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Many advisors are terrific educators, truly adept at explaining the world of investment and finance… but when it comes to seminars, this is NOT what brings in the business. (In fact, sometimes it drives prospects away!)

If you want to deliver a really great presentation, you have to do 3 key things:

1.      Engage,

2.      Educate, and

3.      Elevate.

Unfortunately, most advisors focus 99% of their time and energy on educating.
BIG MISTAKE.

Why? Because it’s boring – and if you lose their attention, you lose their business.

To generate great results from your seminar, you have to do more than deliver a lecture. Here’s what you need to remember:

1.      Engage the audience, right from the start: Your introduction MUST get their attention and get them excited about what’s to come. Help them experience the issue at hand and become more involved. There are many ways to do this: a quiz; a story; a picture – something unexpected. The key is knowing what you want them to understand by the end of your intro.

2.      Educate the audience, but keep it interesting: People come to seminars in order to learn something, but most financial presentations are BORING. Stay fresh and alive, and the audience will love you for it.

3.      Elevate the commitment: In the closing, bring back the feeling or message they got from your introduction. Review the key solutions you shared during the “educate” phase of your presentation. Then go on to explain WHY they need to take the next step (i.e. schedule an appointment with you, or whatever objective you’re aiming for). Foster a sense of need and urgency, a desire to take action, and highlight what they gain by making this commitment.  This is the most important step in any seminar. This is what turns prospects into clients – not phase 2.

When executed well, each phase builds up to the next, creating a sense of momentum that leads to action. This is how attendees become clients.

If you’re like many sharp, ambitious advisors I know, you’ve probably given some thought to hosting public events like seminars to help you market your practice.

You probably know they can be a great way to keep your prospect pipeline full, and you might even know some great presentation topics.

But… do you know how to fill the room?

For most advisors, this is where the real challenge lies. The thought of filling the seats – or more accurately, NOT filling the seats! – can unleash a flood of anxiety. And, rightfully so. It’s not enough to plan an event… it’s how you MARKET the event that can make or break your career.

Here’s a little tip for you, coming from the voice of experience:
How you market your events depends entirely on what you’re trying to achieve.

If building your brand and growing your database are your primary objectives, I advise you to invest in the services of a direct marketing company. Look for one that will consult with you on your specific demographic group, then prepare, fold and mail the invitations, as well as handle RSVPs. This frees you up focus on preparing a great presentation.

If referrals and introductions are your priorities, leverage your current client base as well as your personal network to fill the event. Approach those who know you, like you and want to support you, and you can easily fill the room with good energy and cooperative participants. You don’t need 30 people to fill the room; in fact you don’t even need 20.  The smaller the group, the more people participate – and the more they participate, the more you get to know each person (and they you). Therein lies the true value of seminars: they are a rich opportunity to make connections and develop relationships.

Regardless of your specific objective, here are some critical components of a seminar marketing plan:

1.      Build hype: Start announcing the event long before you send an invitation. First create some anticipation and intrigue; then launch your formal invite.

2.      Market through all mediums: There are so many ways to communicate your event: e-mail, postal mail, social media, even word of mouth. Don’t assume that one method is sufficient; spread the word every way you can.

3.      Follow-up messages: After the event is over, leverage the opportunity for more marketing mileage. Send e-mails and social media messages to talk about the event, share the feedback, and let everyone know how fun and effective the event was. Make those who passed it up regret that they didn’t attend… then let them know you are planning another event, just for those who missed out.

As I’m sure you know, this is just the tip of the seminar marketing iceberg. I have so much more to share with you!

If you’re looking to enhance your prospecting efforts, generate more referrals, and get new introductions from your existing clients – consistently and repeatedly – it’s time to consider a seminar program to grow your business.

In today’s environment, seminars have proven to be one of the most effective methods to build a successful practice.

There are many different kinds of seminars, or EVENTS as I prefer to call them, and each type serves a very specific business-building function:

·         Large events, marketed through a marketing company, are very effective in building brand recognition and a database full of prospects

·         Smaller, more interactive workshops are ideal for relationship building and closing business

·         Specialty events are tailored to enhance client loyalty, and generate new introductions and referrals

No matter what your business objective is, strategic events can help you accomplish it – as long as you:

1.      Know your objective:  Be clear and specific about your immediate objective – more specific than just, “I want to open accounts.” Do you want to close business, generate more introductions, enhance client loyalty, or just get your name out there and generate leads? The more specific your objective is, the more effective you can be.

2.      Have a plan:  Based on your objective, be clear on the steps it takes to achieve that goal. How will you  call people to action at the end of your event? How will you encourage your audience to actually do what you are recommending? How can you entice the audience to provide the information you need in order to follow up?

3.      Prepare, prepare, prepare:  Before your event, rehearse your presentation. Clarify the call to action. Determine the steps you will take immediately after the event to follow up with participants. Identify possible objections and challenges, and craft your responses before they arise. Do what it takes to make sure your event is a seamless experience for everyone there.

A little support goes a long way in creating a truly effective event, and you might be surprised at just how easy it can be to develop and deliver a program that fuels your business for years to come.

If you’d like to learn more about how to create and implement a seminar program that suits your objectives, raises your public profile, and delivers serious results, click here- http://yourpinkoffice.com/Event.Detail.asp?id=1283098029

In today’s environment there are just two things you need to be successful as a financial professional, a compelling message and a data base. While most financial professionals can over time develop or even purchase a data base few are able to define their practice and articulate their value in a way that entices the listener to want to learn more.  A compelling message is a way of describing what you do and who you do it for in a clear concise intriguing manner that entices the listener to want to know more. Without a clear message most advisors must rely on a brown bag marketing strategy generating less than stellar results.

1.       Intro paragraph: In this initial section when asked what do you do you now in just 2 to 3 (max) sentences will describe exactly who you work with what they do and what they want.  As you develop these sentences you want to be clear and specific about who they are and what is happening in their lives and always makes sure you compliment them in the process:

EXAMPLE: Most of my clients are dynamic women who are passionate about what they do and successful in life and their careers.  They are often balancing the pressures and demands of their job and personal life,  leaving little time for anything else. They want a financial partner who understand their daily challenges, respects their personal goals and is committed to empowering them to achieve their vision.

3.       The Solutions: This is also what I call your Tiffany Boxes.  Based on the three core issues we will rename what you do in a way that is of greater interest to your tribal market.  If the need is they want consistent income then my first solution might be an Income Plan. While your planning process won’t change you are presenting the value of the plan based on the primary interests of your tribal market.