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Dear IFA. Thanks for your invitation, but here are ten reasons why I'm not coming to your 'post RDR proposition' seminar

Dear IFA  

Thanks for the kind invitation to your seminar. I’m thrilled to hear that you’re keen to promote your “post RDR proposition”.  I'm sure it'll be great, but here are just ten of the many reasons why I'm not coming.

1. You haven't promoted your event for anything like long enough. Every week I get invited to seminars which are either next week or next month. Unless your seminar is exactly the solution to my problems right now, then I'm just too busy to attend. I recommend that you give yourself five whole months to prepare and promote your event - that way you give me plenty of notice, and if I see your ads throughout that period I might just take a peek. Once you've done it a few times and have got a system then you can bring it down to three months.

2. The words and phrases you've used in your mailing are just plain dull. Take time to scrutinise every single word you use in your marketing materials so they get my attention. They need to be warm, exciting, engaging, motivating and to frank, irresistible.

3. I can't really see exactly how I will benefit by attending. Yes - I can see a list of features that will be covered – ‘what I get for the fee I pay you, the services you offer, the qualifications that you now have, your wrap system etc etc’ - but I can't see how I will be better, richer, more charismatic, happier etc as a direct result of attending your seminar. And your testimonials aren't up to much either. John from Richmond said that 'he really enjoyed your last seminar, the lunch was tasty and that he'd recommend it to anyone.' Great - but how specifically did John benefit by attending?

4. Unfortunately, I don't know enough about you - the seminar host. 'People buy people' first, so tell me something about yourself before you tell me too much about the seminar itself. What qualifies you to put on this seminar and how have you benefited from the material we will hear at the event. I also want to read about how you got to where you are now - I want to know what drives you and I want to hear your story. I also want to know a bit about where you like to travel, your favourite films - and yes maybe your favourite food. Who are you?

5. Actually - despite what I said earlier, the benefits of your event aren't enough on their own to get me off my backside. What other benefits of attending will there be? What's the venue like and could I visit somewhere else whilst I'm in the district? Are there any freebies - like books, White Papers, Special Reports, CDs, Podcasts, workbooks, follow-up advice etc? What about a video or even a prize draw? And lunch would be good...

6. Do I have to pay? Yes – good; I really don’t mind paying if I can see how I will benefit.  Having to pay tells me that your event has value to it. The more it costs, the better I think it must be and that I'm not going to be 'sold to' too much at the event. When I pay, I'll be much more likely to turn up as well. I might even pay attention on the day.

7. Although I'm very happy to pay to attend your seminar, it would be great if I could get a discount! Yes, I want to have my cake and eat it.  Will you knock off up to 50% if I pay early or bring a colleague? I'm also a member of our local networking group - do members get discounts? And what if I book online - is there a discount for that too?  What if I tweet about the event – will I get a discount for that please?

8. Will your event be a great networking opportunity? I hope so - but from your marketing material I can't tell. As well as your seminar, I want to make the most of my time away from the office - so let me know if there will be other business people in attendance and I'll bring my business cards.

9. I didn't read your first mailing letter because it arrived on a day when there was lots of other junk (usually a Monday) - so I guess it got thrown away. When your follow-up letter arrived, it didn't get read because I couldn't see my name straight away. Unfortunately "Dear business owner" doesn't often get my attention and it's not very personal. And if you'd taken the trouble to add a handwritten element then I would certainly have taken notice. 

By the way, for future reference, I'm not a big fan of mailings - so even if I had responded to your letter I can't be bothered to go all the way to the post office to post your reply slip. Perhaps if you'd given me an email sign-up option, online, fax or an SMS option I'd have responded much faster.  I’d even be happy to register via your Facebook page if you have one.  Just a thought.

10. Just in case your seminar really is as good as you tell me, I might want to follow you and your services a bit more closely in the future. Do you have your own personal finance club, social network or Twitter account where I can keep tabs on you and interact with you later? What about a dedicated LinkedIn group for attendees?  After all I might have some questions which I only think to ask after the event. I'm always doing that!

It's just that I couldn't see mention of your online club or social network anywhere on your marketing materials - and if I knew that other people had already joined your club, it might give you a bit more credibility - and I will sign up like a shot.

Many thanks again for your invitation. I hope your seminar goes well (without me).


PS  ...and this is important:  I know an IFA who, when he speaks at seminars, regularly gets conversion rates approaching 100%.  Yes, 100%!  I can introduce you to him if you like so that you can learn what he does to get such high conversion rates.  I guarantee that you'll wish you had known this years ago.

PPS  I can also introduce you to an IFA who got a 24% response rate from his mailing letter.  You can learn what goes into his seminar mailing letter here...



But seriously...

We first wrote this article several years ago, and have updated it for 2013.  All the points in it are as valid today as they were then.

Hosting seminars, is we believe still the single best way to attract new clients, attract new professional connections and to increase referrals from existing clients. 

But many IFAs are put off by the idea of putting on seminars because they are concerned about cost and fear of not getting a full house.  Here's the thing... there's a process to getting a full house, and when you follow it, you'll wish you had known it years ago.  

What's more, not only can we show you that cost is not an issue, but that your seminars can become a new income stream in their own right.

Invest a day of your time to learn how to plan, promote and present successful client seminars.  It will probably be the best marketing investment you'll ever make.  Guaranteed results or your money back.

Click here.


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Author: Philip Calvert
Posted: Monday, July 01, 2013 | 5:09:48 PM

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