What if You Could Align Your Clients’ Financial Fitness with Your Own
Prospecting Fitness?
In other words, what if you could deliver great
client service and land new clients at the same time?
—Can you pass your own
Prospecting Fitness Checkup?
—How to discover what’s really going on in your clients’
lives?
Financial Fitness Checkup
Campaign will help you:
- Build top-of-mind awareness
- Initiate conversations about client goals and new
life developments
- Get a picture of clients’ assets, accounts and other
advisors
- Increase your clients’ sense of the value of your
service
- Set new business and client appointments
- Foster a reputation in your market for caring about
the big picture
We act as your virtual marketing director…
Dear Advisor:
Let me ask you this question: What advisor has enough
time in a day to develop a marketing campaign that
actually works…let alone four to six campaigns you could
use throughout the year?
As you well know, the answer is practically no one.
That’s where the Financial Fitness Checkup Campaign
comes in, plus five other similar campaigns over the
next year…
For more than 12 years, financial advisors like you
have turned to Horsesmouth for guidance on a range of
topics including business development, marketing,
practice management, financial planning and investment
strategies.
We’ve always delivered penetrating features on these
topics that you’ve told us help you in your thinking and
planning—all geared to help you grow your business and
help your clients achieve their own financial goals.
But there’s always been a missing “next step.” It’s
fine—even great—to tell you what you should be doing to
make your business thrive and grow…
It’s completely another thing to actually give you all
the tools and tactics and strategies and compliance
approval to make that happen.
You’ve told us you’ve needed that kind of assistance in
running your business. And now we’re ready to deliver
with campaigns like the Financial Fitness Checkup
Campaign and others like it.
Our new program is called Advisor/Client and the
Financial Fitness Checkup Campaign is key aspect of that
program. Let me tell you more about how the Fitness
Checkup Campaign works and then I’ll explain how you can
get it now—even for free, if you like.
57 Questions You Should
Ask Your Clients Every Year…
The Financial Fitness Checkup campaign is a complete,
step-by-step client-service and prospecting campaign
designed to help you communicate with and engage
clients, develop new business, and generate referrals.
This campaign will enable you to approach clients and
prospects to assess their current financial position,
identify short-term needs and goals, and position you as
their big-picture financial advisor.
The campaign kicks off with a key questionnaire to
share with clients and prospects called the 2011
Financial Fitness Checkup (FINRA-reviewed).
The checkup, which comes customized to include your
personal contact information, is a four-page information
piece available as either a PDF or as a Custom Print +
PDF.
In a fast, simple, yes-no manner it asks clients 57
questions covering nine significant areas of their
lives: Family, Goals, Business/Work, Health, Money,
Estate, Retirement and the Future.
Any time a client or prospect answers “yes” to one of
the questions, there’s a very high likelihood that that
answer will have a definite impact on their financial
lives going forward…
It’s the perfect opening for you to step in and offer a
thoughtful, mannered response.
For instance, if someone answers “yes” to the question
“are you planning on buying or selling a vacation home
in the coming year?” that’s money in motion you want to
know about.
If it’s money coming your way, you’ll have one set of
responses. If it’s money going out the door, you’ll have
another.
Either way, you provide value and get a new insight
into your client.
Fifty-seven such questions provide similar
opportunities.
Any client reviewing the questions will be struck by
their uniqueness and you’ll quickly see the value of
using them not only with existing clients but also with
new clients, as well.
A Seven-Week Prospecting
and Client Service Campaign
Of course, the campaign is just not one piece of
marketing collateral. It’s a fully integrated, seven-
week campaign with multiple information resources to
share with your clients.
The campaigns chief objectives include:
- Build top-of-mind awareness with clients and
prospects
- Initiate conversations on anticipated needs,
developments, and goals
- Gain a picture of the client's entire assets,
accounts, and advisors
- Increase client awareness of your service levels
- Set new business and client appointments
- Foster a reputation for caring about the big picture
- Piggyback on Financial Wellness themes in the media
There are four articles/resources included in the
Financial Fitness Checkup Campaign that you can mail
and/or e-mail (FINRA-reviewed). They include:
- Financial Fitness Checkup
- 2011 Key Financial Data PDF
- A Workable Solution for Baby Boomers Near Retirement
- 6 Wealth & Success Lessons from The Ultimate Gift
- Introductory e-mail message to clients
(FINRA-reviewed)
- E-mail/cover letters messages to accompany
article/checklist each week (FINRA reviewed)
- Financial Fitness Check-Up Worksheet
- Financial Fitness Quarterly Progress Report
The campaign also includes these resources to guide you
through every step of the seven-week campaign:
- Strategy Brief
- Campaign Checklist & Schedule
- Advisor Tips Sheet
- Telephone Scripts
- FINRA-approved letter
- Web presentation
9 Reasons to Do the Financial Fitness
Checkup Campaign
With Clients and Prospects
Easy, substantive communication series with
clients and prospects. The Financial Fitness
Checkup Campaign is reviewed by FINRA, personalized with
your own contact information, and ready for you to start
using in as little as 10 minutes. Plus, it includes four
unique and valuable resources to share with clients and
prospects over seven weeks.
Learn new things about clients and prospects in
nine areas. You lead off this campaign with
your own personalized version of the Financial Fitness
Checkup. It quickly runs people through a fast-paced
“yes/no” series of questions grouped around important
topics in their lives: Family, Goals, Business/Work,
Health, Money, Estate, Retirement and the Future. Best
aspect: Yes answers indicate clear areas where you can
help.
Free when you’re a member of Horsesmouth’s
Advisor/Client program. That’s right. You get
the Financial Fitness Checkup Campaign for free when you
join Advisor/Client membership. Plus, you get a total of
six client prospecting campaigns, five marketing
strategies and unlimited PDF Client Reprints for an
entire year for less than the cost of buying the Fitness
campaign alone.
Kick-off 2011 with a strong showing.
The focus of the Financial Fitness Checkup Campaign is
both wide and deep. It runs for a total of seven weeks,
giving you specific, easy-to-execute contacts with your
target market that touch on a range of important issues
to nearly all people.
Appeal to a variety of client types.
The four key resources you share with clients and
prospects during the campaign touch on a range of
topics: In addition to the Financial Fitness Checkup (57
yes/no questions), the other resources include two
Client Reprints (A Workable Solution for Baby Boomers
Near Retirement and 6 Wealth and Success Lessons from
The Ultimate Gift) and Key Financial Data for 2011. All
high-value items to share with clients during the
campaign—and throughout the year.
Demonstrate your role as financial expert.
When you raise important issues about the financial
lives of your clients, you’re also showing your mastery
of your professional discipline. And when you have
solid, next-step answers to resolving important
financial matters with clients, you’re building trust.
That’s a nice dividend to reap—for you and your clients.
Build appreciation for your service.
Anyone of your clients or prospects who receive any or
all elements of the Financial Fitness Campaign will be
favorably impressed. No client or prospect will doubt
your level of commitment after experiencing the
campaign.
Remind people of the importance of having an
advisor. When clients and prospects review the
questions, topics and financial data you provide through
the Financial Fitness Checkup Campaign, they are also
reminded of your vast competence as a financial
professional and your role in their lives.
Show-off your client-centered, solutions
approach to issues. The key items featured in
the seven-week Financial Fitness Checkup Campaign are
perfect pass-alongs. The campaign encourages you to
direct clients and prospects to share the pieces with
anyone they think might benefit and that you’d be happy
to follow up with any of those people.
The best way to get going with the Financial Fitness
Checkup Campaign is to do so as a member of Horsesmouth
new Advisor/Client program.
Here’s how it works.
Advisor/Client is a flexible, continuous year-round
program that works on two key aspects of your business.
The first keeps you focused outwardly on cultivating
your clients and attracting prospects—always giving you
something meaningful to say or do.
It offers a menu of six new, themed marketing and
communication campaigns that you can personalize and
easily execute as you see fit throughout the year.
The second is internally focused on building your
marketing capabilities.
It leads you through five key marketing strategy
programs. Each is focused on helping you create the
right messages to meet the right people so your
networking, referrals and community work positions you
as a leader in your local market or niche, and brings
you a steady flow of new prospects who match your ideal
client profile.
The Advisor/Client programs are delivered by webinar
(live and on-demand archive) and all are supported by a
detailed marketing and program toolkits (delivered by
PDF).
These include personalized client materials and
handouts, strategy briefs, campaign checklists,
marketing templates, client worksheets, client meeting
checklists, FINRA-reviewed email templates,
FINRA-reviewed marketing materials, FINRA-review
letters, one-year licenses to all campaigns, and more.
A key feature of Advisor/Client is your free license to
personally brand your campaign materials (PDF) and
select client reprints of FINRA-reviewed articles (PDF).
Plus, free shipping on all printed materials you order
through Horsesmouth and any other Horsesmouth product
purchases.
Each separate Advisor/Client campaign and program is
available to the general advisor public for prices
ranging from $297 to $597 each. The total value of 12
months of the Advisor/Client campaigns and marketing
programs exceeds $6,000.
But now you can join Advisor/Client as a Charter Member
and save $400 when you accept the introductory rate of
$597.
Your Client Marketing and Communication
Program
That Runs Year Round—At
the Click of the Mouse
Here are the key aspects of
the Advisor/Client
program in detail:
Each program comes with a how-to webinar (live and then on-demand in archive)
and a step-by-step marketing toolkit (PDF). This includes personalized, FINRA-reviewed
client materials (PDF), strategy brief, campaign checklist, marketing templates,
FINRA-review letter for compliance, and a one-year license to all campaign materials.
Your Advisor/Client
Membership gets you these prospecting campaigns:
 |
|
A complete, step-by-step client-service and prospecting campaign
|
The Financial Fitness Checkup campaign is a 4-week, step-by-step client service
and education campaign that targets clients and prospects, identifies short-term
needs, and gives you a starting point for helping clients plug the holes in
their portfolios and financial plans. It positions you as a caring, big-picture
advisor helping investors "get in shape." The campaign can be used any time
of the year and as an intake process for new clients. You get:
- Positioning: Helps you foster a reputation for caring about the big
picture.
- Marketing materials (FINRA reviewed): Features a "Checkup" worksheet
and 3 educational articles to send out once a week.
- Marketing materials (FINRA reviewed): 5 e-mails/cover letters written
for you.
- Public relations: Piggybacks on Financial Wellness themes in the media.
- Worksheets: A complete agenda for holding meetings and contacting clients
for quarterly follow-ups.
(Free to Advisor/Client Members: $497
for others.)
|
| Cultivate Deeper Bonds
With Your Clients |
Show clients and prospects your lighter side with a lifestyle event that
is perfect for summer and designed to delight clients, their families, and their
friends. In an era when multi-generational marketing will become more and more
important, an annual – and fun! – summer event can introduce you to your clients'
children and cultivate deeper bonds with all members of your clients' families.
You get:
- The Excellent Summer Events List: 10 inexpensive summer events any advisor
can host.
- Marketing materials: Create compelling invitations that ‘sell out' your
event.
- Checklist: Step-by-step event planning worksheet for making your event
a success.
- Talking points: How to socialize at your event.
- Great event SWAG: Send people home with something fun or memorable that
gets them talking about you.
- No-fail follow-up: How to continue the conversation with non-client
family members.
(Free to Advisor/Client Members: $297
for others.)
If you're executing low-overhead events and activities every month, before long, you'll find your referral and new business pipelines packed. Whether it's a monthly lunch, regular COI memos, or a simple note-writing or “trigger” campaign, you can design and execute a series of low-cost activities that builds prospecting momentum and systematizes your marketing. You'll enhance your reputation as an approachable, engaged advisor with increasing community credibility and visibility. Covers:
- How to introduce yourself to prospects: Target a new prospect every month with checklists and research that gets you in front of – and talking to — new clients.
- How to cultivate COIs: Target a COI with an automated routine that reliably cultivates new centers of influence each month.
- Note marketing: When and how to send notes and small gifts that make you memorable and keep clients talking about you.
- Prospecting on LinkedIn: A step-by-step strategy for mining clients' social networks and generating introductions.
- Trigger campaigns (FINRA-reviewed): Series of article reprints on issues important to clients and prospects that shows you’re listening to their concerns.
- COI One-Minute Memos: Monthly emails that keep you top-of-mind with COIs and convey your expertise and credibility.
- Nudge campaigns: Encourage conversations with clients and "nudge" prospects into action.
- Last Friday Webinars: Update, educate, and communicate with clients, prospects, and COIs—step-by-step pointers and checklist.
- Third Thursday Lunches: Kick-off a low-cost lunch strategy that gives clients a venue for bringing in referrals.
- Link Letters: Publish a low-cost email newsletter that offers a personalized communication touch that clients will pass along to friends and family.
(Free to Advisor/Client Members: $497
for others.)
|
| Gets You In Front of
Clients and Prospects |
Host an event that gets you in front of clients and prospects on a critical
topic that gains more and more urgency with Baby Boomers every day. This workshop
will get them thinking about how they will live in retirement as preparation
for crafting a retirement income plan. Then it goes on to discuss income sources
and popular withdrawal programs and finishes with an action plan that includes
meeting with you for help and advice. You get:
- Complete guide for how to give a client workshop: How to publicize it,
arrange it logistically, deliver it, and follow up
- Workshop presentation (FINRA-reviewed): Script and slides for "Life
After Work: How to Create a Sustainable Income Stream in Retirement"
- Invitations (FINRA-reviewed): Email copy and telephone script
- E-mail campaign (FINRA-reviewed): Compelling invitations and language
that fills seats.
- Press release (FINRA-reviewed): To publicize your workshop in your local
newspaper
- Workshop evaluation form (FINRA-reviewed): Attendees turn in at end
of workshop to give you feedback and request an appointment.
- Client worksheet and document checklist (FINRA-reviewed): Information
form for new clients to bring to their first appointment
- Article reprints (FINRA-reviewed): Key articles on retirement income
planning adapted for clients. Great for discussing, sharing, and using for
follow-up
(Free to Advisor/Client Members: $597 for others.)
Create a client education workshop ripped from the headlines that will take
you through the end of the year. You can host this workshop at your office,
as a lunch n' learn, or take it on the road to community associations and organizations.
(Actual subject matter for this workshop will be determined as events of 2011
develop.) You get:
- How to solicit speaking engagements that target ideal prospects you
want-key positioning.
- The 10 key points to hosting in-house education workshops—guide and
checklist.
- Taking your presentation on the road: 10 critical things you must do
when presenting in public.
- Marketing materials (FINRA-reviewed): Compelling invitations and announcements
that fill workshop seats.
- Marketing materials (FINRA-reviewed): E-mail inquiries that spark interest
from event planners, association executive directors, and other people looking
for speakers.
- Client handouts (FINRA-reviewed): How to tap your Horsesmouth Client
Reprint library to pick articles that fit your workshop needs.
- No-fail follow-up: Handouts and offers that prompt clients to refer
you and prospects to make appointments with you.
(Free to Advisor/Client Members: $497
for others.)
This year-end marketing campaign helps you get in front of clients and prospects
in a timely way that positions you as a caring advisor concerned with the big
picture. It helps you set appointments and uncover opportunities that could
help clients with their investments, taxes and planning for the next year. You
get:
- Personalized checklist (FINRA-reviewed) to share and send to clients,
prospects and COIs.
- E-mail campaign (FINRA-reviewed), telephone scripts, and referral tactics
to keep you in front of clients and prospects through year end.
- A tangible reason to interact with clients that is totally about their
needs.
- Ready-made reason to talk to clients without a sales pitch.
- Compelling reason to set year-end appointments with clients and prospects.
- The opportunity to show off solutions you have for clients.
(Free to Advisor/Client Members: $497
for others.)
Throughout the year, as an
Advisor/Client
Member you'll be lead through developing a series of client service and
marketing strategies that will serve and strengthen your business for years
to come.
Delivered in a webinar session (live and then on-demand), each session will
help you develop a strong, practical marketing strategy that uniquely positions
you against the competitors in your community and provides you with specific
translation of strategy into proven tactics that get results. Each session comes
with all the materials (PDF) you need.
These tools include: templates, checklists, worksheets, guides and other
items to help you save time and money and create marketing that helps grow your
business. Here's what you get:
Whether you call it an elevator statement, Unique Selling Proposition, or
Unique Value Proposition, you need a compelling marketing message to take out
into the marketplace. We'll show you how to build a can't-miss positioning statement
and map your marketing messages so that they will resonate with investors and
bring new business into your office. With your marketing message mapped, it
will be easy to create a ‘sticky' tagline that brands you as the go-to advisor
in your target market and makes you easy to remember and refer. You get:
- Worksheet: How to discover clients' and prospects' real hot buttons.
- Positioning: How to create always-ready talking points that grab prospects'
attention and make you memorable.
- Worksheet: 3 templates for building a can't-miss positioning statement
- How to integrate your new messaging so that it appears in all the right
places and delivers the most punch.
- Worksheet: How to create a powerful, distinctive and memorable tagline
in eight words. Ideal for you or your team.
(Free to Advisor/Client Members: $297
for others.)
Build a high-impact marketing kit that will keep you top of mind with prospects
and COIs. Create marketing materials that tells your story in a natural, authentic
way that highlights your credentials, heightens your credibility, and enhances
your reputation. Learn a marketing kit approach that is flexible and can serve
as a media kit, marketing brochure, and handout for almost any occasion. The
Ultimate Advisor Marketing Kit is a leave-behind every COI will want at least
five of: one to keep and the rest to pass along to qualified referrals. You
get:
- How to write a marketing bio that elevates your stature and credibility
without tooting your horn.
- Understanding how to create graphics that help COIs and prospects understand
your process in a glance.
- The keys to creating a service narrative that compels referrals and
appointments.
- 5 pieces every leave-behind marketing kit should contain: Guide and
template.
- How to create "door-openers" that cultivate COI relationships and referrals.
(Free to Advisor/Client Members: $297
for others.)
Professional referrals from attorneys and CPAs are the most underutilized
source of new business for most advisors. This marketing campaign changes all
that with a plan that gets you in front of COIs with a marketing message that
showcases your abilities and makes you a desirable colleague. You get:
- How to build a list of prominent COIs in your target market.
- 3 key ways to contact COIs naturally without a sales pitch.
- Create a marketing message just for COIs.
- Marketing materials (FINRA-reviewed): Compelling leave-behinds that
COIs will pass along to their clients.
- How to create a COI communication tapping the Horsesmouth Client Reprint
library.
- No-fail follow-up: A communication system that will keep COIs working
with you.
(Free to Advisor/Client Members: $497
for others.)
Your current client list holds a wealth of opportunities that you can mine
for new introductions and business. Learn to begin incorporating "client network
mapping" into your practice. You'll learn to unearth the potential leads and
new clients in a way that is comfortable, casual and on-going. A well-done client
network map also serves as a key, visual refresher of the important people in
your clients' lives. You'll learn and get:
- Why advisors, not their clients, are responsible for identifying quality
referral prospects.
- How to think about referrals in a client-centered way.
- Why asking for an introduction is more effective than asking for "referrals."
- How to give clients "traction" when asking for referrals and introductions
by using a targeted approach.
- How to identify the prospects you want and then use "network mapping"
to gain access to those prospects, with the help of your existing clients.
- Worksheet: Map your clients' network connections: business, social and
familial.
- Worksheet: Map product and service gaps in your current client list.
- Referral plan: Step-by-step strategy for realizing potential referrals.
- Positioning: How to approach clients with solutions to gaps in their
portfolio and financial plan.
(Free to Advisor/Client Members: $297
for others.)
Confidently approach the biggest and busiest prospecting season with a "socializing"
strategy that can help you talk to clients, community leaders, COIs, and all
those desirable prospects you've always wanted to meet. Whether or not you host
your own holiday event, you'll have a complete strategy for filling your social
calendar and becoming a memorable, desirable guest. You get:
- How to fill your calendar with productive events.
- Tap into the power of introductions.
- Start conversations with these icebreakers.
- Develop a ‘social' elevator statement.
- Make appointments on-the-spot with ‘mini-closes'.
- Tips on hosting your own holiday events.
(Free to Advisor/Client Members)
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|
Free, Unlimited Client Reprints (PDF) |
Sending articles to clients is key to building,
extending trust and credibility…And it’s free for Advisor/Client members.
Throughout the year, as an
Advisor/Client
Member, you’ll be supplied with FINRA-reviewed reprints (12 or more) of
Horsesmouth articles (PDF) written on key themes that support your Advisor/Client
marketing and client education goals.
This growing library of articles will be yours to personalize and send to clients
and prospects as PDF reprints or you can order hard-copy (printing and shipping
applies).
- Each personalized, FINRA-reviewed article reprint (PDF) is FREE
to Advisor/Client Members, but for non-A/C members costs $97. You
get:
- Timely, professional articles written on key themes
that support and extend your client communication and marketing strategies.
- Personalized branding. Each article will be branded
with your name, firm name, key contact information and your required disclosures.
- Unlimited use of the Article Reprints (PDF). You may
send the online versions of your branded Article Reprints to as many of
your clients as you like.
- Free shipping to Advisor/Client Members. Receive free
shipping on any Article Reprints or other printed marketing materials ordered
through the program.
The Benefits of a Client Article Reprint Mini-Campaign
What’s great about your free Advisor/Client Client Reprint
library is that it’s fast and easy to create a mini client or prospecting campaign
around your personalized article reprint. Here are some important Client Reprint
benefits:
- It’s a hassle-free contact with a client or prospect.
You can start it in five minutes and it’s already FINRA-reviewed.
- It demonstrates you’re a client-centered, results-oriented,
can-do advisor. You’re always looking out for your clients.
- It rekindles contact with prospects on your list. Personalized
Client Reprints are perfect for a "drip marketing" campaign.
- It reinforces your "Opportunity-Solutions" mindset
that you have about the business of guiding clients’ financial lives.
- It’s totally flexible. Email a PDF reprint to some
prospects and clients. Post a link on your website. Mail a printed copy
to key clients or prospects.
- It saves you time and money. You can have your personalized
Client Reprint PDF in less than 5 minutes and FREE. That means you have
more time for other critical and valuable things on your priority list—including
spending time out of the office!
Ways to Use Articles to Support Your Marketing and
Communications Messages
The Client Reprint feature for Advisor/Client members presents
a variety of opportunities for you to position yourself and your business as
forward-thinking, innovative and up-to-date. When you join Advisor/Client, here
are some easy ways to use it right away:
- Email a personalized PDF to all clients and ask them to read and contact
you if they have any questions.
- Segment your client list and send a separate, personal cover note, or
post-it note, that highlights any specific issue or opportunity covered
in the article.
- Hand out the article at any events you’re speaking at or attending.
- Give a copy to each client at the end of your next face to face meeting.
- When appropriate, send a copy to your CPA contacts letting them know
you’re sharing it with your clients.
- Likewise, when appropriate, send a copy to your Estate Attorney contacts
as an FYI letting them know you’d like to hear their thoughts about the
topic.
- Send a copy to your marketing list. Let prospects know that you’re keeping
your clients abreast of the topic.
New Articles Added to Advisor/Client
Client Reprint Library All the Time
These FINRA-reviewed Client Reprints are available now.
Just personalize and send to clients and prospects.:
- Key Financial Data 2011
-
What the New Tax Law (Might) Mean to You
-
A Workable Solution for Baby Boomers Near Retirement
-
6 Lessons From the Ultimate Gift
- What Really Caused the Financial Crisis
- Asset-Liability Matching for Retirees
- Valuing Portfolios on an After-Tax Basis
- Cracking the Nest Egg: When Accumulation Becomes Distribution
- Retirement Income: Which Accounts to Tap First
- 7 Lessons From the Fourth of July
- Paying for College Is a Family Affair
- Planning a Debt-Free College Education
- 10 Tips for Maximizing Financial Aid
(Free to Advisor/Client Members. $97 each for non-members)
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|
Free, 2011 Key Data (PDF) |
As a member of
Advisor/Client,
we want to be sure you're communicating with your clients in a variety of ways
throughout the year.
One useful, important communication you can send at least every year—plus
reminders around tax time and extension deadlines—is that year's Key Financial
Data. It's free (PDF) for all
Advisor/Client
members.
In addition to sending it to your clients, of course, it's a great "pass
along" to your strategic allies and other centers of influence in your community.
So when you join
Advisor/Client,
one of the first things to do is set up your personalized, PDF version of the
current year's Key Financial Data.
Everyone should have fingertip access to the brackets, thresholds,
limitations and exemptions that affect everyone: clients, prospects, CPAs, attorneys
and other professionals. Your
Advisor/Client
membership makes it happen.
When
you become an
Advisor/Client
Member, your Horsesmouth Membership is automatically included in the program
($189 value). NOTE: Paid Horsesmouth Members who join
Advisor/Client
will have their annual renewal date extended by the number of months remaining
on their normal HM Membership.
You get complete, ongoing access to the daily Horsesmouth Membership service,
including the Daily Oats, the Horsesmouth archive of over 6,000 articles, and
all other special rights and privileges associated with the membership. You
continue to get action-oriented financial planning, business development, practice
management, investment strategy, time management and motivation features that
help you successfully grow your business.
Now—and this is important—if you could have all the knowledge contained
in the Advisor/Client
campaigns, all the knowledge in the
Advisor/Client
marketing strategies, all the
Advisor/Client
article reprint mini-campaigns, then you'd never suffer from lacking prospecting
and marketing discipline, right?
In fact, your business would be in a solid, steady, dependable upward
growth trend driven by satisfied clients, ready to refer you.
If you do not have this knowledge and these resources… if you do not have
your own prospecting campaigns, your own marketing strategies and your own library
of high-quality, fresh Client Reprint articles, you will have to spend a lot
of time and money to acquire them.
Or you could simply not do them and continue have lackluster prospecting
and marketing… and therefore, lackluster growth and success…It's as simple as
that.
But if you join
Advisor/Client,
you get a year-long calendar filled with prospecting campaigns, marketing strategies,
and opportunities to meaningfully communicate with clients (and prospects)…
And you get the support and discipline you need to succeed.
The $49.75 Embarrassment
If you hired a marketing consultant or a marketing manager to create the
Advisor/Client
client campaigns, marketing strategies, and client articles for you, you could
easily spend $75,000 or more, not to mention all the time you'd spend just explaining
what you need and reviewing all the work involved.
Or you could outsource the work to a marketing organization. But you'd still
spend $6,000 to $15,000 a year—and still spend time you don't really have supervising
and overseeing the development of the materials.
You could even cherry-pick just a couple of
Advisor/Client
campaigns and four quarterly client article reprints and pay the non-Advisor/Client
prices. That would still cost you around $1,500 a year.
Here's the embarrassing part.
We're pricing
Advisor/Client
in the first year at $597—discounted from $997 during our introductory year.
For that price, you can have six prospecting campaigns; five marketing strategies;
and unlimited (PDF) use of 12 (probably more) Client Reprint articles – all
for a whole year.
But let's suppose you're just interested in the five marketing strategies
alone—nothing else. How much is that? When you join
Advisor/Client,
you can have them all for a total of $119 each.
Now, let's suppose you're just interested in the six prospecting campaigns
alone—nothing else. How much is that for the full year? You can have them all
for a total of $99 each.
Alright. But let's suppose you want both the six prospecting campaigns and
five marketing strategies. How much does that cost you per program if you join
Advisor/Client?
You can have them all for a total of $54 each.
Now, let's look at the Client Reprints alone.
Let's suppose you join
Advisor/Client
just for the Client Reprints privilege. How much is that? You get a full license
to print the PDF versions on your own or email them or post them on your website—and
that works out for 12 of them to $49.75 per article.
I think you can see my embarrassment here. Never before has so much been
offered to advisors. It's an astonishing bargain. And it's an embarrassment
of riches for the smart advisors who
join Advisor/Client.
How Can We Offer So Much for So Little?
It's a very good question and the answer I'm about to give you I offer with
a heaping dose of modesty and humility…
When I break down the costs like this and show you the tremendous value you're
getting in this program, it looks like I'm selling short the value of our program.
After all, we've got an entire team of writers, editors, designers, compliance
experts, and marketers working on your behalf throughout the year, rolling out
all the 2011-2012 prospecting campaigns, marketing strategies and client reprint
features.
But the reasons we're making it so affordable are two-fold:
First, because the programs are being developed now, we're offering you a
dramatic first-year price break and the lucky opportunity to
become a Charter
Member of Advisor/Client.
By October of 2011, the first year of
Advisor/Client
will be fully complete and we'll start working on the 2012 campaigns. As an
active Advisor/Client
Charter Member, you'll have access to all those campaigns for use at any
time.
Second, we want you to succeed by growing your business and giving your clients
the best advice possible.
This is a difficult period for all people. Investors need financial advisors
who will act as leaders, coaches or guides helping them maneuver through difficult
times.
Everyday since 1996, Horsesmouth has organized itself around a simple principle:
What can we do today to help advisors succeed.
The Advisor/Client
program is the cutting-edge solution we've created to make that happen.
And we want to be sure that those advisors who've known us over the years
get a chance to get in on the program at the "ground floor" for the most affordable
price possible.
What About Compliance Hassles?
Don't we all wish they'd go away. But that simply won't happen. But what
we've done with all
Advisor/Client
marketing materials is to try to make your life per compliance a lot easier.
We're taking the time and spending the money to get FINRA-review letters
for everything we offer you to offer your clients and prospects.
Does that mean your compliance hassles disappear forever? Hardly. But in
many cases, we've heard from advisors already using
Advisor/Client
that the inclusion of FINRA-review letters has made their compliance challenges
much less difficult—some even say easy.
Will that be the case for you? I don't know.
But it's very important to keep in mind the full range of help and support
included as part of
Advisor/Client—it's
a lot more than simply the FINRA-reviewed prospecting campaigns. Take a look
at the value chart below.
| Advisor/Client Charter Member Value |
| What you get with Advisor/Client |
Retail price for non-
Advisor/Client |
Total value |
| 6 client marketing and prospecting campaigns |
$297-$597 each |
$2882.00 |
| 5 marketing strategy programs |
$297-$497 each |
$1388.00 |
| 12+ personalized client article reprints licenses |
$97 each |
$1164.00 |
| Horsesmouth Membership for one year |
$189 |
$189.00 |
| Bonus Audio Automatic Referrals— 7 CD set |
$97 |
$97.00 |
| Charter Member savings |
$400 |
$400.00 |
| TOTAL VALUE |
|
$6220.00 |
|
YOU SAVE |
|
$5623.00 |
| YOU PAY ONLY
|
|
$597.00 |
What Kind of Results Will I Get From Advisor/Client Campaigns?
Early Reports Look Good—As Expected
As part of our research and development of
Advisor/Client,
we created a 2010 Last-Chance Financial Planning Checklist campaign and invited
advisors like you to try it. (We'll launch a new 2011 version in the fall.)
Here are some of the very specific comments we received from advisors who
carried out the campaign:
The Discipline Works
"It got me to schedule several year-end meetings that I could have easily
put off until next year. Once the meetings were scheduled, it presented us with
a good opportunity to look out over the next 12 months and figure out what we
need to accomplish." – Steve Cannon, CFP®, ChFC®, CRPC®, San Diego, CA
Uncovered Opportunities
"I thought it was an excellent tool to get my clients thinking about personal
financial planning and estate planning. It uncovered a lot of opportunities
for additional work for me. I expect to be busy… for quite some time as a result
of using the checklist. Thank you." – Raymond Jeffs, Hampton, NH
A Conversation Tool
"It's a great tool to send out to clients and to use in conversations with
clients and prospects." – Mike Armstrong, CFP®, Saskatchewan, Canada
Distributed in Multiple Channels
"I sent this out as an e-mail attachment, distributed at chamber events and
other networking opportunities; offered as a download on my website for prospects
who provided a name and e-mail address." – Mark Dennis, CFP, Fernandina Beach,
FL
A Turnkey Marketing Program
"I liked it because it was professionally done and it was a turn-key marketing
program. It enhanced my image among my clients and prospects." – Murray L. Hougen,
San Diego, CA
Reaching the Otherwise Unreachable
"I used the campaign primarily as a prospecting tool. It provided a legitimate
way to reach people that we wouldn't have been able to reach otherwise." – Greg
Schmitz, Plano, TX
Got the Clients to Call the Office
"Clients emailed or phoned me saying what a great idea it was that I sent
this out. I had one client call me direct to see how he could lower his tax
bill as he had an unusually large income for 2010 due to a high commission sale
of a business." – Mike Miller, Plymouth, MN
We've created
Advisor/Client to help you save time and money, grow your business and achieve
the level of success you deserve.
Advisors don't just need to be told to do a better job at marketing to prospects
and communicating with clients. They need the specific tools, strategies and
tactics to make it happen in an easy and consistent manner.
And they need a marketing partner to tell them what comes next in the ongoing
plan, how to do it, and then supply the necessary creative materials to do it.
That's what
Advisor/Client is all about.
If you follow our advice and
incorporate
Advisor/Client into your business, you'll start enjoying the benefits of
a clear, consistent and powerful prospecting, marketing and communications program:
- Satisfied clients motivated to refer you
- Eager prospects ready to sit down and come under the wing of your guidance
- Growing new assets under management
- More free time of your own choosing.
Plus, because Horsesmouth's
Advisor/Client
acts as your marketing partner, you're getting a steady diet of new marketing
and communications campaigns, new marketing strategies, new FINRA-reviewed,
personalized articles to share with clients and prospects (and free shipping
if you print them), and the reliable insights of a full Horsesmouth Membership.
All told, you're getting a virtual marketing director who's spending every
day creating new strategies and developing materials to keep your business vital,
up-to-date and relevant to clients and prospects.
The Advisor/Client
program is going to change the way advisors build their businesses. I invite
you to enter the program now and start enjoying all its benefits.
This is your chance to really take control of your prospecting, marketing
and communications efforts by putting the
Advisor/Client
program into your business
It'll help you create a stronger, confident presence in your community and
among your target markets. The consistency and timeliness of the high quality
marketing will enhance your reputation and boost your importance in the eyes
of your clients and prospects.
All told, you'll be a better and more effective financial advisor. Not to
mention more relaxed and comfortable knowing you've got a steady, on going prospecting
and marketing program supporting your goals.
I've seen a lot of financial advisors struggle over the years because they
were too overwhelmed with the many demands of the business, so their vital prospecting,
marketing and communications suffered.
Their businesses never grew. Don't let that to happen to you.
You deserve to be successful. So I urge you not to procrastinate.
Go ahead now
and become a charter member of the Advisor/Client program.
What Happens Next? 5 Things to Do When You Start Using Advisor/Client
Once you
complete the Advisor/Client sign-up process, you'll be enrolled in the program
right away and can begin using your prospecting, marketing and client communication
programs.
You'll receive access to a special
Advisor/Client
area of Horsesmouth immediately and you'll be able to do these things right
away:
#1. Launch a Prospecting Campaign: Six times a year, you'll
be introduced to a new prospecting and client campaign designed to get you interacting
with clients and prospects. Each campaign is explained in a webinar you can
view live or on-demand after its original airing. And each comes with a Campaign
Toolkit with tools, templates, outlines, guides and detailed instructions you
need to launch your campaign.
You may chose to implement the full campaign right away, implement parts
of it now, or wait until a later date to use that campaign. Once the campaign
is introduced, it's open and available to you to use at any time.
#2. Build a Marketing Strategy: Five times a year, you'll
be invited to launch or revitalize the most important elements of a good marketing
plan. These sessions are delivered by webinar and always available for replay.
Each one builds on the other and takes you step by step through completing critical
strategies you need to have unique, powerful marketing. Each strategy comes
with tools, templates, outlines, guides and detailed instructions you need to
craft the strategy.
#3. Send Personalized Client Reprint Articles: Each month,
we add new, FINRA-reviewed articles (PDF) to the Client Reprints library. You
can go in there and select which articles you want to personalize and share
with clients. You'll be able to create, print and/or send personalized PDF copies
FREE to your clients and prospects. (A $97 savings each time you send one.)
Or order Custom Print hard-copies
(free shipping
for Advisor/Client Members) through Horsesmouth.
#4. View Your Prospecting and Marketing Strategies Schedule:
You're automatically enrolled in each program and will receive email reminders
about the programs. Remember, everything is recorded for easy review later,
so you don't have to worry about missing a live session.
#5. Use Horsesmouth: Of course, your
Advisor/Client
Membership gives you complete access and privileges to the full set of Horsesmouth
resources, including instant access to more than 6,000 articles and the best
business building, practice management, financial planning and investment strategy
content available.
Revitalize referrals!
As a special "Welcome to
Advisor/Client"
gift, when you join, well send you a FREE audio version of Horsesmouth's popular
program, "Automatic Referrals."
Audio Edition: Automatic Referrals: How to Instill Discipline in Your Referral
Strategy and Guide Your Clients to Deliver Perfect Prospects Every Time ($97
value.) This special audio edition of Automatic Referrals is ideal for listening
while commuting, exercising or doing paper work. Understanding and implementing
a multi-faceted referral strategy is part of the
Advisor/Client
strategy. So it's important you're familiar with this classic referral program.
You get:
- 7-disk CD set guides you step by step in transforming your referral
strategy.
- 13 Action Research Summaries give you detailed review of each recorded
chapter for fast reference to key points.
- 11 reusable worksheets and checklists to put your plan into action.
- 4 detailed case studies showing how advisors succeed with referrals.
- Plus, real-life referral insights gleaned from more than 1,600 advisors.
It's always good to get a refresher on the Automatic Referrals concept regardless
of your level of experience and comfort with referrals.
The Advisor/Client
program is all about helping you save time and money by delivering important,
relevant marketing and communications programs you can use to connect meaningfully
with clients and prospects.
We're your virtual marketing director. Enjoy the full value and benefits
of the program by integrating it into your marketing and communications programs
for a full year.
If you're not completely satisfied with the quality of the program and the
results of the campaign and marketing strategy program, we'll issue a 100% refund
of your membership. You just need to confirm you've deleted all materials you
received under the Advisor/Client license. It's that simple. So joining is completely
risk-free. Just contact us at: Horsesmouth, 21 W. 38th St., 14th Fl., New York, NY 10018. Phone: 212-343-8760, Ext. 1
Thank you for taking the time to read the Advisor/Client story. Let me leave
you now with some final thoughts about
how to respond
to the prospecting, marketing and client communications challenges you face.
Your business grows based on your ability to meet new people and convince
them to work with you…
You convince them to work with you by first building trust and credibility.
You build trust and credibility by consistently sharing your values about
how and why you work so hard with your clients.
You share your values by consistently "broadcasting" your key messages.
Your key messages embody your wisdom, insight and experience and are delivered
through your prospecting, marketing and client communications.
And your prospecting, marketing and client communications are the drivers
of steady new client growth—and consistently satisfied clients.
That's why
we've created
Advisor/Client for you.
To save you time, give you prospecting and marketing discipline, and allow
you to enjoy the full level of success and professional freedom and independence
you deserve.
Learn more
here.
About Horsesmouth
Since 1997, Horsesmouth has been helping financial advisors succeed by providing timely guidance on key topics such as business development, practice management, financial planning and investment strategies.
Best,
Sean M. Bailey
Editor in Chief
Horsesmouth
21 West 38th Street, Fl 14
New York, NY 10018
888-336-6884, ext. 1
P.S. Remarkably, for just a $1.63 a day, you can put
Advisor/Client
prospecting and marketing discipline into your business and begin enjoying all
its time-saving benefits.
Go here to
accept our Chart Member offer. It'll be the best business investment you
make this year—possibly ever.
FOR INSTANT SERVICE Call Toll Free: 1-888-336-6884 ext 1
(Outside U.S.): 1-212-343-8760