Estate planning attorney marketing that fills the seminar room

Built for. The firms to go after are estate-planning, elder-law, and wealth-transfer firms with event-led acquisition, financial-adviser partnerships, and a clear consult-to-engagement process.

One team. MBI is one company that plans, produces, and delivers direct mail, print, digital campaigns, and seminar marketing from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

seminar marketing services →direct mail marketing services →digital advertising services →printing services →

The documented mail. Published estate-planning guidance documents seminar invitations targeted to likely planning households, and mail is used to fill seminar rooms. The invitation is the campaign’s front door: MBI targets the mailing, prints the educational invitation and mails it with the firm’s evening on it.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

seminar mailing lists →seminar direct mail →seminar campaign timeline →

The documented creative. Specialist sources describe paid Facebook ads to fill estate-planning workshops, with legal-advertising rules reviewed before launch. The ad promotes the same evening the invitation carries, so one workshop date is in the mailbox and in the feed at the same time.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices.

Meta advertising standards

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The formats. The print formats for this vertical are seminar invitation mailers and event handouts, and printing at MBI is commercial and variable-data, in house: the invitation a household opens and the paper the room is handed come off the same floor as the mailing.

USPS Domestic Mail Manual 201.1.2.1 sets the dimensional standards for cards claimed at commercial card prices: not less than 3-1/2 inches high, 5 inches long, and 0.007 inch thick; cards more than 4-1/4 inches high or 6 inches long, or both, must be a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201

printing services →direct mail cost →

Planning conversations, not legal outcomes. The recommendation is to build seminar and workshop funnels around planning conversations, not legal outcomes: the evening educates, and the consultation booked after the event is where the firm’s own conversation with a household begins.

seminar marketing services →

The review. State bar rules and attorney review govern all solicitation and fee language, so every piece is written to arrive at the firm’s own review finished. The limits that follow: use education, not individualized legal advice; avoid promises; protect client confidentiality; label communications as required in each jurisdiction.

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product.

FTC advertising guidance for small business

direct mail marketing services →digital advertising services →