Dear PBC…

DEAR PBC,
I recently had a discussion with a networking connection and we talked about holding a private seminar for their clients. I’m really excited about this opportunity and for the endorsement from them; however, my contact mentioned I would only be able to present for 10 minutes and there are other speakers in the lineup. Any advice?

Sincerely,
EAGER FOR ENDORSEMENT
Dear Eager for Endorsement,
First of all, kudos to you for networking! Now, let’s make sure we are on the same page. A private or endorsed seminar is a seminar that is different from a public seminar in that attendees are personally invited by a person or organization– these could be clients or Members of a group. If it’s endorsed, the person or organization is doing just that – endorsing you as a trusted source. Depending on your state bar rules, you’ll want to decide what language to use.

Strategically placed private or endorsed seminars are a great way to beef up your marketing and help provide a steady revenue flow throughout the year as well as decrease or offset marketing costs. When you find yourself at the starting line of a private or endorsed seminar be sure to ask yourself these 3 questions:

1. Are you the only speaker?
2. Do you have time to present your entire seminar and can you make appointments in the room?
3. Will there be enough people in the audience?

If you answered yes to all of the above, then you are in good shape! For the purpose of making the most out of your time and potential revenue you will want to be the only presenter. Give the audience more than one offer or another service and chances are they are less likely to make an appointment with anyone. If you cannot execute your entire presentation or make appointments, it’s time to discuss a better use of your time with this connection. And lastly, don’t present to an empty room, ensure the list is big enough so there are at least 10-15 people in attendance.

Before I leave you, here are some other benefits and tips for success:

• Sit back and let us do it all! You’ll want as much control over the entire process as you can. You supply the invite, send it out (if you can’t get the mailing list- offer to pay for the postage!), take reservations, prepare the room, etc.
• Less upfront market cost. Dollars are saved without advertising like direct mail or newspaper ads!
• Possible heightened retention. The organization or person endorsing you has a lot of clout and trust already established. Since they trust you, their clients or Members will be more likely to meet with you.
• Repeat quarterly or yearly. If it worked out great, tell them you would love to come back next quarter or the following year. If they have new clients/Members join yearly, it’s in their best interest to set something up!
• Broadens referral base. Let the audience know you are trying to get into the community and help as many people as you can and that you also do seminars like these around town.

Good luck Eager for Endorsement. May your private or endorsed seminar opportunities be filled with success! Most of all, remember it’s okay to say no if the opportunity will not yield the type of results you need. Your time is precious, so make the most of it!
Sincerely, Your Devoted PBC

Katie Rios
Practice Building Consultant
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com