I have found, over the years, that my clients, their ideas, and their collective experience are a wonderful resource to each of my other clients. That is, the value of this network is a significant additional benefit to the value of a relationship with Smart Marketing. Never is this more clear than when one of our clients comes up with an idea whose effectiveness is so evident that one is led to exclaim "Why didn’t I think of that?"
Such is the case with Smart Marketing client Meg Rudansky’s Senior Resource Guide System, a brilliant marketing system, brilliantly executed. A few years ago, Meg had the clever idea to create a local guide to services serving seniors. As an elder law attorney, she would publish this guide in pamphlet form with the imprint of her law office, and distribute them around her practice area on Long Island, New York. So far, so good. But then she had the even more clever idea: to list, in her guide, various providers of these services — geriatric care managers, nursing homes, neurologists, clinical social workers, hospices, home care providers — along with institutional resources like the local chapter of the Alzheimer’s Association or Meals on Wheels.
Meg found that as she visited these providers in order to gather information for the listings in her guide, something happened: the beginnings of a relationship. She learned who they were, what they did, and vice versa. Since Meg was publishing a free guide, at her own expense, and since she promised to bring copies for their offices, they were delighted to participate.
Well, you can imagine what happened. Meg’s Guide became an indispensable resource and people (and organizations!) started referring clients to her. In fact, at the end of a year, Meg was able to review her accounts and see that revenue from clients who had come to her through Guide-inspired referrals totaled over six figures! Not bad for a little booklet that cost a couple thousand dollars to print.
When Meg told me this story and showed me her Guide, I was bowled over. Smart Marketing clients are constantly looking for ways generate referrals. A potential client who is referred represents the very best kind of business. For one thing, such business comes in the door 90 percent “sold” since the potential client has been sent by their trusted advisor, whomever that might be. The acquisition cost for such clients is very low compared to other marketing methods, and how much more satisfying it is to be “pursued” (i.e. sought out by the potential client) than to be the “pursuer” (asking for business).
I told Meg she had to share her system with other attorneys. There was a problem, however. The work Meg had put into creating her Guide was going to be too much to ask from most attorneys. They wouldn’t know how to write it, how to have it graphically designed and printed, and how to go about creating the relationships that are the Guide’s most valuable by-product. The solution: Meg would pre-package all of that for the attorney. All any attorney would have to do is find the local providers of similar services to create local listings. By creating a sophisticated graphic design for the booklet, puting the whole thing on a disk, along with a “How To” pamphlet, a copy of the Guide itself, a certificate for personal consultations with Meg, and a licensing agreement, it would be a simple “fill in the blanks” exercise for any attorney who purchased the system.
Well, it took about eight months, but it’s done, and it is on the market. Meg’s Senior Resource Guide System made a smashing debut at the May conference of the National Academy of Elder Law Attorneys (NAELA) and is now available online. I know you might have a hundred questions —How much does it cost? How do I get my Guide printed? How should I distribute the Guide? — and you can get all the answers by clicking here. If you’d like to talk to Meg directly, email her at [email protected] or call her at 631-725-4778. She’ll be happy to tell you her story and answer any questions you may have.
(Disclaimer: Smart Marketing has no financial interest in LegalResourcesLLC, publisher of the Senior Resource Guide System, nor in the sales of the system itself.)