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How To Create a Powerful Facebook Group For Estate Planning Lawyers

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The question

What kind of Facebook group would be good for estate planning clients? I don’t do probate. It’s hard for me to think of a group that would attract clients. 

My answer

You just have to think about what it is that people want. Let’s say you’re targeting estate planning clients, maybe business owners and specifically business owners that stand to lose a lot if they get killed in an accident. What happens to their business? 

You don’t necessarily want to create a business estate planning group, but you can create a group for business owners. This could be a group that’s designed for local business owners. 

Who are your ideal clients?

Just think about who your ideal clients are and what problems they have that might not necessarily be related to estate planning directly. From there, you help them solve those small problems/ And then you lead them towards estate planning. 

I had a conversation yesterday with a coaching client and we came up with a really good estate planning group. I don’t want to share it because it’s so good that I don’t think it’s fair to him. But we came up with a really, really good topic for an estate planning group. If he decides not to use it, then I’ll share it one day, but I don’t want to share it right now. 

Find their biggest fears and desires

What it came down to is that we looked at who are the types of people that he wanted to target and then what are their biggest fears and their biggest desires.

A common misconception

And there’s another concept… maybe they don’t necessarily know what their fears are. Most people think that estate planning is for old, rich people, and it’s really not. If you own a house, if you have kids, estate planning is for you. You don’t have to have a million dollars in the bank. 

You probably should have a trust because if you don’t, then you’re going to have an issue. in terms of end of life directives and powers of attorney. So, you just need to backtrack and not make the group about estate planning but about solving problems that people have that are related to estate planning. 

What you should consider

Without knowing exactly what types of clients you’re going for, that’s basically the best that I can give you. If you’re going for business owners, then think about the problems that business owners have and start a group about business owners. 

Perhaps you’re going for parents that may be baby boomers and don’t want their kids to inherit $25,000,000 in their twenties and then just blow it all. 

The key is to find out what those people all have in common and how to talk about what their fears are. Maybe their fears are that their kids are going to get way too much money and they’re not responsible enough. 

What you should do

So, ask what those people all have in common. What are they afraid of? What do they want? And then create a group that serves those needs.

How To Build A Powerful Audience For Your Law Firm’s Facebook Ads

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The question

When it comes to Facebook ads, is it better to target a wide geographical audience or a smaller audience? 

My answer

I happen to know this is for a personal injury attorney. Deciding on the correct targeting is hard, because the way Facebook works is that you’re able to use all these different modifiers that allow you to narrow down your audience. 

But the more narrow your audience gets, the fewer people you’re going to reach and the more money it’s going to cost you to reach those people. 

How to reach lots of people

Actually, here’s a perfect example: we have a client in Chicago and we ran ads in Thailand. We wanted to see if it was going to work or not — and it didn’t work, by the way. But we reached a ridiculous number of people. 

So we ran ads to the entire country of Thailand because with these MAX 737 planes that Boeing has…  Well, I don’t know the exact story and I’m not a lawyer, so don’t quote me on this. But I guess they’re accepting responsibility for some of the accidents. 

So, my client was trying to find people in Thailand, at least I think it was Thailand, In any case, we ran ads to the entire country, Thailand, Indonesia, wherever the plane crash was. So we ran ads to the entire country — 45,000,000 people — for like a thousand bucks and we reached 5 or 6,000,000 people for that thousand bucks. That’s ridiculous. 

You could never do that in the United States.

Wide vs. narrow targeting

But if we started targeting — if we started doing more targeting, that number would have greatly dropped. If we target everyone in the United States and spent a thousand dollars, we probably would reach about the same number of people just because there are no modifiers. 

So, for personal injury, consider that you’re just going wide and you’re just trying to say: hey, have you been in a car accident? Not that I necessarily recommend that. But if that’s what you’re trying to do, there’s a saying: every once in a while, a blind squirrel finds a nut. 

You can get cases that way, it’s not that you can’t get cases. Then I would try to get as many people in the audience as possible. It’s just not my favorite way of doing it. 

When to go narrow

Now, the exception to that rule is if you have a message that’s going to a specific audience. So, for example, if you’re going to run ads for motorcycle riders, or if you’re going to run ads for Uber drivers.

Or if you’re going to run ads for parents who have small children trying to get compensation for playground accident injuries and things like that. It needs to be defined better — it’s quality over quantity type of situation. 

What you should do

What’s better? That depends on your definition of better. If you’re just trying to reach the most people possible, then a wider audience is better. If you’re trying to get a better quality audience and have more qualified people, then a smaller audience is better. 

So it kind of depends. I know that’s not a great answer and probably not the one you want. But basically, if you have broad ads, then definitely go wide. If you have specific ads and a specific message, then go narrow. So, that’s my answer.