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A Texan by birth, A Colorado-based attorney with 4 kids today, Bonnie built a very successful Estate Planning legal office, before venturing out again to help other attorneys work out the technology and marketing stack for their own businesses. She’s not done there either, with her own attorney tech stack being available is the next 18 months.
While some people have a goal to retire with $x in the bank, my own goal is about geographical independence. As an attorney though, when you move state you have to take the local bar exam. Interesting aspect of the industry.
Bonnie’s first business, Trust and Wills, the focus was on trying to help people to move forward. Estate planning is not an emergency service with an inbuilt sense of speed and so that has to be created in the minds of the customers.
Bonnie starts her marketing assault with the name of practice itself. Attorney’s typically name their business based on their last name, Bonnie sets out with intent and names her’s Wills & Wellness. From there it becomes about marketing funnels and marketing automation.
- Ads drive to a free download, free report, free wallet download
- With the email address captured, have then focus on the next step – attend our webinar (which was live, but now on demand)
- Make the webinar it engaging, and make it great value, try not to be stale in approach or content
With no formal marketing training it took a few years and investing in courses to learn how to write the webinar script to convey value and drive to next steps.
Many would have rested there, feeling happy they had a steady stream of new business walking in the door. Bonnie however realized that her potential customers would come for the free consultation but in reality were not ready to commit. By creating a post-signup funnel, Bonnie educated her prospects about what she offered and what was required for them to move forward. If she was going to give up 2 hours for a consultation, her customers were going to need to spend 2-3 hours themselves prepping for that meeting.
Now in the initial customer consultation, the questions became buying questions, such as “how best can we work together”.
A key point made in this conversation is to “Make progress rather than make it perfect”. Too many business owners focus on perfection.
Having entrepreneurial parents might be a big advantage. Her parents having been down that path first made it easier for her to take that path too. “You’re going to make it through it.”
Regarding her own wellness, Bonnie says she has to strive to find the work life balance, and has a tendency to drift more to work. As a fellow parent Bonnie’s tactic of visualizing what she expects of her kids in a current situation is great advice.
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