A number of advisors have told me, “Seminars don’t work.” True, many have failed to make
it work. But for those who get it right —
and yes, seminars do work — the results
can be explosive.
Here is a look at 10 key concerns about
seminars. Addressing these issues is critical if you are considering, or are actively
engaged in, seminar marketing. Extra
resources, including two recorded calls
with an advisor who raised $100 million
in two years, are available free online at
1. WHAT’S THE BIGGEST CHALLENGE?
You must identify and control all the
factors necessary for seminars to work.
If just one of these fails, your seminar
I have analyzed the six factors necessary for seminar success in my white
paper, “Seminar Success Zone.” These
success factors are: invitation acceptance rate, show-up rate, appointment
request rate, appointment show-up rate,
close rate and post-seminar management. There is a metric for each and
each must be in a certain range.
These metrics working together put
your seminar “in the zone.” Obviously,
you can have an astute, penetrating presentation, but if only a few people show
up, your seminar flops.
2. WHY DO MOST PEOPLE FAIL?
This question is almost a complete
restatement of the first. But not quite.
You fail for two reasons.
First, you do not stick with it long
enough. Your first seminar flops, and
you say, “Oh well, seminars don’t work.”
Second, you do not hold enough semi-
nars close enough together to work your
way through the six factors in the suc-
To launch a seminar marketing cam-
paign, schedule at least one seminar per
month and be prepared for an overflow
seminar. The optimum would be two
events per month for several months.
I have coached thousands of advisors
through tens of thousands of seminars.
Maybe one or two got it right out of
the gate. Odds are it will not be you.
Seminar marketing is a complex and
sophisticated activity. At a minimum, it
takes several seminars to get all factors
in the zone.
3. HOW DO I FIND OUT WHAT TOPICS
PROSPECTS ARE INTERESTED IN?
Competitive research. Ask six clients
in different areas of your market to
save all their seminar invitations for a
few weeks. This tells you who is doing
seminars, what topics they are promot-
ing, and what kind of invitation they
Now go look to find out which invitations are working.
One of your competitors has a seminar scheduled at that famous eatery, The
Blue Lizard. Take your spouse or significant other to dinner that night. Walk
by the room. Look in. See how many
people are there. Is the room packed?
Empty? Do this several times. You will
get an excellent idea of what topics,
invitations, and locations are producing
4. WHAT’S THE BEST TYPE OF
As you inspect the mail your clients
have saved, you will find two or maybe
three styles of invitation: wedding
By Bill Good
10 Issues to Resolve So You Can Succeed at
There are hurdles to overcome when hosting these events, but the effort
can prove worthwhile for financial advisors.