Marketing Your Practice in Times of Crisis, Fear, and Uncertainty

Wednesday May 13, 2020 at 12noon EDT

Complimentary Live Roundtable Event

View Recording

Presentation Materials

Roundtable Moderator:

Matthew B. Tove, Director, Marketing and Sales, InterActive Legal

Roundtable Panelists:

Audrey Ehrhardt, Esq.Josh ElledgeAlan S. Gassman, Esq., and Martin M. Shenkman, Esq.

A global pandemic reminds us that now is a time when clients need the services of trusts & estates, elder law and special needs attorneys more than ever.  The urgency to address one’s estate planning needs has been felt by many.  Some have taken swift action, but social distancing and stay at home orders have made it difficult to reach clients through traditional means, and many attorneys are reticent to market their services for fear of seeming opportunistic in a time of crisis.  The client’s needs remain the same, but the “new normal” has meant a change in the methods as well as the messaging of how we reach out to clients during times of fear and uncertainty.

A new set of marketing “Best Practices” is emerging, and some commercial enterprises have embraced them to great advantage.  How should estate planning practices adapt? Not just to survive, but to thrive, with the right mix of education and motivation to address the most critical needs of their client’s?

Our panel for this Roundtable event is comprised of two marketing professionals, each with different backgrounds, as well as two estate planning attorneys who, in their own way, proactively and effectively market to their audiences.  This Roundtable, moderated by Matthew Tove, the Director of Marketing & Sales at InterActive Legal, will help bridge the gap between the legal and marketing worlds, and create tangible action steps for estate planners concerned about marketing their practice during this crisis.  We’ll look at…

From a marketing perspective, how does my practice…

• Walk the fine line between opportunity and capitalizing on tragedy?

• Persuade with urgency without being (too much of) an alarmist?

• Responsibly make clients f-e-e-l the urgency to act now on their estate plan?

• Convey sensitivity and empathy in one’s brand without coming across as gratuitous?

• Integrate general marketing best practices during the present social distancing scenario?

• Implement internal marketing messages/procedures?

Our Roundtable Moderator:

Matthew B. Tove, Director, Marketing and Sales, InterActive Legal  ^

Matt has been InterActive Legal’s Director of Marketing and Sales since August 2016.  He brings a renaissance background and a distinguished sales and creative career to his role at Interactive Legal.  As a former financial sales executive with 14 years’ experience in mortgage banking and financial services, Matt served as the Corporate Sales Trainer to a field force of 75 Loan Officers for a regional bank in the mid-Atlantic area.   He pioneered the production of sales training videos in the mortgage lending arena… “Matt knows how to take a message to the marketplace!” proclaimed the President of the bank that Matt once worked for.  Taking a mid-career sabbatical of sorts, Matt traded in his wingtips for boat shoes when he moved to the Virgin Islands in 2010.  He put his 25 years of competitive sailing experience to work as a professional sailing charter yacht captain the U.S. & British Virgin Islands. Matt returned stateside in 2014 to pursue a love interest, and landed a job at a Melbourne, FL ad agency, where he won an Addy award for his work producing ads for television.  Since joining InterActive Legal in 2016, Matt and his team have doubled sales volume, and have helped ILS earn the leadership position it holds in the marketplace.

Our Roundtable Panelists:

Audrey Ehrhardt, Esq., CBC, Practice42 ^

Audrey Ehrhardt, Esq., CBC, is the founder of Practice42, an innovative consulting firm and full suite marketing agency for C-Level Executives, creatives, and lawyers. Audrey has unique experience in building and running successful law practices and corporations nationwide. Her expertise gives her a unique perspective when working with clients of all shapes and sizes. Audrey is a national speaker on topics such as business strategy and processes, marketing with today’s technology, cyber security and the science of team building. Audrey lives in Florida with her husband, son and two dogs.

Josh Elledge, UpMyInfluence ^

Josh Elledge is a serial entrepreneur who builds the companies he needs most in the world. In 2014, He launched UpMyInfluence (previously upendPR) to help entrepreneurs like himself attract the perfect audiences and grow their brands without the crazy costs and contracts associated with traditional PR companies. Since then, UpMyInfluence (UMI) has evolved into a purpose-driven platform bent on totally DEMOCRATIZING access to influence. Josh wholeheartedly believes UMI has a moral imperative to help entrepreneurs own their expertise, share their wisdom, and serve the world with their collective messages. Oh, and to help our members grow revenue too!  Today, Josh is known as one of the foremost experts in online influence and authority. He’s personally worked with hundreds of entrepreneurs – working to turn them into media celebrities.

Alan S. Gassman, Esq., Gassman, Crotty and Denicolo, P.A. ^

Alan S. Gassman, J.D., LL.M. is a board certified estate planning and trust lawyer who practices in Clearwater, Florida.  He has an LL.M. in taxation from the University of Florida, and practices in the areas of trust and estate planning, taxation, wealth preservation, and the representation of physicians and medical practices.  Mr. Gassman speaks at many tax conferences, national programs and national and local webinars, including Bloomberg BNA Tax and Accounting, the Notre Dame Tax and Estate Planning Institute and at many other conferences and webinars.

Martin M. Shenkman, Esq., InterActive Legal Advisor ^

Martin M. Shenkman is an attorney in private practice in Fort Lee, NJ, and New York City.  His practice concentrates on estate and tax planning, planning for closely held business, and estate administration.  Mr. Shenkman is an author of over 40 books and more than 800 articles.  He is an editorial board member of Trusts & Estates Magazine and the Matrimonial Strategist, and an advisor for InterActive Legal.  He is the recipient of many awards including being a 2013 recipient of the prestigious Accredited Estate Planners (Distinguished) award from the National Association of Estate Planning Counsels.  Mr. Shenkman was named Financial Planning Magazine 2012 Pro-Bono Financial Planner of the Year for his efforts on behalf of those living with chronic illness and disability.  Investment Adviser Magazine featured him on the cover of its April 2013 issue naming as the lead of their “all-star lineup of tax experts.”

CLE Credits

InterActive Legal is not an approved Continuing Education Sponsor. However, several states and regulatory agencies for a variety of professionals that participate on our teleconferences may still receive continuing education credit for their participation. If a participant wishes to receive CE credit for their participation in these teleconferences, they must apply to receive credit on their own and through their individual states and regulatory authorities. It is the responsibility of the participant to file for CE credit and is not guaranteed by InterActive Legal.

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