EFFECTIVE COMMUNICATIONS CAMPAIGNS FOR PROBATE BUSINESSES LEON MCKENZIE
always want to know what is in it for them. Using
the details of your probate business for a one-on-
language that describes the benefit of using your
one conversation.
services is what will make your communications
written, let it sit for a while and ask yourself (1) how
stand out from the crowd.
it fits into your overall communications strategy
Once a communication is
and; (2) if there is anything you can omit and still
Length matters – Keep it Concise
maintain the strength of the message.
This
process will help you to gain a high-level
In today’s fast paced society, lengthy messages
perspective as well as reduce your information to
simply don’t work.
the core selling proposition, giving you strength in
Not only will your potential
clients not read them, but they will miss the
the market.
important information that can help them to take
advantage of your services. Keeping your written
Present a Powerful Call to Action
text between one half page and a full page is a
good amount of words – plenty of space for you to
A powerful call to action is the single most
convey your unique selling proposition without
important part of your probate communications
discouraging people from reading your information.
campaign.
In general, shorter communications, as pithy as
statement at the end of your letter, mailing, blog
possible, will more quickly generate leads than
post or social media post that asks readers to act,
those that are longer and more extensive. Save
to do something, or to respond. For some businesses
What is a call to action?
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