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?

A client who experiences a critically disabling event has to navigate and manage many obstacles, both physical and emotional. One question, however, that an incapacitated client should not have to ask is “Who will see that my estate continues to be well managed and that my wishes will be followed?”