The Art of Estate Planning Podcast
Aug 10, 2026 · 47 min · 10 segments
Marketing can feel like a dirty word for lawyers. But if you're running a law firm (or hoping to one day), it's one skill you can't afford to ignore. In this episode, I share exactly how I'd market…
Tara LuckeHost
Today, I wanna riff a little bit about the marketing ideas I would implement if I was setting up a law firm from scratch.
I know it feels a bit like a dirty word in estate planning world and can, yeah, can be a little bit intimidating or, you know, you didn't get into law to be a marketer.
But if you are running your own law firm or if you want to move into a partnership role, marketing is key.
You have to make sure that you're getting enough work in the door to run your law firm.
If you want to be made a partner or get promoted in a firm environment, you have to grow the pie.
I got some really good advice back when I was at a law firm where they had, like, 60 partners to one of the-- my colleagues who had recently been made partner.
He was only, you know, like a year or so into the partnership, and he-- I was quite junior, and he sort of said to me, "The reality is, if you want them to give you a piece of the pie, you have to make the pie bigger," right? Like, you have to at least cover your share and give the existing partnership a bit more as well.
But for the last eight years or so, I have been just learning on the fly a lot about marketing, particularly digital marketing, because that is the strategy we use at The Art of Estate Planning to grow our business.
It's-- I would almost call it like a digital products business in the sense that we provide estate planning precedents, community through our TT Precedents Club and mentoring and online courses.
My husband also has a similar business teaching health professionals with shoulder pain.
He has a PhD in shoulder pain, so we have done a lot of experimenting with marketing, particularly like even, you know, my audience is Australian lawyers.
So we've tried lots of different things, and I also obviously was a partner of a law firm, ooh, a few year-- back about ten years ago maybe now, so have been through that process as well.
So I just wanted to sort of share, not as an expert, as a marketing expert, there's plenty of those around, but if I was setting up an estate planning firm, how would I tackle that? I also just wanna say, before I dive in to my ideas on this, I do think it's worth working with a professional who knows what they're doing on this front if you're serious about your marketing.
Today, I wanna riff a little bit about the marketing ideas I would implement if I was setting up a law firm from scratch.
I know it feels a bit like a dirty word in estate planning world and can, yeah, can be a little bit intimidating or, you know, you didn't get into law to be a marketer.
But if you are running your own law firm or if you want to move into a partnership role, marketing is key.
You have to make sure that you're getting enough work in the door to run your law firm.
If you want to be made a partner or get promoted in a firm environment, you have to grow the pie.
I got some really good advice back when I was at a law firm where they had, like, 60 partners to one of the-- my colleagues who had recently been made partner.
He was only, you know, like a year or so into the partnership, and he-- I was quite junior, and he sort of said to me, "The reality is, if you want them to give you a piece of the pie, you have to make the pie bigger," right? Like, you have to at least cover your share and give the existing partnership a bit more as well.
But for the last eight years or so, I have been just learning on the fly a lot about marketing, particularly digital marketing, because that is the strategy we use at The Art of Estate Planning to grow our business.
It's-- I would almost call it like a digital products business in the sense that we provide estate planning precedents, community through our TT Precedents Club and mentoring and online courses.
My husband also has a similar business teaching health professionals with shoulder pain.
He has a PhD in shoulder pain, so we have done a lot of experimenting with marketing, particularly like even, you know, my audience is Australian lawyers.
So we've tried lots of different things, and I also obviously was a partner of a law firm, ooh, a few year-- back about ten years ago maybe now, so have been through that process as well.
So I just wanted to sort of share, not as an expert, as a marketing expert, there's plenty of those around, but if I was setting up an estate planning firm, how would I tackle that? I also just wanna say, before I dive in to my ideas on this, I do think it's worth working with a professional who knows what they're doing on this front if you're serious about your marketing.
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