Twenty five ways boost seminar results

©2014 All Rights Reserved Brokerville www.brokerville.com  888-893-2990 1
Twenty Five Ways to Boost Seminar Results
Table of Contents
How to Increase Seminar Attendance and Appointments...........................................3
Improve Your Seminar Results ...................................................................................6
Seminar Tip.................................................................................................................6
Two Ways to Pack a Seminar Room............................................................................7
Best Time for Seminars ...............................................................................................7
Seminar Producer Blows the Doors Off.......................................................................7
Add-On Slides for Your Seminar Program ............................ Error! Bookmark not defined.
From Rags to Riches ...................................................................................................8
Seminar Attendance After September 11....................................................................8
They’ll Come to The Seminar To Get Your Book........................................................10
Seminar System Owner Pockets $6 Million Per Seminar...........................................10
Critical to Seminar Success.......................................................................................11
Don’t Sell Financial Plans..........................................................................................11
Closing More Sales with Seniors ...............................................................................11
Increasing Attendance..............................................................................................12
Mailing Details ..........................................................................................................12
80% of Success is Following the Instructions ..........................................................13
Maximize Attendance—Avoid These Mistakes...........................................................13
Maximize Appointments............................................................................................14
Please Watch Out For These Seminar Issues ............................................................14
Instant Improvement in Seminar Results.................................................................15
Advice from Successful System User.........................................................................15
Fail-Safe Way to Fill Seminars ..................................................................................15
To Maximize Seminar Results ...................................................................................15
The Key to Serving and Profiting from Affluent Seniors............................................17
When You Do Seminars Outside of Your Area...........................................................17
Remedies for Poor Seminar Attendance ...................................................................18

Greatest Estate Planning Resource...........................................................................18
Some Tips on Marketing to The Affluent...................................................................19
Maintaining Business Volume During Holiday Season ..............................................20
Some Tips From Russ Alan Prince .............................................................................20
Seminar System Owners ...........................................................................................21
Prospecting Different Markets ..................................................................................21
Get More Seminar Appointments ..............................................................................22
Get Cash....................................................................................................................23
30% of These People Attend My Seminar.................................................................24
A Good Suggestion....................................................................................................24
Is Golf Like Business? ...............................................................................................24
Using Another Seminar Speaker ...............................................................................25
Big Production Through Streamlining.......................................................................26
Advice From Successful Seminar System Users ........................................................27
Reminder ..................................................................................................................28
Dripping Pays............................................................................................................28
Running Your Appointments For Maximum Results..................................................29
Here’s How to Get Another Two Appointments Per Seminar and Improve the Quality
of Appointments........................................................................................................30
Post-Seminar Letter..................................................................................................31
How to Get ALL the Money When You Meet Prospects .............................................33
How to Get Prospect Calls Months Later...................................................................34

How to Increase Seminar Attendance and
Appointments
I hear feedback that seminar attendance is off. Since I do seminars myself, I have first hand
experience with this. I just did a seminar in the heat of summer--Saturday, July 26. 1 followed
the same formula that you have. I mailed 3,000 invitations for the Annuity Seminar (Nine Ways
to Cut Taxes). I had 23 buying units (30 would be normal) and got 16 appointments at the
seminar (maybe we got more, but another producer does the follow up and meetings so I don't
have the additional data). So I agree that attendance seems to be a little light, but anyone getting
16 appointments can make a fortune form each seminar.
I had to think about what could I possibly be doing differently than you since the formula in our
seminar systems came from my own system. Here's what I have uncovered.
You need to improve your biography-here's how:
As part of our invitation system we will write your biography for you. But you need to provide
the raw materials-we cannot make up facts and having a strong biography is important.
When people receive a seminar invitation, they need to be convinced to attend. There are two
things that convince them:
The topics (and we have carefully worded the invitation to be compelling) and the speaker
biography. If you look like every other advisor in town, odds are, they won't come. The public
has begun to understand that 80% of advisors add no value. All most advisors have is some
information about products. But people can get information about products on the Internet or
Money Magazine.
What investors want is someone who provides insight.
How do you reveal in your biography that you add value? You need to do everything possible
that other advisors don't do because they are too lazy. Here's the list to separate yourself:
Get credentials. This is so simple. There are a number of credentials that you can get in almost
no time:
 Certified Retirement Financial Advisor-4 day class or do it from home with the
self study course www.crfa.us
 Certified in Long Term Care-2 day class www.ltc-cltc.com
 Graduate Estate Planning Consultant-3.5 day class
Once you have a credential, we can then add to your biography:
"Bob is one of 1,000 Certified Retirement Financial Advisors in the US. To become a Certified

Retirement Financial Advisor, he completed a rigorous program focusing exclusively on
financial issues and concerns of retirees and passed a 4 hour proctored exam proving his
expertise.”
Get yourself published
You don't need to write a word. There are several ways to get yourself in print:
If you subscribe to our senior newsletter, take any of the articles and send them to the
newspapers in your area and follow the instructions in our Public Relations Kit
(www.javelinmarketing.com/products/pr). You need to do this month after month and the
newspapers will start printing "your" articles. We can then add to your biography:
"You may have read Bob's articles "Who Doesn't Need Long term Care Protection?" and
"Alternate Sources for Retirement Income" in the Herald and the Tribune."
Or, have us print any of the booklet or book titles we offer
(www.javelinmarketing.com/products/booklets and www.javelinmarketing.com/products/book).
Then we can add to your biography:
"You may be familiar with Bob's book, "Retirement Investing" and his educational booklets,
"Seven Ways for Retirees to Cut Taxes" and "Avoid Mistakes in Selecting Mutual Funds."
Have a Television Show
You can have your own local TV show and produce and air 6 shows for under $1,500 (you can
re-air the same shows again and again usually for nothing). Not only can you add this compelling
information to your bio, you can use your TV show to fill your seminar:
"You may recognize Bob from WBGTV where he is the host of Money Matters for Seniors, a
weekly show that educates seniors on how to be wiser investors and financial managers."
All of the above not only helps your seminars but also your marketing and ability to attract
clients in general. For example, imagine the increased response you get when your stationary
says "Bob Smith-host of WBGTV Senior Money Matters." You will be perceived as an advisor
who adds value, who provides insight.
And you certainly enjoy increased attendance at your seminars when your bio reads:
"You may recognize Bob from WBGTV where he is the host of Money Matters for Seniors, a
weekly show that educates seniors on how to be wiser investors and financial managers. Not just
a TV personality, Bob is one of 1,000 Certified Retirement Financial Advisors in the US. To
become a Certified Retirement Financial Advisor, he completed a rigorous program focusing
exclusively on financial issues and concerns of retirees and passed a 4 hour proctored exam
proving his expertise.
You may have read Bob's articles "Who Doesn't Need Long-term Care Protection" and Alternate

Sources for Retirement Income" in the Herald and the Tribune. Or, you may be familiar with
Bob's book, "Retirement Investing" and his educational booklets, "Seven Ways for Retirees to
Cut Taxes" and "Avoid Mistakes in Selecting Mutual Funds."
Remember that the advisor down the street may not know any more than you do, but if he is
perceived as being better, he will do more business.
You need to be consistent
I send into the same zip codes month after month, year after year. It's the consistency that makes
a difference. If you do seminars sporadically, you will never build recognition in your market.
How big would Coke be if they advertised once a month instead of 20,000 times a day?
Consistency is the critical factor in exercise, playing an instrument or getting great results in any
facet of life.
A better delivery will get you more appointments
You get more appointments by being entertaining than having lots of information.
I now make sure that I have a joke for every other slide (get a joke for financial professionals
http://www.bigproducer.com ). If humor is not comfortable for you, we are preparing a set of
easy to learn magic tricks that will wow and entertain your audience. We will have that kit ready
for you in a few weeks. Read Frank Maselli's book, "Seminars, The Emotional Dynamic." Ignore
his instructions for filling the room or getting appointments (they don't work that well) but DO
use his recommendations for entertaining the crowd.
This may require you to have a different personality in front of the room, and like anything, you
can learn. I paid a world-class speaking coach $7,500 to get it though my head and it still took
me another year to implement it (i.e. change my behavior). You may need to have someone
video tape each seminar and then take it home for analysis.
Yes, this take some work but the payoff is obscenely high. For example, I was invited to do some
seminars at a State Farm conference. I was voted the best speaker there (and if you watch the
videos that come with your seminar system, you will see that at best, in the past, I was maybe a 7
on a scale of 10). I just got invited back at a hefty sum, for more talks. This will probably result
in me designing some marketing systems for their agents and six digits to me. All from giving an
entertaining talk (with some value in there also).
You can get some local help. Every community has a Toastmasters club. Join and go.
Allow me to share a Jerry Seinfeld story. Jerry was being interviewed and asked what accounted
for his success. He answered by telling about the comedians convention held every year in Las
Vegas. Budding comedians go to get the "answers" and "secrets" to becoming a great comedian
and getting on Jay Leno. Jerry said that if he were the convention organizer, he would tear down
all of the booths, throw out the exhibitors and the experts and put up one large banner that says
"Do the Work." Jerry then explained that when he was first on Jay Leno, he practiced his routine
over 200 times before appearing and that few others would have done the work like he did.

Improve Your Seminar Results
Here’s a brilliant comment from Jill Snyder, one of our seminar users. One of her retired
clients introduced her at the seminar. Can you imagine how genuine and impressive that is to the
attendees, to have a senior (just like them), getting up to sing your praises?
Seminar Tip
Cory Adamson says that in his biography on his seminar invitation, the more booklet
titles he lists as having authored, the better his attendance. If you have not seen our booklet
offerings that get printed with your picture and biography, check out www.advisorbooklets.com.
Note the two new booklets available:
Seven Ways Retirees Can Cut Taxes
This booklet highlights the virtues of annuities and VUL with these
articles:
 Immediate Annuities—A Little-Understood Tax Saver and
Income Booster
 A Better Alternative to Tax-Free Bonds
 Do You Pay Tax on Your Social Security Income?
 Why Defer Tax?
 Tax Relief for Mutual Fund Investors
 Protect Your Assets and Get a Tax Break Too
 The Other Tax Free Way to Help Grandchildren (a Comparison
Of 529 Plans and VUL)
Order at www.advisorbooklets.com
IRA Distribution Mistakes and How to Avoid Them
This booklet was designed to accompany our Advanced IRA
Distribution Seminar System and can be used by any planner
interested in this area. The articles include:
 Never Take More Than Your RMD
 Why the Stretch IRA Is Doomed to Fail
 How Your IRA Custodian Causes Problems
 Mistakes in Selecting IRA Beneficiaries
 Using Your IRA as a Donation
 Sheltering Your Retirement Money From Estate Tax
 Use Life Insurance as a Transfer Vehicle (In a Qualified Plan)
 What Investments Should Be in Your IRA
 The Roth IRA—Why to Convert During a Bear Market
99% of the content applies to qualified plans also

Two Ways to Pack a Seminar Room
My favorite method has always been direct mail; it produces quality attendees over
quantity. Three thousand pieces, at a 1% response, produce about 50 attendees. All of these
people have investment portfolios from $300,000 to $1.5 million (and there are always two or
three in each seminar with $2 million+). However, in some areas, direct mail does not work at
some times.
For reasons I cannot explain, direct mail will work fine in a specific area and then stop
working. The solution is newspaper inserts. By placing 20,000 inserts ($1,000-$1,200) in
targeted zip codes in the daily newspaper, you can get 30-35 responses. The quality of attendees
will not be as high as that generated by direct mail, but inserts work very well in areas when
direct mail does not.
By the way, you will often get advice to offer a meal to fill the room. That’s fine, but
stats I have gathered show that you get appointments with 30% of attendees when you feed them
a meal and 60% when you don’t. Why? Because when you offer a meal, you get many people
who come for the food and don’t make appointments. When you do not use food as “bait,” the
attendees are much higher-quality, motivated prospects. They are “buyers,” not “eaters.”
Best Time for Seminars
We have often recommended Saturday mornings as a good time for seminars. One
reason is that the seniors seem fresher in the morning. Now, there is clinical evidence that
seniors have an easier time paying attention in the morning. Check out the evidence at
www.seniormarketadvisor.com/Archives/mar02/advisory1.cfm.
Seminar Producer Blows the Doors Off
Kurt Hoffer, user of our Raise $1 Million Per Seminar System, infers that the number $1
million is inaccurate. Here’s what he wrote us:
I have been in retail sales since 1995 and giving seminars since then using
“Emerald’s Complete Financial Management Program.” That was way too
expensive and not disturbing enough. I was a teacher, not a motivator. I have
held numerous seminars in the past with consistent 2% to 3% responses from my
mailings. The seminars I used to hold were run by myself as the host, but not the
featured speaker. Now, with your program, that has all changed. I AM THE
REASON THEY ATTEND, to hear what knowledge I have to pass onto them ... but
they quickly realize the many mistakes they have made.
I use the overheads because I like to write examples from my mind, and they think
I am some smart guy. I will be testing PowerPoint for my seminar in MAY. I did
change one slide, the “Who Benefits from an Appointment” slide …my last point

Terry Sawchuck
United Planners #1 Producer
is “IF you haven’t heard from your Broker or Advisor over the last 12 to 24
months.” I hammer this one home. Because of my client contact system ... I can
run circles around most advisors. I am just starting my 1st
quarter reviews, which
is why I’m so busy in addition to the new clients.
OK, so now you want the really good stuff ... the revenue that I will generate from
just two seminars ... I hope you are sitting down for this!!! Client 1 $1.2 million
new assets, $23,000 gross; client 2 $1.3 million new assets, $27,000 gross; client
3 $2.3 million new assets, $32,000 gross; client 4 $800,000 new assets, $23,000
gross. That’s $5.8 million in new assets and $105,000 in gross now. This is a
combo of fees from wrap accts., insurance, annuities, and 529 plans. But look at
what is still not closed yet: additional $4.7 million and additional $72,000 in
gross!!! I had to take April off from my seminars, because I have so many follow-
ups to do.
Thanks for your comments, Kurt. I guess we need to re-title the system “Multi-Million
Dollars Per Seminar System.”
From Rags to Riches
Terry Sawchuck in Michigan saw business climb from
$180,000 to $1.4 million in two years and he says that our “Raise $1
Million per Seminar System” did it for him. Rather than do one
seminar a month as most planners do, he and his partner do one
seminar per week. They, of course, do four times the business because
they spend all day seeing people who came to the seminar.
Terry realized a simple fact and an idea that Bill Good
discusses—MORE. By doing more of what works, you simply
multiply the results. By doing four seminars a month, Terry
multiplies the impact of a successful system.
So why don’t more planners use MORE? Because human beings are risk averse. It’s in
your genes to keep yourself safe and alive. When you think of committing yourself or financial
resources, the risk-averse primordial part of your brain throws up a danger sign and you stop.
Even though your logic tells you that if one seminar a month is profitable, then more seminars
would be more profitable, you allow your emotions to dominate your logic. To profit as a
planner, listen to your brain, not your fear.
Seminar Attendance After September 11
Some financial advisors have reported poor seminar attendance. Others have reported
healthy turnouts. For those that have reported poor attendance, in 80% of the cases that I
reviewed, poor attendance was because of a bad biography on the invitation. They have these

two common items to correct: they are vague or they are commercial.
By vague, I mean the sentences sound like this “John Doe has helped many people have a
more secure retirement,” rather than “Over 1200 retirees have used John’s advice to increase
their income as much as 50% and decrease their taxes up to 30%.” Which one of these speakers
would you rather hear? Make every sentence specific with numbers and names for a biography
that will motivate people to reserve a seat.
The second item is to make sure the biography is non-commercial. For example,
consider this sentence, “Bob’s focus is to help individuals on selecting the right investments.” It
makes Bob sound like a stockbroker, a salesman, and NO ONE wants to come to a salesman’s
talk. This sentence is much better: “Over 400 retirees have used John’s advice to learn to select
the best investments for their needs.”
The other significant item noticed on some invitations was a wrong seminar date.
Remember—the recipient must get your invitation in the same month as the seminar. That
means you can never have a seminar before the 9th
of the month (they should receive an
invitation on the first of the month with 8 days notice for a presentation on the 9th
).

They’ll Come to The Seminar To Get Your Book
For those who own our “Six Mistakes” seminar system, you can now
add to your invitation “Every Attendee Receives a Copy of Joe’s Book
Mistakes Retirees Make With Their Finances.” We now have available
a book that tracks with the six mistakes of your presentation plus a few
more:
Time Horizon
Long-Term Care
Mutual Funds
Stocks
Annuities
Income Investing
IRAs
Estate Planning
However, we can only license this book to one system user per local population of
250,000 people. You select the zip codes you want and it’s first come, first served. We will
unfortunately not be able to provide the book to everyone who owns a six ways system as there
may be more than one system owner in the same area and we assign zip codes exclusively for the
book. For those who want to tie up their zip codes right away, fully complete the attached order
form and fax it in. You can use the same order form to order the sample—just write “send
sample” on the form. Remember—if someone takes the zip codes you want, they get the
exclusive license rights to the book in that zip code.
The book is paperback, approximately 111 pages, has your picture on the front and the
back cover has your picture and biography. Inside, there is a page before the back cover with
your contact information. The order quantity is 200. You can also customize up to 20% of the
text when you order 500 or more.
Seminar System Owner Pockets $6 Million Per
Seminar
After doing three of the seminar presentations from our “Raise $1 Million Per Seminar
System,” Darryl Jones reported to us that he averaged $6 million per seminar. He told me that fit
in with his goal of raising $30 million a year. I got a chance to talk with Darryl and he shared his
secret.
He is a true asset gatherer. At the first appointment, he focuses on selling himself. He
also explains to the client weaknesses in their investments (e.g. they are stuck in their back-end-
loaded funds). He then concludes with stating that he may not change anything in their portfolio
right now so that they do not incur unnecessary fees, but to move the portfolio to him to watch it
and then reallocate it later when the fees have diminished or vanished. This approach does not
earn Darryl much when he wins a new account (he says there are usually some modest fees or
commissions from investing that can be done right away). However, his approach allows him to
build massive amounts of assets, capture trail commissions right away, and position himself for

huge income as his business matures.
He tells the client straight up —You can get these same investments anywhere; It’s the
advisor you deal with that makes the difference. He always tells them he won’t earn much from
their account because he will be making few or no changes but he gets paid with referrals.
A lot of planners say they want to gather assets yet Darryl is the first I have talked to that
puts this as the priority and does not focus on earning income from the account today. His
approach is exactly in concert with the seminar presentation that positions you as a better choice
than their current advisor.
Critical to Seminar Success
Brian Tracy, well-known motivational educator, says “the reason
image is so important is because people are primarily visual and they form
their first impression of you by the way you look on the outside. If they do not
like what they see on the outside, they very seldom take the time to probe any
deeper. In any field of sales and marketing where the impression you make on
others is important to your success, it is absolutely essential that you look the
part that is consistent with the financial product or service you wish to sell.”
That’s why attending to the details in your photo and biography are
essential—we live in a culture where people make snap judgments. Take a
look at Brian’s photo. Would the average senior trust this man? You bet! He looks neat,
conservative, and clean-shaven. This is the image that seniors have been acculturated to respect,
the image they grew up with as “well groomed.” If you want to do more business, then attend to
what your prospects prefer.
Therefore, get the best professional photo you can. Ask yourself if facial hair or your
modern glasses will help your success.
Don’t Sell Financial Plans
Very few prospects want to buy a financial plan. So don’t sell them!! When you get to
the end of the first appointment, explain to the client that based on the data you gathered, “I can
show you how to reduce your taxes by a third, lower your investment management expenses, and
protect your estate to save at least $250,000. If you feel that having these solutions that will save
several hundred thousand dollars is worth three hours of my time at $xxx per hour, then let’s
meet next week at 1 p.m. and I will prepare these solutions for you.” Sell the benefits, not the
plan. No need to ever mention the plan or show them a sample.
Closing More Sales with Seniors
Many advisors ask me how to be more effective with seniors. They report that seniors
won’t make a decision. Seniors in fact won’t make a decision (which is a “no” decision) unless
you communicate to them in the right way. I have documented everything I know about selling
Brian Tracy

to seniors in the “Close More Sales and Appointment Setting System.”
I also advise you to read Spin Selling by Neil Rackham for an overall increase in your
sales effectiveness.
Increasing Attendance
These errors will screw up the biography on your invitation and cost you attendance:
Do not make your biography commercial. You cannot refer to yourself as “account
executive with ABC securities” or “Agent with Big Insurance Company.” The public will
realize immediately that your intention is to sell something, and serious, experienced investors
(those with larger portfolios who you want to attend) will not come to hear a perceived sales
pitch.
Use these non-commercial words to refer to yourself: lecturer, presenter, authority,
expert, consultant, and advisor. DO NOT use “financial consultant” or “financial advisor,” as
the public knows these are fancy names for people who sell insurance and investments.
Make every sentence specific. This sentence is vague and makes you sound like every
other advisor in town: “Bob Smith has helped many people increase their income and reduce
their taxes.” Therefore, you are no different and people have no interest in coming to your talk.
Here’s the way to make this specific: “Over 1200 Boston residents have used Bob’s advice to
increase their income as much as 50% and reduce taxes as much as 30%.” (Of course, please use
figures that are accurate for you.)
Do not mail to the wealthiest people. I have had a few of our system users call me to
say that their seminar attendance was less than they had hoped. In exploring the variables, we
uncovered that they had mailed to some upper-class neighborhoods, which I advise against. Do
not go after the rich people. They are too heavily prospected, many feel they can do their own
investing (e.g. the average physician), and you will not get a good response. The market you
want is the upper-middle-income senior: the retired plumbing contractor worth $2 million who
lives in the same house for 30 years, the retired engineer with the $800,000 rollover, the widow
who has the $600,000 portfolio. These people are not in the wealthy neighborhoods and they are
your best prospects. Earn their trust and you have them for life.
Select the upper-middle-income zip codes for your best response.
Mailing Details
I get calls from our system users who report their results to me. A lot of people want to
change the system and then call to find out why their method does not work. I do not know
why your method does not work. That’s why I urge you to just repeat what works and follow
the instructions exactly.
In the last week I received two calls about unsatisfactory responses to seminar invitations.
In one case, the broker was using postcards. I tested this once; it flopped, and you will find

nothing in my package about using postcards. I use an 8.5” by 11” flyer. It works every time.
Another gentleman used a mailing service and he assured me that they sent the invitations
no earlier than 10 days before the seminar. He asked the recipients to send in a business reply
card. He then looked at the reply cards he did receive and saw that they had been post-marked
over two weeks ago indicating that people received their invitations maybe three weeks before
the seminar. There is NOTHING in this system about reply cards.
I tested this timing of invitations. The earlier I sent the invitations, the worse my
response. Most of my instructions for you are the result of mistakes I already made. Please save
your money and do not repeat these mistakes.
As you will note, I do not use business reply cards. I want an immediate response and I
mail my invitation only nine days before the seminar and require a phone call to reserve limited
seats. I want to create time pressure. It works.
To the degree you deviate from the instructions, your results will fall.
80% of Success is Following the Instructions
Every month I get at least one call from a seminar system owner telling me that the
attendance they’re getting is insufficient. They swear they followed the instructions to the letter.
Then I start asking a series of questions, only to find out that:
a. they selected the community college as a location, or
b. they selected the Girl Scouts meeting center as the location, or
c. they used the same mailing list company their firm uses, or
d. they scheduled the seminar at 9:30am Wednesday morning, or
e. they mailed the invitation three weeks ahead to give people plenty of notice,
or
f. their voice mail message was different than the one in the binder, or
g. they use the word “clients” or “seminar” or “ethics” in their biography when
the instructions say not to
It does not make me happy to see our system owners waste their money. I’ve already
wasted mine finding out that certain things work, and certain things don’t. Our program
provides a set of instructions so you won’t waste your money. 80% of success is following the
instructions.
My experience is that down deep, people are not different in various parts of the US.
What motivates a 64-year-old in Walnut Creek, CA will motivate a 64 year old in Mobile, AL or
in Scranton, PA. Please follow the instructions in the system. I don’t want you to waste money
and I do want you to have success.
Maximize Attendance—Avoid These Mistakes
Attached you will find a checklist of the most common mistakes made that reduce

seminar attendance. I want to elaborate on some of these:
1. Never have two alternative dates on a seminar invitation. In my tests, all it
did was split the attendance in half. Worse, you allow people to look at the
invitation, say to themselves that they will go to the later date, put the
invitation aside and forget about it. Provide only one date and force a
response—your attendance will be better. Besides, you will mail again next
month to the same person. If they didn’t come before and they really want to,
they get a second chance (and third….).
2. If you MUST change the bullet points on the invitation, please use the
alternate points in the invitation tab of this binder. Some people have been
rewriting the bullets without the skill for writing compelling points and these
are ineffective. It took me years to learn to write effective copy, so please use
the bullet points on the invitation or the alternates I have provided.
3. Use a LOCAL response phone number on your invitation. Do not use an 800
number, as this makes you seem like some “out-of-towner.” Seniors like to
deal with people in their own community.
Maximize Appointments
On your seminar evaluation forms, provide the attendee only one choice—to make an
appointment. I have found it better to NOT offer other choices such as a long-term care quote or
a free newsletter. Attendees will generally take the easy way out and not make any commitment
but rather elect that you send them something. So do not give them that option. If they want to
know more, give them the option to come meet with you.
Please Watch Out For These Seminar Issues
One small mistake (like using a bad picture, or selecting the wrong date) can ruin your
attendance. Here are a few tips to watch out for:
In December, you can hold seminars on the 9th
or 10th
. The critical issue: the appointment
times on your evaluation form must end on the 17th
. Do not let people schedule appointments
after the holidays, as you will never see them. Your first appointment MUST be before the
holidays. How do you get people to commit? Give them an incentive.
You tell them the first appointment must be before the holidays, because after January 1,
you can’t help them save any taxes with a tactic that most investors miss (tax loss selling).
Promise that you can show anyone who owns stocks or mutual funds how to save money on their
taxes IF they act before December 31. You know they’re busy, but would an hour of their time
be worth saving $3,000 or $5,000 or $10,000 when they go to write out their check to the IRS
next April? Instead of writing a check to the IRS for $10,000, how would you like to pay only
$5,000 and use the savings for a nice two-week cruise?
On your seminar invitations, please use the same fonts that I use (Times New Roman for
most text, Tahoma for headers and titles). Please have a border around the title and a border
around the page. Your invitation should look exactly like the invitation in the “Invitation” tab of

your seminar binder. Items like fonts and borders have a significant communications effect.
Please use what we have found works.
Instant Improvement in Seminar Results
Please review the binder again before your next seminar. It will take only 90 minutes to
read it through, but just one instruction you may have missed can boost your attendance by 20%.
You cannot borrow one or two good ideas from our seminar package, patch it to a seminar
system you are already using, and expect to get the same results that we do. We use the entire
system—every detail, to get 20 QUALIFIED buying units in the room by mailing 3000
invitations. Please do the same to achieve the same success rate.
Advice from Successful System User
Great reminder from Tom Qvistgaard—the morning after the seminar (Monday morning
in the case of Saturday seminars), you (not your assistant) must call and confirm every
appointment starting at 8AM. Then immediately call those who did not make an appointment,
and you will get another couple of appointments. If you wait a day or two, you will lose out, as
these warm bodies quickly become cold fish.
Tom says, “I consistently increase my appointment ratio from the date of the seminar to
the next business day by 10-20% just by calling everybody. If you don’t make those calls, I can
guarantee they will not call you. I made that mistake with my November seminar. Don’t spend
all of that money just to sit back and wait for results.”
Fail-Safe Way to Fill Seminars
In a very few areas, direct mail for seminars does not draw as much attendance as in most
of the US. The system that seems to work anywhere is newspaper inserts. I do not recommend
this as the #1 method of filling seminars because I am a proponent of getting the highest-quality
attendees rather than the highest quantity. Attracting high-quality attendees is achieved by
mailing to a filtered list as you do with direct mail. Newspaper inserts do not allow any filtering
(except by zip code).
If, however, you are in an area where all your direct mail efforts do not work, then use
inserts. To keep the quality of respondent up as much as possible, you can put a qualifier on your
insert under the title, such as, “For people with investments of $250,000 or more.” If direct mail
does not work as you would like, try inserts for higher attendance. In most areas inserts cost
about five cents each. Inserting 10,000 draws 18 responses in the test I’ve completed. You can
also place inserts in senior publications if they will be distributed not more than 12 days before
your seminar.
To Maximize Seminar Results
1) Copy everything in the system, to the smallest detail (e.g. do not change the
fonts on the invitation, they have been selected on purpose and they work)!
2) Stay away from public facilities for your seminars—experienced bigger investors

view these as places where inexperienced, unsophisticated investors go for
education and bigger hitters will not come.
3) On your biography, accentuate the positive in your history as in these examples:
You think:
I’ve been in the business 20 years, nothing
exceptional.
My clients are just regular people.
I’m new in the business and have nothing to
say.
I’m real young.
Biography says:
John Doe has assisted over 2000
conservative investors safely invest over
$500 million.
John has advised retirees from AT&T, IBM,
and General Motors.
Rather than hear the same old stuff about
financial management, you will hear from
John the startling truth about mutual fund
fees and costly annuity mistakes, and how
many retirees can avoid running out of
money by correcting some simple mistakes.
Uninfluenced by all of the conflicting
opinions in the financial markets, John has
done his own research and will reveal the
truth about how many investors are led
astray and how you can avoid common
mistakes. John received his first mutual
fund shares at age eight and has been
studying the stock market ever since!

Having a good biography will help your seminar attendance. And having a good
biography is not a matter of having lots of credentials. It’s about creatively stating the truth in a
way that addresses your prospects’ concerns. Having a good biography should answer your
prospect’s question, “Why should I go hear this person—what’s in it for me?”
The Key to Serving and Profiting from Affluent
Seniors
One of the most frequent concerns I hear is that seniors are hard to close or they
procrastinate. I get asked, “How can I change my presentation so that seniors will buy?” It takes
a whole book to answer that question. Now available, the first book focusing on doing more
business with America’s most affluent class, Marketing Financial Services to Seniors.
 Really Understand Senior Psychology and Serve More People
and Close More Sales
 Create Senior Advertising that Really Works—Get 2% to 4%
Responses to Direct Mail and Ample Response to Ads
 Implement Marketing Strategies Tailor-Made for Seniors and
Get Responses from Qualified Investors
 Sell in a Way That Inspires Senior Prospects’ Confidence to
Do Business With YOU!
 Learn the Most Suitable and Appealing Products and Services
for This Market and How to Present Them
 Learn to Position Yourself as a Local Senior Financial Expert
and Have the Newspapers Calling You for Interviews on
Senior Financial Issues
 Position Yourself Above Every Other Advisor in Town Attempting to Capture Senior
Business
You can order on Amazon
When You Do Seminars Outside of Your Area
Seminar attendees will probably not drive more than 20 minutes to come see you in your
office (they will drive further in rural areas). So if you do a seminar distant from your office:
1) Either offer to come to their homes, or
2) Rent temporary office space in their community for these meetings.
I have used headquarters Companies (see your yellow pages) by the half day for very low
rates. Or call an attorney or CPA who you know or call a fellow planner about using a desk in
their office suite in the distant neighborhood. But before you prospect outside of your area,

consider the following.
In the 1980s, thousands of California residents invested in Texas real estate and
thousands lost everything and owed taxes when the properties were foreclosed upon. How
would they have done if they had invested in California real estate right in their own city? Pretty
darn well, history shows.
We all inherit a scarcity mentality from the culture we live in. We think there are not
enough prospects. In fact, most producers do not need to go outside of their area to do business.
I personally prospect an area with 115,000 people—three zip codes, and I will never run out of
business.
Before prospecting in another area, ask yourself if there is insufficient business in your
own town or if you have not been effectively marketing there (e.g. monthly seminars, consistent
use of the same marketing program to build awareness via repetition, getting published in the
newspaper, etc). If you want to target your area more effectively, check
www.javelinmarketing.com/catalog, as you may find an opportunity there to do more business in
your town.
Remedies for Poor Seminar Attendance
Someone has said, “Don’t sweat the details.” As far as I can tell, however, the details are
what matter, especially when it comes to seminar attendance. In the last 60 days, I have received
communications from people that had poor or problematical seminar attendance. Here’s what I
found:
1) I got a busy signal when I called to reserve a seat. This will not happen if
people follow the instructions in the binder. Call your local phone company
and get a voicemail line. My local phone company tells me that dozens of
people can call at the same time and there will be no busy signal.
2) I got a message that their voice mailbox was full and I was unable to reserve a
seat. Anyone can avoid this by checking their messages every day and then
deleting them. Every voicemail box has a limited capacity. Keep it empty in
order to continue receiving messages.
3) The wrong phone number was printed on the invitation.
4) The biography was pushing people away. The instructions on writing the
biography were not followed.
We really want producers to be successful. We are not just in this business to sell
systems. We want to make sure the systems work! Please follow the instructions, as we want
you to make a lot of money. Test your voicemail line yourself and have your invitation
proofread by at least two other people.
Greatest Estate Planning Resource
Tools and Techniques of Estate Planning is the best resource I have ever seen for estate
planning. We purchased a number of these 650-page guides for our system owners so we could

offer these at a discount to you. If you would like a copy, get it at www.nuco.com.
Some Tips on Marketing to The Affluent
(excerpted from Tom Stanley’s Marketing to the Affluent)
“Early in their careers, many of the best extraordinary sales professionals (ESP) learned that you
often frighten prospects when you chase them. Attracting prospects is often much more
productive than chasing them because attracted prospects self-designate themselves as ready,
willing and able to be caught.” Page 82
(That’s why seminars and direct marketing are so powerful—the prospect is attracted.)
“The young ESP learned that for many affluent prospects talkers are
hawkers, writers are experts.” Page 18
(We have books and booklets customized with your bio and
photo and a kit to get you interviewed in the newspaper. Get
into print because it’s the way to become respected by the
affluent.)
“Never attempt to shove an investment down a prospect’s throat
when he resists. The affluent market is situation-driven, and the
Gestapo tactics are unproductive in the long run. If the prospect is
not in the right situation, if his personal timing is not right, he will
not buy. Thus, you must stay in contact.” Page 5
(If you’re not sending a newsletter to prospects, you’re losing
business.)
“ESPs should not attempt to master too many markets at one time.
They should not be distracted by other market segments until the
one at hand has been penetrated.” Page 37
(Focus, focus, focus!)
“Enlightened marketers more often than not attribute their success
to the use of extraordinary marketing methods and to their
proprietary methods of identifying prospects. How else can one
explain why some sales professionals consistently outperform their
peers by 200 percent, 300 percent and even 500 percent or higher?
Yes, they do market differently.” Page 92
(You’re not in the financial planning business; you’re in the
marketing business. The great marketer earns a lot more than the great financial planner.)
Our marketing systems incorporate all of these variables to attract affluent prospects.
Find a complete list of our seminar systems and direct marketing programs at
www.javelinmarketing.com/overview.htm.
Thomas J. Stanley,
Ph.D.
Dr. Thomas J. Stanley is an
author, lecturer, and
researcher who has studied
the affluent since 1973. Dr.
Stanley is also the author of
the best-selling books The
Millionaire Next Door and
Marketing to the Affluent,
which was selected one of
ten outstanding business
books by the editors of Best
of Business Quarterly. His
work is frequently cited in
the national media.

Maintaining Business Volume During Holiday
Season
There is no reason to have a slow down in your business during the holidays—unless you
expect to. If you think you will, you start working less and prospecting less, and your results are
less. Yes, you will have some people that say, “call me after the holidays.” These are people
who are permanent procrastinators anyway. This same person would have told you in June,
“maybe in the fall.” The way to keep your volume up is by maintaining the same marketing
activity as in the other months. Prospects will do business during the holiday season. Here are
three examples why they are motivated to do so:
 December presents a huge opportunity for tax planning (selling losers and
capturing the tax benefit).
 Those pondering life insurance might want to do so before they take a 5000-
mile plane ride over the holiday.
 The stock traders may want to position themselves to capture the January
effect. See http://client.lycos.com/analysis/stocks/stockscreen.asp.
Richard Heckman recruited me into the stock brokerage business years ago. On the last
trading day of the previous December, his clients’ transactions accounted for 4% of the volume
on the New York Stock Exchange. While you may not have clients quite this large, this
indicates that there is plenty of business to do during the holiday season.
Some Tips From Russ Alan Prince
Russ has written 17 books, which draw on his research with
successful financial advisors. Here are the best tips and observations from
his book High Net Worth Psychology that can help you.
“Three-quarters of all affluent people made their money by
owning a private business (64%) or professional practice (13%).” Page
9
Are you focusing your marketing on these groups or the retired
members of these groups?
“We recommend that all investment advisors conduct some sort
of public relations program. A great advantage of public relations is that it is underutilized
in the industry.” Page 110
(We offer a Public Relations Kit and monthly press release articles which reduces your
time investment to 15 minutes per month. Order at www.javelinmarketing.com/pr)
“Investment performance, even stunning investment performance, is not enough
these days to attract new affluent clients. The investment advisor targeting private wealth
will focus less on investment performance and more on marketing.” Page 93
In other words, market yourself and keep your clients happy (emotionally and
psychologically). The performance of their investments is NOT the most important aspect of

client attraction and retention. Make your #1 focus marketing so that you have a “machine”
producing several appointments daily.
“Seminars can be extremely useful in screening and especially in motivating certain
prospective wealthy investors.” Page 108
See the information below about estate planning seminars.
Seminar System Owners
I encourage you to make a video of your next seminar. You can benefit in two ways:
1) You will see yourself as others see you. As explained in your system, it’s not
the content you deliver, it’s how you are perceived that causes people to make
an appointment with you.
2) You can offer the video on your invitation. At the bottom of the invite, we
typed: “If you cannot attend, videos are available for $10 by calling XXX-
XXX-XXXX.”
We had six people call and order the video and we did business with one. I think we
could have done business with more, but a relatively weak planner in my office followed up on
these prospects. But the $16,000 annuity commission from this one person made the video idea
well worth the $300 investment.
I highly recommend not having your cousin Vinny take the video. For $300, you can get
a professional to take it and they can add some music and some graphics to the beginning and
end (with your contact information) so it makes you look professional when recipients view it.
Prospecting Different Markets
One of the most frequent questions I get is for assistance prospecting in different markets
(e.g. business owners). As you know, our packages (the seminar program, the annuity package,
the newsletter, the Retirement Investing book) are all focused toward people age 60 and over.
The reason these packages work is because I know the mentality of these people inside and out.
I know what they think before they think it. It then becomes easy for me to put together sales
materials and presentations that the market will respond to.
When someone asks me if I can do the same with business owners, the answer is no.
More importantly, I find by asking a few questions, the inquirer doesn’t really know this market
either. I strongly advise don’t prospect in markets you don’t know. It’s a sure way to spend
money on mailers and seminars that don’t work. It’s essential that you understand the significant
emotional concerns about your market. And these concerns are not obvious. For example, you
might think that business owners want to maximize profit. This is probably untrue for most
business owners. If you talk to a few and really get to know them, I’ll bet they’re concerned
with issues like:
 more time with their family
 finding really competent employees

 fishing
Only once you know these “hot buttons” can you prospect powerfully in a selected
market.
I advise that you only develop one market. Become an expert in it and dominate it. The
tendency in our business is to get as much business as possible by becoming a generalist. The
most business is gained by the specialist who draws people like a magnet because the specialist
has a unique selling proposition (e.g., I’m an expert in the financial affairs of seniors).
Get More Seminar Appointments
Think for a moment about your prospect in the seminar audience. They have an account
somewhere—it’s probably with a wire house and they have a traditional stock brokerage
account. You have 90 minutes to show the prospect why they should make an appointment to
come see you. You’ve got 90 minutes to show them why you are more, better and different—
and why you are the guy in the white hat.
In order to be more, better and different, make a list (right now on that paper on your
desk) of at least three reasons why the prospect is better off dealing with you. If you don’t have
three reasons, you’d better develop some, because there are no fresh prospects out there. Ten
years ago, you could go after people with money in the bank (a fresh prospect). Those people
now have all of their money in mutual funds and stocks so you are in direct competition with
every other broker and planner. You need to show the prospect how you are their best friend.
Now that you’ve got your three reasons, you need to select at least one and show the
audience why that reason makes you convincingly superior. For example, in my seminar, I ask
if any one has an account with a stockbroker (about 90% of the hands go up). Here’s how I
proceed:
NOTE—THE FOLLOWING VERBIAGE IS HOW I SEPARATE MYSELF
FROM MY COMPETITION. I DO NOT THINK THERE IS ANYTHING WRONG
WITH COMMISSIONS OR STOCKBROKERS. I USED TO BE A STOCKBROKER
AND I THINK IT’S A FINE PROFESSION. BUT GIVEN THAT I AM IN
COMPETITION WITH STOCKBROKERS IN MY AREA, WATCH HOW I USE THIS
TO MY ADVANTAGE IN THE SEMINAR.
“As I mentioned, I am a registered investment advisor, and let me just explain briefly how
that’s different from your stockbroker. How does your broker get paid? (Audience answers,
“with commissions.”) And when does your broker earn a commission? (Audience answers,
“when I buy and sell.”) So what does your broker always want you to do? (Audience answers
“buy and sell.”) Have you ever noticed around Christmas time that your broker calls more with
investment ideas when they need a little more for presents?
“We do not charge commissions. We charge a fee for managing our clients’ money. For
example, we charge 1.5% on the first $100,000 and then 1% on the remainder. So what do you

think we want to happen to your account? (Audience answers “you want the account to grow.”)
Exactly, we want your account to grow because that’s the only way we get a raise. Now you
know the difference between an investment advisor and a stock broker.”
Throughout the seminar, I keep making little digs at commission-based large securities
firms. I keep positioning myself as the guy in the white hat.
You can pick anyone as the “enemy” and show them why you are more, better or
different. For example, pick the press. In the “Props” section of your seminar binder you have
copies of some newspaper headlines:
The first one, on March 14, 1997, reads, “Dow Plunges 2.3%.”
The next headline, just six weeks later reads, “Dow Soars 143 to Record High.”
Enlarge these or make overheads and give this quick seminar opening:
“Folks, I have to tell you why I’m different than other financial advisors and why my
clients deal with me. When we start a relationship, I tell them to stop reading the newspaper.
You may be shocked because most people think that reading the newspaper keeps them well
informed. Well, I’m sorry to tell you that Wall Street and the press are out to make you poor.
Just look at this headline of March 14, 1997:
“‘Dow Plunges 2.3%’ When you read this, what’s it make you want to do? (Sell.) Now,
just six weeks later, here’s the headline from the business section: “Dow Soars 143 to Record
High.” What’s that headline make you want to do? (Buy.)
“So, if you want to see the market turn around, according to the newspaper, just wait six
weeks. Folks, these people in the press have college degrees in what subject? That’s right—
journalism. Which means they never took a finance course. They know nothing about the
financial markets, they repeat what others tell them, and they scare the hell out of the public. Is
this where you want to get your financial advice? From Money Magazine? From the newspaper
reporter? I know people have great respect for what they see in the paper and magazines. But
think about it. These people are journalists, not financial advisors. Today I will show you a
better way (you’re the man in the white hat) to make decisions.”
Other “enemies” you can pick on are the banks (low yields, few investment options
through their securities rep), the government (taxes), mutual fund companies (high fees), etc.
In summary, select one compelling issue that you can use to position yourself as the guy
in the white hat. Talk about this issue briefly in the first five minutes of the seminar. Make the
prospect think, when it’s time to schedule an appointment, “Yes, I think I should go see this
advisor because he has a better approach.”
Get Cash
Are you getting cash from wholesalers to support your seminars? You should be. When
I was at a wire house, I got money every month from Franklin and Putnam for sending them fund

business. The wholesaler understood that he could never speak at my seminar. He also
understood that the more people I met at my seminars, the more appointments I had and the more
business he would get. So if you are currently doing some meaningful numbers in specific
products, tell the wholesaler to provide some cash to support your marketing efforts.
Don’t let the wholesaler waste your money on stupid marketing. For example, some fund
families want to pay for placing inserts in the newspaper. This is largely a waste. A broker
friend of mine inserted 30,000 Franklin/Templeton pieces into the newspaper (completely paid
for by the fund). He got nine responses.
When I insert invitations into the newspaper, I get 18 buying units to attend the seminar
per 10,000 inserts. I’d rather have 36 live buying units (the amount of attendees that come from
20,000 inserts) in front of me than nine reply cards in the mail from people who “just wanted to
get some information.” So spend your wholesaler’s money wisely.
30% of These People Attend My Seminar
You may be aware of the inexpensive system I use to sell annuities. Each time I send an
annuity booklet, I enclose a seminar invitation. And I invite them each month. A whopping
30% of these people attend a seminar. The people that respond to the annuity program have
turned out to be a profitable and responsive group. This is an easy way to boost attendance at no
additional cost.
If you would like to sell more annuities and target this very responsive group of people,
you can get additional information about the annuity program from our web site at
www.javelinmarketing.com or by phoning us at 866-4-JAVELIN.
Users have been making five times the cost of the system on their first annuity sale. You
will find complete details in the back pocket of this binder. Additionally, 30% of the people who
respond to this system come to the seminars.
A Good Suggestion
Thanks to Keith Kolinsky for another great recommendation. If you’re not an author
(and you don’t use our customized book, Retirement Investing), what should you give away at
the seminar for your lottery drawing?
Keith asked the owners of the restaurants where he holds his seminars to give a free gift
certificate to the restaurant. So now, the “lottery” winners at Keith’s seminars get a free meal!
Is Golf Like Business?
“Follow through” is a common instruction from the golf coach. It’s what delivers power
to the ball. Similarly, doing seminars without follow-through robs the power from your contact.
I’ve talked before about sending monthly newsletters to prospects, but another idea is to send a
monthly letter.

There are a couple advantages to a letter over a newsletter:
1) You can select a single topic that highlights a particular product or important
area of your business.
2) It’s a lot simpler to get a letter approved by your compliance department than
a newsletter. For some reason, compliance people get all excited about why
you can’t send your own newsletter, but they are much more amenable to a
letter.
Many of our newsletter subscribers use this tactic. They receive our monthly newsletter
and select one article that they like best. They cut and paste it onto letterhead and instantly have
a well-written prospect letter. (At the bottom of the letter, or on a separate sheet, always include
a response coupon just like we include with our newsletter.)
Count on a 2% response. If you send 500, expect to get 10 inquiries. That will result in
10 conversations you probably would not have had and certainly some business.
More importantly, when you do call prospects again by phone, they know who you are
because they have been getting your letter each month. This familiarity substantially increases
your chance of doing business. Now that’s follow-through!
You can get a great letter each month for $49 (when you select the one-year newsletter
subscription). Actually, you will have up to four letters to choose from each month and a
selection of previous letters/articles; if you have a topic you would like to see an article about,
please submit it.
Using Another Seminar Speaker
I often get asked about doing a seminar together with a partner or another speaker.
My best advice—speak alone.
The purpose of the seminar is to build your credibility. Just the fact that you are in front
of the room is a credibility builder (in our culture, the person in the front of the room is the
expert). When you have another speaker, they get to build their credibility (and take time away
from you). Is that what you want?
For example, when you have an attorney speak, you only lose business. First, many
attorneys are unintelligible and do not know how to speak to an audience. Second, if they are at
all successful at public speaking, the attendees all want to see the attorney about getting a living
trust. Where does that leave you?
If you are thinking that having an attorney speak and listing the attorney on the invitation
helps build attendance, think again. What builds attendance is a strong invitation. Unless the
other speaker is a known personality, they will not help your attendance.

What about partnerships? The best partnerships are two people with offsetting strengths.
For example, I’m a great marketer, but I find meeting with clients boring. My best partner would
be someone not too great at marketing, but great at one-on-one presentations and someone who
loves to develop client relationships.
Since I am the marketer and good public speaker and joke teller, I am the one to give the
seminar. My partner needs to be there and get introduced and maybe get five minutes of
limelight. For example, he should greet people as they come in. He should introduce himself
and our firm and then introduce me as the speaker. It’s even a good idea to have him answer a
few of the audience questions so they can see he’s pretty smart also.
During my talk, I mention a few times in passing that I am the firm’s speaker and
administrative head. I say things like, “When Joe meets with our clients….” This prepares the
attendee to meet with Joe.
When the attendees come for their appointment, he does the appointment because he’s so
much better one-on-one. The partnership I’ve just described makes sense.
The other alternative is to have each partner speak half the time. But that leaves some
questions I have been unable to resolve. How do you divide the appointments? What if Mrs.
Jones gets assigned to you, but she really liked your partner’s personality better?
Big Production Through Streamlining
The average producer wastes tremendous amounts of time because they lack an
investment discipline.
When I managed stockbrokers, most would spend time hunting around for a good
investment idea. To me, this exhibits the height of investment immaturity. It’s just like the
client who calls and asks, “what’s a good investment now?” I guarantee that the client and the
broker always on the lookout for a “good” investment generates inconsistent performance and is
never at rest knowing that they are doing the right thing.
What’s the solution to this dilemma? You must have a structured investment system.
Here are some examples:
1) Only buy stocks in the S&P average with yields exceeding 3% that have
increased their dividends by 100% over the past 10 years.
2) Only buy mutual funds that have ranked in the top 50% of their category for
the last 15 years, as ranked by Morningstar, have a turnover less than 40% and
earn a four- or five-star rating.
3) Only buy stocks that pay a dividend, have earnings growth exceeding 20%
annually over the past three years, and whose earnings growth is accelerating.
Any of the above represents a structured investment system. I have tested none of these,
but I am confident that any of these three systems will outperform brokers or investors looking
for “what’s good now.” You will not need to watch dozens of different stocks or funds and your

accounts can easily be monitored.
Once you have a system, you will find that you have a lot more time to prospect; and you
must have discipline about your system. When a new client starts to dictate that they want to do
this and that with their portfolio, you say, “Mrs. Jones, my job is making people money. This is
how I make people money. If you want to gamble, I am sorry, I cannot help you.” And you say
goodbye.
As you know from my seminar, I use the Dow Dividend Strategy. I spend no time
watching the market or searching for investments. And my client portfolios continue to beat
90% of mutual funds and professional money managers.
If you’d like to clean up your business and make it more manageable, get structured. If
you want to use the Dow Dividend System, I can show you every technique I use to sell it
including the illustrations that I use, my explanations, the most common objections, and how to
handle them. Additionally, I can show you how we use the Value Line system to manage more
growth-oriented accounts. And last, I’ll explain how I select fixed income instruments. I use the
same process for every client and have a totally streamlined business and never look at a Quotron
or need to worry about how certain stocks are performing or what the market did today.
If you would like to have a lean practice and get out of the office before 6PM, you’ll love
the program, “Using Mechanical Systems to Streamline Your Money Management Practice
(How to Use the Dow Dividend Strategy, Value Line and Select Fixed Income Securities in
Minutes Per Month).”
I promise you, if you want to grow your investment business, pick a simple strategy, stick
to it and do not get sidetracked with other ideas. You will do a lot more business and have a lot
more time. The system comes with personal conference calls for six months. See the back
pocket of this binder for details.
Advice From Successful Seminar System Users
Scott Barnas thinks that one line helped him clinch more appointments at the seminar.
Here’s my interpretation and elaboration of his comment: Just before going to the evaluation
form, you say,
“Folks, I’ve covered the six most frequent mistakes made by retirees. But there is a
seventh mistake of inaction. Some people think that if they do nothing, they can’t make a
mistake. That’s not true. You can sit with lousy investments and get a poor return year after
year. Or you can have a stockbroker that is taking advantage of you. Or you can have low
interest investments that keep depleting your income. Tolerating these mistakes and doing
nothing can be the biggest mistake you make. This inaction can cost you plenty in your later
years.
“Has anyone heard the saying that "knowledge is power?" It’s not true. Applied
knowledge is power. You can learn all the right things in the world and they are worthless

unless you use them.
“Now I need a small favor from you. In your packets is an evaluation form that is also
your lottery ticket…”
Howard Kaplan gets an attorney to pay for his seminar expenses. Howard funnels all of
the estate planning work to the attorney, and best of all, the attorney confirms Howard’s
recommendations for insurance and sends the prospect back to Howard to get insurance.
How do you find an estate planning attorney like this? My recommendation: each week,
call a different estate planning attorney from the phone book. Tell them you want to buy them
lunch next week to meet them because you have clients in need of estate planning assistance. At
lunch, explain how you do seminars to meet tons of new people. They will probably want to
speak at the seminar, at which point you tell them no, but if they want to finance the costs, you’d
be happy to send them 100% of the estate planning business.
Reminder
1. Please have 24-hour voice mail to receive your seminar reservations. Don’t
go to the expense of doing everything right and then lose reservations to your
seminar.
2. Call the local phone company and get a LOCAL voice mail number (with the
same prefix as your invitees).
3. Print that number on your invitations.
4. Record the message, which appears on page 22 of the main text in your “Six
Ways” seminar binder.
5. Pick up the messages daily, so if a caller leaves a question, you can call them
back.
6. Confirm everyone the day before the seminar.
Dripping Pays
This month I opened a small account for $150,000. This couple had been to a seminar
over one year ago. But they stayed on my newsletter list and we kept sending them seminar
invitations. Money became available, they came to another seminar and they made an
appointment to open an account. We also have an appointment scheduled for LTC policies.
Another prospect just lost her husband in January. She had been to my seminar about 18
months ago, came for an appointment at that time and did nothing. Now that she has the
stepped-up basis in her investments, she’s ready to make some changes. She attended my last
seminar, came in for an appointment and is transferring all of her assets to me to sort out
between her marital trust and survivors trust—over $3 million—thank you Merrill Lynch!
If they come to your seminar and don’t set up an appointment, call to qualify them. Find
out if this is the type of person you want as a client. Then keep them in your database.
Additionally, some people will come to an appointment, yet will not do business. Keep the
qualified prospects in your database. Then, drip on them until they become clients! Does it

work? You bet!
Stay in front of them with a newsletter and keep inviting them to seminars. Eventually,
these qualified people will have some money, or their broker will die or they will want to make
some changes and you’ll be the one they think of. IF you keep dripping.
Get a good database program (we use Goldmine) and put it to work for you. Get our
newsletter or any other decent newsletter (I haven’t seen another one, have you?) and send it
monthly. In time, you’ll be opening easy accounts. Keep your pipeline full and some of the
prospects in the pipeline will turn into clients every month.
If your reaction to this advice is that you know it, but haven’t been doing it, this
paragraph will be worth gold. I have made the simple observation that the guy making $1
million a year or the person with rock-hard abs or the great pianist does nothing more than
consistently do the small stuff. The ab person does their crunches every day, the pianist
practices the same piece over and over and the big producer does the seminar every month and
sends out the newsletter every month. It’s all about persistence, not brilliance (although it
helps), not talent (although it helps), and not luck (although it helps). Bottom line—the essential
element to success is the consistent practice of the small stuff.
If you want a big pipeline with prospects becoming clients every month, consistently
drip. Details on a monthly newsletter are in a tab in this binder labeled “Newsletter.”
Running Your Appointments For Maximum
Results
I use a two-appointment system with success.
The first appointment is used to gather data (how much income do they have, what
sources, review tax return, review investment statements) both factual and emotional. I never
give specific advice or solutions at this appointment. The goal of the first appointment is to
qualify the prospect and to set a second appointment. I spend the first appointment fact-
finding—both the financial and emotional facts.
The second appointment is the closing appointment where I present my analysis and
show the prospect why they need to do business with me. To insure that I do not waste my time,
at the end of the first appointment I tell the prospect there is a charge for my analysis—typically
two to three hours at $150 an hour. I am not looking to make money; I am looking to screen out
tire-kickers. If I do not screen them out at this point, I might waste my time (my most precious
resource) preparing an analysis and presenting it in a second meeting only to hear, “We’ll think
about it.” Here’s what I say:
“Mrs. Jones, we have identified a few issues today that need attention. Your mutual
funds appear to be lagging and we should look at some independent reports to see the exact
performance and hidden fees. Also, you mentioned a concern about long-term care and wanting
to know more about your options. Last, you said that more income would be helpful.

“I can definitely provide solutions that will help you get the funds invested better to
provide more income and also protect you better for your future. The work will take me three
hours. My rate is $150 an hour. So if you think that’s fair, then let’s meet again next
Wednesday at 1 pm.”
If you cannot charge fees, then you must screen them out as follows at the end of the first
meeting:
“Mrs. Jones, I would be happy to analyze your investments and show you which ones are
serving you and which are not. In addition, I will gather quotations from three different LTC
companies and recommend which one would be best. Last, I will review with you two
alternatives for handling your estate tax situation. It will take me three hours of my time to do
that and I’d like to set a time next week to review all of that with you (schedule the
appointment—a firm date and time, preferably exactly one week later). If you agree with my
recommendations, is there any reason we will not be able to move forward when we meet next
time?”
If you follow this two-appointment process and screen the prospect well at the end of the
first appointment, you’ll waste less time and have more second appointments with serious
people.
You can see the full details of exactly what I do. We’ve videotaped 4 meetings with
prospects and you’ll see exactly how I close sales. If this would help your closing, details about
ordering these videos and seeing my entire closing process are in the back pocket of this binder.
Here’s How to Get Another Two Appointments
Per Seminar and Improve the Quality of
Appointments
Please start sending the attached “post-seminar” letter and return envelope to seminar
attendees after the seminar. Send it to everyone, not just those who made an appointment.
You’ll find that it gets you additional appointments and you’ll find that when people come to see
you, the letter has broadened the topics that they want to discuss (of course, modify the letter to
include only the topics you want to discuss).

Post-Seminar Letter
February 28, 2014
Steven Wright
123 Main Street
Anytown, CA 99999
Dear Howard,
Thank you for attending the seminar, “Six Mistakes Retirees Make With Their Finances,” at
Massimo Ristorante in Anytown. We spoke about many critical issues for retirees. Please check
the issues which are of concern to you:
 Improve investment results and safety
 The proper long term care protection
 Upgrading annuities for higher return
 Obtaining 8% from income investments
 Estate Planning and ways to avoid paying estate taxes (with or without a living trust)
 Turning old life insurance policies into long-term care policies
 Planning to financially protect your spouse upon your death
 Transferring funds out of retirement plans free of tax
 Replacing bond funds with individual bonds
 Avoiding capital gains tax (there are four ways)
 How to overcome the low income return from owning residential income property
 How to get the most from tax sheltered annuities (403b plans)
If there is any financial area that concerns you and you did not schedule the free one-hour
meeting, you can still do so by calling by 3/31/06. When you come for the free appointment, we
will provide you personalized information about alternatives and solutions to your concerns and
assist you in making better choices to protect your assets.
Sincerely,
Joe Advisor
P.S. If you have not taken care of the risk of long-term care, please do not procrastinate on this
matter. We can assist you in getting the most affordable protection or show you how to qualify for
Medicaid if your assets are low. I have seen too much unnecessary financial devastation to people
who were unprotected.

Do you have friends or neighbors that would have found value in our seminar, “Six Ways Retirees Ruin
Their Finances”? Please provide their names and address and we will invite them to our next presentation.
We specialize in assisting people age 60+.
Name ______________________________________________________________________
Address ____________________________________________________________________
Name ______________________________________________________________________
Address ____________________________________________________________________
Name ______________________________________________________________________
Address ____________________________________________________________________
Do you belong to any groups interested in speakers on Senior Financial Issues? We’ll be happy to give a
talk. Who should we contact?
Name ______________________________________________________________________
Address ____________________________________________________________________
Telephone ___________________________________________________________________
Or, if you would like to get a group of friends together (12 minimum) for a talk on one of the topics on the
previous page, give us a call at XXX-XXXX.
From:
(merge the prospect’s name and address here)
Please mail in the enclosed envelope to:
Senior Solutions
Street Address
City, State, Zip

How to Get ALL the Money When You Meet
Prospects
Since the majority of time and effort in our business goes to prospecting, you want to
make the most profit from each contact. Which means you want to have a broad array of
services and products that will interest your target market and know how to determine when
there is a fit.
To assist in doing that, I always have prospects bring their tax return. Here’s what I look
for to uncover opportunities and help me ask the right questions for a retiree’s tax return
(the following may be more valuable if you put a tax return in front of you to follow):
Form 1040, page 1 & 2
 Line 8a – Is taxable interest high? This could be an opportunity to provide
tax-free income or annuities.
 Line 8b – Do they have tax-exempt income? Should they? I need to look at
line 39 on page two, “taxable income,” to determine if they are in a high
bracket and should be investing for tax-free income.
 Line 9 – Are there a lot of dividends? (That must mean a lot of stocks or
mutual funds.)
 Line 12 – Do they have a business with a pension plan to invest?
 Line 13 – Unusually large capital gains last year? Did they sell something and
have money sitting around now? Should they have a Charitable Trust to
shelter capital gains or do they have mutual funds which generate 1099 capital
gains (schedule D will show that)?
 Line 15a – Are they taking large IRA distributions? Then they must have a
large IRA that I should be investing for them!
 Line 17,18 – Any real estate holdings and any plans to sell soon (and free up
some cash)?
 Line 33 – Total income—can they afford LTC or life premiums out of their
cash flow?
Schedule B
This displays all the interest and dividends, which shows you what investments they own.
I look for mutual funds, which can be converted into stock and bond portfolios (to reduce their
taxable income and total fees paid). You can also see at what brokerages they have money as
you will see entries such as “Smith Barney.”
Schedule D
This displays anything sold in the prior year, and possibly that money is still sitting

around. It also shows how much capital gains they had to pay tax on from their mutual funds
(which I can save some of if we switch to individual stocks which do not automatically generate
a 1099).
After looking at the tax return, which takes less than five minutes once you have a little
practice, the only thing I ask is if they own any annuities or savings bonds or life policies (since
these tax-deferred items will not show on the tax return).
By reviewing the tax return, even if your prospect forgets to mention some investment
they own, you will probably find out about it.
If you want to learn to uncover all of the opportunities, get the CD tutorial at
www.bigproducer.com
How to Get Prospect Calls Months Later
Every week I receive a call from someone who attended my seminar six, 12, or even 18
months ago. You cannot expect to get an appointment with everyone who comes to a seminar
right away. Getting an appointment requires trust and the right timing. Even if the prospect
trusts you, the timing may not be right. You can use a newsletter to stay in front of the prospect
until their timing is right. My newsletter is my silent salesman.
Each month, it arrives in their mailbox and does the following:
1. The newsletter reminds the prospect who I am and shows them my picture.
2. The newsletter reminds them that I am available to help them.
3. The newsletter enforces that I know a lot about the financial issues in their life
and I am a worthwhile professional to consult.
4. The newsletter offers them four new ideas and offers to send them detailed
information if they’re interested.
It’s like sending an assistant to their door every thirty days who asks, “Are you ready to
do business yet?”
As a result, I get these weekly calls from people who want to meet with me and move
forward because their timing is right. If you do not stay in touch repeatedly, on a monthly basis,
you will lose these opportunities.
Along with your yearly subscription, we include a free public relations kit, which shows
you how to have reporters from your local newspaper call to interview you about specific topics.
Using this system, I was interviewed one summer about what seniors would do as the stock
market was declining by 19%. In December, I was interviewed about Roth IRA conversions for
seniors. We also supply you with the answers to the reporter’s questions so you are ready when
they call.

Use the newsletter that is part of this system. It arrives in your email by 5PM PST on the
25th
of each month.

Twenty five ways boost seminar results

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Twenty five ways boost seminar results

Similar a Twenty five ways boost seminar results (20)

Último

Último (20)

Twenty five ways boost seminar results