer will tell you a lot.