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Presenting Social Security Workshops: Everything You Need to Get Started…

Copyright © 2014 Horsesmouth, LLC. All Rights Reserved.

Why deliver programs on Social Security?

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• Top concern to pre-retirees• People making mistakes• Best strategies make advisors long-

term job easier• Differentiates you from other

advisors: Distribution vs. Accumulation

• Benefits are valuable--can total to over 1 million benefits over 30 years

• Improve your standing in the community by providing an educational service; get referrals

Overview

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• Part One: Quick Review of Savvy Social Security Resources

• Part Two: How Advisors Succeed—Survey Results

• Part Three: Getting Started (Toolkit Review)

Part One:Workshop Tools and Features Overview

What’s included:• Four presentations• Marketing toolkit (75 page PDF manual)• Custom postcards and poster• Promotional video• Article reprints

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Choose From 4 Presentations• Savvy Social Security Planning: What

Baby Boomers Need to Know to Maximize Retirement Income

• Savvy Social Security Planning for Couples

• Savvy Social Security Planning for Women

• Savvy Social Security Planning for CPAs, Attorneys, and Other Professionals

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Use the Marketing Toolkit

• 75 pages of detailed instruction to share with your staff

• When and Where• Ready the Presentation• Marketing• Getting Started• Detailed Schedules/Checklists

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Utilize the custom posters and post cards

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Post the workshop promotional video on your site• Easy to use• Customize the text on your

page for date and time of event

• Video is about the content of the workshop in general

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Use article reprints for year-round communication to clients, prospects• Add photo and logo• Post to website, social media or

email newsletter• Print PDF for sharing or mailing

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Custom Social Security Article Topics

• When to Apply for Social Security Benefits• Social Security as Longevity Insurance• Life Expectancy and Social Security• Will Working Longer Help—or Hinder—Your Social Security Benefit?• How Cost-of-Living-Adjustments Affect Social Security Benefits• Creative Social Security Claiming Strategies: Understand the

Nuances • Should Business Owners Put Spouses on Payroll?

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Copyright © 2014 Horsesmouth, LLC. All Righ

Part Two:Survey Results: How Advisors Succeed with Savvy Social Security

Surveyed 300 subscribers• Avg: 20 years in business• CFP: 48%• Clients: 150-200• AUM: $50-$99 million

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Channel

• 48% Independent broker dealer

• 26% RIA• 8% Insurance• 7% Regional BD• 6% Wirehouse• 5% Other

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55: Percent Who Conduct Workshops

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5: Average Number of SS Workshops Conducted

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$1000: Average Cost Per Seminar

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3000: Average Number of Pieces Mailed

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30: Average Number of Attendees per Workshop

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3: Average Number of Attendees Who Become Clients

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$250k: Average Account Size of Client From Workshop

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Biggest challenge presenting

Best marketing tactic

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Where Are Workshops Held?

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Office: 30%

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• Beth Blecker, Eastern Planning Inc., of Westchester County, NY

• Started by doing workshops in office conference room nights and weekends

• Goal: referrals and client service

• Results: Clients love it. Expanding to community

Libraries: 24%

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• Tim Van Houten, president of Van Houten and Associates in Phoenix, AZ

• Presents workshops in metro area libraries weekly

• Uses direct mail to fill seats.

• Goal: more new clients• Results: Record growth.

Restaurants: 18%

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• Mike Piershale, PiershaleFinancial Group, Crystal Lake, IL

• Presents Retirement Strategies Workshops at Ruth Chris steakhouse

• Uses direct mail to fill seats• Goal: New HNW clients• Results: Record growth

Hotels: 10%

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• Joe Latour, President of the Latour Advisory Group in Springfield, MO

• Presents workshops at localhotel.

• Markets through direct mail, print, radio, and TV

• Goal: Help the community• Results: Record business

College/University: 9%

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• Larry Springer, CFP® and Mike Roberts, West Railroad Financial Partners, LLC of Jamesburg, NJ

• Present classes at universities, high schools,and community centers on retirement, Social Security, and Medicare

• Goal: New business• Results: Record growth

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Copyright © 2014 Horsesmouth, LLC. All Righ

Part Three:Getting Started: Key Items to Download

Download Toolkit

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• Worksheets, schedules & checklists

• Emails, scripts & marketing materials

• Finra letters • How to use checklists & other

tools • Q&A

Six Sets of Tasks to Plan, Deliver and Leverage Workshops

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• Four sets of tasks lead up to the seminar itself:

1. Determine date and time. Reserve room.

2. Determine target audience. Get lists or other resources to reach them.

3. Get the presentation (and yourself) ready.

4. Tailor the marketing plan to suit your objectives.

Six Sets of Tasks to Plan, Deliver, and Leverage Workshops

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5. Fifth set of tasks focus on the seminar itself

6. Sixth set includes: • Post-event marketing• Setting appointments • Sending thank you notes, updating

mail lists & CRM

Toolkit: Best Practices

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• 1. The basics: • Choosing day and time• Finding good locations/rooms• Tips for practicing

• 2. Customizing the materials and tips for delivery

Getting Started

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• Getting Started section includes: • Strategy brief

• Two Key Task Scheduling Worksheets

• 10-week plan • 8-week plan

• Step-by-step instructions for planning and scheduling

Planning & Scheduling Step-by-Step

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• Choose a 10 or 8 week timeline• Complete Key Task Scheduling

Worksheet• Transfer dates from Key Task to

each detailed Schedule/Checklist• Create & use central reference for

Key Task, all Schedules/Checklists

Schedules/Checklists Overview

• Early Planning Checklist• Compliance Checklist• FINRA-review letters reference• Kick-off Marketing Checklist • Continue Marketing/Checklist • Prepare and Practice Checklist

• Lead-up Seminar Checklist• Materials Planner• Day-of-Seminar Checklist• Post-Seminar Checklist• General Notes Worksheet

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Early Planning: Schedule/Checklist

• Covers tasks that take place early on – 10 weeks before the seminar • Reserve the room and any

needed rentals • Identify target audience

and ready lists for use• Finalize marketing and

seminar plan

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Compliance: Schedule/Checklist

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• A list of marketing materials available • Article reprints • Materials used during

the seminar• List of telephone scripts• Slides and script

FINRA-review Letters Checklist

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• Lists each item • Shows the item’s FINRA letter reference number & date• Provides checkboxes to track the task

Items

Kick-off Marketing: Schedule/Checklist, Part 1

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• Helps you plan for: • Announcements & Flyers• Postcards• Community Calendars• Other ads

Marketing: Schedule/Checklist, Part 2

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• To use the schedule to plan: • Enter kick-off date

(from Key Tasks) • Enter reservation

‘deadline’ (Key Tasks) • Fill-in marketing in

between

Prepare & Practice: Checklist

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• Learn and practice seminar

• Arrange for food/refreshment

• Begin preparing seminar materials

• Begin preparing post-seminar materials

Lead-up to Seminar: Schedule/ Checklist

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• Practice, and prep for seminar delivery

• Start reminders 5 days prior to seminar

Materials Planner

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• List of materials used during seminars, such as: • Sign-in sheet• Evaluation/Request for

Information form • Agenda• “Boomer’s Guide”

handouts

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Baby Boomer’s Guide to Social Security

Day-of Seminar: Schedule/ Checklist

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• Makes it easy to plan timing for: • When to arrive for setting up • When to have things ready

for the presentation and speaker

• The seminar start-time • When to wrap up the

seminar

Post-Seminar: Schedule/Checklist

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• General guidelines: • One day after the seminar • Week one, two, three, etc.

after the seminar • More week one

Download Presentation & Notes

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• Core presentation introduces public to key SS claiming issues

• Designed for a broad audience of pre-retirees

• 45 minutes to an hour

Or Download Alternate Presentations

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• Both the PowerPoint file (slides) and Word file (script)

• Four presentations, depending on your needs: • What Boomers Need to Know • What Women Need to Know • What Couples Need to Know • What CPAs, Attorneys and Other

Professionals Need to Know

Customize Seminar Marketing Resources

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• Personalized samples included in the toolkit: • Poster/flyer • Postcard (2 sizes)

• The FINRA review letters can be found on the final customization page. Just follow directions.

Post Workshop Video on Website

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• Use embed code to post video • Use HTML to customize time,

date, location of workshop• Your webmaster should help

Download Marketing Resources

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• Resources include:• Press release• Email invitation: clients, prospects,

COIs• Invitation scripts: clients, prospects,

COIs• Invitation script to encourage people

to bring guests• Emails to acknowledge response,

and confirm attendance• Reminder emails

Press release

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Email Invitation for Clients, Prospects and COIs

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Invitation Scripts for Clients and Prospects

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Encourage People to Brings Guests

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Invitation Script for CPAs/COIs

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Emails to Acknowledge Response

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Email Reminders

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Download Seminar and Follow-Up Materials

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• Seminar materials: • Sign-in sheet• Agenda• Evaluation/Request for Information

• Client meeting materials: • Document checklist – client use • Questionnaire – couples,

individuals – client use • Meeting checklist – advisor use

• Also in this section: email to confirm meeting

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Sign-in Sheet

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Agenda

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Evaluation/Request for Info Form

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Questionnaire – Client Use

Download: Post-seminar Marketing Materials

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• Toolkit: Thank you note • Toolkit: Phone Scripts

• Drip campaign resources: • Toolkit: emails to send

with articles • Tips for campaign• Download: article reprints • Order: article reprints

Thank You Note

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Post Seminar Phone Scripts

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Meeting Confirmation Email

Emails to Send With Articles

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Article Reprints

• Client-friendly articles by Elaine Floyd, updated every year

• Perfect for drip marketing campaigns

• May be downloaded at savvysocialsecurity.net on the “client seminar and marketing” page

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May be customized and ordered here: https://www.horsesmouth.com/shop/CustomData.aspx

Host Seminars, Workshops, & Lunch-and-Learns

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• Social Security a hot topic for your ideal clients

• Get started today• Use the worksheets, schedules

and checklists to plan and manage your process

• Use the resource materials –emails, postcards, scripts, article reprints and more – to follow through

Additional Resources

• Horsesmouth Group Coaching for Advisors Who Want to Build an Social Security Focused Business

• Savvy Social Security Training Workshops: 2-Day & 3-Day Events (introductory and advanced)

• Pose questions on the Savvy Social Security website• Questions? Follow instructions below to submit them.

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