Click the link below to read/download the June Newsletter (June 2018 Newsletter Vol 1 No. 2 ).
Reprinted with author’s permission from an article previously posted on the professional networking site LinkedIn “Why I Feel It’s Foolish to Advertise on Facebook.”
Anxiety seems to be the most salient message sent by everyone from self-help gurus to marketing. In-your-face Facebook addicts telling professionals with decades of experience that they don’t know what they’re doing and need to change. It seems that when you don’t have a credible tangible product to sell, create an anxiety scenario and sell a service that responds to the anxiety just created. Makes sense, doesn’t it? It apparently works.
While LinkedIn is a professional networking platform intended to provide a forum for professionals to exchange news, views, and ideas and it works quite well if you can get around the religious fanatics proselytizing. But social media such as Facebook was allegedly intended to nurture interpersonal communications and special interest group venues, not to bait suckers looking for a freebie and sharing everything from fake profile photos to personal details and even their genitals. But, defending the arcane and ambiguous “community standards”, Mr. Zuckerberg tells us, it’s all for our own protection. Here today, gone tomorrow, depending on the algorithm Mostly youngish people with a smattering of midlifes and seniors looking to kill some time FB has become a haven for misfits and sociopaths but some entrepreneurs seem to think that it is the most important marketing venue ever created. I strongly disagree. Given the nature of Facebook and its business model, I propose that it is not appropriate for marketing your funeral home or for advertising deathcare services.
The reality is that while the Internet and social media has made it possible to chat and to post images and texts that can be read by anyone with an Internet connection and a Facebook account, the platform falls pitifully short of being a venue for selling anything; people on Facebook just aren’t on Facebook to buy anything. That’s a fact.
Take one example that seems to be popping up more and more on LinkedIn: Ryan Thogmartin and his ConnectingDirectors (Disrupt Media). He appears almost on a daily basis in his signature grunge look and wildly proclaims that funeral homes are doing it all wrong if they’re not using his service and marketing on Facebook. Thogmartin’s message is that even if you are marketing on Facebook and not getting a mind-blowing response you are doing it all wrong, and Thogmartin can fix it for you.
I am in the lifecare and deathcare vocation and because I recognize that Facebook is inherently evil and does nothing whatsoever to serve humanity. I regularly scan FB posts for material or inspiration and I do follow Thogmartin’s posts and messages, and I must admit he does leave me in a state of awe. Awe that he has the arrogance to make his appearances and in the most immature way attempt to convince mature professionals that he has the secret to their success: market funeral services on Facebook.
Apart from being a clown, his whole dog-and-pony act seems to attract some misguided individuals — most likely confederates enlisted to make the impression that anyone takes Thogmartin or his message seriously; after all, that’s marketing, isn’t it? Perception drives reality, right?
So, let’s ask some very simple questions about our professional activities. You see, as a psychospiritual care provider, as a chaplain, a practicing thanatologist, my professional activities are very similar in their general aspects to those of the funeral director and funeral home: we serve a very local community, we offer very “personal” services, we are called by the local community in times of urgency, we have to respond within a very narrow window of time, we rely very heavily on local perceptions of ourselves and our services, we are available on an on-call, at need basis, our work is best done face-to-face.
There’s no profession on earth that has a guaranteed local clientele, unless you consider the funeral director. Human beings have 100% mortality so everyone in the funeral director’s neighborhood and beyond is going to die at some point. Most states and federal laws impose restrictions on who may take custody of human remains and, whatever the provisions of state and federal law, the only professional who has 100% authority to take custody of human remains is the state-licensed funeral director. And the key to the success of this death-custodianship is this: LOCAL VISIBILITY and LOCAL PRESENCE.
Local visibility means that the funeral director is not hidden away amidst tens of thousands of others offering the same services under the same key words and search terms. Local visibility means that you can see the local funeral home each time you drive by. Local visibility means that you shake the funeral director’s hand each time you go to pay respects at a visitation. Local visibility means that you see his product every time you attend a funeral or memorial service. Local visibility means every time you pick up a church bulletin or look at a print calendar, his logo or the name of his funeral home is emblazoned somewhere in or on it. When you open your town or fraternal organization newsletter your local funeral director likely has a display ad somewhere in it. You know your local funeral director by sight and probably by name because you see him planting flowers around his facility, you see him at the car wash, in the local diner, or you worship in the same church, synagogue, mosque or temple. How much more local can it possibly get?
The funeral services profession, like chaplaincy and psychospiritual care, is local. We do not generally provide care to individuals or groups outside of a 25 or 50 mile radius of our main location. In fact, most of our calls come from within 25 miles.
That having been said, I have to admit that I do get calls and I do travel to locations beyond that 50 mile radius. I’ve had calls to provide services 250 miles away; beyond that, the cost and the time involved become prohibitive for both the client and for me. In those cases, I make a referral or I provide viable recommendations to the client. Here’s the key point, though: Those persons requesting services at such a distance probably (1) received a recommendation from a local client (a family or funeral director) or (2) found me online. Either way, as I have said, beyond the 25 or 50 mile radius, the cost becomes prohibitive so I can’t and don’t feel I can provide the support needed. I refer.
The same would apply to funeral services. First, the smart funeral director makes every effort to become a visible and participating member of his local community. He’s active “on the block”, in religious institutions, educational institutions, community organizations, and fraternal organizations. He maintains very positive relations with local nursing homes and healthcare institutions. But most importantly, he provides sensitive and compassionate care to the families he serves on a day-to-day basis, he proves to his families that he’s competent, caring, honest, and a good listener. The key to his business success is not Facebook marketing, it’s professionalism and trustworthiness, two things you have to demonstrate on a case-by-case, face-to-face, local basis.
The funeral director’s range is similar to my own and he frequently does the same thing I must do when he receives a call beyond that range: he refers or makes helpful recommendations. Like most professions, he has a national directory of colleagues and may even have worked with many of them in the past. He knows his field and his colleagues and doesn’t need Ryan Thogmartin or Facebook to do his intimate professional boots-on-the-ground marketing and networking. He does that locally every day and, given the time and opportunity, does so at regional conferences and meetings. Hands-on, face-to-face.
I find it insulting to have some neophyte insinuating himself into the midst of an ancient profession that has been proven to be essential, local, and necessarily personal, and I find his arrogance an affront and akin to personal ignorance not only of the fundamental nature of the profession but also of its intimate demands and its history.
Thogmartin would not have attracted my attention if he were to have focused say on the repatriation business or mortuary supplies, or the stone quarry business, since these examples would likely benefit from global visibility. But quite frankly, no one needs Thogmartin or Facebook to find those services; they’re readily available through their ads in the professional journals or in the professional directories we all are familiar with. So even those examples wouldn’t require Thogmartin’s services or Facebook.
In fact, I really can’t think of any business that would require Thogmartin’s services or Facebook to succeed. If a business is so big that it’s entered the international vernacular it got that way without Thogmartin or Facebook; if a business is so specialized it will generate its clientele through the professional networking media or the professional journal media or by directly marketing its product to known users. If a business depends on local visibility and presence, Thogmartin and Facebook won’t do very much for the business.
If any professional, especially a funeral director or deathcare services provider, does his or her homework and keeps abreast of the population that spends time on Facebook, it will become abundantly clear that (1) most of the Facebook denizens are way beyond his/her range, (2) a very small number of locals can be identified on Facebook, (3) the interests of the Facebook denizens are definitely not focused on deathcare, (4) a very large percentage of Facebook users are addicted to social media, literally sociopaths, and you can get enough of those right around the corner; you don’t need Thogmartin or Facebook to find them, (5) no-one, not Thogmartin or Facebook, can actually provide viable statistics by locale or region or even by country on how many Facebook users are looking for deathcare services. There are other points I could make here but I think the point is abundantly clear. Thogmartin is attempting to create a marketing opportunity where there is none.
Even better: Ask yourself how many times you have gone to Facebook to find a product or service you needed like a.s.a.p. Enough said.
Moreover, given the choice of alternatives for my promotion and marketing activities, Why? would I choose to become associated with a suspect organization like Facebook? First of all, Facebook has been the subject of myriad investigations for their behind-the-scenes unethical and likely unlawful operations and business model. Secondly, Facebook’s dictatorial, even tyrannical and arcane and ambiguous “community standards” make anything insecure and risky — even if you are paying to use the service (which you don’t need in the first place). Thirdly, assuming you and your staff are operating efficiently and near capacity, and if you know your business and your community, Why? would you even consider global blanket marketing for a primarily local service? Given the nature of the funeral services profession, I think you’d be better off buying a couple of dozen aftercare cards and springing for the postage, and sending them to the families you’ve served in the past year or two. There are literally hundreds of excellent ways to show you care and to create a highly positive image of your funeral home, its staff, its services, and making it the first call a family in need makes. After all is said and done, the funeral director, like the bereavement chaplain, is all about care: precare, compassionate care at need, and aftercare.
If you have any questions regarding any of the above, please contact me at firstname.lastname@example.org or message me here on LinkedIn. You may also find some very helpful information at Funerals, Memorials, and Chaplain Services (a WordPress blog). Sorry, you won’t find me on Facebook.
“We are caregivers for life who also care for the dead.
We share with the living where our life’s calling has led.”
Rev. Chaplain Harold W. Vadney BA, [MA], MDiv
Lifecare and Deathcare Service Provider
Call or email me for services, referrals, and recommendations.
 From the poem “We are Caregivers for Life” by MSO (available at https://mysendoff.com/download/we-are-caregivers-for-life.pdf)
Over the years I have paid rigorous attention to developments in the lifecare and deathcare professions both locally and on the regional, national and international scenes. I take the time and make the effort to do this because I truly believe that lifecare and deathcare are, like life and death, intimately connected transitions that require not only compassion and sensitivity in the acute phases of bereavement but also awareness of what remains traditional and important and what changes are affecting the funeral homes and families I serve.
One of my roles as a psychospiritual care provider and as an interfaith bereavement chaplain is to stay abreast of these trends and to share and teach colleagues and clients about them and their influence on how we serve in our respective vocations. We are after all not only service providers but educators and teachers, ministers to the suffering.
Flexibility and responsiveness are key to the psychospiritual care and chaplaincy vocation just as much as they are to the deathcare services professions. We are, after all, in the ranks of the healthcare professions just as any physician, nurse, psychologist, or administrator is; the difference is that in contrast with the physician, nurse, psychologist or administrator, the chaplain and the funeral director are called to care for both the living and the dead. That’s an important distinction and has important implications for how we do what we do and the quality of what we do.
As I have written elsewhere, we each have our roles and we have to recognize boundaries, fixed and flexible ones. I frequently use the example that I don’t do embalming and I don’t expect the funeral director to do the spiritual funeral rites. While our roles and engagement with the bereaved do sometimes overlap such as in providing grief support, we each have our specific professional training and we must not overstep our competencies.
That having been said, there are some things that have been conventionally — I say “conventionally” and not “traditionally” because they are done by tacit acquiescence between and among the parties involved in the funeralization processes —, one of which is the creation of the obituary for the deceased.
Conventionally the creation of the obituary has been left to the newspaper obit editor or to the funeral director or one of the funeral home staff. The result is that the obituary, unless it is the obituary of a prominent or eminent personality, has been little more than an enhanced death notice, and there are significant differences between the purposes and composition of a death notice compared to an obituary.
In brief, an obituary is an announcement of a person’s death along with a biography of the person. The obituary generally includes information about the about the deceased, birth and death dates and places, information about the deceased’s life, survivors and predeceased close relatives, the deceased’s life accomplishments, funeral or memorial arrangements, floral tributes and donations, and a frequently a picture of the deceased. The information provided in the obituary should provide the reader with a credible impression of who the deceased was as a person. A death notice is a brief announcement of a person’s death and the funeral or memorial services. A death notice may or may not include a picture. It is not uncommon for the death notice to be the only print notice of a death; the actual obituary may appear only on the funeral home website or an online obituary site. Content is not the only way the two differ; they not only differ in length and content but also in cost, but that’s a topic for another article.
Regrettably, because of (1) the urgency of the situation: the death notice or obituary or both must be created and published within a narrow window of time to provide the public with details relating to the death and to the funeral arrangements. The personal interactions and relationships: The bereaved are in the acute phase of grief with all of the associated emotions, the funeral staff are under pressure to manage not only the legal and official obligations connected with a death and disposition of a dead human being but also with the business aspects of providing funeral services to the family as well as providing short-term grief support. So it’s not uncommon for the obituary to become just another laundry list item that the funeral director must do before getting to bed.
The current options are not all that rosy: either the funeral director makes an honorable but exhausted effort at composing an obituary from the few facts and bits of information he has been able to garner in his contacts with the family OR the task is left to the professional obit writer with the local newspaper who faces the same problems as the funeral director. The solutions are just as grim: Cookie-cutter obituaries. Either the FD or the obit editor/writer uses a form or template or information is plugged into a computer program and then tweaked. Worse still, a family member is stuck with writing something about which they have no clue much less any writing skills.
So what’s the alternative? Well, I’ve given the matter some thought and have come to the obvious conclusion that there’s a lot of duplication or triplication of effort involved and that the current “conventional” practice is not only inefficient it’s downright unfair not only to the deathcare professionals involved but also to the bereaved, and not insignificantly to the deceased him or herself. who deserve a much better treatment at least in their obit.
So, while I was going through notes on past services, articles published in the scientific, scholarly, and professional journals, my own writings, and after having reviewed a considerable number of published obits, it dawned on me that none of these obit writers had access to the quality, amount, and type of information that I have as the chaplain to the family. While it’s true the FD or the obit editor/writer ask certain standard questions, the result is a standard dry obit. The intimate sharing that goes on during the Chaplain-Family Conference results in an enormous richness of information about the deceased, his or her life and activities, accomplishments, anecdotes, legacy, meaning to those close to him or her and to the community. In fact, a whole living narrative is collected in the course of that sharing experience.
While some of the information shared by the family must be held respectfully confidential and never published, my motto being “Tell me your secrets and I’ll forget them.” Other information shared by the family and close friends become part of the memorialization process, part of the coping process, form the basis of the necessary continuing bond with the deceased. As a skilled writer, speaker, presenter, ritual leader, I use much of that information as part of the psychospiritual care I provide both before and during the funeralization rites and rituals I create. One of those rituals is most conspicuously the homily or the so-called Words of Comfort or my trademark Litany of Thanksgiving and Remembrance. So what happens with all of that incredibly healing information after the homily is delivered and the Litany is read? Not much.
So, my question was: “Why aren’t I called upon to create the obituary?” After all, I actually have more information than anyone involved, even more than some family members, which is obvious during the Chaplain-Family Conference when one family member describes an event and another looks surprised and says, “I didn’t know that? S/he never mentioned that.” What a beautiful moment of epiphany for some.
But if the chapel service and the homily and the Litany of Thanksgiving and Remembrance are not recorded, much of this evaporates into the abyss of forgotten memories. That really should not happen and it doesn’t have to happen.
In my view, the obituary is more, much more than a simple death notice. It should be a cheat sheet for remembering who and what the dead loved one was and their meaning and legacy. It should be something that is preserved and enshrined as a source of information about a forebear that can be shared with future generations. It should be cherished as a lasting and enduring portrait of the dead loved one that can serve as a support in establishing the important continuing bond with the dead loved one. To achieve this holy purpose, it must be written with intimacy, sensitivity, reverence, and skill; care must be taken to select and to include the most salient and essential elements that are most important to the family and closest friends. Only then will it be worth the effort.
In order to achieve this noble purpose, I have conceived of several types of obituary: (i) the conventional, which incorporates essential bits and pieces into a coherent whole, and (ii) several custom obits, each focusing on a specific aspect of the deceased’s life:
So why not take advantage of the skills of the bereavement chaplain and turn over the obit writing to him? Sound like a plan?
Whether the obituary is to be published in the print media, in an online public obituary space, on the funeral home tributes page, on Facebook, on an online obit platform like Legacy.com, or in any combination of these, I as the chaplain serving the funeral home and the family am in the best position to provide a quality product. The obit should be between 250 and 500 words in length, depending on the available information and what the family want to emphasize. The question of whether a photo should be included always comes up. I answer with an affirmative “Why not?” but I do qualify that by saying that the photo should be compatible with the content of the obit. For example, if the family is emphasizing the early years, the photo should not be of the deceased late life. If the obit emphasizes the deceased’s community activities, it would be effective if a photo of the deceased in his or her Lions Club or other social or community regalia were shown.
It should be kept in mind that the chaplain is writing the obit, not publishing it. The chaplain can provide some ballpark figures on what, say, print publication of the final obit as approved by the family might cost but the final approved obit should be submitted to the newspaper obit editor for a final pricing quote. Some papers will publish a death notice for free, others will charge a classified ad rate. Obituaries are longer and might include a picture, all of which affect the price, usually calculated on the basis of the column inch (one column inch of newsprint is approximately 35 words).
The funeral home can usually offer space on their Tributes pages which generally includes an Obituary section. The funeral home should provide this opportunity at no charge.
There are many online options and opportunities for publishing an obituary. Some of these online options include social media such as Facebook, Instagram, and similar platforms. There are also the established online obituary sites. I have researched some of the sites and have compiled a list of ten top sites (Click here to view Top 10 Sites.)
So the decision is really a no-brainer. If you’re a funeral director, save yourself the time and stress of writing an obituary. If you are a consumer, hand the job over to the professional who can do the best for you and your loved one, the skilled professional chaplain.
Sometimes I just have to shake my head in disbelief when I see some of the things that are going on in the deathcare sector. It’s really unbelievable the types that now claim to be gurus to the deathcare business and who tout themselves as being in the know about what and how funeral directors and funeral services providers should be doing with their businesses.
One such guru is Ryan Thogmartin, a self-proclaimed social media “expert” who runs Disrupt Media and publishes the online journal Connecting Directors. Actually, it’s Thogmartin who seems to be critically disrupted and the only directors he’s connecting have likely been drinking their own embalming chemicals.
For one thing the deathcare industry has taken a turn towards immorality and dehumanization in recent years. I say this because the growth of the funeral services corporations making death a commodity rather than a sacred mystery is doing inestimable damage to the human psyche, culture, tradition, and anything human worth preserving. I’m speaking of the Newcomers, the Service Corporation International, the Dignity Memorials, the StoneMors of the world and their greed and gouging practices.
Even more alarming are the products they are foisting on the bereaved: direct cremation, direct burial, alkaline hydrolysis (dissolving the dead human body in a draino-like solution and sending the remains down the sewer lines); the indignities heaped on the dead and the insensitive treatment of the surviving bereaved are appalling.
I’m no friend of Facebook and feel that it is one of the greatest evils to arrive on Earth since Nazi national socialist movements or Stalinist communism. It’s an insidious agenda of mind control fostering self-destructive addiction on millions of unwary subscribers who, if they had half a brain, are sacrificing it to the anti-Christ Mark Zuckerberg and his army of censoring mind-police minions.
But Thogmartin sees an opportunity here and tries like hell to sell it to Guess whom? Yes! Funeral directors and funeral homes, one of the most conservative groups you’ll find today. One of the groups we would hope would have superhuman gifts of compassion, sincerity, empathy, humanity. Thogmartin is trying to sell them the idea that they need to market their services on Facebook. But I’m completely at a loss Why? they should believe anything the sloppy, uncredible, inarticulate Thogmartin has to say!
Here’s one of Thogmartin’s most recent pitches to the deathcare professionals whom he thinks he’s appealing to. Would you buy a used car from this guy?
Well, I’m not going to beat a dead horse (no pun intended). First of all, for those of us with any powers of discernment Thogmartin’s inarticulate double-talk is enough to turn us completely off. His presentation — I’m looking at his wardrobe, his set, his general appearance and personal hygiene, if I can abuse that concept when referring to Thogmartin — is simply grunge. Who on earth would want their families and clients to know that this is the man from whom your receiving your business advice?!?
Secondly, any funeral home’s business is largely local. Most established funeral homes are generations old and rely on a good reputation built over the decades and generations by providing top-shelf service. Their business comes from word of mouth, not from an idiotic platform calling itself social media, and catering to the lowest of the lowest of intellects. Sure, even the dumbest human being is looking at 100% mortality and someone’s going to have to dispose of those human remains, but seriously, when you receive that first call, it’s likely not to be from Facebook. It’s going to come from a local hospital, hospice, nursing home, or from a local family — unless of course your business is based substantially on repatriation of human remains and you do a lot of business after natural catastrophes but I can’t even say I’ve worked with such an operation in my entire career.
Moreover, most of Disrupt Media’s publications come to the subscriber as republished from other sources; most of it isn’t really of interest to the funeral director or his staff in his day-to-day operations. Besides, in the profession who has the time to sit and read poorly written commentaries hoping to find something worthwhile and of any value to a business that must be very attuned to local culture.
Maybe Thogmartin’s appeal is to the funeral corporations and their employees but on careful scrutiny and analysis, his whole operation is questionable and his advice serves only his interests, Disrupt Media.
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