Archer Allen Group
Alyssa A. DiRusso
Samford University - Cumberland School of Law
September 8, 2010
Elder Law Journal, Vol. 16, No. 1, p. 35, 2008
Disappointing rates of intestacy may be as much a business problem as a legal one. In this interdisciplinary law and business article, the authors investigate whether widespread intestacy may be attributable in part to the failure of the legal industry to market wills effectively. Although attorneys can market within the boundaries of the Model Rules of Professional Conduct, the majority do not take full advantage of the range of permissible marketing strategies. This Article suggests that attorneys learn the basics of marketing strategy and rely on guidance from marketing experts in order to structure effective programs to educate the public on will drafting services. By integrating both law and business, estate planning lawyers can better serve current and future clients.
Number of Pages in PDF File: 45
Keywords: will, testament, estate planning, trusts, business, marketing, legal ethics, advertising
JEL Classification: K39Accepted Paper Series
Date posted: April 2, 2008 ; Last revised: September 12, 2010
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