What’s Included in The A to Z Guide to Seminar Marketing for Estate Planners?

The A to Z Guide to Seminar Marketing for Estate Planners is a digitally delivered product that includes the following:

• A 95-page PDF Guide chock-full of helpful, plain-English step-by-step procedures and checklists to help you (and your staff) with the seminar process from start to finish!
• 26 Useful Checklists & Forms to help you set up seminars, including:
  • Seminar Marketing Checklist & Timeline – 12-week checklist to use as a guide as to the chronological timeline of the tasks to be done leading up to the seminar.
  • Client Profile – Criteria to determine your ideal client prospect and use to develop a mailing list for your seminars.
  • Site Inspection Report – Checklist to use when inspecting a potential seminar venue.
  • Seminar Marketing Budget – Worksheet to help you plan out your seminar marketing budget, including the costs and return on your investment.
  • Monthly Seminar Cost Analysis – Worksheet to help you track your marketing expenses by analyzing certain criteria and helping you determine where costs can be reduced.
  • 8 Rules for Creating an Effective Marketing Piece – Checklist for evaluating whether your marketing piece meets the 8 rules for an effective marketing piece.
  • Seminar Supplies List – List of supplies needed for the seminar.
  • Seminar Checklist – Checklist of things to be done on the day of and immediately after the seminar, including a packing list of important supplies needed at the seminar.
  • Seminar Reservation Line Script – Script to use for the reservation line when prospects call in from your marketing pieces.
  • Seminar Reservation Form – To write down seminar reservations to be input at a later time onto the database. It can also be used if you take reservations by phone. If you use the form for this purpose, it is important to ask for marketing source information to help you track your marketing’s effectiveness (this is not a scientific way of tracking this information).
  • Seminar Sign-In Sheet – Sign-in sheet used at seminar for any walk-ins.
  • Seminar Confirmation Notecard – Notecard template sent out to seminar attendees prior to the seminar. This example is provided to you for content. You may wish to use a graphic designer to help you put together a more professional confirmation postcard, as you will want to brand this to your law firm and also have nice graphics for driving directions to the seminar venue.
  • Seminar Reminder Confirmation Call Script – Script to use when confirming seminar reservations 2 days prior to the seminar (both for a live person and a voicemail message).
  • Response Form – For seminar attendees to fill out at the end of the seminar. The information can be used to understand your target market demographics.
  • Discount Certificate – Certificate to incentivize seminar attendees to book appointments before leaving the seminar and only given to people when the appointment is booked. Printed on certificate paper, which can be purchased from any office supply store.
  • Appointment Reminder Card – Card used during the appointment booking process at the conclusion of the seminar. These cards should be printed on bright neon-colored cardstock.
  • Appointment Package Coverpage – The appointment package includes a coverpage, which we have included, as well as a questionnaire that you will have a prospect complete before coming in. You should also include directions and/or a map of your office.
  • Handling Objections to Booking an Appointment – Script for handling some of the most common objections that people have to booking an appointment at the seminar.
  • Seminar Follow-Up Script: Attended Seminar, Booked an Appointment – Script used to contact people after the seminar that booked an appointment and confirm their appointment. There’s a script for someone with a Living Trust already and for someone getting a Living Trust for the first time.
  • Seminar Follow-Up Script: Attended Seminar, Did NOT Book an Appointment – Script used to contact people after the seminar that attended, but did not schedule an appointment. These can only be contacted if they turn in a response form.
  • Seminar Follow-Up Script: Seminar No-Show – Script used to follow up with people who made a reservation to attend the seminar, but did not show up.
  • Seminar Follow-Up Script: Appointment Cancellation – Script used when prospects are trying to call in and cancel their appointment.
  • Seminar Follow-Up Script: Appointment Reschedules – Script used when prospect is trying to reschedule their appointment.
  • Seminar Follow-Up Script: Appointment No-Show – Script used for people who do not call in and do not show up for their appointment.
  • Seminar Tracking Form – Form used to help you evaluate your seminar results.
  • Seminar Profit & Loss Worksheet – A spreadsheet to help you calculate the net profits of your seminars.