You’ve reserved the venue. You’ve sent the invites. You’ve built the slide deck. And then…crickets.
Few things feel more discouraging than putting in the effort to host an educational event only to face a nearly empty room or a string of last-minute no-shows. When that happens, it’s natural to question your timing, your list, or even the value of seminars altogether.
But more often than not, the real issue isn’t your format. It’s your topic.
Choosing the right seminar topic is what gets people in the room. It’s the difference between a full RSVP list and an echo chamber. It signals relevance, urgency, and value in a split second.
The good news? Advisors who approach topic selection strategically, anchored in their audience and aligned with their business goals, see stronger attendance and better conversion.
1. Who is your audience?
The biggest mistake advisors make is starting with what they want to teach instead of the problem their audience wants to solve. Prospects don’t sign up because you’re credentialed. They sign up because they recognize themselves in your headline.
The key question: Does this topic open the door to the type of work I want to do with this client?
For example, pre-retirees often gravitate toward sessions focused on minimizing taxes and maximizing Social Security. They want clarity on how to draw income without losing it to the IRS.
In general, the interests of Gen X professionals are in transition. Many are preparing for retirement while considering how to fund college and take care of aging parents.
Even among retirees, priorities vary. Some want to preserve principal. Others want to navigate Medicare or optimize legacy plans. The common thread: The most effective seminar topics lead with the prospect’s concern, not the advisor’s agenda. The presentation topic enters the conversation already happening in the prospect’s mind.
2. Use performance trends—but localize them
It’s no secret that certain topics consistently drive strong results nationwide. “Taxes in Retirement,” “Social Security Claiming Strategies,” and “IRA Withdrawal Mistakes” remain top performers for turnout and lead conversion, according to WhiteGlove.
But those trends don’t guarantee local success.
Your market matters. A Medicare workshop might resonate in a 65+ community but miss the mark in a tech-heavy metro where most prospects are younger and still insured.
Saturation is also worth considering, but it’s not a reason to abandon a strong topic.
If multiple advisors in your area are offering “Social Security 101,” that’s likely because it works. It signals that the topic is hot and that the market is tuned in. Only so many people are available for a presentation on a given night but are likely interested in the topics being advertised by your competitors.
If you want to stand out more, a modest pivot in framing can make a familiar message feel new. A simple change in title or subhead can help your event rise above similar offerings in your market. For example, “The 3 Claiming Decisions That Cost Couples Thousands” hits the same core content but grabs attention with specificity and emotional stakes.
The lesson: Follow national performance cues, but shape your topic for your geography, demographics, and positioning.
3. Match the topic to your business goals
Strong attendance means little if the topic doesn’t tee up the kind of conversation you want to have next. If you’re looking to grow AUM, topics like Roth conversions, sequence of withdrawals, and rollover timing naturally steer the follow-up toward portfolio management.
If planning fees are a core revenue driver, topics like Social Security, Medicare, or tax changes tend to attract prospects who value advice, and are already looking for help making complex decisions.
And if your goal is to build long-term relationships with younger clients, education-focused events, college planning, family finance, or even budgeting, can position you as a guide across life stages.
In each case, the key question is: Does this topic open the door to the type of work I want to do with this client? Otherwise, you may fill your calendar with conversations that don’t move your business forward.
What to ask before you finalize your topic
- Does this topic speak directly to the challenges or questions my audience is already facing?
- Have I adapted the topic to my local market?
- Will this topic set me up for the kind of follow-up conversation that leads to real engagement?
- Is the framing distinct and relevant enough to stand out in my local landscape?
Choose with purpose
Educational marketing works best when it’s grounded in strategy. The right topic isn’t just informative, it’s magnetic. It attracts the right people, earns their trust, and creates momentum toward becoming clients.
So, before you book the venue, zoom out. Choose with purpose. Choose with clarity. And most importantly, choose with your audience in mind.