Since 2004, the United States has recognized April as Financial Literacy Month and focusing on financial literacy is important now more than ever. According to the National Financial Educators Council (NFEC), a lack of financial knowledge cost Americans collectively more than an estimated $295 billion in 2018.
You can help your clients keep some of that money! We are seeing increasing demand for free educational seminars. The key word here is educational. These events are not intended to “sell” your services. Review your seminar material and make sure the primary objective is education. By offering free educational seminars, you will position yourself as a helpful resource in your community. Attendees will naturally gravitate towards your expertise when they have questions about their financial plans.
Picking Seminar Topics
Choose impactful seminar subjects that will make a measurable difference for the audience’s financial well-being. Discuss the topics that clients frequently have questions about. Help attendees challenge prior assumptions about topics like Social Security or taxes in retirement. When they hear you address their concerns directly, they will be more receptive to your insights about things they haven’t thought about.
Consider hosting an educational series on these topics:
Since the objective of your seminar is to educate attendees, you should find an educational venue. Financial Literacy Month is a perfect time to team up with your local public library, or reach out to a community college or local university. A partnership with a well-known educational entity in the community will give you credibility. Additionally, oftentimes universities and libraries will help promote your seminar in their newsletter, on their social media pages and website.
Start by contacting the branch manager. Tell them about the educational content you’d like to share with patrons. Explain that you are not selling yourself or any financial products. Send the manager some materials about your seminar so they can look at the content.
Be honest about how attendees may decide to do business with you following the presentation, but the seminar is not a sales pitch for your practice. This is important because many libraries won’t provide a platform for sales.
Marketing your Seminar
Once the library or college agrees to host the seminar, it’s time to market your event. You’ll need to create effective marketing material. Depending on your ideal client persona, you may choose to send direct mail or emails that are part of a digital marketing campaign. You’ll also need to craft captivating seminar presentation materials.
While you can create your own direct mail pieces and PowerPoint decks from scratch, many advisors find great value in the proven PowerPoint seminar deck that is provided free with a paid subscription to Covisum software. Each subscription comes with its own seminar presentation targeted at prospective clients and relevant to the report outputs you get from the software. The presentation is fully customizable, so you can add your own cases and disclosures.
Initially, you may need to do more promotion. You will certainly want to mention the seminar on your website and any client communications you send, such as newsletters or emails. (Learn more about marketing strategy for financial advisors.) You should also promote the event on your social media channels (LinkedIn, Facebook, Instagram and Twitter).
Day of the Seminar
Make sure you bring with you:
Following your seminar, use the evaluation cards to create a list of qualified leads. Follow-up through their preferred method of communication. If you don’t get ahold of them, only follow-up twice. You want to be conscientious about coming across as trusted professional advisors and not a sales person. Leave messages, but don’t be pushy. If they are interested, they will circle back to you when they are ready.
When you get in touch, try to gracefully navigate the conversation through three phrases.:
We’ve found that you can expect about half of the people you call to come in for an appointment and half of those will become clients. For those who don’t set-up appointments, add them to your newsletter list or email marketing campaign to stay top-of-mind.
Use our free downloadable first meeting checklist to follow up with the new prospects you gain from conducting your seminar series.
No credit card required. No commitment.