Marketing Ghost Web-Site Monthly E-Newsletter E-Newsletter System

Transcription

1 Marketing Ghost Web-Site Monthly E-Newsletter E-Newsletter System Copyright 2006 The Wealth Preservation Institute Roccy DeFrancesco, JD, CWPP, CAPP 378 River Run Dr. New Buffalo, MI

2 Introduction This presentation is only for CWPP or CAPP advisors or those who have signed up for the course and are in the process of completing it. I ve had several request to help CWPP advisors market themselves and I ve recently found the time to help. This presentation will cover: The Ghost Web-site A once a month E-newsletter I ll be creating The E-newsletter blasting system Marketing CPAs/accountants and attorneys 2

3 Marketing Everyone seems to be interested in marketing. Everyone thinks (or wishes) there is an easy way to market and to make money. There isn t That s one reason some IMOs are doing well by pitching selling systems to advisors who are looking for leads. While the CWPP and CAPP courses are not marketing courses, you will be positioned with your marketing as the advisor who, once in front of a client or perspective client, should always be the advisor of 3 choice because of your training and education.

4 How to market? Marketing has sure evolved in the last 10 years. In the old days we used to actually try to network and get in touch individually with new clients (make 100 calls, set 5 appointments). Then we moved to sending out hard mailings to potential clients (cold mailings) to reach a larger group of them. Then we moved to fax blasts to broaden that and lessen the expenses. 4

5 What about today? Good question. What should we do today to market ourselves and make ourselves different? The world wide web is really where all the marketing is headed. This train is not being driven by us but instead by companies like Amazon, e-bay, and all the other companies who now market on the web-site. TIME IS SCARCE for you and your clients. People seem busier than ever and do not have time for 30 minute or hour meetings. We live in an instant gratification society and if you can t grab someone s attention with uniqueness in short order, you will have trouble marketing. 5

6 Web-Sites Do you have a web-site? If you do, what is it communicating to your clients? The same old stuff everyone else has? Stock market ticker Links to other more detailed web-sites? Someone else s articles or content? Or is your web-site just a basic site with only handful of pages telling only a little about your firm? 6

7 Ghost Web-Site I ve had many requests to help build web-sites for people who have taken the CWPP course. Instead of helping several people individually (which would be very time consuming and expensive) I decided to create a ghost-site for everyone to purchase and customize. The ghost site can be found at 7

8 Continued What s on the ghost site? The site is made up of several sections What is a CWPP advisor Brochure (downloadable brochure) Mission statement (which you need to fill in or you can use my form). Asset Protection Estate Planning Financial Planning Tax Planning 1% CFA Mortgage Program Life Insurance Help from the Team Advanced Design Center Testimonials (you need to find some) Code of Ethics and Professional Responsibility Free Newsletter Tax Loss Test The Maximizer 8

9 Continued The site is like a mini-version of the CWPP course. It tells readers That they have problems. That you have many unique solutions (but only enough about each solution so they know that you can help them and that they need to call you to get more information). That your team is absolutely unique in their physical area. Many of the PDFs the client can read on the site can not be printed unless they you to request a printable version. The key to give you credibility and drive them to contact you for further information. 9

10 Adding or deleting content You will have the ability to add, delete or alter the content from the web-site. So, if you don t like some of the things on there, you simply delete them, alter them or replace them with what you want. If you want to add tabs or delete them on the front left of the page you can do it. If you want to add links, you can do it. 10

11 Let s go to the site Let s go to the webs-site and surf around together. Questions and Answers on the site. 11

12 E-Newsletters It is The WPI s opinion that you are making a HUGE mistake if you are not dripping on your clients, potential clients, and referrals sources with educational e-newsletters. Again, you, your clients and your referral sources do not have time to speak for minutes a week. But you can send them an e-newsletter once a week, biweekly or once a month that they will read. This is the next best thing to spending one on one in person time with you. The newsletters will often time refer them to items on your site. This is good because you simply want them to spend time on the site so they can learn why you should be or are their trusted advisor. 12

13 The WPI will issue one per month The WPI will be creating and issuing one e- newsletter per month. You can buy this service as a stand alone or as part of the global marketing package. You will have the opportunity to proof and send it out on you own. The e-newsletters will be banked along with others you can access for your own use. 13

14 E-Newsletter System In my opinion, sending one e-newsletter a month is not sufficient. I believe you should be sending 1 a week or at least biweekly How? With the new e-newsletter system I had my tech team create. Systematic e-newsletter are the best way to keep in front of your clients so you: Can show them what you know How you can benefit them as advisors Keep competition away from your client It s awesome. And I guarantee you will generate more business. 14

15 Continued The blasting system can send to as many people as you can put in your data base. You can send an unlimited amount for a flat fee every month. Tracking The neat thing about the system is that you can track who receives your s AND How many times your are opened. Talk about client service. Send out an , see that a client opens it up 5 times and then call that client and say, I saw you opened that 5 times, would you like to talk about that topic? 15

16 Continued IF you market to CPAs/accountants and attorneys, you want to add them to your newsletter list. Why? So they can remember what you are telling them and match clients up with your unique advice. Why? So those referrals sources start sending you leads/referrals. If you run into a potential client on the golf course, at dinner, at a ball game or wherever, what do you want to say? Would you like to be added to my FREE Wealth Preservation E- newsletter. I educate clients on asset protection, tax planning and financial planning. What s the client going to say? No, I don t want to learn how to protect and grow my wealth? 16

17 Pricing The WPI has two sets of prices. Bundled and unbundled. The following are the unbundled prices Web-site Setup fee = $300 (normal webs-sites are $1,000+ with no content). $50 a month Once a month e-newsletter done by The WPI $50 setup fee $25 a month E-newsletter blasting system (unlimited e-newsletters) $50 setup fee $50 a month 17

18 Bundled Pricing The WPI prides itself in reasonable pricing. These marketing tools were not created to milk every penny out of the CWPP advisors but instead to make the CWPP course more valuable (and offering great marketing tools at a reasonable price is valuable). Website ($35) + once a month newsletter ($15) + blasting system $25 = $75 a month or $900 for the year. For just this intro offer, I ll allow $650 for the year if you pay up front. 18

19 Summary If you do not have a web-site and e-newsletter system you are missing out on one of the best ways to motivate current clients to give you more of their business. If you do not have these tool you are missing out on one of the best ways to cultivate new clients. It is not enough to have a generic web-site. Most business have that. Tell your clients what you know as CWPP advisors and take your consulting to the next level. 19

20 Questions? The Wealth Preservation Institute 378 River Run Dr. St. Joseph, MI