Family businesses need more than just legal documents to secure their legacy.

Today on the More Cheese Less Whiskers podcast, we're talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families.

We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building.

Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers.

Key Takeaways:

1. Focusing on the "who" you want to be a hero to is essential before determining your best service offering and its price point.
2. Creating a "family benefits plan" instead of a "family constitution" demonstrates how language choice significantly impacts client perception and engagement.
3. Building a prospect "vending machine" requires clearly articulated outcomes that prospects can visualize and would willingly pay to achieve.
4. The concept of a "stress test" for estate plans provides a concrete, marketable service that appeals to proactive clients who already understand the importance of planning.
5. Using carefully chosen emotional language like "avoidable surprises that derail even the most cautious estate plans" creates more engagement than technical legal terminology.
6. Focusing on specific, tangible outcomes (like peaceful family Thanksgiving dinners) makes abstract services concrete and compelling to potential clients.

Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com