I recently left the law firm at which I was working and started my
new firm as a solo practitioner (Tylman Law PA). I came up with the
idea to market the firm as the “Baby Boomers’ Barrister”. I have
acquired the domain name http://www.babyboomersbarrister.com .
My client base and target audience are overwhelmingly baby boomers who
are finally getting around to developing estate plans and who are
having to deal with the increasing incapacity of their parents (or
themselves). Focusing my message as the Baby Boomers’ Barrister
would directly target that group with the services they need –
wills, trusts, incapacity planning, long term care planning, probate.
I think it could lend itself to a broad marketing campaign, with lots
of unique creative.
Benefit – Outstanding legal assistance to Baby Boomers who are
finally getting around to developing estate plans and who are dealing
with the increasing incapacity of their parents (or themselves) and
need help with long term care planning and financing.
Reason to Believe – Experienced corporate executive, turned
attorney, who understands the needs of Baby Boomers, who has
personally experienced the incapacity and loss of parents, and who
enjoys helping others through the planning process.
Brand Character – Understanding, Competent, Resourceful – think
the Viagra ads.
• Focus the message on the client rather than the attorney
• Distinctive – able to stand out from the crowd of generic
estate planning or elder law attorneys
• More welcoming and less intimidating than a normal attorney
• Cannot be cartoonish.
• Needs to be clever - not gimmicky
• Use “Estate Planning and Elder Law” as subtitle to “Baby
• Logo or mnemonic should communicate focus on Baby Boomers.
Example (not mandate) - the years that define baby boomers: 1946 –
1964. Please feel free to explore other ways of communicating target