Veteran Benefits “advocates” aimlessly scurry around stumbling over each other as they vie for the business of elderly, wartime veterans who need the aid and attendance of another person to assist them with their activities of daily living. As a lawyer providing services to this market, you have undoubtedly scheduled a community education event at an assisted living facility, or met with numerous home health care agencies and financial advisors with the hopes of receiving referrals. Great! But now it’s time to do something different than everyone else in your profession.
Choose and Define YOUR Market of Veterans!
World War II veterans are increasingly becoming extinct. They were the greatest generation, but a generation that is dying. Vietnam veterans, while there are a lot of them, the ones who are living and do not have service connected disabilities range in age between 55 – 65, and thus, are typically too young to be in our primary market as VA Benefits Planning clients. Therefore, you would not want to spend your precious marketing dollars on this population. So who is our perfect client?
Korean War Veterans. Over 5,720,000 people served in the military between June 27, 1950 and January 31, 1955, the dates designated by Congress as a wartime period. The youngest age of these vets should now be 75 years old, which is an elder law attorney’s sweet spot. By the age of 75, health is beginning to decline and planning for long-term care is essential. For a long time, the spot light has been on WWII and Vietnam veterans with little to no emphasis on Korean War Veterans.
If you are the only one focusing on Korean War Veterans, then you will dominate the market. To feel confident, get to know the veterans of this era and the specific issues they may have that are distinct from other wartime veterans. To begin your search, go to www.va.gov/oaa/pocketcard/korea.asp. Once you know your market, then do everything you can so your market knows you!
Victoria L. Collier, CELA, Author of 47 Secret Marketing Strategies for Veterans Benefits Attorneys (2010), Co-Founder, Lawyers With Purpose
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