Death Care Marketing Show | E7: If They Don’t Know You, They Can’t Choose You with Tonny Russo

Humanizing Death Care Through Authentic Visibility and Storytelling

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In this episode from the Deathcare Marketing Show with Mary Barnett, journalist Tony Russo discusses how funeral homes can build community trust through visibility and authentic storytelling. He argues that firms should move beyond standard press releases and obituaries to share behind-the-scenes content and personal narratives that humanize their staff. The conversation highlights the importance of active engagement, suggesting that funeral directors use video and social media to answer common questions and address industry scandals head-on. Russo emphasizes that transparency and a unique professional voice are essential for being recognized by families before a need arises. Ultimately, the source suggests that consistent participation in local conversations helps transform a funeral home from a mere service provider into a trusted community fixture.

If They Don’t Know You, They Can’t Choose You (Watch Here)

Tony Russo is a veteran journalist, podcast host, and former associate editor for American Funeral Director. He is the creator of On Death Care, a Substack newsletter dedicated to end-of-life issues and storytelling within the funeral profession.

Key Insights & Quotes

  • “If families don’t know you before a death, they can’t choose you after one.”
  • “Clear is better than clever.”
  • Learn Out Loud: You don’t have to be perfect from day one; you improve by doing, even if you start poorly.
  • The Difference Between Broadcasting and Engaging: Broadcasting is “spray and prey” messaging from the rooftops, while engaging makes someone participate in the story with you.
  • The Power of Personal Stories: Families remember the stories told during services long after the logistics are forgotten.

Actionable Tips for Funeral Directors

  1. Prioritize Human Visibility over “Marketing”
  • Be the Face of Your Business: Trust is personal. In a modern market, being the CEO means being the visible representative of your firm.
  • Fix Your Online Presence: Ensure your social media accounts use your real name and a real photo rather than an anonymous handle.
  • Start with Vertical Video: Don’t worry about high production value. Simple, unproduced vertical videos (like TikToks or Reels) feel more authentic and help families connect with your face and voice.
  1. Mastering Authentic Storytelling
  • Avoid “Canned” Content: Instead of repeating that your business was founded 100 years ago, tell a story people don’t expect, such as the personal reason behind a renovation or a trip you took.
  • Build a “Story Bank”: Use prompts to remember and record meaningful stories from arrangement rooms (while maintaining privacy) to share the emotional value of funerals with prospective families.
  • Capture “Behind the Scenes”: Share the everyday realities of the funeral home to humanize the profession.
  1. Community Engagement & “News Hacking”
  • Step into the Conversation: Participate in community forums and answer questions people are actually asking.
  • Address Scandals Head-On: When the industry faces negative press, use it as an opportunity to educate the public on your high standards, tracking procedures, and transparency.
  • Answer the “Curious” Questions: Use platforms like AnswerThePublic to find out what people want to know (e.g., “What happens to gold teeth during cremation?”) and provide honest answers.
  1. Small Details that Win Families
  • The Power of Small Gestures: Consider simple acts of service that leave a lasting impression, such as remaking the bed and leaving a flower after a home removal.
  • Offer “Value Adds”: Encourage families to send video memories to a central drive that you then compile into a memorial tribute.

Resources & Links

“Authenticity is the coin of the realm.” – Tonny Russo

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