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You're standing in front of a referral partner who could send you business for years. You start explaining what you do. Their eyes glaze over. They nod politely. And then they never refer you a single client, because they still have no idea what problem you actually solve. This happens constantly when your specialty isn't a household term. Estate planning notary work is a perfect example. Most people, including plenty of professionals who should be referring to you, have no clue what an estate planning notary actually does or why it matters. That confusion is costing you business. Jen Neitzel, Networking in Southlake, TX, 2018 Here's how to fix it in five easy steps. Step 1: Lead With the Problem, Not the Title Don't open with your job title. Open with the problem you solve. A financial advisor doesn't need to understand "estate planning notary" as a concept. They need to understand that their client's trust documents are worthless if they're not signed and notarized correctly, and that a mistake there can unravel an entire estate plan. Try this instead of a title-first pitch: "You know how a trust can fall apart if the signing isn't handled exactly right? That's the piece I specialize in." Step 2: Use One Concrete Example to Explain Your Specialty, Not a Category Abstract descriptions don't stick. Specific stories do. Instead of saying "I handle notarizations for estate planning documents," walk through one real scenario: a client with a revocable living trust who needed same-day mobile notarization because they were being discharged from the hospital the next morning, and a single missed signature requirement would have invalidated the whole trust. One vivid example does more work than five bullet points of services. Step 3: Name the Exact Moment They Should Think of You Referral partners forget about you unless you tell them precisely when to remember you. Give them a trigger moment. For an estate planning specialty, that might sound like: "Anytime you have a client signing trust or power of attorney documents, especially if they're homebound, in a facility, or just don't have time to come into an office, that's when I'm useful to you." Specific triggers turn into specific referrals. Vague descriptions turn into forgotten business cards. Step 4: Explain the Risk of Getting It Wrong Professionals refer out of fear as much as opportunity. If you can explain what goes wrong without a specialist like you, you become the safety net, not just a nice-to-have. For estate planning, that might mean explaining how an improperly witnessed or notarized document can be challenged in probate, delaying an estate for months and costing the family thousands in legal fees. You're not just offering a service. You're offering insurance against a very expensive mistake. Step 5: Make the Handoff Easy End every explanation with a simple next step, not an open-ended "let me know if you ever need me." Give them language they can literally repeat to their own clients: "If a client ever needs a trust or POA notarized and they can't easily get to your office, just tell them you know someone who comes to them." The easier you make it for your referral partner to describe you, the more often they'll actually do it. Explaining your specialty well is a skill, not a personality trait. It gets easier with repetition, and the version above is one you can adapt for any referral partner, not just financial advisors. If you want more frameworks like this for building the kind of relationships that actually generate referrals, that's exactly what we can help you work through every week on Tuesday Notary Titans. Join Laura Biewer and me every Tuesday afternoon at 2:15pm Central for the longest-running, free coaching program for notaries in the country!

Jen Neitzel, networking Most notaries do not have a marketing problem. They have an identity problem wearing a marketing costume. You can hand someone a perfect content calendar, a script for cold outreach, and a beautifully designed business card, and none of it will move if they still think of themselves as a person who performs a service rather than a person who owns a business. The tactics only work once the identity shifts first. That order matters, and it is the whole spine of On The Move. Here are the three lines from the book that do the actual work, in the order they need to happen. 1. "I wasn't just a notary, I was a business owner." This is the line that has to land before anything else does. In the book, it shows up as the moment my husband Tommy stopped letting me get away with calling myself "just a notary," because I was checking mortgage industry job boards every morning like my own business was a placeholder instead of the plan. Most notaries are running the same background program. Technically self-employed, but still one bad month away from mentally packing it in and updating a résumé. That half-in, half-out posture leaks into everything: the pricing you're too nervous to raise, the follow-up you talk yourself out of sending, the referral partner you never actually ask for the meeting. You cannot out-market an identity you do not believe. Before the tactics, the sentence has to become true: not just a notary. A business owner. 2. "Marketing isn't about you. It's about them." Once you believe you own a business, the next wall is usually marketing itself, and specifically the fear that marketing means bothering people. I hear a version of this constantly: I don't want to be pushy. I hate asking for business. What if they think I'm annoying? Every one of those fears has the same flaw. They are all about you. Your discomfort, your fear of rejection, your worry about how you're perceived. The reframe in the book flips the entire direction of the sentence: you are not interrupting someone's day to serve yourself; you are showing up with a solution to a problem they already have. A closing that could get delayed. Paperwork that could go wrong. A client who does not yet know a better option exists. Marketing stops feeling icky the moment it stops being about you and starts being about the person on the other end of it. That single reframe is worth more than any content calendar. 3. "Sales isn't about convincing people to hire you, it's about helping people solve problems." This is the last wall, and it is usually the tallest one, because "sales" is a word a lot of good, ethical people have decided means something slimy. In the book, this shift comes from an escrow officer who cut off my rehearsed, walking-résumé pitch before I could even finish it, and it forced a realization that changed how I've worked ever since. You have been selling your whole life. Convincing your kid to try a new food. Talking a friend into a restaurant. Getting someone to say yes to marrying you. None of that felt slimy, because none of it was about tricking anyone. It was about believing in something enough to offer it. Selling your notary services is no different, once you stop performing qualifications at people and start actually listening to what they need. The résumé voice repels. The listening voice builds trust. That is the entire difference between sales that feels gross and sales that feels like help. The order is the point Identity first. Then marketing. Then sales. Skip step one and the other two collapse, because you cannot convincingly serve people from a business you do not yet believe you're allowed to own. These three lines are a small piece of a much bigger system: the actual 5 Point Marketing System, the sales mindset work, the fear-to-service reframes, the networking and follow-up frameworks that turn belief into an actual functioning business. All of it lives in On The Move: The Relationship-Driven 5 Point Marketing Solution for Mobile Business Success. If any of these three lines hit something true, the book is where the rest of the shift happens. Grab your copy on Amazon and stop being just a notary.

Jen Neitzel shares her book, "On The Move" with a notary public! Every January, a wave of notaries decides this is the year they finally "get serious about marketing." They build a content calendar. They block off three hours every Sunday. They buy the course. By March, the calendar is a graveyard and the three hours got eaten by an actual signing, because signings pay the bills and content calendars do not. Big plans die under their own weight. Small, repeated actions do not. That is the entire logic behind the Monday power move I send out every week inside Marketing4Notaries. Why a weekly Marketing Move beats "someday" A power move is not a strategy session. It is one specific, doable action tied to one piece of the 5 Point Marketing System, delivered every Monday so marketing becomes a habit instead of a quarterly panic. You do not need motivation for something that takes fifteen minutes and arrives already decided for you. You need motivation for the blank page, and a weekly prompt removes the blank page entirely. Here is what that actually looks like, pulled from the kind of moves that show up in the community, one from each step of the system. Brand Clarity move: Rewrite your one-line answer to "so what do you do?" using the Bad, Better, Best model. Not your job title. The sentence that starts with your client's headache instead of your résumé. Relationship Mapping move: Pull up your last twenty closings and text three past clients you have not spoken to in six months. Not a sales pitch. A "thinking of you, hope the new house is treating you well" text. That is the whole move. Systemized Follow-Up move: Send this month's Shout-Out email to your list today, even if it is short. A rough email sent beats a polished one still sitting in drafts next quarter. Visibility move: Post one piece of content this week that documents something that actually happened at a signing, instead of trying to invent something clever. Your ordinary Tuesday looks extraordinary to someone who has never seen the inside of this job. Networking move: Send one 48-hour follow-up message to somebody you met at an event weeks ago and never followed up with. Most people never send that message. Sending it is how you stand out for free. Five different moves, five different weeks, and none of them require a strategy session. That is the point. The compounding math nobody talks about One power move looks small. Fifty of them, done across a year, is a rewritten brand statement, a re-warmed client list, twelve months of follow-up emails, a real content habit, and a stack of new referral relationships built one message at a time. That is not a small result. It is just a slow one, which is exactly why most notaries never get there on their own. Slow results do not feel urgent enough to protect on a busy week, so they get skipped, and skipped again, until the whole habit quietly dies. A weekly nudge protects the habit from your own busy Tuesday. That is the actual service. Not the idea itself, the fact that it shows up whether or not you felt like thinking of it yourself. This is why community beats a course You can read a marketing book cover to cover and still not do the thing this week, because a book does not know your name and does not notice when you go quiet. A weekly power move inside a community you show up in does. It is the difference between owning a gym membership and having a standing workout with a friend who will text you if you do not show. One of those actually gets used. If you want the weekly nudge instead of the someday plan, that is exactly what Wednesday mornings inside Marketing4Notaries are for. And if you want to test the waters first, come sit in on Tuesday Notary Titans. It is free, every week. Just a room full of notaries doing the small thing consistently instead of waiting for the big plan to arrive.