More Cheese Less Whiskers

Family businesses need more than just legal documents to secure their legacy. Today on the More Cheese Less Whiskers podcast, we’re talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families. We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building. Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can