Black Friday Sequence for Estate Planners Email Guide
Why Black Friday Sequence Emails Fail for Estate Planners (And How to Fix Them)
Your most valuable clients are already thinking about year-end planning. Are you part of that crucial conversation?
Many estate planners find themselves competing for attention during busy periods. It's easy for your essential services to get lost in the noise of holiday promotions, especially when clients are distracted by other offers.
A strategic Black Friday sequence isn't about deep discounts. It's about positioning your solutions at a critical time, reminding clients of their needs, and ensuring your expertise stands out.
It's a proactive way to engage, educate, and convert without chasing. These five battle-tested emails are designed to cut through the clutter, build anticipation, and guide your ideal clients towards securing their future with your firm.
The Complete 5-Email Black Friday Sequence for Estate Planners
As an estate planner, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
The end of the year brings a flurry of activity. It's also a crucial time for securing your family's future, often overlooked amidst holiday preparations.
We've been planning something special to help you prioritize your peace of mind before the new year truly begins. It's designed specifically for our valued clients and those considering their estate planning needs.
This isn't just another seasonal offer. It's an invitation to take a decisive step towards comprehensive protection and clarity, available for a limited time.
Details are coming soon. Keep an eye on your inbox later this week for the full announcement.
You won't want to miss this.
Best, [YOUR NAME]
This email uses the 'open loop' psychological principle. By hinting at an upcoming special offer without revealing specifics, it creates curiosity and an expectation for the next communication, ensuring higher open rates for subsequent emails. It also frames the offer as a solution to a common year-end problem rather than just a discount.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
It's here. Our exclusive Black Friday offer is now live, designed to help you secure your legacy and protect your loved ones with clarity and confidence.
For a limited time, when you engage our services for a comprehensive estate plan review, you'll receive a complimentary initial consultation for a family member or a significant reduction on a related service like trust funding assistance. This is your chance to address those critical estate planning needs you've been considering, ensuring your wishes are honored and your family is provided for.
This offer is available only until Monday evening. Take advantage of this unique opportunity to invest in your family's future. [CTA: Learn more and claim your offer]
Best, [YOUR NAME]
This email uses the principle of scarcity and urgency. By clearly stating the offer's limited availability and tying it to a specific benefit, it motivates immediate action. The clear call to action reduces friction, guiding the reader directly to the next step.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
In the rush of Black Friday, it's easy to miss important opportunities. We wanted to send a quick reminder about our special offer for estate planning services.
If securing your family's future and achieving peace of mind is on your mind, this is an ideal moment to act. Our exclusive offer provides significant value on essential planning services.
Many clients appreciate having this critical work completed before the new year's demands begin. This offer is designed to make that decision easier.
Remember, this special Black Friday pricing and value package expires soon. Don't wait until it's too late to take this important step. [CTA: Secure your family's future today]
Best, [YOUR NAME]
This email acts as a pattern interrupt. It acknowledges the reader's potential distraction and gently reintroduces the offer, using the 'mere-exposure effect' by increasing familiarity. It also subtly creates a fear of missing out (FOMO) by emphasizing the fleeting nature of the deal.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We understand the Black Friday weekend can be hectic. Many of you reached out, asking for a little more time to consider our special estate planning offer.
We listened. We're pleased to announce we've extended our Black Friday special through Cyber Monday.
This gives you a final chance to take advantage of our enhanced service package for new clients. This extension is a rare opportunity to get your estate planning in order with added value, ensuring your legacy is protected without rushing your decision.
However, this is a firm deadline. The offer will conclude at the end of Cyber Monday, [DATE].
Don't let this second chance pass you by. [CTA: Claim your extended offer now]
Best, [YOUR NAME]
This email employs the principle of reciprocity ('we listened') and provides a 'second chance' which can be highly effective for those who needed more time to decide. It reintroduces urgency with a new, firm deadline, using the 'endowment effect' by making the offer feel more valuable because it was almost gone.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. Your absolute final opportunity to take advantage of our Black Friday and Cyber Monday special for estate planning services.
The clock is ticking. At midnight PST tonight, this offer, including the complimentary review of existing documents or the discounted trust funding service, will expire permanently.
If you've been considering how best to protect your assets, provide for your loved ones, or simply gain clarity on your future, now is the time to act. Don't carry this important task into the new year.
Make a definitive choice for peace of mind. This is your last chance to secure our solutions at this special value. [CTA: Final chance: secure your plan]
Best, [YOUR NAME]
This email creates extreme urgency, using a direct 'last chance' approach. It uses the psychological principle of loss aversion, where people are more motivated to avoid losing something than to gain something. The clear deadline and reiteration of the benefit compel immediate action, overcoming procrastination.
4 Black Friday Sequence Mistakes Estate Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming clients understand the intricacies of estate planning without clear explanations. | Frame services around client outcomes and benefits, using simple, relatable language. |
✕ Focusing solely on legal jargon and technical details in marketing materials. | Tell stories or use case studies (anonymized) to illustrate the impact of good planning. |
✕ Waiting for clients to initiate contact for updates or reviews of their plans. | Implement a proactive communication schedule for annual reviews or life event check-ins. |
✕ Neglecting to highlight the non-financial benefits of estate planning, like peace of mind. | Emphasize the emotional security and family harmony that comprehensive planning provides. |
Black Friday Sequence Timing Guide for Estate Planners
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Estate Planner Specialty
Adapt these templates for your specific industry.
Trust Attorneys
- Highlight how Black Friday offers can include expedited trust reviews or funding assistance.
- Emphasize the long-term asset protection benefits of trusts, framing the offer as an investment in legacy.
- Offer a 'trust health check' as a lead magnet or a bonus for new trust creations.
Elder Law Attorneys
- Focus Black Friday messaging on securing future care needs and protecting assets from long-term care costs.
- Offer special consultations around Medicaid planning or Veterans benefits qualification.
- Position the offer as a way to alleviate family stress related to aging loved ones.
Probate Attorneys
- Frame Black Friday offers around proactive planning to avoid the complexities and costs of probate.
- Provide a 'probate avoidance checklist' as a valuable resource to demonstrate expertise.
- Target individuals who have recently experienced a loss, offering guidance on efficient estate administration.
Estate Tax Planners
- Emphasize year-end tax planning opportunities and the importance of acting before new tax laws take effect.
- Offer specialized consultations on gift tax strategies or charitable giving structures.
- Highlight the potential for significant savings through strategic planning, positioning the offer as a smart financial move.
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