In this episode, I talk with Jermaine Ee, founder of Heirlight, about how to market products and services people actively avoid, using will creation and estate planning as the clearest example.
We dig into trust, storytelling, and small first steps that help customers move from “I’ll do it later” to real action. We also cover:
problem aware versus solution aware buyers and why education alone fails
the real reasons people avoid wills beyond money, including beliefs and past experiences
life-change moments that make people receptive, like moving, kids, job changes, and loss
using stories to reduce fear and help people see the benefit on the other side
trust as the main metric and how early drop-off signals a broken journey
using AI tools to prioritize tasks, reduce clutter, and create momentum
choosing the “entry price” tasks that come with building the life and business you want
growth tradeoffs between B2B partnerships and direct-to-consumer marketing, including CAC to LTV math
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