Effective estate planning is about seeing the big picture and how each component fits into and impacts the other parts. This is especially true of planning for doctors, dentists and other healthcare professionals.

Doctors, dentists, etc. have all the estate planning issues that any client might have. Among healthcare professionals, you’ll also encounter a high incidence of more advanced needs and other planning considerations. There are a couple of reasons for this.

Explosive. That’s the word that comes to mind when I think about the growth of video in our world today.

Television might still be where many people go to be entertained, but make no mistake. New entrants in video are building audiences without the heavy costs attached to the traditional TV model. The fact is we live in a visually driven world. From music, news and sit-coms to commercials and college coursework, video has become a huge delivery mechanism.

How huge? Recent research results from ComScore Video Metrix show that 188.6 million Americans watched online video content via desktop computers in February 2015.

After investing the time and energy to create an identity and establish yourself in your particular market, it’s important to continually nurture and support your brand with consistent, compelling messages. Messages that remind your various audiences – current and prospective clients, referral sources, media sources, etc. – who you are, what you stand for and what makes you special.

One of the more unique and effective ways to deliver your message is through storytelling. A strong story well told can really resonate with an audience. It can help make your business and the work you do tangible and real to prospective clients. It can also help you in earning the trust of valued referral sources. Last but not least, a powerful story is a reminder to your current clients that in choosing you they made the right decision.

You’ve heard it said many times: Everybody loves a good story. Stories have always fascinated people and they’re often more easily remembered than a list of facts. So what makes a good story for your business and brand? Three things: emotion, truth and relevance.