Kim Stacey Announces Special Event

From the desk of our friend, Kim Stacey:

Join Us in an Empowering Conversation

The launch event for the Association of Women Funeral Directors will be held on Tuesday, August 18th, 2009. Kim Stacey, the Founder and CEO of the association will be joined by Karen Cappello, PCC, CLC.

Karen has been coaching coaches and entrepreneurs to build their businesses for the past 7 years.  She has earned the prestigious Professional Certified Coach designation from the International Coach Federation, and is a Master Certified Learning Facilitator, one of only 10 in the world. 
 
“Karen’s specialty is facilitating growth for individuals and businesses,” said Kim, when asked why she chose Karen to help her celebrate the launch of the Association. “She is the perfect woman in so many ways: professional, witty, wise, and a highly-experienced coach.  Karen always makes you feel special – and I want all who join us to know just how wonderful they are, and just how much I appreciate them!”

The hour-long event will take place between 11 and Noon, PDT, 2:00 to 3:00 pm ET. All who wish to attend can send an email to: awfdlaunch@aweber.com. “All you’ll need to join us is your telephone – and a comfortable chair!”
For further details on the benefits of membership, visit the AWFD Web site at www.wfdconnect.com.

 

The Association of Women Funeral Directors Seeks Advisory Board Members

My friend, Kim Stacey, just sent me this press release:

The newly-formed association is looking for women who want to share their expertise, energy and insights to strengthen the presence of women in funeral service.

The AWFD Advisory Board consists of 5 AWFD members. It provides counsel, advice, contacts, professional skills and experience. The goal is to have 3 licensed professionals and 2 mortuary college students or apprentices working in the field.

The most recent appointee is Kristan McNames, of Grace Funeral and Cremation Services, in Rockford, Illinois. “We’re delighted to have Kristan join us in leading the AWFD. She has a unique vision for her firm, is an advocate for a more modern approach to funeral service.”

Board membership is designed to work with the often hectic schedules of funeral professionals. “We meet via conference call six times per year, or when an issue needs to be addressed. All appointments are for one year,” shared Kim Stacey, AWFD founder, “but we’re keenly aware of the stressful nature of their day-to-day service to families in their communities. It is not our intention to add to their stress level in any way – so we keep Board activities to a minimum.”

If you’d like to be a leader within AWFD, you may apply for Advisory Board membership by completing the online application found on the Web site, http://www.wfdconnect.com. You will find a link to the application on the Home page of the site. Once completed, the content of your application will be submitted directly to the CEO for review.

 

Kim Stacey Has Changed Her Focus

Our good friend (and past contributor) Kim Stacey has just told me she’s focusing on more writing outside the funeral industry.

A forensic anthropologist by training, Kim has shared her impressive industry knowledge with Final Embrace, Funeral Business Advisor, Mortuary Management and other industry publications.  Her articles cover topics ranging from ancient burial techniques to modern day advertising.

Kim’s efforts on this blog have focused on how to market funeral homes to the general public.  Her many pearls of wisdom can be found by doing a search for Kim Stacey, or by clicking on this link.

I hate to lose Kim’s great work on this site, but I understand that copywriting clients from other industries are taking up more of her time.  However, I’m sure that Kim will still accept clients from the funeral industry who are looking for clear, concise writing that features the emotional language that distinguishes her work from less-qualified writers.

 

How to Find Your Way Around Final Embrace

We’ve added a few readers since the NFDA Convention in Las Vegas, so I’ve prepared this “tour” to familiarize them with the surroundings.  (Regular readers, please excuse the refresher course)

Final Embrace is a blog, which means all new articles (also called “posts”) will appear at the top of the page, with older articles moving down.  Picture a long scroll, where the newest writing is at the top and the older writing is rolled onto the scroll as time progresses.

Posts are also grouped by category.  On the right side of the blog, there is a list of “categories.” 

With titles like Advertising, Big Ideas, Cremation Issues, Meet Your Maker and more, these categories will help you find other articles about topics that interest you. 

And don’t forget, each article has at least one of the categories listed just below the title, so you can click from an individual post to find related articles.

Worried about getting bored with my writing?  The BE OUR GUEST columns are written by a group of other, more interesting writers.

From Kim Stacey (funeral home copywriting) to Deidre Blair (event planning) and from Don Shell (life story writing) to Robin Richter (human resource issues), we’ve got articles on every facet of the funeral industry.

Here’s just a few of our categories and recommended articles contained in each:

ADVERTISING
Kim Stacey on Advertising Language
“Doing Your Best” vs. “Being the Best”

BIG IDEAS
How to Fix the Modern Funeral
Michael Manley on a Possible FBA Buying Collective
Creating a “Must-Have” Funeral Experience

COOL PRODUCTS
My Take on Plush Teddy Bears Keepsake Urns
One Size Fits All. Really?

CREMATION ISSUES
Eulogies are for the Living
Surprised, She Asked “You can have a viewing with a cremation?”
Candace Craw-Goldman Shares “The Tin Can”
No One Wears Shoes Here

EMPLOYEE RELATIONS
How Do You Act When No One Is Watching?
How to NOT Mess Up a Job Interview

FUNERAL MARKETING
Don Shell: “It’s not about the casket™. No, really.”
DAILY NAG: Make Eye Contact

LEGAL ISSUES
Nigerian Scam Letter Turns to Funeral Homes
Why We Don’t Sell American Flag Cot Covers
Someone is Educating Your Community. Is it You?

MEET YOUR MAKER (Interview Series)
2007 NFDA Convention: Remembrace Reproductions
EXHIBITOR SPOTLIGHT: Pictures in Motion
Interview with Urn Maker, Spirit Remains
EXHIBITOR SPOTLIGHT: Info On Hold

PODCASTS
PODCAST: The NFDA Interview
Our Podcast Vault is Growing!
PODCAST: Meeting the Needs of the 21st Century Consumer

RECOMMENDED READING
Now Everyone Can Visit Fallingwater
Candace Craw-Goldman on “Baba’s Story”
Deidre Blair on Reception Layout
Funeral for a Lakota Warrior

WHO ARE WE?
Quilted Mortuary Cot Covers
Where’s Toto When You Need Him?
A Death in the Family: Part 2
Our Cot Cover on NBC
Revamped Treasured Memory Bear Site
Next Stop: Las Vegas!!!

We appreciate your time on our site.  Don’t forget:  there are over 600 articles and podcasts available. 

ENJOY!

 

Tomorrow’s the Day for the NFDA!

We leave tomorrow for the NFDA Convention in Vegas!

 I’m leaving my office assistant, my two sewing workers and my business partner in Central Florida to keep making product and prepare for the coming onslaught of orders!

I put out feelers to my blog contributors to see who’d like to accompany me to Vegas. 

The requirement?  He/she had to pay for own lodging and meals.  I promised to provide at least one meal and a plane ticket.

Master storyteller and awesome writer, Don Shell of Lifestory Network funeral homes, couldn’t attend. 

Kim Stacey, our resident copywriter and regular contributor to Funeral Business Advisor, Mortuary Management and others, couldn’t attend because of family obligations. 

Event planning expert, Deidre Blair, is in Paris!  Guess Vegas can’t compete! 

Our good friend (not yet a contributor, but soon, I hope!), Shirley Rowe of Rowe Photography Studio is so swamped with business that she can’t get even a day away!

I was finally able to convince Robin Richter, our H.R. expert, to give up a few days and trek across the country with me.

So we’re leaving tomorrow on what will most likely be the biggest week of our small company’s life.

We’ll update the blog while we’re there.  So look to this space for info about the convention, our daily sales totals and more!

Wish us luck!

 

Kim Stacey on Advertising Language

Advertising Words that Work 

There’s a saying among political candidates: “It’s not what you say, it’s what people hear.” For us, in this field, we need to revise that:  “It’s not what you say; it’s what people feel when you say it.”   This is especially true when you are using your website to relate to your prospects. 

All too often I see funeral home web sites that are full of images, overly sentimental, and rather empty when it comes to revealing exactly what you offer your client families – and why they should come to you, rather than the guy down the road.  Your website and other advertising require: 

Credible words: It’s important that your web content is believable and sincere. Or you may drive visitors away instead of attracting them.

Simple words: Use quality words, information-rich words, yet easy-to-understand words.

Powerful words: Use keyword-rich and targeted words, designed to bring the right people to your site. This is especially important while writing descriptions and ads to promote your site, writing headlines and subheads, writing words in bold or coloured text for easily scannable content.

Documented words: Use client testimonials to back up claims of product/service superiority, to assure people that you deliver on your promises.

Thought-provoking words: How often have you read further because the headline triggered a whole thought-process? All the more reason to grab their attention with a question in the headline, a paradox or apparent contradiction in facts or a bold statement that refutes popular beliefs.

Persuasive words: The words you use can persuade her to stay take a tour, look at the services you provide, see what other clients have to say, and make that all important phone call.

The necessity for an emotional connection in your advertising – whether on the Web or otherwise, ties into my previous column, Stop Selling Your Funeral Home and Start Selling You!

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Heart-Driven Marketing

 Charity Begins at Home 

For those of you who subscribe to American Cemetery, the July issue contains an article I wrote on a local firm, Santa Cruz Memorial.  

The heart driven marketing strategy of the firm is a grand model for others to follow. Using local media as much as they can for free advertising through articles and photo opportunities, the President of the firm seeks out those in the community who need assistance, and joyfully gives it to them. These acts of kindness are then the focus of media attention.  

Take a look at the article – or, if you don’t subscribe, write me at kimstacey@sbcglobal.net, and I’ll send you a copy.

The model used by Santa Cruz Memorial to keep their firm “top of mind” with people in the community is one we can all live with.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Budget Advertising

Creating a Madison Avenue Ad on a Main Street Budget 

What makes a “Madison Avenue” Ad?  Have you thought about it?  Is it the money spent?  Or is it the care taken when creating the ad?

 Often, it’s simplicity, of image and word.  One feature and one benefit.  Focused like a laser; the ad cuts through the fluff and gets to the heart of things.  

It moves from task-oriented (seen as work by the viewer) to being responsibility-driven (engages their ego, sense of right and wrong, and pride).  It gives them time to think. 

Make your next promotion all of those things.  Take one thing about your firm that is your strength.  Focus in on it, using simple images and few words.  Add your contact information, and voila!  You’ve gone Madison Avenue on a Main Street budget!

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Selling Yourself

 

Stop Selling Your Funeral Home and Start Selling You! 

You are your business.  Not your facility, not your furniture or the décor. 

Your business is you: your customer service skills, your ethics, and your ability to connect with those who come to you for assistance.  

So, let’s put everything else on the ‘back burner’ for a bit, and talk about you.  Let’s go back to the beginning, and ask:

“Why did you go into this field in the first place?” 

Many of you will answer that it was compassion, caring, and a desire to serve people in their time of deepest need.  Through the years you’ve honed your skills, and found an ethical business practice that helps you sleep well at night.  

So, stress those things.  Make yourself real, authentic, and you’ve made a powerful connection with your reader.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

New Blog Categories Added

I’ve lured so many great writers to the blog (Kim Stacey, Don Shell, etc.) that I’ve added separate links for each of their growing collections.

If you look at the categories to the right (choosing a category helps you find other articles that have been assigned or “tagged” with a theme) you’ll see links for the following writers:

Kim Stacey, funeral home copywriter and owner of Marketing Funeral Services
Don Shell, Lifestory Network writer
Robin Richter, HR Expert and “Queen of the Scrappers”
Bryan Chandler, owner of Chandler Funeral Home and Cremation Service
Candace Craw-Goldman, photographer and owner of In Repose
Deidre Blair, event planner and owner of Final Reflections

 Of course, we’re still looking for a “few good writers” who want to share their insights.

So drop us a line or comment hear if you’ve got something to contribute, a product to share with our readers or an interesting story to relate.

 

Kim Stacey on Clear Writing

  

Clear Writing = Clear Results 

Ours has become a visual culture.  Most people have hundreds of television channels streaming into their homes, but very few books, and often just a few magazines.  The written word has been left behind, in favor of exciting images and special effects.  The Internet has changed the way we use language too; muddying the written communication channel.  

If you write your own advertising or informational copy, always (and I mean always) have others read through it.  A second or third set of eyes can make all the difference.  

And, always remember that most people aren’t equipped to read complex information.

While more Americans are graduating from college, and more than ever are applying for admission, far fewer are leaving higher education with the skills needed to comprehend routine data, according to the federal study conducted by the National Center for Education Statistics.  

This means the old acronym, K.I.S.S. still applies: Keep It Simple…Sweetie!

And, that means, reviewing, editing, and rewriting – until a 10 year-old can understand everything on the page.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey Has a Special Request for Our Readers

 

A Survey – and a Gift!  

Well, it’s time I asked you all a favor. I’m looking to more fully understand ways you can use the services of a writer; I find that many funeral home and cemetery owners are not fully using the power of the written word, or recognize the usefulness of branding your company literature.  

I’m not talking about the standard brochures with your name and contact information printed on the back (or front); I’m talking about reaching into your value system, your perspective and your emotional center to create a series of informational and sales materials that are completely unique.  

My Web site records show that many people stop by, but fewer people take the time to contact me to discuss how I can help in building their business. I’m thinking that the site doesn’t provide all the information visitors need to take that next (crucial) step. Could you take a few minutes to visit the site, at http://www.marketingfuneralservices.com and then complete this feedback survey?  

You can find the survey at:  

http://www.surveymonkey.com/s.aspx?sm=o8tdAZr8EjEkhLjTOxa9fw_3d_3d 

Thank you so much! For those of you who leave your contact email, I’ll be sending you a small token of my appreciation; but if you want to complete the survey anonymously, that would be fine!

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Client Followup

   

Reaching Out to Clients in the Months Following the Funeral 

Communication with client families during these months is crucial to the continuity of your relationship – and the relative guarantee of repeat business. I always advise funeral homes I consult for to create a follow-up campaign, where direct mail messages are sent to the client family on a consistent basis.   

Many funeral homes use pre-written newsletters, full of useful tips, recipes, and pre-need information to serve this need. But, it is my opinion that the personal touch, a letter of appreciation and remembrance on the anniversaries of their loss – signed by the funeral director, and without any type of sales pitch at all – works well in conjunction with these informative newsletters.  

A contact schedule looks like this:  

Thank You note (handwritten): immediately upon completion of the services
One Month: check-in letter
Six Months: another check-in letter
One Year: a small gift (a candle is what I often suggest), with a note of remembrance

This four part series could be the key to keeping your establishment, and the loving kindness of your staff, top-of-mind with your client families.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Learning Channels

   

Learning Channels and Educating Your Prospects

It’s long been my belief that funeral service professionals must recognize the role of education in the process of persuasion.  Unlike many areas of consumer culture, the common person doesn’t know much about what it is you do; so naturally they feel inadequately prepared to make critical decisions, often under emotional duress.

Your role then, is that of a teacher.  And any good teacher knows that there are three major learning channels (and I’m not talking about cable television).  It is commonly held that:

 ·       37% of learning is kinesthetic, through moving, touching and doing.
·       29% of learning is visual, through pictures and images.
·       34% of learning is auditory, through sounds and words.

 

To effectively reach more of your target market, you need to creatively use all three channels, spread throughout your marketing strategies.

 

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Pictures in Funeral Advertising

   

Why Funeral Homes Need Pictures of People in Their Advertising 

When I review Yellow page ads, I’m always stunned to see what images funeral establishments use to convey their message. 

All too often, it’s a photo of a sunset over the sea – meaning what? 

Perhaps it’s a photo of their facility; let me assure you, unless the viewer is an architect that image goes unappreciated.

So what does work best?

Remember, you’re connecting at a personal, heart level with the viewer of your Yellow Page ad.  So, the most effective image is a photo of people.  (This business is significantly people-oriented, isn’t it?)

If you and your staff are photogenic, then by all means, have a professional photographer come out and take your picture in a warm, welcoming room.  But, make sure you project warmth and approachability.

Don’t use a staff photo unless it draws the viewer in, and makes them feel safe, and comfortable enough to pick up the phone and call you.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Overused Ad Words

  

Commonly Overused Words in Advertising Copy and How to Avoid Them

I recently read a list of five words you should never use in your advertising – and I think you’ll be surprised by them. These words are bantered about all the time; chances are you’re using one or more of them in your current campaigns. Can you guess what they are?

value
quality
service
caring
integrity

The first four are ineffective simply because they all fail for essentially the same reasons. Not only are they overused, they’re based on variables that will be different for everyone. There’s a quality/value/service/caring continuum in each person’s mind for every purchase occasion, and it is a continually moving target.

But the fifth word is different. The fifth word doesn’t work precisely because it’s not variable. The fifth word is binary. Either your company has integrity, or it doesn’t! And…what is integrity, in 21st century America?

The next time you’re tempted to use one of these five words in an ad, stop and ask if there’s a better way to get the message across.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Effective Yellow Page Advertising

 

Three Steps to a Simpler and More Effective Yellow page Ad

 Every year, thousands of dollars are spent on Yellow Page advertising. Here are three things you can easily do to make yours generate more calls:

1. Choose the proper size ad, with the best placement on the page (stay away from inside edges).

2. Don’t try to be everything to everyone. Your customers are looking for a specialist – decide what you want to do – or are really good at – and promote it.

3. While larger ads do get more calls, an ad with the right benefits will get the attention. The focus needs to be on conveying the most interesting message to the best customer. Benefits and results are what they want; not a list of how many buildings you own, or how long you’ve been in the same location.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

 

Kim Stacey on Unique Selling Propositions

 

Six Questions to Ask When Writing Your USP (Unique Selling Proposition)

In order to successfully market your business you need to focus on what’s special and different about what you do. Try to express this uniqueness in a single statement, known as your USP. This is not about advertising slogans; we’re creating a tool to help you focus on what your business is all about.

Sit down with your staff members, and ask one another these six questions:

1.     What is unique about your business or brand vs. direct competitors? You’ll probably find a whole list of things that set you apart; the next questions will help you decide which of these to focus on.

2.     Which of these factors are most important to the buyers and end users of your business or brand? (Casual surveys of client families can help determine what has been the most important factors in their experience with you.)

3.     Which of these factors are not easily imitated by competitors?  

4.     Which of these factors can be easily communicated and understood by buyers or end users?

5.     Can you construct a memorable message (USP) of these unique, meaningful qualities about your business or brand?  6.     Finally, how will you communicate this message (USP) to buyers and end users?

Marketing tools to communicate your new USP include Yellow Page ads, radio or television advertising, direct mail promotions, and script development for your pre-need sales personnel.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.