Death Care Marketing Show | E2: The Funeral Homes That Teach… Win with Rick Craig

Winning Hearts by Teaching: Strategy for Pre-Need Success

This episode of Death Care Marketing Show features host Mary Barnett and Pastor Rick Craig discussing how educational outreach can transform funeral home business strategies. Craig, a seasoned officiant and author, emphasizes that most families are unprepared for end-of-life decisions, often leading to unnecessary trauma and financial confusion during crises. He advocates for a shift from reactive marketing to proactive guidance by using his “When It’s Time” book series and workshops to build community trust before a death occurs. 

The conversation highlights that funeral homes providing practical resources and emotional support effectively differentiate themselves from competitors who rely solely on traditional advertising. Ultimately, the source argues that intentional pre-planning serves as a vital gift to grieving families while securing a funeral home’s reputation as a reliable authority. Craig also introduces his “fourth quarter” philosophy, encouraging individuals to refine their legacies and maintain holistic health in their later years.

Death Care Marketing Show | Episode 2 (watch here)

In this episode of the Death Care Marketing Show, host Mary Barnett sits down with Pastor Rick Craig, a seasoned leader and creator of the “When It’s Time” series. With over 38 years of organizational leadership and 26 years in ministry, Rick shares his deep personal and professional insights into how funeral homes can move from a reactive “at-need” stance to a proactive, trust-based relationship with their community through education.

Winning Hearts by Teaching, Strategy for Pre-Need Success

  • The Power of Trust: “Families don’t choose the funeral home they see first; they choose the one they already trust, and the trust is built before the need”.
  • Plan vs. Problem: “When you leave this earth, you’re either going to leave your plan or your problem”.
  • The Barrier to Planning: Most people avoid end-of-life planning not because they don’t want to talk about it, but because they don’t know how to start the conversation.
  • The 5% Reality: Currently, only about 5% of people in America have done extensive end-of-life planning, leading to panic and trauma for the remaining 95% when a death occurs.
  • Refining vs. Declining: As people enter the “fourth quarter” of life (starting around age 56 for men and 60 for women), the goal should be to refine, not decline, by focusing on emotional, relational, and spiritual health.

Actionable Tips for Funeral Homes

  • Shift from Sales to Guidance: Instead of “salesy” lunch-and-learns at restaurants, host educational seminars in trusted community spaces like churches or senior centers.
  • Find a “Champion”: When partnering with a church or community group, identify an internal champion who can help promote the event and provide a personal endorsement.
  • Create “Curiosity” Content: Develop short videos or workshops answering the “morbidly curious” questions people have about death care, such as what happens during cremation.
  • Provide Tangible Tools: Offer a physical planning guide or workbook (like the “When It’s Time” series) that families can fill out at their own pace to gain peace of mind.
  • Implement a Follow-Up System: Don’t let the conversation drop after the initial workshop; use a tracking system to continue supporting families so they feel heard and seen until they are ready to finalize plans.
  • Promote the “Gift” of Planning: Frame pre-planning as a gift to survivors, allowing them to focus on grief and honoring their loved one rather than making high-pressure logistics decisions in crisis.

Guest Resources & Books

Pastor Rick Craig’s materials are designed to be used by individuals, churches, and hospice organizations to facilitate end-of-life conversations.

  • “When It’s Time” Series: A comprehensive set including a main book, a workbook for families, and a leader guide for those wishing to facilitate their own sessions.
  • “Officiating Funerals and Memorials and Grief Counseling”: Rick’s latest book focused on the professional and compassionate side of funeral service.
  • The “Fourth Quarter” Book: A collaborative work with psychologists and experts focusing on six pillars of health: emotional, relational, physical, financial, spiritual, and vocational.

In the book focusing on the “Fourth Quarter” of life, Pastor Rick Craig identifies six pillars of health designed to help individuals “refine” rather than “decline” as they age. These pillars include:

    • Emotionally healthy: Focusing on identifying past “hindrances” or “sore spots” to ensure one finishes life with emotional well-being.
    • Relationally rich: Evaluating the quality of current relationships and surrounding oneself with healthy individuals rather than toxic ones.
    • Physically fit.
    • Financially free.
    • Spiritually anchored.
    • Vocationally aligned.

The purpose of focusing on these pillars is to ensure that during the final stage of life which Craig notes begins around age 56 for men and age 60 for women in America individuals are living their best, most impactful life and leaving a positive legacy.

“…when you leave this earth you’re either going to leave your plan or your problem”  -Pastor Rick Craig

Connect with Rick Craig & Resources

If you have wisdom and insights to share with your peers in the Deathcare industry, and would like to be a guest on the Deathcare Marketing Show, please apply here: http://deathcaremarketingshow.com

You can also see other episodes there as well!

If you would like to work with Mary and her team, please set up a free discovery call by clicking this link and finding the best day and time for your schedule: http://deathcaremarketingshow.com/GuestDiscoveryCall