Making over the undertakers

Following this post by Andrew Hickson of Kingfisher Independent Funeral Services in St Neots, we at the GFG sense we may spend some of 2012 talking about how funeral directors can improve public perception of themselves and differentiate themselves from their competitors by communicating the good news about themselves appropriately and effectively. Andrew himself is going to start the ball rolling. Well, he already has.

We can already foresee lots of lively discussion. The content and quality of marketing communications from most funeral directors  is abysmal. In an age when most of us gather information online, most undertakers’ websites (where they exist) are dismaying to look at, clumsily worded and littered with spelling and grammar mistakes. As marketing tools designed to inspire confidence, they do exactly the reverse. 

So here’s a tip for undertakers from the team at the GFG (there are lots more where this comes from). Have a look at the text on the home page of the Fitzgerald Funeral Home and Crematory of Illinois, USA. Read the first sentence: We are here to help you remember their story. Note that it takes them no more than five words before they get to the ‘you’ word. ‘You’ is the most important word in any promotional text. Great copywriting is about dialogue. How long does it take to get to the first ‘you’ in your text?

When the business offer matches consumers’ requirements, everyone wins. One of the highest priorities of consumers in this economy-gone-wrong is cost. Yet this is an industry in which financially inefficient micro-businesses not only abound, but are growing in number. Consolidation, rationalisation, economies of scale, all would bring down costs. And yet no group has yet succeeded in establishing an acceptable national brand identity. On the contrary. And it’s not just the egregious incompetence of the big players which is to blame.

There are complex reasons why consumers do not want to deal with a corporate provider. It’s an unlovable model which smacks of bigtime profiting from the misfortunes of others. But it needn’t necessarily be so. 

Take the Specsavers model, for example. Each Specsavers shop is owned and run by an optician under a joint venture partnership with Specsavers. Specsavers takes the view that opticians like being opticians and probably aren’t so good at or keen on some of the boring, nitty-gritty stuff that goes with being a business. So Specsavers offers more than 50 services, including advertising, insurance, accounting, tax planning, property services, information technology and retail training, the back office administration, branding and marketing, leaving the opticians free to get on and do what they do best: fixing people up with eyeglasses. The optician pockets the profits and pays a fee to Specsavers. We all get good, cheap specs. 

No one has tried the joint venture partnership model in Funeralworld. It would offer ceremony-makers a way to make a decent living at last. Why wouldn’t it work?

At the opposite end of the scale, we note that many rural villages have formed local co-operative societies to run their post office, shop and pub. Why not their undertaker, too? A community response to death and bereavement can only be a social blessing. The vision of the Rochdale Pioneers may have been distorted beyond recognition by The Co-operative Group’s vile Funeralcare arm, but it remains unsullied and vibrant. According to Co-operatives UK “There are 5,450 independent co-operative businesses in the UK, working in all parts of the economy. Together they have a combined turnover of over £33 billion and have outperformed the UK economy as a whole, growing by 21% since the start of the credit crunch in 2008.” [Source]

League of gentlemen

Anyone who knows the funeral industry knows that large swathes of it regard evolution with fear and loathing. Last week’s blog about funeral directors who post their prices on their website will have affected a good many of their fellows with F & L. It is beneath the dignity of a funeral director to resort to open competition on price and service. 

We know all about funeral directors’ amour propre here at the GFG where, despite our support for brilliant boutique undertakers, the trade body which represents the independents, SAIF, will not speak to us. Consumer scrutiny, even when favourable, would seem to be an affront to the dignity of this secular priesthood. 

A common affliction of funeral directors is self-importance. When this self-importance is piqued the effects can be revealing, and not in a good way. For an especially revealing example, pop across to the Lovingly Managed blog here. Prepare to be horrified. 

The best disinfectant part 1

There’s no beating around the bush here: funeral pricing must be more transparent.

Most funeral directors are careful, honest and, often, painfully aware of the costs that people face when someone dies.

They run businesses, but know that they are also offering a service that affects people’s well being at the deepest levels. For the best FD every death is more than a transaction, it is also an event that they become a partner in, sharing, with the people involved, some of the intensity of the occasion.

Sometimes this makes them bad businesspeople (and better human beings?). We all know of Funeral Directors who reduce or waive fees for children’s funerals for example.

But there are others who are less scrupulous, willing to pass uneccessary costs on to the customer. This is bad – obviously – for customers, but it is bad for people who work with Funeral Directors too.

We’ve heard, for example, of surcharges added to celebrant’s fees or ‘adminstrative’ charges for booking unusual services or vehicles. Understandable you may say, but in one instance the surcharge raised the cost of the service from £650 to £1,000.

The worst part is that these add ons are rarely declared to the customer. Instead the itemised bill simply states the total cost. It must be great to be able to blame someone else for your own high charges.

Here at GFG we believe sunlight is the best disinfectant and that means being open and upfront about what you are charging. Watch this space.

The case for a secular funeral ritual

Though secular people are increasingly saying no to a religious funeral, we note that it’s taking them forever to do it. Why so?

Because, though they reject the theology, they like the ritual. Ritual is the antidote to chaos. It brings order. Everyone knows what to do. When death turns our life upside down, convention conquers confusion.

Which is why the Victorian funeral procession is still with us, too, albeit vestigially. Our modern grieving style does not go in for the same vulgar ostentation, and modern traffic has made stately procession mostly impossible, but we can still travel the first and the last twenty yards in reasonably good order just about, and people cling to that because, dammit, the way to do it is the way it’s always been done.

Once the undertaker and his or her bearers have bowed deeply and departed, that’s where, at a secular funeral, familiarity flies out of the window. Up steps the celebrant and no one knows what the heck to expect. And though the verdict of the audience afterwards may be that they liked the negative quality of the ceremony – it gave the dead person, not god, star billing – I think they often go home nursing a secret disappointment, a sense of something missing. 

They miss the familiar script. Because they feel a funeral should be a custom.

Which is why they like the traditional dressing-up, the undertaker, clad in the garb of a Victorian gentleperson, handing over to someone dressed in medieval vestments. Secular civvies just don’t cut it – too dowdy, too individuated.

People miss the heightened, numinous language.

They miss the non-verbal elements of a proper ceremony: symbolism, movement, the elements that make for a sense of occasion, a sense of theatre, the transfiguration of the ordinary.

Because at a time like this they need ritual.

Secular celebrants take upon themselves an intolerable burden. It takes disparate qualities to be a good celebrant: intelligence, empathy, writing skills, inexhaustible powers of origination, a feel for theatre and the ability to hold an audience. It’s too hard. In a secular ceremony the celebrant is often a solo performer. That’s not the case in a ritual. In a ritual, the celebrant is an actor uttering familiar words, and is merely pre-eminent in an ensemble performance which involves all present. In a ritual, the celebrant may not be an awfully good actor – but Hamlet is still Hamlet. Here’s the point: in a ritual, a superb celebrant is a bonus, not the be all and end all.

Unique funerals for unique people. It’s a lovely idea. But come on, no one to whom death has happened actually wants a celebrant sitting on their sofa, sipping tea, saying brightly, ‘You can do what you like – we start with a blank piece of paper!’ When your brain is in bits that’s one of the most unhelpful things anyone could say to you.

Can a celebrant really reinvent the wheel every time he or she creates a ceremony? Of course not. Unique funerals for unique people is a pipedream, and the time has come to declare the experiment a partial success but an overall failure because it meant chucking out the baby with the bathwater.

Which is why secularists need now to move on and devise their own liturgy – or, if you prefer, something generic, formulaic, recycled, polished and proud of it, because that’s what a liturgy is.

Is it really possible to achieve a good funeral without improvising every time someone dies? Can a secular liturgy be both personal and universal? Can it be prescriptive and adaptable?

Why not? Religious ceremonies do it all the time. And the eulogy will always be the centrepiece.

A good secular ritual will be well-plotted, of course, and like all good rituals it will be a purposeful, meaningful journey.

It will visit places along the way which participants may find difficult, but which they will be glad they did. This is the nature of ritual: in order to be therapeutic it must sometimes be medicinal.

It will unashamedly plagiarise other rituals.

It will be created by a team of sorts in the spirit of the creators of the King James Bible:

Neither did we disdain to revise that which we had done, and to bring back to the anvil that which we had hammered: but having and using as great helps as were needful, and fearing no reproach for slowness, nor coveting praise for expedition, we have at the length, through the good hand of the Lord upon us, brought the work to that pass that you see.

It will happen. Some people want to create their own funerals from scratch; most don’t. 

Angelina Jolie a funeral director?

 

Sometimes you have a tantalising glimpse of what might have been. If things had turned out differently, the path less travelled chosen, Angelina Jolie could have been a Funeral Director.

In an interview recently, the actor said that:

It sounds like this very strange, eccentric, dark thing to do but in fact I lost my grandfather and was very upset with his funeral. How somebody passes and how family deals with this passing and what death is should be addressed in a different way. If this whole acting thing didn’t work out that was going to be my path.”

Would Brad have been a bearer? We can only wonder.

The full article is here.

US Funerals Online Seeing a Huge Increase in the Number of People Looking to Compare Funeral Prices

Posted by Charles

Are there, we wonder, any lessons British undertakers can learn from this article on PRWeb:

Many funeral homes today have their own websites, but most of these seem to have forgotten to include information about the one thing that is on most people’s mind. How much does a funeral cost? There is no other industry that hides their prices in the way the funeral industry does. Research conducted by US Funerals Online revealed that over 80% of funeral home web sites do not disclose actual costs.

Nicholas Ille, owner and founder of US Funerals Online, said, “Gone are the days when families would just order the services from a funeral home, without even inquiring about the costs.”

Baby boomers are becoming increasingly interested in doing things their own way, which can also be driven financially. Why have expensive funerals when the money would be better being left to our children? As people live longer their senior years can now be one expense after the next, care homes, nursing homes and hospices all come at a hefty price, and then comes a final bill that needs to be paid.

Over the past 18 months, US Funerals Online has been working closely with local family-owned and operated funeral homes across the U.S offering a low cost funeral option. “We believe that every family in America should be able to locate a low cost funeral provider, if that is what they choose” says Nicholas. The US Funerals Online web site lists all funeral homes by city/state and clearly identifies the low cost providers, including their price. By including all funeral homes in our directory, this makes comparing costs between different funeral homes, only a phone call away.

Could something like this happen in the UK? Why not?

Here at the GFG we don’t obsess about price, we obsess about service. And transparency. British undertakers’ websites are, many of them, as dire as it gets when describing their service offer, far far worse than any other commercial sector. They are amateurish and subliterate. They rarely talk to you, the reader, they talk about us and about ancestor Albert, founder of our barnacle-encrusted undertaking dynasty — here he is conducting a funeral in 1921 (cue hazy b&w photo of bow-legged man leading a bloated Austin down a high street). Dammit, WHAT CAN YOU DO FOR ME NOW??

When these undertakers do talk about their clients they talk about them as if they had nothing in common with the punter reading the website: “We recognise that our customers are individuals and each will have their own ways of coping with bereavement.” Tcha! Where’s the human being behind that? Oh, there he is in a Gilbert and Sullivan top hat with his big black cars fanned out behind him. HOW MUCH DO YOU CHARGE?!??

All undertakers know that more and more people are shopping around.

Those undertakers who are upfront about their prices are doing very well.  

As are those who come across as human beings like us. Hint: people do business with people. 

Undertakers: go figure.

Funerals-Online here.

Marvellous!

Muriel Grimmett, Coventry’s first female funeral director, is still going strong at the grand old age of 80. She reckons to keep going for as long as her faculties will allow.

She headed up Grimmett and Timms until 1996, when the firm was sold. She now works with the independent firm AJ Lloyd (recommended by the GFG), where proprietor Darren Lloyd has told us that it’s Muriel’s formidable principles, standards and example which most inform ethos and practice. 

Signs of the times – undertakers as event managers

Funerary customs are on the move in Germany, which seems to be emerging as the country to watch at the moment.

Undertakers are becoming a little like event managers. People who are not religious and don’t go to church expect undertakers to organize a ritual for the funeral.

In recent years the culture of mourning has changed in Germany. Funerals have become more personal, often more colourful.

‘As private business people, funeral directors are usually better able to cater for individual needs. A priest, on the other hand, is confined to certain structures,’ says Alexander Helbach, spokesman for the consumer funeral watchdog association in Germany. Helbach believes morticians are profiting from the change in attitudes by extending their services into organizing funeral orators or funeral halls for families of the dead.

As German undertakers move to meet consumer expectations by extending their service into ceremony-making, we note that most British undertakers have been very slow to exploit the opportunity.

Following recent discussion on this blog about who is responsible if a grave is dug too small, it is delightful to note that Germans, noted for thoroughness in all things, train their undertakers to cope with all contingencies:

In the central German town of Munnerstadt there is even a special graveyard where young morticians can practice burials – the only one of its kind in Europe. 

Read the whole article here

Remembering Josh

“REMEMBERING JOSH” is a film that records the life of our son Josh, as it was remembered at his funeral early in 2011. Josh Edmonds died in a road accident in while traveling South East Asia in January 2011. He was 22 years old. Our film is both a tribute to him, with many wonderful musical contributions and anecdotes, as well as a reflection on what it has meant to us to organize a fairly ambitious event in such a short space of time. Over 300 people attended, many of who were meeting for the first time having come buy generic cialis from different parts of Josh’s life. We found that organising the funeral ourselves without recourse to a traditional funeral director, was of immense value as we struggled to come to terms with our loss. We’d like to thank all those who helped and supported us, and without whom this event would not have been possible.

Here’s the full film of Josh’s funeral made by his parents, Jimmy and Jane. James Showers characterises a good funeral as “a collision of grief and beauty”.  No one has ever expressed it better. James is the ‘non traditional’ funeral director in this film. 

Brutally creative chaos

You may remember this post, The Chaos of Meaning, about the photographic essay which Jimmy Edmonds created in commemoration of his son Josh. If you missed it, click the link and go see it; it’s rare that we are lucky enough to post anything so extraordinary and beautiful.

Above is a trailer for a film Jimmy has made about Josh’s funeral. I went to see it earlier this week with; it really is marvellous.

And it complements what Rachel Wallace says in the previous post about the importance of making a record of a funeral.

The coffin, in case you wonder, was handmade by Jimmy with expert help. 

At the weekend we’ll post another film made by Jimmy about life, death, ageing and more. He’s a Bafta winner, is Jimmy. It shows. 

Below is some text from the BeyondGoodbye.co.uk website.

Joshua Harris-Edmonds 
23 May 1988 — 16 January 2011
Forever in our hearts and minds

On 16th January 2011 Joshua Amos Harris Edmonds was tragically killed in a road traffic accident in Vietnam. Joshua was 3 months into a trip of a lifetime travelling across South East Asia. 

He was 22 years of age.  

A life cut short, but a life lived well.

In honour of our Josh and as a memorial to his life, Beyond Goodybe, the website, will continue Josh’s inspiration on others and offer a place to remember, to pay tribute and share their love for Josh with others. 

This site also houses the book ‘Released’ and the film ‘Beyond Goodbye’, family tributes to our Josh and also perspectives on death and the grieving process. 

If you’d like to get in touch, please do: info@beyondgoodbye.co.uk