What if New Clients

If public estate planning seminars are a significant part of your marketing strategy, read on. It wasn't so long ago that I was conducting public seminars every month. I counted the out-of-pocket cost of seminars - printing, postage, meals, refreshments, room rental. And even though it became increasingly difficult to attract a crowd, I felt like the effort was effective and profitable - until I calculated the "off book" costs - staff time preparing for the seminar, my time presenting the seminar, and many meetings without an engagement, not to mention the drain on quality of life. Once these additional costs were considered, it became increasingly difficult to justify all the activity. While still profitable on paper, the ROI hardly justified the effort.

That's when I discovered a better way to conduct seminars. A way to provide meaningful education to a group that was eager to learn, and was also eager to send me their clients. At a public seminar the very best result I could hope for was for every attendee to schedule an appointment and engage my services - once. But at my professional education events, every attendee was a potential for multiple appointments, year after year.

Over the past 15 years I have well over a million dollars from referrals sent by financial advisors who attended my education events. They attend for the CE hours, but while there they discover that I am an expert, learn ways that expertise can serve their clients, and as a result they refer their clients to me. It is a marketing channel that performs year after year after year.