3 reasons to finish your estate plan

A legal services company wanted to promote their estate planning products. One challenge they faced is that many people don’t realize that estate plans aren’t just for those with, well—estates. My goal was to communicate why estate plans are important for everyone. Since this campaign targeted abandoners, I determined that a straightforward, specific list of reasons communicated in accessible, descriptive language would make the process less intimidating. I also decided to avoid the usual focus on death and dying and cliche language like “final wishes.” Instead, I highlight actions people can take now, even using light humor as appropriate.