We hear this a lot from estate planning and elder law attorneys, “I don’t need more clients. My calendar’s already packed.” And hey, that’s great! But here’s the thing—Cottrell Communications isn’t just about stuffing your pipeline with more leads. We’re about building relationships that turn your one-time clients into lifelong advocates.
Because let’s be real: What’s the point of getting more clients if you’re losing the ones you already have? Or worse, if those clients aren’t referring you to their friends, family, and everyone they know who will die someday?
This is where Relationship Marketing comes in. We’re not here to help you just “get” clients—we’re here to help you “keep” them, “delight” them, and turn them into your biggest cheerleaders. One of the ways we do that is by using the Marketing Hourglass framework from Duct Tape Marketing.
1. The Marketing Hourglass: It’s More Than Just Getting Leads
Most marketing agencies stop at the top of the funnel—generating leads and handing them off like a hot potato. Not us. We work through the entire Marketing Hourglass, focusing on every stage: Know, Like, Trust, Try, Buy, Repeat, and Refer.
If you’re only focusing on the “Know” and “Like” stages, you’re leaving a ton of value on the table. We’re here to help with the parts that come after—the “really” important stuff:
- Try: Offering free workshops, consultations, or downloadable resources to give potential clients a taste of what working with you is like.
- Buy: Making the process of hiring you so seamless and stress-free that clients wonder why they didn’t do it sooner.
- Repeat: Turning one-time clients into loyal, long-term relationships through ongoing communication and value-added services.
- Refer: Encouraging happy clients to spread the word about your firm, bringing in high-quality referrals without you lifting a finger.
2. Why Relationship Marketing Matters (Even When You’re Busy)
You might think you’re all set because your client list is full. But here’s the kicker—busy doesn’t always mean sustainable. If you’re constantly chasing new clients and neglecting the ones you have, you’re stuck on a hamster wheel. And no one likes being on a hamster wheel (except maybe hamsters).
Relationship Marketing ensures your clients stick around. It keeps them engaged, satisfied, and more likely to return when they need additional services—because effective estate planning isn’t a one-and-done deal. Plus, happy clients become your best marketers. Word-of-mouth referrals are gold, and we’ll help you mine them.
3. How Cottrell Communications Helps You Beyond the First Client Meeting
We don’t just help you make a good first impression—we help you maintain it. Here’s how we do it:
– Client Nurturing Campaigns: Regular, value-packed emails that keep your firm top-of-mind without being annoying. (No one wants to be that firm — only reaching out to sell something.)
– Educational Content: Blogs, newsletters, and social posts that answer your clients’ questions before they even think to ask. (Helpful not only to clients but to your Inbox as well!)
– Referral Programs: Subtle, effective ways to encourage clients to refer friends and family without sounding like you’re begging.
– Testimonials: Simple tools to gather client feedback so you can keep improving and showing clients you actually care about their experience.
4. The Bottom Line: Sustainable Growth Over Quick Wins
Sure, we can help you get new clients if that’s what you need. But our real superpower is helping you build a sustainable practice where clients come back, bring their friends, and sing your praises without you having to chase them down.
Because at the end of the day, it’s not just about more clients—it’s about better relationships. And better relationships mean better business – especially in the estate planning and elder law world.
If you’re looking for a marketing agency that’s just going to flood your inbox with cold leads, we’re probably not the right fit. But if you’re ready to build lasting relationships, create a referral engine, and grow your firm in a way that feels sustainable (and maybe even fun), then let’s talk.
Cottrell Communications isn’t just about getting you clients—we’re about helping you build a practice that thrives year after year. And honestly? That’s way better than chasing leads all day.
