Financial Educator Webinar Coaching Program
Our Industry’s Only Comprehensive Coaching Program That Turns You Into an Effective Financial Educator.

What If You Could Add $5 Million, $10 Million, Even $20 Million or More in New Assets Every Year…Just by Teaching Prospects Important Financial Planning Concepts?

  • Did you know that some financial advisors are among the highest paid teachers in the world?
  • What’s the number one way to build your business in 2024 and beyond?
Financial Educator Coaching Program

Unlock New Client Growth by Solving This Problem

Problem: Your new client/new asset growth is stagnant and you’re not getting in front of enough new prospects because you don’t have a prospecting program that delivers a steady stream of qualified people.

Solution: Position yourself as a Financial Educator and develop a full-blown Financial Educator marketing system that will give you consistent exposure to pre-retiree and retiree prospects you need to build your business and defend it from competitors.

Three Key Overview of the Financial Educator Imperative

Key #1: Educate affluent pre-retirees on retirement complexities such as tax planning, Social Security, Medicare, IRAs, caregiving, long-term care, estate/generational planning, and build your stature as a Financial Educator.

Key #2: It doesn’t have to cost a lot to get an ROI on your Financial Educator marketing and you don’t need to know every presentation topic inside out to effectively educate people and later host them in your office for a one-on-one meeting.

Key #3: All types of advisors succeed as Financial Educators by following consistent marketing strategies to secure attendance, schedule one-on-one meetings, and turn prospects into clients.

Any advisor can learn the strategies. It starts by developing your 2024 Financial Educator Marketing Plan—your chief guidance system for our Liftoff! Financial Educator Marketing Coaching Program.

In this exclusive program—our industry’s only comprehensive coaching program that turns you into an effective financial educator—you get:

  • 4-days of virtual instruction and coaching, so you build and launch your 2024 education marketing campaign.
  • A tailored Financial Educator Marketing Plan that aligns with your unique goals and target audience.
  • 12 hours of expert virtual instruction, along with weekly office hours, marketing clinics, and coaching sessions this spring, plus monthly Check-in/Office Hour sessions for six months to ensure continued growth and success.

Unlock New Client Opportunities With Our Game-Changing Coaching Program

Dear Advisor:

A few years back, I met an advisor who had a record year putting on small, inexpensive workshops focusing on Social Security and Medicare. He added a million in new assets…. A very decent number, but not eye-popping.

But he learned a few things along the way and realized if he did more events the way he did the first group, his business would grow.

So he worked with his team. They focused on all the nitty-gritty details associated with putting on educational workshops. And they expanded to a community about 30 minutes away.

The next year he pulled in $16 million in new assets.

The following year, his success was even better. He pulled in $24 million in new assets.

Now here’s a really important point: This is not a fluke. He’s not a superman.

I’ve met dozens of advisors over the last seven years from every part of the country and they’re all getting fantastic results “teaching” the public about important financial planning topics—anything from college planning and cybersecurity to tax planning, IRA strategies, Social Security, and Medicare.

They all have their own unique approaches. But they also share something in common. They’ve created a system, a process, for their business that is easily repeatable.

They’ve trained their teams to support them. And they’ve gotten out there and executed their strategies as “financial educators,” month after month. And now they’re reaping the benefits of following their smart, repeatable strategies.

Use this unique opportunity to develop your 2024 Financial Educator Marketing Program. Join us for this 4-days, virtual coaching experience…

Introducing Liftoff! The Financial Educator Marketing Coaching Program.

Anyone can organize a one-time client event or workshop. But it’s entirely different to build a full-blown marketing and prospecting system that creates a steady stream of incoming prospects motivated to work with you for years to come.

That’s why I’m inviting you to spend this spring—once a week for 90 minutes to build a meaningful education marketing system for you.

We’ll examine all aspects of building your business and reputation as a financial educator:

  • Picking your topic
  • Developing your strategy
  • Choosing the right venue or format
  • Selecting the right marketing that fills seats
  • Organizing a compelling and effective “classroom” for your attendees
  • Delivering a compelling introduction
  • Engaging your audience to create personal connections
  • Priming your attendees to view you as a credible expert
  • Closing your workshop in ways that fill your calendar
  • Following up systematically so you and your team can effectively on-board new clients, and then repeat the entire process.

The Key Success Principles of Advisors Who Teach the Public and Position Themselves as Financial Educators

The difference between success and failure in education marketing comes down to a few key principles. Some relate to presentation style. Others, marketing. But the most important ones relate to your attitude. You'll learn…

  • Why smart advisors never outsource their presentations…
  • Why platitudes like "don't do workshops on Saturday" and "leave Wednesday alone, that's church night" interfere with your success…
  • The secret to banishing audience skepticism about financial advisors within two minutes of starting your presentation…
  • How to bridge between the workshop and a face-to-face meeting without stooping to "bait-and-switch" tactics…
  • One advisor's masterful tip for building rapport with his audiences. Hint: You need to give them something before the presentation begins, and it works best with smaller groups…
  • How to stay top-of-mind for attendees even after your workshop is over…
  • The secrets of storytelling, and how it brings your presentation to life so attendees DEFINITELY want to meet with you one on one…
  • Did you know that when you start out teaching in your community, you’ll use certain tactics that will be the complete opposite of the ones you use AFTER you’ve established yourself as the go-to financial educator? Learn the power of both approaches…
  • Workshop success is all about filling the maximum number of seats, right? Think again. There's a much more important measure of success
  • In this digital age, your best resource for workshop attendance is the Internet. Right? Not always…

Where to Meet and Teach the Public: The Location Conundrum

Advisors have found success in many kinds of in-person and virtual venues: from fancy steakhouses and country clubs to firehouses and car dealerships; to live webinars, live hyrid webinars, and totally automated webinars.

There's no absolutely perfect place; the smart financial educators will pick the format and venues that best serves their goals. You'll learn…

  • The most popular locations for classes so you can decide which fits your style…
  • Why it's not all about the type of venue. In fact, that's not even the first concern. You can make this work anywhere, if you follow tried and true rules…
  • How one advisor transformed his business by doing a high volume of workshops at the library…
  • How another advisor's wide-ranging marketing strategy drives attendees to a Hilton hotel for coffee and donuts on a Saturday morning…
  • Serving food actually makes sense for some strategies. But did you know there’s an easy way to knock 10-15% off your food costs by following one simple rule?
  • WARNING: Teaching in an actual classroom may be ideal for you. But some ways are MUCH BETTER (saving you time, money and energy) than others. We'll cover the approaches of some of our veteran advisors...
  • Is your public venue—a library or school—hesitant to bring in a financial professional because of bad past experiences? Here's how to overcome that hurdle…
  • Why having webinars as part of your mix is a total game-changer for your growth, client loyalty, and meeting new prospects ready to talk…
  • Finally, learn to use a detailed checklist for helping you choose the right place for you…

Hot Financial Topics That Motivate Prospects to Come to Your Class and Your Office

  • The secret to using your topic—whichever you choose—to pivot to eventual face-to-face conversations with workshop attendees…
  • Answer a big strategic question: learn the merits of using one vs. multiple topics…
  • Courting the lucrative pre-retiree niche? 10,000 baby boomers are retiring every day, and most of them are completely ignorant about several major retirement topics…
  • How to reach a younger crowd on a topic that always gets their attention—and their parents and grandparents, too…
  • Why is nobody in your community leading the charge to defend people, families, businesses, and governments from the exploding cyberattacks hitting everyone? This is where you come in…
  • Many people work past age 65 when they should sign up for Medicare. They think it’s okay but often make extremely serious and expensive mistakes about their plans for retirement health care…You can help them.
  • Crowd size doesn’t always matter. There’s one type of retirement planning workshop that will draw fewer attendees than others. But when they come into your office, you’ll be amazed at the size of their portfolios…

Smart Workshop Marketing ROI: Getting the Right Attendees at the Right Cost

You’re not a professional marketer—you’re a financial educator. So what’s the best way to ensure you get a steady stream of good attendees at your workshop? You'll learn:

  • Select the right demographics for your marketing so the best and most suitable leads attend your workshops…
  • Find the right marketing vendors to reach the prospects you need. Hint: Cost isn't the first concern…
  • How to understand the role direct marketing copy plays in getting people to decide to attend your class...
  • How to know good copy when you see it and use it your advantage…
  • What’s the best way to handle RSVPs for your workshops and other events? There’s more to it than just getting their contact information…

Delivering Compelling and Effective Presentations

It's not all about being a good speaker. A lot of thought needs to go into other, easily overlooked factors. You'll learn:

  • How to evaluate the layout and location of your presentation room, getting the best value and ensuring everything goes smoothly…
  • How the best presenters set up their rooms to ensure maximum audience engagement…
  • What you need to give to attendees to help them digest your material in an engaged and informative way…
  • How to open your presentation and answer an important question lingering in the minds of your audience…Answer it right and it’ll separate you from the competition…
  • How one advisor spun some of the worst disasters to bespring his practice into wonderful stories to illustrate his points throughout his presentation…
  • How to pivot seamlessly from your presentation's subject matter to one-on-one meetings with your attendees AND reduce your audience’s anxiety about meeting you…
  • The art of closing your presentation so attendees feel connected, motivated, and unpressured to meet you and your team…
  • Workshop questions: How to handle them successfully when you’re a beginner and how to use them to your advantage when you’re a seasoned financial educator…
  • The trick for turning challenging questions into a perfect business opportunity. We'll show you how this is done…
  • How smart presenters set first-meeting expectations at the workshop itself, and they do it without breaking the flow of the presentation…
  • How to get 100% completion on your workshop feedback forms…and ensure you get valuable feedback from your attendees…

Presenting to CPAs, Attorneys, and Other Strategic Allies

Professional referrals constitute up to 20 percent of new business for advisors. Your strategic allies need and want to learn about the topics you’re presenting to the public, too. Building your reputation as a Financial Educator will work with them, too. You'll learn:

  • How to start cultivating CPA relationships by delivering powerful and informative continuing education (CE) …
  • How to use workshops to "discover" the other professionals in your clients’ lives…
  • How to schedule and budget your speeches and workshops to respect the time of your fellow professionals. (Note: Time management is critical in all speaking engagements, but has special significance here.)
  • Learn the full array of CPE-certified presentations you can deliver to CPA attendees and how to use those resources efficiently and effectively…
  • One advisor's story on how she impressed so many CPAs, they actively invite her to present to their clients…
  • And how another advisor got a large firm to agree to send their entire team to her presentation…
  • And how yet another advisor successfully presented to an entire organization of CPAs in his home state and has enjoyed tremendous referrals as a result…
  • Don't think there are enough CPAs and related professionals in your community? You're probably looking in the wrong place. Here's how to find them…
  • Do you network with every professional you can? If so, you're doing it wrong. Quality over quantity with these relationships…let's talk about building that quality…

The All-Critical Follow-Up: Converting Workshop Attendees into Clients

Marketing guru Gary J. Stern describes marketing as "giving up something of value in exchange for something you need." A generous donation of your time to your attendees after the workshop will have real returns for you—if you do it right. You'll learn:

  • When to book appointments at the workshop, and what NOT to do…
  • Should you really invite people
  • How to overcome audience reservations about meeting with you—we'll study our best advisors' approaches to booking appointments…
  • How to run first meetings that are genuine, productive, and put you on the path to minting new clients…
  • How to keep prospects engaged while keeping sales pressure off—and our most successful advisors agree—better that pressure stays off…
  • How to ensure that workshop attendees bring their critical first-meeting information in to your appointment…
  • How one advisor offers a full-service "Free Financial Physical" to his workshop attendees, addressing issues which surpass even the scope of his class…
  • Another advisor's system for tailoring the first meeting to the prospect's specific needs…
  • Your first meeting approach may vary depending on your choice of topic, true. But the secrets of bridging to the larger financial conversation remain fairly constant…
  • How to use your web presence to stay top-of-mind to your students…and how we can help…

The Number One Way to Build Your Business in 2024 and Beyond…

Imagine it’s 2027, three short years from now (shocking, right?). You’ve spent the previous 36 months executing your Financial Educator Marketing Strategy.

You’re now more well-known and respected in your community than ever before. People have seen that you value teaching the public. They’ve become clients. They’ve attended your events. They’ve sent referrals your way. The local professional community knows you’re a key source for great continuing education presentations, too.

Your team is always busy—not crazy and out of control. Just steady and focused. You’re happy with some new people you’ve added, too. And you’re very pleased with new steady growth you’ve added to your business.

This is no pipe dream. It’s happening right now for advisors across the U.S. There’s no reason it shouldn’t happen to you, too. Remember, success lies just beyond your comfort zone.

Why Educational Marketing?

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

However, they are interested in timely discussions that can help them plan for retirement.

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

Educational events, in-person and 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 workshop is ideal for three types of people:

  1. Financial professionals, seasoned or new, who want to build a smart marketing system that will keep their calendar filled with appointments from motivated prospects who’ve attended their workshops or classes and want to meet to learn more, including doing business together.
  2. Advisors who’ve never regularly presented on financial topics in their community but who want to reach beyond any past workshop/teaching experience to forge a new brand and position themselves as a Financial Educator.
  3. Advisors who’ve had success and want to get sharper with a full-blown education marketing strategy.

Revolutionize Your Marketing and Supercharge Your Client Acquisition

Introducing the Financial Educator Marketing Coaching Program, a transformative 4-days program designed to elevate your success through powerful educational presentations, supported by six months of coaching and support.

Goal: To motivate, organize, and train you to deliver high-impact financial education presentations to clients and prospects in your region.

Objective: To help you create a mix of live, in-person educational presentations and virtual, webinar presentations with the aim of completing at least 8-12 presentations in the next 12 months so you can significantly grow your base, assets under management, and other business development.

Agenda for the Financial Educator Marketing Coaching Program in Scottsdale, Arizona.

Thursday, March 21, 2024


8:00 am-8:45 am

Session #1

8:45 am-10:30 am

The Financial Educator Opportunity/Choosing Financial Education Topics That Work

Gain insight into the financial educator opportunity and learn how to effectively choose financial education topics that resonate with your audience. By understanding the market and selecting topics that are in high demand, you can position yourself for success and make a meaningful impact on your clients' lives.

Goal: Familiarize you with the range of financial education topics available to you and that have a strong chance of attracting attendees.

Objective: Select the topics that best match your target market’s needs and your ability to successfully teach them. These will be your key topics that you present over the next 12 months.


10:30 am-10:45 am

Session #2

10:45 am-12:00 pm

Setting New Client Goals/ In-Person and Webinar Events: Getting Your Format Mix Right

Set your new client goals for your financial educator marketing program and decide your ideal format mix for presenting education events, whether it be in-person or through webinars. By getting the format mix right, you can maximize your reach and achieve your desired goals.


  1. Help you see that you need a thoughtful and systematic approach to setting new client goals with your education marketing so you can grow and onboard new clients in a timely, effective way.
  2. Equip you with insights to understand pros and cons of various venues and formats (webinar and in-person).


You’ll have a clear idea of how many new clients you want to add to your business and what mix, if any, you’ll have between in-person events and webinars.


12:00-1:00 pm

Session #3

1:00 pm-2:00 pm

In-Person Event Planning, Marketing, Budgeting, and ROI/Direct Mail Marketing 101

Financial educators must understand the importance of effective in-person event planning, marketing, budgeting, and measuring ROI, as well as the benefits and options available to them when using direct mail marketing in their outreach efforts. Understanding these concepts is critical for you to establish a successful and impactful marketing strategy that helps you achieve your business goals.

Goal: Raise awareness of what you can include in your marketing mix as a financial educator, especially around direct mail.

Objective: You will select your marketing mix and channels and understand your options for using direct mail.

Session #4

2:00 pm–5:00 pm with break  3:00 pm–3:15 pm

Webinar Planning, Marketing, Budgeting, and ROI/ Digital Marketing and Social Media 101

Understanding how to plan, market, budget, and measure return on investment (ROI) for your webinar events is crucial for you to achieve your goals. Additionally, understanding digital marketing and social media are vital tools for reaching a wider audience. Both are required in order to have a comprehensive financial educator strategy that drives engagement, educates clients, and grows your business.


  1. Gain overview of successful event marketing. Learn how they work. Understand ROI and event marketing.
  2. Introduce you to the range of social media and digital marketing opportunities.


  1. You will make an informed decision about your primary “go-to market” strategy for getting qualified attendees at your event, including ball-parking your budget.
  2. You’ll decide what your digital marketing and social media mix will be in your 2024 Financial Educator Marketing Plan.

Networking Happy Hour

Friday, March 22, 2024

Session #5

8:45 am-10:15 am

Delivering Powerful Presentations (Part 1): Openings, Connecting, Big Ideas and Transitions

The process of connecting begins here. During the delivery of your presentation, numerous crucial, subtle impressions and communication are occurring. The key emphasis is on teaching, rather than selling.

Delivering powerful presentations is crucial for Financial Educators to engage and educate their clients effectively. This session will equip you with the knowledge and skills necessary to deliver high-impact presentations, focusing on the major pivot points such as openings, connecting with the audience, presenting big ideas, and making smooth transitions. By the end of the session Part 2, you will be able to identify the key presentation tactics you need to incorporate and practice in order to successfully engage and educate your clients.

Goal:To expose you to the major pivot points during the first half of a Financial Educator presentation: Opening, Introduction, Connection and Handling Questions.

Objective: You will identify for yourself the key presentation tactics you’ll want to incorporate, practice, and deliver in your presentations


10:15-10:30 am

Session #6

10:30 am-12:00 pm

Delivering Powerful Presentations (Part 2): Telling Stories, Handling Questions, and Closing

The second part of Delivering Powerful Presentations will cover additional major pivot points during a financial educator presentation, such as telling stories, handling questions, and closing. By the end of this session, you will be able to identify the key presentation tactics that you want to incorporate, practice, and deliver in your presentations, ensuring you can deliver engaging and informative presentations that connect with your clients and drive results.

Goal: To expose you to the major pivot points during the second half of a Financial Educator presentation: Telling Stories, Handling Questions, and Closing.

Objective: You will identify for yourself the key presentation tactics you’ll want to incorporate, practice, and deliver in your presentations.


12:00-1:00 pm

Session #7

1:15 pm – 2:00 pm

Effective Follow-Up for Winning New Clients/Teaching CPAs and Other COIs

Effective follow-up turns your efforts into profitable new clients, and it is essential for even small businesses to have strong systems and processes in place for follow up. When presenting to CPAs, it's important to understand that these professionals are accustomed to referral pitches and can be difficult to persuade. However, they are eager to learn and earn Continuing Professional Education (CPE) credits, making teaching a technical subject a great way to elevate your status in their eyes and initiate professional referral relationship.


  1. Impress upon you the importance of being laser-focused on your follow up so you and your team can consistently reproduce good results.
  2.  Expose you to a variety of tactics and strategies that succeed in teaching CPAs and other strategic allies.


  1. You’ll know what areas of the follow-up and conversion process you’ll need to shore up with new assistance or training.
  2. You will decide whether you want to include teaching CPAs as part of your Financial Educator Marketing plan.
  3. You will be familiar with the CPE process at Horsesmouth.

Session #8

2:00 pm – 3:00 pm

Finalize and Launch Financial Educator Marketing Plans for 2024

In this session, you will bring together all that you have learned and considered throughout the 8-week Financial Educator Marketing Coaching Program to develop a sustainable plan that will guide you for the next 12 months. By finalizing and launching your plans for 2024, you will develop concrete goals and a plan template that can be tracked and reviewed throughout the year, ensuring you stay on track and achieve your desired outcomes.

Goal: Familiarize you with all the elements of your Financial Educator Marketing Plan

Objective: Complete your plan template so you’ve got written, concrete goals and we have something to track and review throughout the year.


10 Reasons to Attend Our Financial Educator Workshop

  1. Because you're ready to take your business to a new level of success where you have complete control over how many new clients you want to add each year… which you get from teaching people important things they didn’t know about their lives and finances…
  2. Because you want a steady, repeatable process for growing your business that your team can learn and use to support you in making it happen…
  3. Because you want to fashion a new image and new position for yourself as the “go-to financial expert” in your community…
  4. Because you’re tired of meeting people who’ve made terrible, damaging decisions with their personal finances that only make your job and the jobs of anyone else they work with, that much harder...
  5. Because you already teach Retirement Planning Today classes and you’re beginning to think multi-night sessions that add up to six hours of classroom time may be too exhausting and overkill. You’re ready to consider different, more efficient ways of reaching and teaching prospects…
  6. Because you’re looking to add steady annual asset growth to your business in the range of $5 million to $10 million a year. The new assets will boost profitability and help you get a better price when you sell your practice down the road...
  7. Because you’re looking to recharge, revitalize, and reinvent how you do business and being a “Financial Educator” sounds exactly like the right approach…
  8. Because your clients will appreciate your commitment to financial education, attend your events, and even bring friends and family…
  9. Because you’ve seen marketing for the workshops of other advisors, and are wondering how to start this process yourself...
  10. Because if you want to learn something, you can read about it, but if you want to master something, you teach it!

Venue 8600
8600 E Anderson Dr,
Scottsdale, AZ 85255

Recommended hotels:

Hilton Garden Inn - Venue 8600

8550 E Princess Drive | Scottsdale, AZ 85255
D: 480-629-2013 | F: 480.515.4954

Scottsdale Marriott at McDowell Mountain

16770 North Perimeter Drive, Scottsdale, AZ 85620
P: 480-889-4364

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.


About Horsesmouth

Since 1997, Horsesmouth has been helping financial professionals 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 or (Outside U.S.: 1-212-343-8760)


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