The Most Overlooked Weapon in Pre-Need Marketing

When I first came into Frazer Consultants, now part of Tribute Technology, my job was to transition FuneralNet customers onto the Frazer website platform.

Here’s what I discovered…

There was one tool that every FuneralNet customer loved. In fact, many resisted switching platforms because Frazer didn’t have this same piece of technology. It was a rare mix: old-school sales savvy built into a modern web tool. Not flashy. Not complicated. Just effective. And the top 20% of FuneralNet clients used it to quietly dominate their markets, capturing leads, engaging families, and driving pre-need conversations every single month.

Think about it: one funeral home client used this tool to triple the number of pre-need inquiries they got from their website in less than a year. Another leaned into it and grew their average monthly pre-need sales by 40% without spending a dime more on advertising. It wasn’t luck. It was a process. And this tool gave them leverage.

To this day, I believe this is still the most lethal weapon in deathcare marketing. Especially for pre-need. Yet even Tribute Technology never fully rebuilt or deployed it in a way that captured its true potential. They tried, but failed. Instead, offering you a watered-down and automated version that is forgettable and mostly ineffective. Why? Because very few people in funeral tech truly understand how to build, nurture, and scale a pre-need sales pipeline. They focus on at-need. They talk about websites, case management, flowers, and livestreams. Meanwhile, the engine that could actually drive long-term revenue for your funeral home sits buried and ignored.

Here’s the reality: pre-need growth isn’t about one-off campaigns or gimmicks; or an endless stream of same old seminars. It’s about systems that build lists of interested prospects, nurture those prospects over time, and usher them to the point where they’re ready to make their plan. That’s what this tool did—and why the smartest FuneralNet clients loved it. They didn’t just collect leads. They converted them.

Most funeral homes today are starving for this kind of system. You can have the prettiest website in town, but if it doesn’t generate consistent, measurable engagement and pre-need leads and contracts, you’re missing a big opportunity.

But here’s the truth: this tool isn't the only tool I’m talking about today. This tool, combined with the AI-driven system I’ve been developing over the last five years, can put any funeral home, big or small, at the front of the pack in their market. My system integrates customer service automation, content that converts, and pipeline management into a single strategy designed to double your pre-need sales volume.

I won’t give away the full play here. Not yet. But if you’re serious about leading pre-need in your community, you’re going to want to see this.

If you’re attending NFDA in Chicago next month, I can give you a private preview. Or, if you’d rather not wait, reach out today and we’ll schedule a 20-minute call to pull back the curtain.

Curious? I hope so…

Sincerely, John C Ashworth - book your 20-minute call here 🤓

PS On our call, I’ll reveal this tool and show you exactly how it integrates with my entire sales and marketing system to immediately jump-start your pre-need program, and set you on a path to double sales next year. Call the VIP line any time at 608-845-2252.

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Why Bother Posting?

Back from Europe, still fighting off the jet lag, but right back into the groove—and I want to share something important.

Funeral home owners and pre-need agents ask me all the time:

👉 Why post on LinkedIn?👉 Why create video?👉 Why write a blog?

It feels like a lot of effort. And often, you’re not reaching as many people as you’d like. So why bother?

Here’s the truth:

* It builds connection and trust.If you’re reading this, we’re already building a connection. The more content people see from you before they walk in your doors, the more trust you’ve earned. That makes every conversation easier.

* It’s in you.If you’re like me, you can’t help but share your ideas, insights, and inspiration. And the more you do it, the more opportunities you create. Over time, it compounds—connections, conversations, and chances to grow.

* It attracts the right people.Your content becomes a filter. It pulls in the families and partners who align with your message, your style, and your mission.

Just last week in Europe, I sat at dinner with some of the top performers in our field. Every single conversation reinforced that creating and sharing is worth it. The insights, the strategies, the inspiration—they come from putting yourself out there.

Here’s what I know for sure: I can help you write additional business—new pre-need contracts you’re not writing today. That’s what my sales systems, AI tools, and marketing platforms are built for.

So if you’re a funeral home owner or an agent who’s curious, let’s talk. Start small. Write some additional business with me and Golden Considerations. See where it leads.

Because if you’re not growing, you’re dying.

—Johnny Renaissance

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Marketing is not a perfect science.

It never has been.

But here’s the danger: most funeral homes use that excuse to sit still. They wait until they “feel ready,” until they “know for sure.”

Meanwhile, the corporate giants aren’t waiting. The aggressive local competitor isn’t waiting. Someone else is stepping into the vacuum you’ve left wide open.

That’s how you lose ground. Quietly. Month after month.

The truth? You don’t need perfect. You need movement. Consistency. Systems that keep your name, your value, and your story in front of families—before someone else does it first.

The funeral home I just told a story about nearly waited too long. Now? He’s on track to double his preneed sales. Why? Because he finally moved.

👉 Imperfect action beats perfect hesitation. Every time.

#FuneralService #Preneed #Marketing #Sales #JohnnyRenaissance

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There’s a funeral director I’ve been talking about a lot lately.

Three locations. 250 calls a year. A strong pre-need program that’s scaled to the next level.

And here’s the kicker: he didn’t get there by luck, or by chasing unicorn agents, or by waiting for the “perfect” moment.

He got there because his tech stack is dialed in.

Paperless workflows. Case management online. Families starting their own arrangements without an agent in the room. AI and digital tools handling the busy work so his people can focus on the human work.

That’s not the future.That’s now.

The Hardest Part of Change

When he started down this path five years ago, his longtime admin said:

“You can’t do this. Or I’ll quit.”

That’s not unusual. Resistance is part of the game. Sometimes it comes from your staff. More often, it comes from you.

The pain of change feels too big. The comfort of “just doing it the way we’ve always done it” feels safer.

But here’s the problem: that’s how you slowly die—one day at a time.

You’re either growing or you’re dying.

And this guy? He’s growing.

The Power of Incremental Progress

Most funeral homes avoid these shifts because they look overwhelming. Too much work. Too much risk.

But the truth is: you don’t need to overhaul everything in one giant leap.

What you need is incremental progress.

A little bit every week.Tiny steps that add up to massive change.

That’s how you go from $350,000 in pre-need sales to $1 million in two years.

Not by waiting. Not by making excuses. But by starting.

“Just Start”

This is the same message I give to families who are afraid of pre-planning their funeral:

Don’t worry about finishing it today.Just start.

Because if you never start, you never finish.

And once you start, you’re already on your way.

The same rule applies to your business.

You don’t need to be 100% paperless by December. You don’t need to master AI overnight.

But you do need to start moving. Because others already are. And they’re selling pre-need contracts online—with or without an agent—every single day.

The Johnny Renaissance Hotline

I know a lot of you have no idea where to begin. That’s why I’ve opened up the Johnny Renaissance Hotline.

Yes, it’s a landline.Yes, it’s copper.Yes, the connection is crystal clear.

📞 608-845-2252

That’s my desk line. Call it. If I’m there, I’ll pick up.

Because sometimes the best way to get unstuck is to have one real conversation with someone who’s been there before and can point you in the right direction.

The Choice in Front of You

The industry is shifting. The world is shifting.

You can wait.Or you can start.

One funeral director decided to start—and he multiplied his business.

Your choice is the same.

See you on the hotline.

—Johnny Renaissance

👉 Want the full podcast episode? Listen on The Ash Flash.

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Most funeral homes, consultants, and even tech companies are still stuck explaining themselves the hard way—through brochures, long phone calls, or clunky websites that nobody reads.

That’s outdated.

The truth? The fastest way to generate leads, close sales, and simplify your message is with a powerful Explainer Video.

I’ve seen this work firsthand. From the funeral profession to the tech world, nothing cuts through confusion like a short, sharp video that:

* Simplifies what you do in under 2 minutes

* Builds instant trust and credibility

* Drives people to take the next step—book an appointment, request info, or buy

📊 The numbers don’t lie:

* 80%+ of businesses use video on their website

* 83% say explainer videos on their homepage work

* 76% say it directly boosts sales

The only problem? Big agencies charge insane fees to produce them.

That’s where I step in.

👉 I’ve partnered with Peter Fogel, a master copywriter, scriptwriter, and voiceover artist, to bring you high-impact, affordable Explainer Videos tailored for funeral homes, service companies, and consultants.

We handle the script, the voice, and the animation—all in one streamlined process.

The end result? A tool that works for you 24/7… educating, persuading, and selling without you lifting a finger.

Want proof? DM me and I’ll send you a sample.

—Johnny Renaissance

P.S. If you’re tired of trying to “explain” your value over and over again, let me put one of these machines to work for you. DM me here or reach me at [email protected] / 608-845-2252.

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🚨 Funeral directors: this isn’t a trend.It’s a transformation.

Just like websites replaced the Yellow Pages…Just like email replaced the fax machine…AI is about to replace every part of your business that refuses to adapt.

But here’s the twist—this isn’t about replacing people.It’s about amplifying them.Taking the busy work off their plate so they can be sharper, faster, more human.

In this new podcast clip, I break down exactly how funeral homes are already using AI to:→ Double their preneed leads in 90 days→ Boost average contract size by 22%→ Book appointments automatically—without relying on one “unicorn” agent

This isn’t theory. It’s happening now.

🎧 Listen to the clip here.🎙️ Catch the full episode on theashflash.substack.com.

#FuneralHomes #Preneed #AI #FuneralProfession #Marketing

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Everywhere you look, there’s another big-dollar platform promising the world…But when you need them most?It’s 4:30 p.m., you’ve got grieving families calling, and the answer you get is:"We’ll get back to you in 24 hours."

I’ve been in this game for nearly a decade.Not one of these companies is truly focused on your sales the way they should be.

That’s why I’ve stopped waiting.I’m taking what’s out there—the tech stack, the AI tools, the “solutions”—…and layering in my own systems.Custom-built.Focused on sales.Built for funeral homes and pre-need programs that want to grow.

No one else is going to do this for you.I’m bold enough to say maybe no one else can.

So here’s my challenge:If you think I’m wrong—or you’re curious how much opportunity your website and online presence are leaving on the table—comment here or DM me.

I’ll show you exactly how to fix it.And I’ll show you the system my partners are already using to own the future of pre-need.

John AshworthAKA Johnny RenaissanceFuneral Directors VIP Desk

#FuneralService #PreNeed #FuneralHomeMarketing #DeathCare #FuneralProfessionals #SalesSystems #AI

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Too often, funeral home growth strategies feel like a game of chance—the right timing, the perfect marketing, hoping something sticks.

But what if real growth isn’t about luck?

It’s about purposeful action.

Building trust.

Engaging meaningfully.

Leaders aren’t just content with surface-level efforts or chasing the next trend.

They focus on what truly moves the needle: authentic relationships, strategic leverage, consistent effort in the right places.

Growth isn’t a flash in the pan. It’s a system—one rooted in storytelling, automation, and trust-building—working quietly behind the scenes, day after day.

The transformation happens when you commit to the basics—updating your CRM intentionally, sharing stories that resonate, following up with purpose.

Because at the end of the day, it’s about legacy—what your funeral home stands for and how you serve families long before they call you.

If you want more than just hope, if you’re ready to build a momentum that lasts, then it’s time to get strategic—because leverage and systems beat luck every time.

Let’s craft your approach.

Because growth starts with intention—not chance.

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Here’s a Substack-ready draft built from your podcast script, keeping your edge and expanding the ideas for a longer-form read.

Stop Waiting. Start Marketing.

Some advice in the funeral profession isn’t just wrong — it’s dangerous.

It’s the kind of advice you get from someone who’s never had to make payroll with their own marketing plan.

Recently, I heard it again: “Just stop marketing. Just wait for people to come to you.”

This is the kind of thinking that keeps funeral homes stuck, shrinking, and wondering why they can’t get ahead.It would only come from someone who doesn’t understand the first thing about sales or marketing.

The truth?You should always be marketing.

Always be filling the air with your message.Always be telling your story, sharing your mission, and speaking directly to the specific families you want to serve.Always be sharpening the way you say it and the way you deliver it.

Marketing isn’t something you do until the phone starts ringing — it’s what you do so the phone keeps ringing.

Why waiting is a ridiculous idea

Sitting in your funeral home hoping people show up is not a strategy. It’s business hospice.

Here’s just one reason:On my recent trip, I met a funeral director frustrated over rising cremation rates.

Here’s the blunt truth:If you’re not actively in the market shaping perception, educating families, and making the case for why you’re worth choosing — someone else will. And you won’t like their pitch.

The families you want to reach are hearing from somebody every day. If that somebody isn’t you, you’ve already lost them.

The reality you can’t ignore

The market is noisy.The attention span of your audience is shrinking.And every day you delay, you give up space in people’s minds to competitors, discount cremation mills, and anyone else willing to put their message out there consistently.

You don’t need to yell louder than everyone. You need to say the right thing, to the right people, at the right time — over and over again.

That’s not hype. That’s the discipline of marketing done right.

Your next move

Stop listening to bad advice.Stop waiting for things to “go back to the way they were.”Start building a system that keeps your pipeline full — and never stop feeding it.

Because in this business, invisibility is the fastest path to irrelevance.

—🎙

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Because if 2025 to 2027 is truly our generation’s Industrial Revolution moment—and I believe it is—then sitting on the sidelines isn’t cautious.It’s reckless.

This kind of innovation doesn’t just cut costs or save time.It reshapes your business.It reshapes lives.It reshapes legacies.

Take what we’re building right now with AI.

Families can begin their funeral plans online—with intention.But instead of just checking boxes or filling out forms, they get to tell their story.They write it in their own words.They start shaping their own legacy—with the help of AI.

It turns pre-need into a living, breathing experience.Not a transaction.A transformation.

This is what the future looks like when you embrace the tools that are finally ready for this industry.

This is how we change your business.Your life.And the lives of the families you serve—for good.

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