In this episode of the Book More Show, I sit down with estate planning attorney Matt Ferry to discuss how he strategically uses an easy-to-understand book to transform client relationships and position himself as an expert in his field.
Matt shares his journey from a small law firm to establishing his successful practice focused on estate planning and elder law. He explains how writing a concise book helped initiate important client conversations, simplify complex topics, and build credibility.
We delve into the motivations for creating an educational book in the financial industry and how narrowing broad subjects can target specific markets.
Matt discusses using storytelling to make complex concepts relatable and leveraging constraints to provide the right level of information. He also offers practical examples of how marketing the book in different formats, such as webinars and podcasts, can empower professionals to effectively nurture client engagement.
As client meetings evolve post-COVID, Matt provides valuable insights. He highlights the importance of embracing technology and subtleties like reducing anxiety through guidance.
SHOW HIGHLIGHTS
- In this episode, Matt Ferry, an estate planning attorney from Michigan, shares his journey from working at a small law firm to establishing his own practice specializing in estate planning and elder law since 2010.
- Matt discusses the creation of his book, which serves as a cornerstone for client education by simplifying complex estate planning topics and initiating important conversations.
- We explore the strategic motivations behind writing a book within the financial industry, including targeting specific markets and using storytelling to make educational content more relatable.
- Matt explains how creating user-friendly materials can engage clients and build lasting relationships, emphasizing the importance of beneficial constraints in delivering the right information at the right time.
- We delve into how Matt leverages his book to build credibility, nurture client relationships, and serve as a versatile tool in his marketing efforts, including distribution through referral partners and workshops.
- Matt highlights the value of using physical books during initial meetings to add credibility and streamline the path to client acquisition, noting how referencing the book can build trust.
- We discuss the impact of the COVID-19 pandemic on client engagement, noting the shift to digital tools and the increased tech-savviness of older generations.
- Matt shares insights into reducing customer anxiety and strategically guiding clients through their journey, using the book to offer additional content and small actionable steps.
- We touch on the unexpected revelations that come from creating a manuscript, including the challenge of stepping back from technical details to share a broader story.
- The episode concludes with a discussion on the value of community and referrals, particularly within professional networks, and provides resources for further connection.
Show notes & video: 90minutebooks.com/podcast/175
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