One of the most popular (and effective) sub-themes most seminar marketers include in their seminar invitation targeting affluent prospects is the “2nd opinion.” But, that message may NOT be the right one to send in a post-recession market.
According to a recent survey by Cerulli Associates, the wealthiest investors in the U.S. are turning to more than just one individual for advice when it comes to money. Indeed, high-net-worth clients maintain an average of four “provider relationships.”
Add to this the results of another survey by Spectrem of the uber-wealthy, “Twenty-six percent of ultra-high-net-worth (UHNW) investors are planning to increase usage of independent advisors compared to 17% in 2012, according to Spectrem’s fourth quarter wealth segmentation report,” and you have the makings of a very unique opportunity in the financial services market. Here’s a link to an article based on this survey: http://ow.ly/sZiFq
While the “2nd opinion” message in lead generation copy is attractive to both the advisor and the prospect, you can’t disregard these two powerful trends and a forward-thinking financial advisor would be well served to adjust their marketing copy to tap into these trends.
Consider modifying your seminar invitation copy to read: “Whether you’re looking for a second opinion on your financial estate, investment and retirement plans or if you’re looking to add a new member of your trusted financial advising team, please reserve your seat today.”
Given this trend, it’s a more effective message to send and can fill more seats at your next seminar.
Jorge Villar is President of Response Marketing Excellence (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that for the last 17 years has accounted for more than 65% of the events being held in the nation, with over 17 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Succession Planning and Asset Protection. RME’s marketing programs are presently being utilized by over 10,000 clients, including: top producing financial advisors, estate planning attorneys, large financial organizations, health care organizations, franchises, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and marketing training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
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