George Patton is considered to be one of the greatest military strategists in history. While his leadership and fierce determination are legendary, perhaps the greatest asset General Patton brought to the strategy table was his direct combat experience. When Patton devised a battle plan, his keen, analytical mind told him what should work while, at the same time, his hard-earned experience on the battlefield told him what would work.

When it comes to advancing your estate planning business, one of the best marketing tools you have is right there in the mirror: You. Your knowledge, insight and expertise can be a real marketing asset. But first you have to position yourself as that expert, the reliable source that the media and others turn to for a thoughtful, professional perspective.

The next time you’re evaluating an estate plan, ask yourself these three questions: Is it inspirational? Is it aspirational? Does it say something special about someone special?