Tailoring the Path to Creating Authentic Content for End-of-Life Planning

Michael Williams
4 min readFeb 5, 2024
Photo by KOBU Agency on Unsplash

In my earlier article on finding ideal clients for your end-of-life planning service, I outlined where you might find them. In this article, I want to address getting to know them better so that you can tailor your content to meet their end-of-life planning needs and concerns.

Know Your Audience

Creating meaningful content — whether its blog posts, articles, podcast, online talks, or video — requires knowing your audience and being able to address their needs and concerns.

Sharing your knowledge on social media or your website is crucial to establishing your credibility and authenticity in the field. The more your audience gets to know you, the more they will trust you. The more they trust you, the more they are likely to engage your services. Think of your content as your “ministry” or service.

You will want to be able to create content that not only has a strong message but also demonstrates empathy, sensitivity, and a commitment to simplifying complex subject matter. Let’s explore how the process can make your content more accessible and meaningful for your client.

When it comes to end-of-life planning, there is no one-size-fits-all approach. Recognizing the diverse backgrounds, concerns, and preferences of your audience allows you to tailor your content to meet their specific needs. Whether you are reaching out to millennials, baby boomers, or culturally diverse communities, understanding their unique perspectives is key.

Here are 3 tips to make this process more successful:

  1. Conduct online surveys or engage in community discussions on social media to identify the primary concerns of your audience.
  2. Consider age-specific content, addressing topics like retirement planning for younger audiences and legacy planning for older individuals.
  3. Acknowledge cultural differences and incorporate inclusive language in your content that resonates with diverse backgrounds.

Create Content with Empathy and Sensitivity



Michael Williams

I’m a storyteller, StoryCoach, writer, accredited End-of-Life Planning Facilitator, spiritual mentor & podcast host. Oh yeah, I play ukulele.