Workshops and seminars are still powerful marketing tools for advisors. This presentation provides six key steps for running successful workshop.

1. 6 STEPS
FOR A
SUCCESSFUL
WORKSHOP
p r e s e n t e d b y
L e g a c y F i n a n c i a l P a r t n e r s
legacy-financial-partners.com
1.877.614.0141 | info@legacybrokerage.com

2. INTRODUCTION
Workshops still work.
Workshops and seminars are powerful
marketing activities for advisors. Even in our
digitally driven world, nothing will replace the
value of an experienced advisor presenting
relevant information to a live audience. It
should be no surprise that many advisors and
agents rely heavily on this method to prospect
for new clients. A well-run and informative
seminar simply works.

3. INTRODUCTION
Some advisors may struggle with
workshops
However, new and old advisors alike miss many
opportunities to maximize their workshops. New
advisors may overlook small details that can derail
their presentations. Experienced advisors may
become too rote in running their seminars, ignoring
possible blindspots that can inhibit the effectiveness
of their event. To help advisors and agents
everywhere, here are six best practices for running a
successful workshop.

4. STEP 1:
CHOOSE
YOUR
TOPIC
CAREFULLY

5. Advisors may want to try
workshops/seminars but struggle with
topic selection. This is also a problem
that experienced advisors may face,
after exhausting a set of topics. The
topic you present is the most important
part of your workshop. A good topic will
be relevant and provide opportunities
for elaboration. A good topic will relate
to things that affect your client base,
whether they know it or not. You must
also have some knowledge or expertise
with the topic you choose so that you
can present it with confidence.

6. HOW TO
CHOOSE YOUR
TOPIC:
Find a topic or focus that is relevant
to your consumers.
Address current trends related to
this topic.
Provide research and stats with
your topic presentation. This will
lend your presentation credibility
and support your main arguments

7. FOR
EXAMPLE...
...let’s say you want to run a Social
Security workshop.
You know that this topic is very relevant
to a significant portion of your consumer
base. Prepare a presentation that
outlines Social Security basics, then
discusses specific maximization
strategies. Interlace your presentation
with credible stats. Focus on new
changes that may impact consumers.
Social Security is subject to many
changes this year, with the removal of
“file and suspend.”

8. You may struggle with topic development not
because a topic is bad, but it is too broad.
Social Security and retirement income
planning are both important areas of financial
planning, but they are broad. So if you are
struggling with a topic, think about a specific
focus that you can present. If you are trying
to reach pre-retirees and retirees, you may
want to discuss things that Medicare will and
won’t cover, with the angle that a good
financial plan and an LTC policy may help to
protect an individual’s finances. This has a
good broad topic that will appeal to many of
your target consumers (Medicare), a specific
focus that educates consumers, and imparts
the urgency of proper financial protection
(solutions you can provide).

9. STEP 2:
INVOLVE
AN
ASSISTANT

10. During your workshops, your time should be
spent presenting to and engaging with
consumers. Collecting forms, managing the
session, handing out pens, etc. can take away
time you could spend educating consumers
and interrupt the flow of your presentation.
Having an assistant that handles the grunt
work of running the workshop can make your
presentation run smoother. From the time
attendees arrive to the collection of follow-up
forms, your attention needs to be on the
consumers. An assistant that handles much of
the operational aspects of the seminar frees
you to build rapport and make a strong
connection with your audience.

11. STEP 3:
BE
PREPARED
AND
ORGANIZED

12. The more prepared and organized you
are, the more time you have to spend
educating your consumers. Anticipate
issues, rather than react to them in
moment. This means:
establishing an itinerary for the session
arriving early
communicating with wait staff (if say you
are doing a dinner seminar)
having extra copies of relevant forms and
pens
testing any tech (such as microphones and
projectors)
running through the event with your
assistant to make sure you are both on the
same page
allocating a buffer window for issues that
may occur or Q &A portions that run long
creating take home sheets and evaluations

13. Your seminar could have many more
components. The important thing is that you
are prepared at every moment--before,
during, and after the presentation. Not only
will this reflect on you as a professional and
ensure a smooth workshop, it will make things
like follow-up and appointment setting easier.

14. STEP 4:
CHOOSE
A GOOD
LOCATION

15. Where you hold your seminar can have an impact
on how well it runs. Ideally you’ll want to choose a
venue that is supportive and located in a central
area to your target market. You should also
consider issues like road construction that may
make it difficult for your target market to travel. A
high-end or well-suited venue can give your
workshop more credibility, causing consumers to
associate their positive feelings of the location with
your presentation. For dinner seminars, find
higher-end restaurants or event halls that have
brand recognition in your local area. For more of
an educational workshop, a library or community
center may suffice, especially if staff is supportive
of your seminar as community event.

16. STEP 5:
ADVERTISE
YOUR
WORKSHOP
THROUGH
MULTIPLE
MARKETING
CHANNELS

17. Direct mail is the most common way advisors
market a workshop or seminar. Certainly direct
mail is an effective means to get the word out and
get responses. However, there are other means
that can enhance the marketing of your seminar,
often at a minimal cost. Don’t discount the power
of a local newspaper ad placement—in many
communities physical newspapers still reach a
large audience, especially older consumers.
Digital ad placements can also greatly improve
registration responses. Even something like a
boosted Facebook post can help you reach your
audience. These marketing pieces, all operating at
the same time, also mean that a large segment of
your audience sees your workshop ads in multiple
places, through multiple channels. And of course,
don’t forget the power of a simple flier at the
venue to reach consumers.

18. STEP 6:
FOLLOW
UP

19. Although you are educating your consumer base
with a seminar, the bottom line is that you are
trying to set appointments and capture new
clients. Follow-up is crucial for these things to
happen. This means that you need to have some
form of an information-gathering sheet where a
consumer can provide their concerns and other
valuable information you can use to tailor a pitch
to them. If you don’t already have emails from the
workshop registration process, this is your
opportunity to get them. After the workshop, issue
a thank you message that also summarizes what
you discussed. If you plan on doing a workshop on
a different topic, invite the consumer to the next
one. You can also use the list to build a drip
marketing campaign.

20. Legacy Financial Partners is an independent and full
service Life Insurance and Annuity FMO that provides
specific marketing solutions to help their clients
succeed. Using dynamic tactics, an extensive support
network and progressive marketing options, Legacy
Financial Partners provides unique and specific
development strategies to our business partners.