The paradigm is changing isn’t it? The shift from old guard to new guard is upon us. It has proved to be uncomfortable on all fronts. Our beloved industry is one of the most stagnant industries in the world and tradition plays a major role. But what does tradition really mean?
According to www.urbandictionary.com the definition of Tradition is “Peer pressure from dead people.”
How can we bridge the gap between our past and our future? How can we help to see that our traditional beloved dark trade of embalming does not become extinct? Close your eyes for one moment and picture yourself at 15 years old. If you were able to take your eyes off this read for five seconds you imagined yourself at 15, along with that self-image there was a feeling of invincibility. Now look in the mirror. Your perspective is vastly different. Our personal life trials and tribulations helped to create this current perspective. The world pandemic has also changed our perspective forever. My perspective revealed is that last responders have been given an opportunity to shine in an otherwise death denying society. The pandemic has brought death front and center. There is no more avoiding the conversation. I have decided to use this opportunity to educate my community online to build my online business offerings through my social media sites with great success. All my social media sites are professional business pages. If you happen to follow my company NXT Generation Mortuary Support you will find a deeply engaged community eager to learn about embalming and preparations of the dead human body with thousands of followers, yes you read that correctly…..thousands.
Now I bet you’re thinking, “That’s great Monica, whoop tee doo, but how is this relevant to MY mortuary business?” As a motivated entrepreneur with a clear vision to support funeral homes and professionals, I have researched hundreds of funeral home websites and social media pages before creating my own. They are all very similar and most lack any real genuine engaging effect. I have added some new features to my website with really wonderful results and I would like to share them with you.
First, I have centered engagement with my online community around embalming and preparations of the dead human body. It’s easy to see why I would do this since my company specializes in embalming services. However, that isn’t the only thing my company offers. We, like you, offer an array of services to our community. Focusing on embalming and the preparations of the body has sparked interest in my community like I never thought possible. I don’t have to tell YOU that your community wants to know about what happens to the body after death. It is natural for people to have a curiosity about death. You get asked the same questions I do every time you meet someone new. My company has opened up the conversation and found a new way to “wow” families and it is through readily available information about what happens to their loved one after death. I received such a welcome response; I have created a special link for families to be able make consultation appointments with me for general questions for a fee. https:/www.nxtgenmortuarysupport.com/cold-hands-answers/
I have created a series of online zoom classes about embalming for the public where I engage with my community during our “slab side chat.” https://www.nxtgenmortuarysupport.com/product/future-of-embalming-september-26-2020/
Talking about embalming has historically been a taboo conversation. I have found that my community is ready and willing to learn about my challenges in the prep room and our engagement creates an emotional connection. Any marketing guru will tell you that fostering an emotional connection with your target market generates brand ambassadors and future business. I encourage you to create your own marketing platform on your own Instagram, Facebook or other social media by opening up the conversation for families surrounding preparations of the dead human body. Start with basic facts about embalming and mortuary cosmetics. Slowly guide families over to preneed conversations from there.
There are many simple ways to offer this service to your community. If you are on a budget, try enlisting your new intern to head the project on your social media business pages. To learn more about how you can help keep the focus on the body, engage with me every Sunday for the Embalming Tip of the Week where we “bury the taboo” and foster a warm and comfortable environment to talk about death, dying and the macabre. Feel free to use and share our tips on your own social media so we can help support your success.
The world pandemic has created barriers for our traditional marketing plans. What have you got to lose? Give this a try and let me know how it works out for you. Change your perspective, Change your life. Until next time……Happy Embalming!
About the Author
Ms. Monica Torres LE, LFD, Post Mortem Reconstructive Specialist and Desairologist, is owner of NXT Generation Mortuary Support. Monica Torres is presenting a session at the 2020 NFDA Virtual International Convention & Expo: Advanced Embalming Techniques for Infants, Stillbirths and the Unborn.
Photo Credit:Nancy Mc Kain 2020 (Cold Hands Death Education Studio, Phoenix AZ)