Marketing Wills

45 Pages Posted: 2 Apr 2008 Last revised: 12 Sep 2010

See all articles by Michael McCunney

Michael McCunney

Archer Allen Group

Alyssa A. DiRusso

Samford University - Cumberland School of Law

Date Written: September 8, 2010


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.

Keywords: will, testament, estate planning, trusts, business, marketing, legal ethics, advertising

JEL Classification: K39

Suggested Citation

McCunney, Michael and DiRusso, Alyssa A., Marketing Wills (September 8, 2010). Elder Law Journal, Vol. 16, No. 1, p. 35, 2008, Available at SSRN:

Michael McCunney

Archer Allen Group ( email )

P.O. Box 15543
Atlanta, GA 30333
United States
888-423-7434 (Phone)


Alyssa A. DiRusso (Contact Author)

Samford University - Cumberland School of Law ( email )

800 Lakeshore Dr.
Birmingham, AL 35229
United States

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