The most difficult situation is when a family has made no preparations for the inevitable. They are not only stunned by the death of their loved one, but they, by default, also force you as their funeral counselor to start at “square one” with the funeral arrangements. This could turn into a tug-and-pull scenario if the family has difficulty grasping what needs to be done and why.
A way to minimize how often this occurs, and to maximize your effectiveness as a funeral director, is to encourage your community to make preparations.
Most people ride past your funeral home and secretly hope that they will never have to use your services. Actually, they have the same sentiment whenever they ride past any funeral home. Death carries a dread in people that pervades anything remotely connected to it, and that includes you and what you do. It is the nature of the beast, but you can turn that around by how you present yourself and your funeral home to your community.
Newsletters are terrific tools for transforming people’s opinions and attitudes. Why not use a newsletter to connect on a personal level with your community? In your newsletter, you can mention all kinds of things—local events, the anniversary or birthday of the owner of a local restaurant that has been serving your community for decades, discussions of local elections and how pending laws will affect the residents. Keep the articles short and positive. You can even have a family puzzle section with a few jokes or a cartoon. The goal is to create a publication that connects residents with each other in a relaxed way. Because the newsletter is coming from you, there will also be a subtle connection with your funeral home. Towards the back of the newsletter, set aside an ongoing section for helping people deal with a death in the family and suggestions for preparing early. Have your contact information at the bottom of that section.
Give your newsletter an upbeat name that does not include the name of your funeral home. In fact, only mention your funeral home in the editorial box as the sponsor and in the funeral prep section. Titles like “Our Community Connection” or “What’s Going On?” would encourage people to pick up the newsletter and read it frequently. Drop off copies in doctor’s waiting rooms, the local diner, the library, realtor offices, and the Chamber of Commerce with instructions for business owners to take a handful and give them out to clients. Mail and email them (with an opt-out option) to people in your mailing list and address book, and post the current copy on your Facebook page.
As the residents of your community get to know how much you care about them through your newsletter, they will start relating to you as a person instead of “the enemy, who reminds them that life isn’t forever.” Once they are relaxed with you, they will be much more inclined to seek you out before disaster hits them. You might be pleasantly surprised as to how many in your community decide to follow the advice you give in your newsletter.
Also be sure to check our obituary template examples.
