Who is this book written for?

Estate planning attorneys who want to win more business owner clients. It's not legal advice. It's a marketing and positioning guide that shows you how to start better conversations and stop competing on price.

Is this actually free?

Yes. No credit card, no hidden upsell. We'll send you the digital version immediately. The book exists to start a conversation, not to collect payment.

I'm not an estate attorney. Is this still useful?

The strategies are written through an estate planning lens, but the core principles apply to any professional service provider targeting business owners. If you sell expertise to business owners, you'll find value here.

How is this different from other marketing books?

Most marketing books talk about tactics in a vacuum. This one is built around a specific problem: why business owners ignore estate attorneys and what to do about it. Every chapter gives you a concrete shift you can make immediately.

What's the catch? Why give away a 206-page book?

Stuart runs Brutal Guides, a company that creates these books as lead generation tools for professionals. This book demonstrates the system. If you like the approach, you might want one written for your practice. If not, you still get 30 chapters of actionable strategy.

How long will it take to read?

The book is designed to be used, not read cover to cover. Each chapter stands alone. You can skim the headlines, jump to what's relevant, and get value in 15 minutes. Or read the whole thing in a few hours.

Generalist estate planners are already dead. They just don't know it yet.

Name: A Brutally Honest Guide to Winning Business Owner Clients
Author: Stuart Bell

30 brutally honest strategies to start better conversations and land better business owner clients without getting ignored or competing on price.

By Stuart Bell, Founder of Brutal Guides

Cover of A Brutally Honest Guide to Winning Business Owner Clients

This book is for you if...

You want to land more business owner clients who value your expertise
You're ready to stop competing on price and start commanding premium fees
You want prospects to seek you out as the obvious choice before you even pitch
You want CPAs and advisors actively sending referrals your way
You're ready to own a niche and become the go-to estate attorney for business owners
You want a repeatable system for starting conversations that lead to engagements

This book is NOT for you if...

You're happy competing on price and volume
You think marketing means buying more Google ads
You're not willing to specialize or pick a niche
You want a magic script, not a real strategy shift
You're looking for estate planning legal advice (this is a marketing book)

Inside the Book

What's inside

Ch 1: Why your opening pitch sounds like every other advisor they've ignored, and the five-minute fix that changes everything.

Ch 2: Stop trying to lead the advisory team. Learn the positioning that makes the CPA want to bring you in.

Ch 3: Why hourly billing trains your best prospects to avoid you, and the flat-fee shift that builds trust.

Ch 5: You're selling departure when they want immortality. How to reframe estate planning so owners lean in instead of shut down.

Ch 11: The Buy-Sell review that opens more doors than any sales pitch. A Trojan horse into estate planning.

Ch 13: One presentation to 80 contractors generates more conversations than a year of breakfast mixers.

Ch 14: Your ideal clients have names and addresses in public databases right now. Stop broadcasting to strangers.

Ch 30: AI is drafting wills and trusts for free. Your only defense is the complexity software can't touch.

Send Me the Free Guide

About the Author

Stuart Bell

Stuart Bell is the founder of Brutal Guides and co-founder of 90-Minute Books. Over the last 15 years, he's helped create more than 1,200 business-building books for service professionals, consultants, and business owners who want to turn their expertise into lead-generating tools.

Common questions

: Estate planning attorneys who want to win more business owner clients. It's not legal advice. It's a marketing and positioning guide that shows you how to start better conversations and stop competing on price.
: Yes. No credit card, no hidden upsell. We'll send you the digital version immediately. The book exists to start a conversation, not to collect payment.
: The strategies are written through an estate planning lens, but the core principles apply to any professional service provider targeting business owners. If you sell expertise to business owners, you'll find value here.
: Most marketing books talk about tactics in a vacuum. This one is built around a specific problem: why business owners ignore estate attorneys and what to do about it. Every chapter gives you a concrete shift you can make immediately.
: Stuart runs Brutal Guides, a company that creates these books as lead generation tools for professionals. This book demonstrates the system. If you like the approach, you might want one written for your practice. If not, you still get 30 chapters of actionable strategy.
: The book is designed to be used, not read cover to cover. Each chapter stands alone. You can skim the headlines, jump to what's relevant, and get value in 15 minutes. Or read the whole thing in a few hours.

Get Your Copy

Based on Stuart's experience with 1,200+ books created.

Get your free copy of A Brutally Honest Guide to Winning Business Owner Clients

No cost. No obligation. 206 pages of straight answers.