Lucy Percy is the founder of one of my favourite estate planning law firms, Head and Heart Estate Planning. She’s joining me this week to talk about the intricacies of working with families and having sensitive conversations, the challenges of marketing to that audience and the politics behind generously sharing expert information – something that Lucy wholeheartedly embraces.
Over the few years that I’ve known Lucy, we’ve shared a first name, an area of expertise in estate planning and many late-night conversations, often about being working mums in the law.
Lucy makes a promise to her clients to deliver a pathway to a loving and secure future for their children, whatever it holds, and she fulfils that promise in myriad ways (which she explains in the episode).
We also cover the challenges of marketing our services, given that engaging an estate planner is essentially a proactive exercise as opposed to a reactive one (as it usually is when people interact with the law).
“90% of my work isn’t writing wills, it’s actually convincing my clients to walk through the door in the first place.”
It isn’t easy, but Lucy seems to have cracked it, so listen to hear her approach to marketing.
Lucy tells us about her new online course, ‘Future-Proof your Family: an Estate Planning Course’, intended to spark important conversations in real households. The video course, complete with a set of questions at the end of each module, frees up time for Lucy to deep-dive with her clients in the initial consultation rather than spending it giving them a legal education. So, it’s a value-adder but it’s also not just about business:
“It’s not a funnel for me, it’s a stand-alone product. I don’t mind if you don’t use me after using the course, I love the idea of sharing education at scale. Now that it’s been produced, it’s a wonderful way to give without losing anything.”
Finally, we touch on the topic of managing a business and a family at the same time, something I don’t talk about enough on this podcast. Lucy gives a very realistic account of her own experience and candid advice for anyone thinking of doing the same.
About our guest
Led by Principal Lawyer, Lucy Percy, Head and Heart Estate Planning is for couples with young families wanting to take charge of their responsibilities to each other and their children.
If you’re looking for a plan tailored to the emotional and financial needs of young children who lose a parent in childhood, to provide them with security and love after your or your partner’s death then their help and advice has been specifically designed for you.
Find Lucy online
Lucy Percy quotes
- “90% of my work isn’t writing wills, it’s actually convincing my clients to walk through the door in the first place.”
- “The online course isn’t a funnel for me, it’s a stand-alone product. I don’t mind if you don’t use me after using the course, I love the idea of sharing education at scale. Now that it’s been produced, it’s a wonderful way to give without losing anything.”
- “Don’t underestimate the importance of working with only ideal clients and then the amount of work required to let them know you exist and get them in the door.”
- “Everyone experiences loss and death so the stories are everywhere.”
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