Estate Planning Seminar

Estate Planning Seminar Marketing

Attorney, Financial Advisor or Insurance Agent-- estate planning seminars can earn you a small fortune

Whether you are an accountant, attorney, financial advisor or insurance agent, estate planning seminars are the fastest way to build business and gain clients. Estate planning is one area that is too complex for "do-it-your-selfers." Look at the way you do it now--you prospect one person at a time. That's way to slow. With estate planning seminars, you can address, 30, 50 or even 100 people at a time.

There are just three keys to success:

1. a compelling estate planning seminar invitation
2. a down-to-earth-talk that gets people to like you
3. a compelling offer so that they want to meet with you
   

Estate Planning Seminar Invitation

Your esatate planning seminar invitation msut be clear and free of jargon. Here's an example:

• Avoid The Two Investments That Get Double Taxed
• How To Avoid Capital Gains When Selling An Asset
• How To Leverage Your Wealth Without Additional Tax
• How To Pass Unlimited Amounts Of Assets From Generation To Generation
• The Most Powerful Way To Reduce Your Tax Without R educing Your Income
• A Living Trust Won't Help These People
• How to Use Life Insurance in Estate Planning--with premiums that are 80% less

When anyone reads these topics, they are left with curiousity or questions, "How does that work?" or "what's that about?" In order to answer those questions, they must attend your estate planning seminar!

Estate Planning Seminar Presentation

The topics you want to speak about at your estate planning seminar are those issues where the facts are either little known or aspects of estate planning that few other advisors talk about. For example, most people with any degree of financial resources have a living trust. Do they know how it works? NO! So show them how the trust serves to split the assets of a couple into two parts and how they get the estate exemption for each spouse. As basic as this is, it's all you need to do at a estate planning seminar. Just show them what no one else has explained and they think you are a genius (which you are for explaining what no one else has) and they perceive you as their advocate.

The point is, in your estate planning seminar don't talk about the same basic trivialities that experienced people already understand (e.g. buy a life insurance policy to pay estate tax). Rather, show how the use of premium financing reduces the cost of life insurance. Few people have ever heard of or seen how premium financing works. Use your estate planning seminar to show them something new or an old concept in a new way. Your goal is to have every attendee at least once during your estate planning seminar presentation say, "I've never thought about that before" or "I've never seen it explained that way" or "I didn't know that."

Use your estate planning seminar to discredit your competition

Even if you show people the greatest ideas in the world at your estate planning seminar, they will take your ideas back to their current advisor. So in the nicest way, you must use your estate planning seminar to discredit their current advisor and show why you are better. Here's how you do it—several times during your estate planning seminar, you make a comment as follows: "so if anyone in the room has been pitched life insurance —it's no wonder. The commissions to the agnets are very large. So on behalf of the sales tactics of the insurance industry, I apologize that you don't always get the best advice. Let's move on..." In just 20 seconds, you have shown why their current advisor is part of the "club" of people who don't have their interests at heart and you do. At your estate planning seminar, you can do the same with virtually any topic because people get bad advice every day. Just show them what the other advisors are doing and the way you do it that's better. They will never want to go back to their current advisor when you do this a handful of times during your estate planning seminar.

Entertain at your estate planning seminar —Get People to Like You

If you have a PhD in finance, that's great. But it won't get people to meet with you. During the financial planning seminar, people decide if they like you. The more people like you, the more appointments you have.

In our culture, the easiest way to get people to like you is to entertain them at your estate planning seminar. There are many ways to do this:

• Tell jokes appropriate to your topic
• Visit the local magic store and buy some tricks you can build into your presentation
• Turn your estate planning seminar into a game show and hand out $5 each time a member of the audience answers your question correctly
• Compose poems, memorize and recite about estate issues. Haikus and clever rhyming poems are especially effective
• If you play an instrument, compose some funny songs and play your guitar and sing them during your estate planning seminar

It does not matter what you do, but do anything that's comfortable that will entertain people.

Be the Advocate at your estate planning seminar

Most advisors at a estate planning seminar turn it into a sales pitch by strongly advocating some service or product (trusts, ILITS, FLPs, LLCs, etc). Don't do that. Be the attendee's advocate. When you present an idea at your estate planniong seminar, show your audience who should consider it and who should not. In other words, show them you an an impartial advisor and want them to do the best thing for their situation. Use phrases at your estate planning seminar like "this is not for everybody but it's extremely lucrative for people in this situation..." Most people in our industry say "this is great—everybody should do it" and they lose credibility, they come off like a huckster and get few appointments.