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Estate Planning, Legal Marketing, and How to Grab Attention with Jan Roos
Jan Roos is the founder of CaseFuel, an organization that creates end-to-end client generating machines by combining the top digital platforms for traffic, conversion rate optimization, and analytics. Jan is also a legal marketing expert and best-selling author. He joins Jeromy Sonne to discuss legal marketing, estate planning, and capturing people’s attention.
Lead Generation vs. Demand Generation 3:39
Jan talks about his legal marketing practice. Probate may be within the bigger domain, but in Jan’s opinion, it’s more a lead generation play than a demand generation one. Lead generation involves capturing intent that’s already out there, whereas demand generation involves growing a market by convincing people to move forward after identifying that they have a need for something.
No One Wants an Estate Planner 8:23
The challenge with legal marketing, Jan claims, is convincing clients why you are the best choice. This is also a challenge with estate planning, but that has the added hurdle of ‘why now?’ From an intake perspective, the bar is quite high. “You can’t wait around,” he remarks. “You can’t be nonchalant about scheduling or complain that no one wants an estate planner, because they don’t, and that’s why we have to tell them they need one.”
Misery Loves Company 17:43
Jan shares stories of his firm’s marketing strategies. In one instance, after experiencing a significant lack of activity and interest in certain headlines, they observed that the ones getting the most traction were those that were negatively oriented. Negative headlines always catch people’s attention more, and leaning into it gives the best results. “We’re basically like ‘Hey, do you want to worry about this topic?’ and that’s how we get it done,” Jan jokes.
The Perils of Online Webinars 25:22
Hosting online webinars is different from hosting in person seminars. For one, the bar is actually higher for webinars because the probability of interruptions and distractions on the viewer’s end is higher. It’s up to the hosts to keep their viewers’ attention.
Resources
Jan Roos | LinkedIn
CaseFuel
View all episodes
By Jeromy SonneJan Roos is the founder of CaseFuel, an organization that creates end-to-end client generating machines by combining the top digital platforms for traffic, conversion rate optimization, and analytics. Jan is also a legal marketing expert and best-selling author. He joins Jeromy Sonne to discuss legal marketing, estate planning, and capturing people’s attention.
Lead Generation vs. Demand Generation 3:39
Jan talks about his legal marketing practice. Probate may be within the bigger domain, but in Jan’s opinion, it’s more a lead generation play than a demand generation one. Lead generation involves capturing intent that’s already out there, whereas demand generation involves growing a market by convincing people to move forward after identifying that they have a need for something.
No One Wants an Estate Planner 8:23
The challenge with legal marketing, Jan claims, is convincing clients why you are the best choice. This is also a challenge with estate planning, but that has the added hurdle of ‘why now?’ From an intake perspective, the bar is quite high. “You can’t wait around,” he remarks. “You can’t be nonchalant about scheduling or complain that no one wants an estate planner, because they don’t, and that’s why we have to tell them they need one.”
Misery Loves Company 17:43
Jan shares stories of his firm’s marketing strategies. In one instance, after experiencing a significant lack of activity and interest in certain headlines, they observed that the ones getting the most traction were those that were negatively oriented. Negative headlines always catch people’s attention more, and leaning into it gives the best results. “We’re basically like ‘Hey, do you want to worry about this topic?’ and that’s how we get it done,” Jan jokes.
The Perils of Online Webinars 25:22
Hosting online webinars is different from hosting in person seminars. For one, the bar is actually higher for webinars because the probability of interruptions and distractions on the viewer’s end is higher. It’s up to the hosts to keep their viewers’ attention.
Resources
Jan Roos | LinkedIn
CaseFuel