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ONE NEW ‘CORE DRIVE’ WILL POWER YOUR ADVISORY PRACTICE TO RECORD 2022 GROWTH

Why Most Advisors Won’t Capture Their Share of the Greatest New Business Boom in History and…

How to Make Sure YOU Don’t Miss Out on Adding $5 million, $10 Million, Even $25 million in New Assets in 2022, 2023, and Beyond…

Master Membership Coaching Program

Join the Advanced Financial Educator Marketing Coaching Program, an 11-session Master Member class in 2022 that will supercharge your business growth

Here’s some of what you’ll discover:

  • The hot-topic webinar and in-person events you MUST include in 2022 and why they’re critical to your 2022 marketing strategy
  • Why it’s so critical to be seen as “branding in action”
  • Why so many advisors “all sound the same” and how to ensure you’re not part of that undifferentiated mass
  • How your value proposition is fundamentally transformed when your marketing and positioning embraces educating clients and prospects
  • How to put your value proposition to work on your website, marketing materials, and in conversations with clients and prospect
  • How to tell your “Why Story” and how it draws in new clients
  • How to use Webinar 2.0 production values to wow your audience
  • Financial Educator videos and how to plan, record, and share videos for maximum impact
  • The importance of presenting while you sleep: Setting up automated webinars that reach prospects and clients any time, day, or night
  • How to build a financial educator ad funnel for Facebook/LinkedIn
  • How to run an effective campaign on LinkedIn: Audience, Budget, Creative
  • The stunning, actionable observations we made while watching successful advisors conduct Discovery Meetings
  • The three pillars of an all-inclusive, onboarding process
  • Why you MUST strongly to consider improving your Discovery Meeting process
  • How to engage the emotions that surround retirement planning, and guide prospects to move forward
  • The four essential elements your Discovery Meeting needs to satisfy before you can continue forward

Why I’m Feeling Outrage, Anxiety, and Excitement for 2022

Dear Advisor,

I’m about to jump out of my skin right now. I’m filled with an odd mix of excitement, anxiety, and outrage that have conspired to just completely light up my Irish up!

What’s the problem, you ask?

Most advisors will miss out on capturing their share of three, historic money-in-motion opportunities simply because they won’t implement something as simple and powerful as a defined marketing strategy.

The Outrage

Why does this get me upset? Because it means three in four advisors won’t be living up to their full potential in 2022.

That’s right, only 25% of financial advisors operate from a defined marketing strategy. (I’ll give you the details on this long-known, unfortunate fact in a minute.)

And what does that mean? It means these advisors—perhaps, this includes you—aren’t succeeding like they should. They’re not living up to their potential…

The Anxiety

More importantly, when you’re not living up to your God-given potential, you’re not connecting with people who genuinely need your advice, guidance, and support.

Frankly, this leaves ME with a bit of dread, fear, and uneasiness.

Why? Because it’s my job, as editor-in-chief at Horsesmouth, to help advisors such as you succeed by helping you succeed with growing your business.

It means that I’ve got to push myself and my team at Horsesmouth harder to help advisors like you take up the calling that we know fights against the boredom, tedium, and weariness that ends up with 75% of advisors NOT implementing a defined marketing strategy.

The Excitement

This is the best part.  The exciting part. Why? Because our team at Horsesmouth knows EXACTLY what you need to do to be wildly successful next year and every year after you’re in the business… We know the secret sauce…And we have the receipts.

You see, since January 2021, we’ve worked with two groups of financial advisors who wanted to really embrace being a financial advisor and educate their clients and their community through webinars and in-person events.

We told them if they implemented their own customized and defined marketing strategy of putting on webinars, in-person events, and smart drip marketing, they’d have a record year. And we promised we’d track their results and check-in on how they did by December 2021.

And here are some raw results we’ve just cataloged with our 2021 Financial Educator Webinar Coaching Group (more results are still coming in):

  • How many webinars and live events did you complete in 2021? 4, 10, 46, 30, 7, 5, 8, 12, 16, 18, 2, 6, 27, and 30.
  • How many new clients did you gain this year? 8, 9, 75, 10, 30, 1, 14, 0, 13, 1, 12, 6, 75.
  • How much new AUM have you added this year? $1 million, $500,000, $15 million, $1 million, $1.9 million, $10 million, $7.5 million, $20 million, $27 million, and $60 million.

You can see a very important lesson in these raw results: Some people did a small number of financial educator events. Some did more. Some did a lot.

You see that for the response to the number of new clients and the new AUM. It demonstrates a principle we teach in our Financial Educator Marketing programs:

Activity drives results!

There’s no right or wrong number of events. Everyone’s situation is unique. Everyone has different things happening in their lives and inside their firms.

Here’s more of what we’ll cover in our Advanced Financial Educator Marketing program:

  • How the Master Member Marketing Calendar drives this simple, powerful marketing technique that turns prospects into new clients
  • How to meet more prospects by telling stories that people will remember and repeat to their friends and family
  • The role of values and emotions in a good value proposition
  • Why you need to tell more stories in presentations and client meetings
  • Why leading with values and emotions BEFORE discussing benefits and solutions is so critical to bring along your audience
  • The importance of virtual cameras: What they are and how they can provide the biggest boost to your production's quality and engagement.
  • Where and how to share your videos, from emails and your website to social media.
  • How to effectively use lead magnets to grow your email list using Horsesmouth materials.
  • How to mine Facebook's massive audience for the right people with the right demographics in your own back yard - all while you sleep!

THE MEGA-BOOM: 3 Historic Money-in-Motion Opportunities

 You don’t have to be a global currency analyst at the Federal Reserve to know the world is awash in money in motion. We’re talking truly epic amounts of investable assets changing hands.

So, let’s take a look at three, historic money-in-motion opportunities that are yours to benefit from IF YOU HAVE A DEFINED MARKETING STRATEGY.

TREND #1
Peak 65: The Boomer Retirement Trend Goes SuperNova!

The great boomer retirement wave is going to crest over the next few years.

We’ve all heard the “10,000 boomers per day retiring” line. It’s been completely true since shortly after the first boomer turned 62 in 2008.

But guess what? That 10,000 figure is an average. And the trailing edge of the Boomer demographic was a boom within the boom. Nearly 12,000 were born per day from 1955 to 1960! That’s nearly a 21% increase in the boomer market since 2008!

Those tail-end Boomers (many of whom actually relate to Gen Xers, by the way) are moving through their peak retirement dates now. They’re looking at that 62 Social Security claiming possibility (Don’t do it!). They’re facing the possibility of signing up for Medicare. They’re extremely interested in figuring out what their “next chapter” is going to be like and how to turn their savings into a lifetime income stream.

Bottom line: The greatest surge of new retirees in the nation’s history is fast approaching, according to researchers at the Alliance for Lifetime Income. “Like a wave racing towards the shoreline, the unprecedented surge of retirement-age Americans is now coming into focus as it begins to crest… In a mere three years, the US will have more 65-year-olds than ever before.”

TREND #2
The Great Resignation: Retiree Trend Reverses by 287% Since 2019

 For the longest time, retirement rates were declining. Since 1997, older workers in the U.S. were staying in the workforce longer than analysts expected. Now that has spun on a dime. Between 2008 and 2019, the rate of age 55+ workers choosing retirement averaged about one million per year.

Now that starting-retirement-age trend has exploded in the opposite direction, according to the Pew Research Center: “In the past two years, the ranks of 55 and older have grown by 3.5 million.”

This is entirely different than past rocky economic periods when bad times meant people actually staying, even re-entering the work force. “The retirement uptick among older Americans is important because, until the pandemic, adults ages 55 and older were the only working age population since 2000 to increase their labor force participation,” Pew said in a recent study.

Bottom line: This trend is happening NOW. Huge numbers of people are ending their work careers. You know what that means? They’ve been watching their retirement accounts balloon since 2008. Now they want to live the full life in retirement. But they want guidance so they can be sure they’ll have financial security. They know they need to make some critical decisions very soon. And they want to be smart and responsible about those decisions so they can enter the next chapter of their lives proud of what they’ve achieved and optimistic about the future.

TREND #3
The Great Wealth Transfer Has Begun—$35 Trillion!

When I entered this business in 1999, there was already talk of the coming “Trillion Dollar Transfer of Wealth.” (You didn’t see the world trillion thrown around much back then.) Billions were even relatively rare. T?he Dow 36,000 prediction seemed extreme. It was hard to fathom. But the numbers checked out. The Greatest Generation was moving into its final couple of decades of life. They’d built up the large piles of wealth. And the experts were applying reasonable growth assumptions to those assets.

And here we are 22 years later. The Wall Street Journal reported just this last July:

Baby boomers and older Americans have spent decades accumulating an enormous stockpile of money. At the end of this year’s first quarter, Americans ages 70 and above had a net worth of nearly $35 trillion, according to Federal Reserve data. That amounts to 27% of all U.S. wealth, up from 20% three decades ago. Their wealth is equal to 157% of U.S. gross domestic product, more than double the proportion 30 years ago, federal data show.

The report goes on to say that between 2018 and 2042, that wealth will grow to $70 trillion, with $60 trillion earmarked for millennials and Gen-X heirs and $10 trillion to go to philanthropy. “The transfer will provide another display of the outsize economic power of baby boomers.”

Bottom line: In the US alone, we’ve got millions of ordinary people with millions of dollars of assets and they know very, very little about the built-in, hidden traps and penalties of our investing and tax system. They need education and smart guidance.

How the Advanced Financial Educator Marketing Masterclass Works

This accelerated program will guide you on all aspects of financial education marketing, whether doing webinars, in-person events, or other approaches.

You’ll meet virtually with your group about every other week (except in February when the schedule is once a week). Weekly, optional Office Hours are every Friday at 1 pm EST. This is where you can get specific questions answered as you move through the program.)

Each session is live, lasts 75 minutes, and offers interactive instruction, breakout practice sessions, group feedback, and personalized coaching.

All sessions will be recorded and accessible for up to 60 days after the program ends.

Our program goal is to have you host up to three educational webinars or in-person events within the first 90 days, and then another seven to nine during the rest of the year.

The Advanced Financial Educator Marketing Coaching Program Action Agenda

(Sessions run 75 minutes and start at 1 PM EST/ 10 AM PT and are recorded)

Friday, Jan. 7/Live Introduction and Orientation

How to Get the Most From the Advanced Financial Educator Marketing Coaching Program: Plus, Friday Office Hours

January 11/ Live Session #1:

Module 1: Building Out an Advanced Financial Educator Marketing & Communication Strategy: Presentations, Webinars, and Powerful Drip-Marketing Series to Drive New Client Activity Throughout 2022

 Goal: Understand the importance of consistent educational events and communication and marketing that connects with clients, prospects, and strategic allies.

 Objective: Build out a 12-month marketing strategy and communications plan that positions you as a financial educator by virtue of actions you take all year long.

  • Create your 2022 calendar of hot-topic webinars and in-person events
  • Line up your timely financial educator communication touches so you’re always discussing relevant topics with clients and prospects
  • Implement the Master Marketing Calendar's monthly touches
  • Learn how to customize Horsesmouth materials with your brand information
  • Why you should create a video message series and what it does for your clients and your brand
  • Why a podcast may be right for you and how to figure easy next steps that get it going in 2022?
  • How to maximize your presentations as content that flows through all your financial educator marketing channels…

January 18/ Live Session #2:

Module 2: Identifying Your Financial Educator Value Proposition: How to Stand Out From Your Competitors and Communicate Your Meaningful Difference to Clients and Prospects

Goal: Understand how your value proposition is fundamentally transformed when your marketing and positioning embraces educating clients and prospects about personal finance.

 Objective: Craft a new or updated value proposition that is informed by your commitment to financial education.

  • Why a value proposition plays a critical role in your marketing and client retention
  • How it motivates people to want to continue a conversation with you
  • How it distinguishes you from other Financial Advisors
  • Understand what thinking through a new value proposition will do for you
  • The keys to creating an effective value proposition
  • The role of values and emotions in a good value proposition
  • Why the value proposition doesn’t stand alone
  • External and internal use of your value proposition
  • Understanding the difference between a strong and weak value proposition
  • What to consider when crafting a new value proposition
  • How your ideal client informs your value proposition

Module 3: Putting Your Value Proposition to Work: Weaving Your Financial Educator Messaging Into Your Website, Marketing Materials, and Prospect Meetings

Goal: Understand how and why the expression of your value proposition should be reflected on your website, in your market collateral, and how you talk about yourself and your firm.

Objective: Complete an audit of your website, marketing collateral, and key messages to create a list of next steps that will bring your value proposition into alignment with the places the public experiences your brand.

  • Understand the key marketing components of an effective website and how they connect to your value proposition
  • Review the website audit checklist so you can understand prioritize changes you’ll need to address during 2022
  • Understand the key steps to convey your Financial Educator status on your website
  • Learn SEO tips to help your website show up in Google search results
  • How exactly your value proposition is conveyed on your website
  • Two calls to actions you MUST have on your website
  • Key navigation tabs you want to consider that help persuade prospects
  • How to prioritize your 2022 website changes

Feb. 8/ Live Session #3:

Module 4: Telling Stories That Stick: From Presentations to Discovery Meetings, Learn to Tell Compelling, Relevant Stories About Your Topic, Yourself, and Your Firm

Goal: Energize your presentations and conversations with a compelling narrative that boosts your chances of success.

Objective: Using your “Why Story,” your value Pproposition, real-life anecdotes, and other insights and observations, to create a personal narrative and story that resonates with prospects and clients

  • Telling your “Why Story” and how/why it draws in new clients
  • Understand that sharing your own story (Why being an advisor is meaningful to you) will evoke an emotional reaction that differentiates you from other advisors
  • Anchor your presentation and conversations with real-life anecdotes and the insights that you’ve gathered in several ways
  • Learn why most presenters get their opening wrong, and how to avoid the fatal missteps that cause your audience to check out
  • Understand why your audiences will engage deeply with information that helps them with a particular problem, and why stories catalyze this engagement
  • Why leading with values and emotions BEFORE discussing benefits and solutions is so critical to bring along your audience
  • Facts, figures, and bullet points have their role but it’s anecdotes that make you memorable
  • Integrate your value proposition into your narrative, and make it tangible by showing how it benefits your clients
  • Learn the conversational shortcuts that increase your connection, likeability, and trust

Feb. 15/ Live Session #4:

 Module 5: Webinar Production 2.0: Tools & Tips You Can Use to Deliver More Engaging Presentations & Wow Your Attendees.

Goal: Learn advanced production techniques for making your webinars more professional and engaging.

Objective: Run a test webinar incorporating at least two of the techniques shared to see if they can fit into your webinar workflow.

  • Using virtual cameras: What they are and how they can provide the biggest boost to your production's quality and engagement
  • Countdown timers: Should you use them, and how? Plus, some "pre-show" alternatives to increase audience engagement from the get-go
  • Incorporating music into your webinars
  • Multi-cameras and different staging. Few things "wow" attendees more than using more than one camera. How to use multiple cameras during your webinars
  • Using controllers to control the shot. All the bells and whistles in the world won't matter if you can't use them quickly, right when you need to. Learn how to put the full power of your production at your fingertips
  • Why learn how to present standing next to a monitor or whiteboard to change things up 

February 22/ Live Session #5:

Module 6: Financial Educator Videos: How to Plan, Record, and Share Videos for Maximum Impact

Goal: Learn a process that will allow you to consistently create videos that will keep you in front of clients and drive traffic to your workshops, webinars, website, newsletter, and other lead-magnets. 

Objective: Plan your first video, record it, and share it.

  • What Financial Educator videos are, why you should be making them, and where/how to use them
  • How to plan & structure your videos so that they attract and keep attention, and motivate the viewer to take action
  • Ditch the script: Why using a script can bore your viewers to tears, and the alternative method that truly engages and connects with your viewers
  • Where and how to find ideas for your videos that will resonate with your clients and prospects
  • Pressing record: The gear you need to shoot your videos and how to use it. We’ll cover a smartphone setup that can produce great quality as well as using a dedicated video camera and microphone.
  • Software & services that can make doing light video editing easy. Little edits can drastically improve the quality of your videos. 
  • Where and how to share your videos, from emails and your website to social media.

 Module 7: Presenting While You Sleep: How to Set Up Automated Webinars That Reach Prospects and Clients Any Time, Day or Night

Goal: Understand what automated webinars are, the pros and cons of using them, and how to set them up.

Objective: Turn one of your live webinar recordings into an automated webinar that you can connect with clients and prospects 24/7 with no additional time needed on your part.

  • What are automated webinars and why you might consider using them along with, or in place of, live webinars
  • Overview of the tools and systems you need in place to setup an automated webinar
  • How to prepare an existing webinar recording for use as an automated webinar
  • Optimization tips to increase the effectiveness of your automated webinars
  • The things you must do after an automated webinar is in place (you won't have to do much, but it's still important)

March 1/ Live Session #6:

Module 8: Lead Magnets That Work: Connecting With Prospects Anytime, Anywhere

Goal: Understand how to effectively use lead magnets to grow your email list.

 Objective: Launch lead generation campaigns on your website, Facebook, and LinkedIn.

  • Learn the different aspects of a successful lead generation campaign
  • Review the Horsesmouth library of lead magnets: Handouts, whitepapers, webinars
  • Understand specific Facebook and LinkedIn tools for lead generation
  • Implement Key Data Lead Magnet program
  • Learn to use your on-demand webinars as a lead generation tool
  • How to use financial quizzes in your lead gen activities

March 15/ Live Session #7:

Module 9: Advanced Digital Marketing: Understanding the Ins and Outs of LinkedIn and Facebook Advertising

Goal: Familiarize yourself with how to use LinkedIn and Facebook Advertising to strengthen your position as a financial educator.  

 Objective: Plan the implementation of your LinkedIn/Facebook advertising financial educator ad funnel.

  • Review the fundamentals of social media advertising
  • Build a financial educator ad funnel for Facebook/LinkedIn
  • Understand how to run an effective campaign on LinkedIn: Audience, Budget, Creative
  • Grow your email list with social media advertising
  • Use paid advertising to build an on-demand webinar funnel
  • Livestreaming: What you need to know before going live

March 22/ Live Session #8:

Module 10: Rethinking/Rebooting Your Discovery Meeting Process, Part 1: Examining the Nitty-Gritty First-Meeting Approaches Successful Advisor Use

Goal: Understand the dynamics, structures, and outputs of effective Discovery Meetings of successful advisors

Objective: Spot specifics aspects of other advisors’ Discovery Meetings that contrast and compliment your own existing Discovery Meeting process.

Here’s what you’ll learn/do:

  • Observe and review the existing Discovery Meeting processes of other successful advisors
  • Understand the three phases of the “buyer’s journey”: awareness, consideration, and decision
  • Review the three pillars of an all-inclusive, onboarding process: the Initial Discovery Meeting, Plan Presentation, and Client Intake
  • Understand the key “pivot points” at each phase of the process, e.g., “Good fit” callouts during the webinar/workshop, language that expandsDiscovery Meeting conversations into client intake meetings, etc.
  • Determine if your multi-step process is in-person or virtual, or some hybrid combination of the two

March 29/ Live Session #9:

Module 11: Rethinking/Rebooting Your Discovery Meeting Process, Part 2: Making Key Changes to Your Process That Boosts Rapport and Trust in All Settings

Goal: Understand how certain elements of the Discovery Meeting process can drive action

Objective: Update your Discovery Meeting Process to incorporate new aspects that should boost structure and results.

  • Assemble your unique Discovery Meeting process and ensure that it contains 4 essential elements
  • Build rapport and trust with prospective clients…from the opening moments
  • Setting the Discovery Meeting agenda: What works, and what doesn’t
  • Establish processes of “prospect inquiry” which provide deeper understanding and knowledge of the prospect as a person…as well as revealing areas of commonality and interest.
  • Uncover your hidden biases and patterns that obstruct honest and open connection with prospects, e.g., subconscious gravitation toward one side of a client couple
  • How to discuss your fees and value proposition, confidently and openly
  • Post-pandemic inquiry: how and why client concerns are different today…and what prospects want to hear from you
  • How to engage the emotions that surround retirement planning, and guide prospects to move forward
  • Become less transactional in your fact-finding questions and get to the heart of the matter QUICKLY
  • Develop questions that gives you an understanding of what really makes the prospect(s) tick; what’s their motivation/aim/why have they come to seek advice?
  • How, and if, to talk about yourself and your practice, e.g., core values, client service model, investment philosophy, your team, etc.
  • Having clarity on your “ideal client” profile and who you want to work with
  • Create steps (and language) that gain commitment to a second meeting

What Past Attendees Say About Financial Educator Marketing Program

There’s No One Perfect Approach—Everyone Needs a System and a Process

“You guys are systematically showing us through the webinar process from beginning to end. For anybody that is process-oriented, this program is ideal, because it lays out systematically what you need to do.

“The teaching methods here are excellent. The case studies are huge because it's not just an academic exercise or theoretical. Pragmatically, you're using four or five different advisors to illustrate that there's no perfect approach, but everyone needs to have a process and a system. We're learning from other advisors what worked, what didn't work, how our peers are course-correcting.

“As a result of attending, I've changed the way I think about what I do. 'Financial educator' is a part of my identity. Knowing that is who I am, I have to take action steps to implement that. I've got to convince the world that that's what I do. It can't just be something you dabble in; it has to be a core component.” —Adam F., Bel Air, Maryland

I Learned New Things—My Expectations Have Been Totally Met

“I came to the Financial Educator Marketing Workshop because I was looking for new ways to promote my business. I’ve given educational presentations in the past when I worked for a bank. Now that I'm independent, the question became ‘How am I going to meet new people without the bank's brand behind me?’

“Not that this is anything earth-shattering, but in my mind, there are three phases to putting workshops on and getting business out of them. Number one is getting people to come to the presentation. Number two is the presentation itself, and then number three is getting those appointments—not just having appointments but turning those appointments into business. And it's along those exact lines that Sean taught the financial educator program. Those three things have all kinds of nuances.

“Before attending the workshop and getting Sean's coaching, I had a different idea of what I was going to do and how I was going to do it. In talking with him in our individual coaching conversations, we changed quite a bit of stuff.

“There's a lot to decide on, even from there. Where to do it? How to do it? I would say the training helped me the most in refining the presentation itself: the introduction, the conclusion, how to handle the response form, how to present the material, book appointments—all that stuff was definitely useful. I've thought through how I ask the audience for their feedback and how I book appointments.

“The program was extremely helpful in that I learned new ways to do things that differ from my background and my original thinking.

“Today, I’m at a point where I'm meeting with people and trying to close business. My business goal coming into this year was add '$3 to $5 million in assets.' That seemed aggressive to me at the time.

“Now that I've gone through my first cycle of presentations and follow-up meetings, I think I can get at least $10 million in assets. I’m more aggressively deciding that this is in my wheelhouse. I’m comfortable with the way the events play out. There are things I still need to learn and evaluate, but the education approach fits me well. The training definitely changed the way that I'm looking at the year ahead and even the next several years to come.

“From just three presentations, I've booked about twenty appointments. I've done nine already, and of those nine, about five have assets worth $600,000 and up. I'm thinking I can do five cycles this year. I’m just completing one, but aggressively trying to get four more in. It’s a lot of work, but so far, I have not been disappointed. My expectations have been totally met.”—Mark W., Waukesha, WI

It Was a Game Changer

“About a two and a half years ago, I decided I didn't want to coast. And I have some specific goals that I want to reach. And what I was doing wasn't going to get me there…and that's when I looked at Horsesmouth and the financial educator series.

“I got involved and that it was a game changer. I did 27 webinars over the course of getting involved in the program. There were a variety of outcomes…and some were phenomenally successful. So I plan on using webinars going forward

“The thing I learned most was that you just got to do something…. I wasn't doing any active prospecting. It's a reminder, just do something, pick up the phone, send out a newsletter, send an email. And that's what I did.”

Lesson:

“When I started the business, they said whatever's happening right now is a result of what you did six months ago. I think that's gotten compressed. I think now what I did three weeks ago is reflecting what I'm doing now. And that's a good thing. You get the feedback from your activities sooner.” —John Mayfield, Louisville, KY

Clients Showed Up, Referrals Followed

“This time, last year, I really didn't know what I was going to do. I knew I had to figure something out, some way to get in front of people. So webinars seemed like the way to go

“So I started inviting clients and clients started showing up. And one of the things that I found was that it solved a problem I had been struggling with, which was I was having trouble making sure my clients understood how much value they were getting from us.

“By holding these webinars about various topics, it really let them realize, ‘Oh, they are paying attention to a lot of different things for me.’

“I found out that gave them reasons to refer. So if we had just done a webinar on taxes or whatever else it might be, and they ended up in a conversation with a friend, it was, ‘Hey, Sam actually just gave this webinar about that. And so towards the second half of the year, referrals started coming in.

“All of the referrals that came in were actually people reaching out to me as a result of these things. We started noticing that several people from our email list were consistently showing up.

“And this last quarter, some of those people who had been on our email list for quite a long time have reached out and just in this last like 60 days, bringing on three new clients just from email, like email drip list. They have been paying attention.

“I brought on nine new clients for a total of seven and a half million. But we still have two million that'll close before the end of the month.

Lesson:

“What we’re finding, whether it’s putting on a webinar, sending out a newsletter, doing a podcast, all of these touches for these clients make them feel like they're hearing from you on a consistent basis. And it's sort of creating this community.” —Sam Rodriguez, Allen, TX

What is the Advanced Financial Educator Marketing Coaching Program?

 This new online coaching program is an accelerated masterclass. It’s designed to help you craft a webinar prospecting plan that educates clients AND prospects on timely financial issues and builds trust and relationships that lead to new business.

The program is designed to get you in front of about dozens of new prospects. And we make it as simple and as comfortable for you as possible.

All you have to do is sign up, attend the sessions online, execute your tactics, and then come back for more.

 Everything else is provided for you including:

  • FINRA-reviewed presentations that you can adapt and customize
  • All the promotional and marketing materials you need to promote attendance
  • All the technical advice you need to run an online webinar program
  • Plus, invaluable coaching, tips, and individual feedback to help you master the art of webinar presenting, engage prospects, and onboard new clients -- all from the comfort and safety of your remote office.  

Why Webinars and In-Person Presentations?

Online workshops – or webinars—are a powerful tool for getting your message out to wealthy prospects.

They hold the same power that physical events do – they position you as a trustworthy authority who doesn’t pitch but educates.

And with prospects at home, in front of a computer, you’ll tap into a responsive audience looking for answers to the financial issues they are struggling with.

Best of all, webinars are very cost-efficient to host. The technology is inexpensive, and all the marketing is conducted mostly by email, social media– low-cost, proven channels.

Why Educational Marketing?

Today’s consumers don’t like to be pitched, especially when they are struggling with health scares, job losses, market volatility, and business failures.

However, they are interested in timely discussions that can help them make sense of the surrounding chaos, especially as they plan for retirement.

Education builds trust and drives relationships with prospects who are looking for guidance. Educational webinars help you scale your outreach so you can engage with qualified prospects wherever they are.

Educational webinars are even good for your existing clients. It keeps them engaged, committed, and gives them something to talk about and invite friends to.

Who Should Attend?

This masterclass is ideal for three types of advisors:

  • Financial professionals, seasoned or new, who want to build an innovative online marketing system that will keep their calendars filled and their business growing.
  • Advisors who’ve never regularly presented on financial topics before, but who want to reach a new niche or forge a new brand as an authority and educator.
  • Totally experienced financial educators who are looking to improve and sharpen their approach and enjoy educating the public about important financial topics.

Your Master Membership Advantage

Many advisors avoid giving webinars because they lack confidence in their technical expertise.

The fact is, you don’t have to be an “expert” to be knowledgeable on a subject and give good advice. You just need to know where to find the answers – and Horsesmouth has you covered.

When you join the webinar coaching program, you also become a Horsesmouth Master Member (if you’re not already) with full access to all the technical resources you need to present yourself as an authority on financial topics like retirement planning, Social Security, Medicare, IRAs, tax planning, and more.

NOTE: This program is exclusively for Horsesmouth Master Members. If you’re on this page, you’re probably not one. Don’t worry. When you sign up for the program, your annual Master Membership fee (minus a credit for unused time on other Horsesmouth memberships) will be charged along with the program coaching at the Master Membership discount rate.

If you’re completely new to Horsesmouth and don’t have an existing membership in any of our program, you’ll be charged $3,247 for the Master Membership and $2247 for the webinar coaching program. To learn everything included in a Master Membership, view this page. But come back here to complete your Advanced Financial Educator Marketing Coaching registration.

32 Educational Presentations to Choose From

Your Master Membership includes more than 30 Finra-reviewed presentations. More are added to the library every year.

Each major topic presentation comes with a complete set of guidebooks and videos that can help you find the answers you need. And you’ll learn from a team of subject matter experts such as Elaine Floyd on Social Security, Jeff Levine on IRAs, Debbie Taylor on tax planning, and more, who’ve written your presentations and guides.

So, if you don’t feel comfortable giving a talk on one topic, you can easily pivot to a discussion on another.

You could also set up webinars for your centers-of-influence like CPAs and attorneys.

All presentations can be easily customized to showcase your expertise and services.

Just pick and choose from our extensive presentation menu:

Social Security

  • What Baby Boomers Need to Know to Maximize Retirement Income
  • Social Security Planning for Women
  • Social Security Planning for Couples
  • What’s New with Social Security? Seven Topics to Watch in 2021
  • Basic Rules and Claiming Strategies
  • Savvy Social Security Planning for CPAs

Health Care

  • Managing Health Care Expenses in Retirement
  • 30 Minutes on Medicare Basics
  • Transitioning to Medicare
  • Managing Health Care Expenses in Retirement for CPAs

Tax Planning

  • The New Tax Law Workshop
  • How Tax Planning Changes Through Four Stages of Retirement

College Planning

  • 6 Ways to Cut College Costs
  • An Inside Look at Qualifying for Financial Aid

IRAs & Retirement Planning

  • IRA Planning for Boomers
  • 6 Retirement Account Options Every Retiree Must Know
  • An Overview of the Factors to Consider When Making Rollover Decisions
  • IRA Planning for CPAs
  • Life After Work: How to Create a Good Life in Retirement
  • How to Get Rollover Ready
  • COI Roundtable: Tapping into Retirement Accounts
  • COI Roundtable: Understanding the Net Investment Income Tax
  • 10 Things CPAs Should Know About IRAs

Long-Term Care Planning

  • Getting Long-Term Care Planning Right: Smart Approaches for People of All Ages
  • 4 Keys to Making a Difference in a Family Caregiving Challenge

Legacy Planning

  • 6 Steps to Legacy Planning for the Generations
  • How to Plan, Communicate, and Execute the Smooth Transfer of Assets and Values from One Generation to the Next

Cybersecurity

  • 10 Threats Every Person and Business Faces and How to Fight Them Now
  • 30 Minutes to Cybersecurity: 5 Threats Every Person and Business Faces
  • Will Hackers Scam Your Business?
  • Hack-Proof Your Smartphone

Your Financial Webinar Marketing Program Leaders

Sean Bailey

Sean M. Bailey, editor in chief of Horsesmouth, has been giving webinars since 1999. He has interviewed and worked with hundreds of advisors about “what’s working now” in growing their businesses and built all that insight and experience into the Financial Education Webinar Coaching Program.    

 

 Sean BaileyChris Holman is Horsesmouth’s executive coach. His career in financial services spans 35 years as a financial advisor, a national director of investments, and an executive coach. He is a member of the International Coach Federation (ICF), specializing in coaching financial advisors, especially through group coaching. Devin Kropp

 

Devin Kropp is Associate Editor of Horsesmouth’s Advisor/Client Marketing program. Devin holds the Facebook Blueprint Certification and has created and managed Facebook ads for financial advisors over the years. Working with advisors through Advisor/Client, she has helped many achieve their marketing goals.

Doug Pierce

 

Doug Pierce is an Associate Editor at Horsesmouth, where in addition to editorial, he works on digital media production, from video, to livestreaming and podcasts. He may or may not hold the world record for number of webinars hosted.

 

A Financial Education Marketing Case Study

From Pandemic to Best Year Since 2008

Tony LaJeunesse, a 21-year Michigan advisor who runs his own firm, knows firsthand the power of educational webinars and in-person events. They saved his business in that awful spring of 2020…

 January 2020. Tony was cranking on his marketing plan. He had spent hours strategizing a series of monthly seminars confident they would get him in front of about 20 good prospects a month. He’d prepped his materials, found venues, and budgeted a hefty amount to his seminar strategy, figuring he’d sign about 10-15 new clients for the year. Hopefully, some with large accounts.

 April 2020. Tony’s marketing plan was in tatters. His area was in lockdown and volatility was roiling the markets. Tony suspended his workshops and watched as his well-conceived 2020 plan died on the vine.

 December 2020. Tony is enjoying his best year ever! He and his team are fully remote yet handling more business than before the pandemic. He’s getting in front of wealthy prospects every month and signed more than 20 new clients to date, each with over $700,000+ in assets!

“We have so much business going on right now, our ROI is off the hook!” says Tony. “And we’ve saved so much money! My CFO is like, ‘We’ve got to buy stuff… get some expenses paid out. Our taxes are going to be too high!”

2020 ROI Off the Hook!

Tony LeJeunesser

 

“We have so much business going on right now, our ROI is off the hook!” says Tony. “And we’ve saved so much money! My CFO is like, ‘We’ve got to buy stuff… get some expenses paid out. Our taxes are going to be too high!”


Tony LeJeunesse, TL Financial Group, Southgate, MI

Innovate or Die

Despite what was otherwise a horrible year, Tony enjoyed a career high and a fully operational business. It was his best year since 2008. And he chalked it up to his desperation back in April to “innovate or die.”

What did Tony innovate?

He created a system of online prospecting that positioned him as a trusted authority and got him face-to-face with eager warm prospects every month. Today he’s fine-tuning his strategy for an even more productive 2022 -- no matter what happens with the pandemic or the markets.

Tony created a value proposition so dynamic he can get in front of almost any prospect in his niche and close them in a meeting or two.

His secret? He’s mastered the science of financial education outreach. And his business is taking off – just when demand for financial advisors is sky high!  

Tony, like other successful financial advisors, built his prospecting system through trial and error. But you don’t have to.

You can add a similar powerful new strategy to your marketing toolkit and enjoy the same kind of growth Tony is seeing – without his trial by fire!

Join the Virtual Advanced Financial Educator Marketing Coaching Program

 In 11+ sessions (January 7-March 29), you’ll master the science of financial education marketing and get all the presentations, marketing materials, tech support, and personalized feedback you need to add new assets in 2022.

The Great Digital Marketing Failure

 For the last 24 years, Horsesmouth has been devoted to helping financial advisors succeed…We’ve seen what works, what doesn’t work, and what separates genuinely successful advisors from everyone else.

I’m afraid we’ve also seen advisors fall for the false promises of simply applying a technology platform solution to their challenge of finding new clients.

Set it and forget it sounds great. The tech is great. But what often comes across to prospects is, well, forgettable.

Consider these results from a recent Broadridge study of financial advisor marketing:

  • 75% of advisors have no defined marketing strategy
  • The elite group of advisors who do have a defined marketing strategy (just one in four) are hugely confident (75%) that they’ll meet their business growth goals…
  • Less than half of advisors who don’t have a defined marketing strategy think they’ll achieve their goals…
  • 86% report it’s hard to find time to market and pick the tools to use…
  • 91% of advisors agree that digital marketing is important and they’re ready to spend more than ever…
  • Over 60% reported NEVER obtaining a lead through social media marketing that later became a client…
  • 34% NEVER obtain any leads through their websites…

It’s not a pretty picture for nearly all advisors, except those who work from a defined marketing strategy. That’s why we’ve created the Advanced Financial Educator Marketing Coaching program.

I want you to be part of the select group of advisors who will work from a Financial Educator marketing strategy in 2022 and enjoy your best year ever.

You’re Invited to the Advanced Financial Educator Marketing Coaching Program

Here’s how it all stacks up to me in 10 quick points:

  1. We’re surrounded by the greatest new business boom in history. The confluence of three trends—Peak 65, the Great Resignation, and the $35 Trillion Dollar Transfer of Wealth—is accessible to every advisor who wants to grow their practice.
  2. It just takes implementing a defined marketing strategy to get results. When you follow a thought-out marketing strategy, it’s an effective and efficient way to meet prospects and grow your business.
  3. It’s not a huge lift. A defined marketing strategy doesn’t need to be a big, complex undertaking to work powerfully. It just needs focus and consistency to build momentum and targeted marketing “touches.”
  4. The real secret is to embrace “financial education.” When you position yourself as a financial educator, your marketing strategy practically writes itself. It connects you with more ideal prospects and acts as a road map to meet more “ideal clients” and spur new business growth.
  5. Being a Financial Educator gives you natural focus. Your Financial Educator marketing strategy organically drives your activities that build trust and loyalty among clients and prospects that lead organically to great business growth for you.
  6. It fundamentally changes—even supercharges--your Value Proposition, too. Embracing financial education transforms your value proposition. Why? Because it differentiates you and your firm from the competition in a concrete, meaningful way.
  7. Your marketing and communications flow naturally. When your personal mission and value proposition align behind being a financial educator, you’ve always got something timely, important, and meaningful to say to your clients, whether it’s one on one, in an email newsletter, video, webinar, in-person presentation, or even on a media platform you’ve cultivated (podcast, personal finance column, video podcast, etc.).
  8. Financial education connects with people. Fundamentally, your clients’ and prospects’ biggest goal is to lead a full life in retirement. That means they want financial security—the feeling of being safe and secure. You show them how to get there by making smart and responsible decisions. That’s what the “financial education” piece is all about.
  9. Financial Education makes you unique. When your personal mission and value proposition align with the needs of prospects who want to feel safe and secure, looking for advice and guidance on how to make smart and responsible decisions about retirement, you’re in a superior position to succeed.
  10. Just follow your marketing strategy. That’s what we’ll do in the Advanced Financial Educator Marketing Coaching program. Start in January, reap your rewards right through to December of 2022.

We look forward to working with you.

Best,

Sean M. Bailey
Editor in Chief
Horsesmouth

P.S. In addition to focusing on your Financial Educator marketing strategy for webinars and in-person events, we’re also planning to spend time working on improving how you express your value proposition so it genuinely motivates people to act. Part of that also includes re-examining all aspects of your Discovery Meeting process, too.

Don’t miss this chance to add new clients, new AUM, and new skills in 2022. Sign-up today.

About Horsesmouth

Since 1997, Horsesmouth has been helping financial advisors succeed by providing timely guidance on key topics such as business development, practice management, financial planning, and investment strategies.

FOR INSTANT SERVICE: Call Toll-Free: 1-888-336-6884 ext. 1 (Outside U.S.: 1-212-343-8760) 

 

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