| The most effective method of attracting attendees to your public seminar is the use of direct mail and newspaper ads.
Your seminar attendees can register for your Family Wealth Strategies Seminar via business reply, phone, fax, or Internet 24 hours a day.
We all know that the majority of our potential attendees usually read our direct mail after normal business hours. Because Educational Seminars of America knows the seminar business so well it has employed a number of tools to help you fill your classrooms. Its Family Wealth Strategies has a sophisticated turnkey registration system available for the advisor/instructor so that credit cards may be taken through our web site, and/or toll-free registration desk which operates 24/7. The registration desk can also take a faxed check for the tuition. Once the registration is received, either by the registration desk or through your personalized Family Wealth Strategies web site, a copy of that registration is then sent to the advisor/instructor of that course. An optional confirmation mail service is also available for your attendees to keep their excitement level high until the class.
Your optional personalized web page is linked to the Family Wealth Strategies Web site as a fascia page and may be customized with your background information, dates, and times of your upcoming classes. It is strongly recommended by ESA that all mailings have the Web site registration information prominently displayed and that the instructor use all turnkey marketing tools, such as the 24-hour-a-day Registration desk, and attendance confirmation service. These tools are designed to assist the advisor/instructor in filling your classes and therefore converting business. However, like all tools, these will only help you if you use them.
It is important to note that during all FWS classes, the seminar is strictly educational and generic. Never is any product or firm mentioned during the class with the exception of the initial NASD and Broker-Dealer required Instructor Affiliation Statement. One of the keys to this seminar working effectively is that the information presented is delivered in a non-threatening, educational and generic manner. If the instructor promotes themselves, their firm or individual products, during the class, the objectivity of the instructor is lost and, therefore, the total conversion rate from student to client will suffer significantly.
Through three consecutive evenings, usually the same night of the week, the attendees build a strong and positive relationship with the advisor/instructor. The vast majority of the time (nationwide, between 75-85%) that relationship translates into the conversion of your students into long-term clients.
Once the base of knowledge has been built through the imparting of specialized training most recognize that they need help in their financial life and will seek help from the advisor/instructor who has taught them the principles outlined in the FWS course.
The worst thing you can do is to try and gently push your firm, your favorite products or yourself. You may win the battle, but you will usually lose the war. The Family Wealth Strategies Seminar tools will work if you will use it right.
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We know what it takes to get the job done both efficiently and effectively.