About this episode

Janice Hostager interviews Jermaine Ee about marketing products that people tend to avoid, focusing on estate planning and the psychology behind customer behavior.

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 failsthe real reasons people avoid wills beyond money, including beliefs and past experience...

People in this episode

Host: Janice Hostager

Guest: Jermaine Ee

Topics covered

• marketing
• estate planning
• trust
• storytelling
• customer action

Keywords

• marketing
• estate planning
• wills
• customer behavior
• storytelling
• trust
• problem aware
• solution aware

Mentioned in this episode

Organizations: Heirlight

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