The Introverted Notary’s Guide For Marketing to Estate Planning Professionals

Hello, I’m Bill Soroka, and I identify as an introvert. 

Not the “I hate people, don’t talk to me” kind, but the, “I need to recharge alone after peopling too hard” kind. And yet, despite this, I’ve built multiple businesses that thrive on connection, relationship-building, and, yes, marketing.

Now, I know what you’re thinking. “But Bill, I can’t market myself! I hate small talk! Networking events drain me! Talking to strangers makes me want to disappear into my own couch cushions!”

I hear you. I see you. And I’m here to tell you that you don’t have to do any of that to be successful (Though, it certainly helps, and you may actually find you enjoy it, when it’s done correctly and authentically). 

Instead, you can build a successful notary business and establish strong relationships with estate planning professionals without ever having to shake hands at a networking event, awkwardly linger near the snack table, or force yourself into a cold-call-induced anxiety spiral.

The secret is email and direct messages.

This guide will show you exactly how I did it, how you can do it too, and how to make it all feel as natural as breathing. 

What Introversion Is and Is Not, And How to Stop Using It as an Excuse or a Crutch

Being an introvert doesn’t mean you’re bad at business (Quite the opposite, actually). It doesn’t mean you can’t market yourself. It definitely doesn’t mean you have to hide behind a wall of excuses while your competitors build the business you wish you had.

What introversion does mean is that you gain energy from solitude. You prefer deep, meaningful conversations over surface-level chit-chat. You think before you speak. You’d rather write a thoughtful email than blurt out a sales pitch.

Those are all superpowers when it comes to marketing to estate planning professionals. You don’t have to be the loudest voice in the room. You just have to be the most thoughtful and consistent one in their inbox.

Identifying Your Ideal Prospects and How (and Where) to Find Them

You’re not looking for every estate planning attorney in your state. You’re looking for the right ones, the ones who value efficiency, professionalism, and the ability to trust a notary to handle their clients with care.

You’re looking for, what I call, the clients with the three “Vs”:

• Vision: They are working hard to change the world and believe in the work they do, answering a higher calling. 
• Value: Because they're driven by a higher vision, and likely have an open mind, with marketing budgets and strategies already in place to help drive leads, they’ll more easily recognize the value you, quite literally, bring to the table. You can help their vision come to life faster and better. That means…they’ll pay you a fair fee and will hire you and refer you more. 
• Volume: Because they're driven by a higher vision, with marketing engines in place, and an excellent reputation, they’ll have clients-lots of them. That means they’ll have a signing volume that will keep you busy and well funded. 

Here’s how to find them (Once you do, add them to your prospect list):

• LinkedIn: This is like a 24-7 networking party of everyone you consider an ideal client as a mobile notary. You do NOT need the Premium version. Update and optimize your own personal profile (so you look good when prospects find you and research you). Use search filters to find estate planning attorneys in your area. Read the book Sandra Long and I wrote for notaries all about LinkedIn optimization if you need some help. Get it here. 
• State & Local Bar Association Websites: Many have directories that list attorneys by practice area and include contact info. Keep in mind that in most states, attorneys are required to be part of the local bar associations, so look for state, county, and even city/sector bar associations. The big nationwide associations are voluntary for attorneys to be members of, so they may have less prospects for you. 
• Google and/or AI Search Engines (Like ChatGPT): Search for top ranked estate planning attorneys in your area. “Estate planning attorneys near me.” Or, “Probate attorneys near me.”
• Attorney Directories and Online Networking Platforms/Groups:  Many attorneys join local business groups on LinkedIn or Facebook, or platforms like Alignable. Plus, just as there are many notary directories, there are many attorney directories that may show up in your search results. 

Why You Must Have a Referral List First

Before you start asking estate planning attorneys to send clients your way, you need to show up as someone who gives value first. And one of the best ways to do that is to have a solid referral list.

This means compiling a list of professionals you trust, like financial advisors, CPAs, elder law attorneys, real estate agents, even funeral home directors, and being ready to refer clients their way.

When you approach estate planning attorneys, you can say, “Hey, I work with a lot of people who need estate planning services. I’d love to add you to my trusted referral list.” This immediately shifts the conversation from “what can you do for me?”  to “how can I help you?” (And people love people who want to help them.)

This approach opens doors and deepifies relationships from day one. It gives you something to talk about when you reach out that is different from what every other vendor is writing to them about. 

Here’s an article I wrote about referral lists and how to build them (Even have a template you can use). 

How to Reach Out to Prospects Via Email or Direct Message

The goal isn’t to sell in your first message. It’s to start a conversation. And lucky for you, I already did the hard part.

Below is the exact email I used to spark 98 conversations and land 16 estate planning attorneys as clients. You can use it exactly as it is, or tweak it to match your own style and brand. 

First, do a little research first. Use the 2 in 5 strategy to find something about your prospect that you either relate to, respect, or like, and use that to personalize your messaging. This goes a LONG way. 

Here’s the first email I sent:

Subject: A referral for you

Hi ________, 

I’ve been following you on LinkedIn for a while now and I appreciate how [Personalize Attributes Here].

I am a mobile notary in [Your Service Area] and I specialize in living trust appointments.

Like you, I have a passion for helping people at this stage of their life.

I often have clients requesting qualified attorneys for referral. [Or…I’m building my referral list and would like to chat about who makes a great referral for your firm]

Are you open to a conversation this week about how we could make that a win-win? 

See, pretty simple. 

Notice what is NOT there. 

No autobiography about me. No mention of my E & O insurance coverage. No sales…at all. 

Somewhat ironically, most of the introverted notaries with an aversion to marketing that come to me for help on their email campaigns completely change this first email. They say they don’t like small talk, or talking about themselves, and then they draft an email that rambles on and on about themself and immediately asks to be considered for mobile notary hire. 

Resist it. 

Stick to the script, or a slightly modified version. 

So what happens when the attorney responds with a “Yes, let’s meet.” 

What to Say When You Get the First Meeting

First, you throw up a little bit. At least that’s what I did. Oh crap, my marketing worked. Now I have to talk to people. 

Luckily, again, using this approach takes the pressure to sell anything off your back. In your first meeting, whether that’s by phone, Zoom, or in-person meeting, you get to meet these professionals as an equal. 

You’re just offering some help to build their business, while at the same time, better serving your client list as a resource to the services they may need down the road. It’s a mutual interview. You’re feeling each other out. How can you help each other? Do you like or respect each other? 

You have a say in this too. Own that. What I have learned (often the hard way) is that you will NOT want to work with every attorney you meet. 

So how do you figure this out at the very first meeting? 

It’s simple: be a human. 

Ask them about their practice. Listen more than you talk. Show up as someone who genuinely wants to help. The less you sell, the more you win.

Look, you already sparked their interest. Something about your personality, your email, or your approach got them to say, “Yeah, I’ll take this meeting.” So relax. They’re already inclined to like you.

Start with the topic that caught their attention in the first place. What did they ask about or comment on? That’s your opening. Then, ease into a natural conversation using questions that invite them to share more:

• Who makes a good referral for your firm? Why? (This tells you a lot about how they do business)
• How can I support you? (Opens the door for collaboration instead of just asking for work)
• How often do you currently hire mobile notaries? (Helps you gauge if they even have a need, or the volume you hope for)
• Have you ever worked with a professionally trained trust delivery agent before? (Gives you a chance to highlight what makes you different)
• Out of all the legal specialties you could have focused on, why did you choose estate planning? (This question humanizes the conversation and gives them a chance to share their story)

Let the conversation flow, human to human. Professional to professional. Equal ground. You’re not begging for work. You’re there to see if you’re a good fit for them just as much as they are for you.

If you went through our Trust Delivery Agent certification program, if you have a solid referral list, and if you’re good at what you do, you bring a lot of value to the table. Walk into that meeting with that confidence. You’re not just another notary looking for scraps. You’re a trusted professional offering a solution.

Also, to help boost your confidence, it helps to know exactly how to explain or describe your services. This is sometimes called a brand statement, or the longer version is an “elevator speech.” 

John Ruhlin, in his recently posthumously released book, Beyond Giftology, offers a framework for a “Clarity Conversation” that can help you be prepared for this. 

John says, clarity creates confidence. “When people have clarity about who you are and what you offer, you become easy to talk about. And when you’re easy to talk about, you’re easy to refer.” 

To be easy to talk about, know and convey your Big 4:

• What I/we do.
• Who I/we serve.
• What I/we don’t do.
• Who is not a fit. 

Want some help with this? 

In my High Performance Notary community (HPN), I teach one class per month called, AI Growth Partner, where I teach students the basics of ChatGPT as more than just content creation. AI can help you brainstorm ideas, concepts, and even frameworks like I just described. 

Try it for yourself with the power prompt below.

Longform Power Prompt: Crafting Your Notary Business Clarity Statement (Ruhlin’s Big 4 Framework)

“I want to craft a powerful clarity statement that explains what I do, who I serve, what I don’t do, and who is not a good fit for my services. I want to use John Ruhlin’s Big 4 framework from Beyond Giftology, with a conversational and compelling tone that builds trust, sets boundaries, and positions me as a go-to expert.

Please guide me step-by-step through crafting this using the structure and example template below. Feel free to ask clarifying questions as we go. Here’s the template I’m working with:

What I do is [boring, easy-to-remember description] for [target market].

The problem most people face is [clear, real-world problem they’re dealing with].

My tried and true solution is [how I solve that problem in a simple and trustworthy way].

Basically, I [big helpful-sounding idea that feels mission-driven or purpose-based].

While I’d love to serve everyone, I don’t [service you avoid] and I don’t typically work with [type of customer that’s not a match].

It’s usually not a fit because [why it doesn't work, how expectations or needs don't align].

To get started, ask me questions or guide me through identifying:

What I do (in plain language a 10-year-old can understand, but still professional).

Who I love to serve (my dream client or niche).

The most common challenge my clients face.

The way I solve that challenge (without fancy buzzwords).

The bigger purpose behind my work, and why it matters.

Services I avoid or say no to, even if they pay well.

What kind of clients aren’t a match and why.

Please help me brainstorm language that feels natural and true to my personality and brand.”

See where that takes you. 

The Fortune Really Is in the Follow Up

Set your response expectations lower. I know, I can’t believe I said that either. But here’s the thing: Your prospects are busy, overwhelmed, or disinterested too. They aren’t very different from you-sometimes wearing all the hats involved with solopreneurship. 

We like to believe that if we send an email, someone will reply. It just doesn’t work like that anymore. Rather than resist it, or complain about it, or make it mean you are worthless and they hate you for interrupting them with an email, embrace it as business as usual. 

Most people appreciate persistence these days. They need to be reminded. They need to know you’re not just some fly-by-night notary that sent one marketing email and then disappeared (like all the rest of them). 

Seriously. 

IF, a notary found the discipline and courage to send one email, many stop right there…at ONE. 

A few send two. Most quit before the third and the fourth. But most connections happen after the fourth attempt reaching out. 

Isn’t that crazy? 

So don’t give up! Don’t make a lack of response mean anything. 

Use this follow-up rhythm: 

• Send Initial Email;
• If no reply, send a follow up 3 days later. 
• Still nothing? Send another follow up 4 days after that. 
• Nothing? Send one more follow up 4 days later. 

If you still don’t hear back, consider reaching out a different way-LinkedIn, phone, office pop-in-whatever. Or, let them simmer awhile, and then start all over again in a few months. 

Your Next Steps for More Love, Education, and Support

Now that you have the playbook, it’s time to take action. What you, or someone you know, told you would be a hindrance to your success, your introversion, may in fact be your golden ticket to success. Lean on your strengths. Be authentically YOU in your communications. Let your guard down a bit. Your prospects don’t need another uber-professional robot selling them stuff in their inbox. 

They need you. 

The first step is to get Certified as a Notary Trust Delivery Agent. This is non-negotiable if you want to specialize in the notarization of estate planning documents and better serve both the public and the 216,000+ estate planning professionals across the U.S. 

This certification gives you the knowledge, credibility, and confidence to walk into these conversations knowing you’re bringing real value to the table. 

Plus, this program features over 45 lessons created by Laura Biewer, Jen Neitzel, and myself. Plus, we offer continuing education classes (Included in the tuition), featuring the three of us, and Jon Braddock, CEO of the Legacy Vault at My Life & Wishes. 

That certification comes with a lifelong listing on our directory of the world’s best notaries, Gotary.com. And each and every day, this directory is marketed to estate planning professionals and other hiring parties to help get you found by those who will hire or refer you. 

Once you’re certified, the next step is joining High Performance Notary Collective. This is where we take things further, helping you master marketing, prospecting, and business growth strategies so you can consistently land your dream clients. I even have the entire follow up email sequence in there, as well as AI prompts to help you modify them to your liking. 

If you’re serious about making estate planning signings a core part of your notary business, these two steps will set you up for success. Let’s get you trained, certified, and positioned as the go-to professional estate planning attorneys trust.