Mastermind Advisor Podcast

You have to be good at closing virtually and good at closing in person, but you first have to be able to get in front of people and that’s what we’ll help you with in this episode. That’s the biggest problem many advisors have right now and webinars and seminars are still a trusted way to accomplish that. 

It’s not just about the numbers when you run these events, and we'll underscore the essentiality of quality over quantity when it comes to appointments and leads, the perfect ad spend for webinars, and the art of nurturing leads before they attend.

Here is some of what we’ll cover in this episode:

• Results we’ve seen this year and what the expectations should be for your marketing.
• Having the right mindset with this system.
• Why we don’t think you need to spend a bunch of money on ads.
• What we’ve found that works when structuring your seminars and webinars.
• Breaking down the cost per registrant.
• Picking the right location for seminars. 

Featured Takeaway:

"I think for the most part, you can't feed yourself if you don't get in front of people. Right. And that's, that's the first problem that most advisors have."

Mastermind Advisor Website: https://mastermindadvisor.com/

Watch us on YouTube: https://bit.ly/3r1gBK1

Just look at the numbers. In 2022 alone, Facebook generated nearly $114 billion in advertising revenue and that’s expected to grow over the next few years. With that much money pouring into the social media platform, it’s obviously an effective solution for many companies. However, like any other tool, it needs to be used effectively to yield the desired results. 

This topic came to mind because we were in a Facebook group recently and read a few comments about what you should and shouldn’t be doing with Facebook ads. Sure, that person might be getting plenty of leads from the ads, but they probably aren’t qualified. We’ve seen this play out over and over so we’re going to spend this episode talking about how to get someone through the funnel – from the lead to the appointment on your calendar – with the quality you’re looking for. e.

Here is some of what we’ll cover in this episode:

• One of the biggest places people screw up is by not using interests in targeting.
• How to use Facebook lead forms effectively. 
• It’s easy to copy ads that bigger companies are using, but make sure you’re careful about who you’re copying.
• Why you need to be utilizing the Pixel on your site.
• Crafting the right copy and using a strong image to get people’s attention.

Featured Takeaway:

"I'd say the majority of Facebook is e-commerce ads, I don't think the majority of it is people trying to fill their seminars, so it's a little different."

Mastermind Advisor Website: https://mastermindadvisor.com/

Watch us on YouTube: https://bit.ly/3r1gBK1

We decided on this topic after hearing from a few advisors following our last episode who told us they were struggling some with their own numbers. It’s easy to put the blame on ourselves for not closing as many of the leads, but sometimes it’s other factors like the marketing we’re doing.

The focus in this episode is on mastering marketing numbers and virtual closing strategies to bolster success rate, and we dive into the different aspects that matter most and discuss how advisors can leverage them to their advantage.

Here is some of what we’ll cover in this episode:

We want to understand and analyze marketing funnels, closing numbers, and ROI.

The use of strategic tools such as RMD calculation or social security analysis is highlighted. These tools can help transform prospects into planning or annuity sales.

The importance of providing value before asking for anything in return.

The power of webinars to filter and qualify clients, emphasizing the role of transparency in marketing.

Featured Takeaway:

Marketing is one where you can't sleep on your numbers. There are some advisors that will spend a fortune, not realizing their overall return is not there, and it’s just because they think that it's performing well. And so it's key to pay attention to the numbers. That should dictate your judgment.

Mastermind Advisor Website: https://mastermindadvisor.com/

Watch us on YouTube: https://bit.ly/3r1gBK1

Today we’re going to talk about the smokescreens or the objections that people have when it comes to online or virtual type of appointments we’re having. These can throw off or derail the relationship right off the bat if you aren’t prepared. Things will get easier as trust is built, but we want to talk about how to overcome these smokescreens and get past those initial appointments.

Featured Quote:

"They're kind of vetting you. They're trying to determine whether or not they want to work with you." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• What are smokescreens and why do prospects throw these up?
• Ways to redirect and respond to the objections.
• The importance of establishing trust and build a rapport with clients.
• How you can harness technology to generate qualified leads and become more effective at closing.

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

As we venture deeper, we'll guide you through the benefits of webinars and how strategic scheduling can streamline your work week and open more opportunities for appointments. We take an interesting look at appointment preferences, emphasizing the benefit of not scheduling more than 10 days out. We also shed light on the importance of tracking the number of attendees at your events, an often overlooked yet vital metric to measure the effectiveness of your marketing outreach.

If you’re interested in learning more about seminar marketing strategies, this episode should give you some things to think about and apply.

Featured Quote:

"Tuesdays and Thursdays are key for seminars, and webinars can also be beneficial. Tracking numbers to measure success and to avoid giving up on marketing venues that don't perform well right away is important."  -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Marketing schedules and transitioning strategies
• Webinar scheduling and appointment preferences
• Effective seminar marketing strategies
• Consistency in marketing for business growth

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

Today we’re going to talk about the number one thing that’s causing your seminars and webinars to not perform the way they should. It’s an easy fix, but we see advisors struggle with this quite often. So we’ll tell you how we can take something you’re doing at the beginning and move it towards the end to solve your issues, get you better appointments, and ultimately better results.

Featured Quote:

"They're there for themselves. They're not there to learn about you. You're there to potentially help them if that's what they want. But you need to prove that first by giving them some powerful information."  -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Why self-promotion is one of the main reasons for underperformance.
• We’ll share a personal anecdote to illustrate the power of storytelling, which is crucial for engaging your audience. 
• How to come up with compelling calls to action. 
• Focus on the information and educational aspect to provide value to the audience.

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

Today, Josh and Vince and going to do that with our practice and talk about what we would implement differently. We’ve tried dinner seminars, Social Security workshops, radio, SEO, webinars, digital marketing, and podcast, and we’ve learned a lot through trial and error.

So we’ll discuss the things that haven’t worked so you can avoid those and explain why we would implement these five marketing strategies moving forward.

Featured Quote:

"If you're starting fresh, some educational classes with digital marketing is probably one of the best ways, I would think, to get business through the door and kind of get the practice rolling." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• To get in front of good quality prospects, you should start doing some version of webinars and seminars.
• The reasons why digital marketing can be much more effective than mailers.
• How to leverage webinars to filter quality appointments.
• Using the email method of give, give, give, ask when contacting prospects.
• Focus on SEO marketing and the correct sequence.

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

Today we’ll take you through our very specific process that has provided a show rate near 95% for seminars and 80% for webinars. Things like which days and times are more important than many advisors believe. Plus, stick around to the end because we’ll share one important thing that will help make sure people are showing up.

Featured Quote:

"When people say, ‘Yeah, I have a system that follows up with people like it sends them a confirmation.’ That's not enough. You have to send them multiple emails." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• The issues that many advisors run into when trying to convert people from their seminars.
• Why it’s so important to send multiple reminders about upcoming appointments and the methods we use.
• Examples of people we’ve worked with and some of the changes we’ve made to their process.
• What you need to consider about the times and days that you are scheduling appointments.
• How to make things very personable during the process.

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

Today we’re going to share the process we use for seminars to drive good quality leads and convert those leads into appointments. That’s the goal for every advisor and not every platform performs as well as it should.

We will dig into the nuts and bolts of launching and monitoring effective ads for seminars. Josh, a marketing expert, will underscore the need to test various ad copies and images, track results, and tweak for optimal outcomes. Plus, we explore how choosing the right topic, location, and audience can make or break your seminars.

Featured Quote:

"It just makes more sense to spend money when it's most successful, and it has proven true for the vast majority, if not all, of our classes." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Why we try to overshoot quality over quantity. (3:59)
• When should you start advertising your seminar? (6:14) 
• Walking through the process for building ad campaigns. (14:14)
• The follow-up process once someone registers for a seminar. (22:26)
• Picking out a good location. (35:32)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

This episode will describe what it means to have a successful practice and then explain our approach to building the business through bringing in the right personnel. We’re going to talk about hiring and outsourcing strategies, some of the partners that we’ve worked with, and the one hire that has really helped grow our financial planning practice.

If you’ve ever wondered how some advisors can get so much more work done in the same amount of time, this episode will give you an idea of the right steps and processes to be implementing now.

Featured Quote:

"I see this mistake happen all the time. You have so many advisors that will try to make their administrative person the person that makes the phone calls to help book the appointments. Let me tell you something, they hate doing that." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Structuring your practice to give you more time. (3:51)
• Two books you need to read. (5:51)
• Who we have working in our office and the role that each of them plays. (9:31)
• The way we approach appointment setting. (16:42)
• Why we brought on another advisor. (23:38)
• Incentivizing people well enough and make the job rewarding enough that they want to stay. (30:32)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

By taking you through our funnels, we want to show you that we practice what we preach with the advisors we work with. This episode will give you a deeper understanding of what’s happening within those funnels and identify some of the differences we see between what we do and what others are doing. 

At the end of the day, our ultimate goal is to generate more qualified appointments who are going to show and to find people that are genuinely interested in doing a financial plan. So let’s talk about how we achieve that at Mastermind Advisor Marketing. 

Featured Quote:

"The whole thing is designed to make someone stay committed all the way through." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Why comparing appointment booking numbers isn’t a direct comparison. (2:37)
• The program we use and how we build out the funnel. (8:55)
• Why much of our marketing is white-labeled. (13:53)
• The webinar is designed to be longer for a reason. (20:22)
• Breaking down the seminar funnel. (24:22)
• Here’s what the daily email funnel looks like. (27:43)
• The email data that we track to get a clear picture of who we’re targeting. (31:43)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com

Today we’re going to share some of the things we’ve learned through trial and error. It took us a long time to figure out the right sequence and to judge how often you should contact people without turning them off. What you might be surprised to find out is that you can often message people more frequently than you probably realize.

So let’s take you through this follow-up process and give you a better sense of how our system helps advisors. By doing this part of the marketing funnel well, you’ll be able to constantly get more show-ups and better appointments. 

Featured Quote:

"I think it's like one thing that 90% of advisors are kind of missing. You know, what happens when that individual doesn't attend or doesn't show? A lot of advisors, it seems like they just kind of sit on an Excel sheet on the back of their computer, and they just never really utilize that person ever again." -Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Are you collecting emails for everyone? (1:39)
• The first step in the follow-up process after the seminar. (4:51)
• Don’t be afraid to follow up more than you think. (13:25)
• How we structure our email drip process. (15:48 )
• What’s the next call to action besides asking for an appointment? (20:28)
• How we help advisors who get hung up on the different ‘what if?’ scenarios. (24:31)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/  

This is an important aspect of the business for growth because knowing how to spend effectively will help maximize those returns. To help you get a better grasp on the numbers, we’re going to take you through our process and how we make calculations in this episode. We’ll share our expectations for marketing, how much we’re growing, and what we’re trying to bring on as far as assets. 

We want this episode to give you a better sense of what others are doing but also help you create your own realistic expectations for ROI moving forward. 

Featured Quote:

"As for the advisors out there that are doing dinner seminars or educational workshops or webinars, you need to write down your numbers, look at what you're spending, look at what your return on investment is, look at what the expectations need to be. And then don't keep jumping ship trying to find a silver bullet." - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• You have to set expectations for what you’ll get out of your marketing. (3:12)
• Let’s dig into our spending numbers. (6:28)
• Let’s look at a different scenario for advisors. (16:49)
• Here’s the shocking factor on bringing on clients. (22:30)
• Keep track of your numbers to improve. (27:27 )
• Why do we share this marketing program? (31:53)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/  

Join us as we take a look at six different ads and the strategies used to pull people in. Josh and Vince we’ll evaluate each one, share what they like and what they would change. Plus, they’ll also explain why every lead you get isn’t necessarily a strong one and why they’ll make people jump through a few hoops to filter it down to the best prospects. 

Featured Quote:

"You'll get leads, okay. That's not the problem. You'll get leads no matter what way you go. What it comes down to, though, is how do those leads come out? Are they qualified? Are they show up to the appointment?"  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• First funnel: promoting the benefits of a CD. (6:10)
• Why your landing page shouldn’t give them multiple options to leave the page. (9:45)
• Second funnel: Call or click for more info (11:45)
• Third funnel: Confusing funnel (14:48)
• Fourth funnel: One we found more effective (18:40)
• Fifth funnel: Good ad and direct process to sign up (22:44)
• Sixth funnel: One we really like (26:01)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/  

With summer approaching and people preparing for some much-anticipated time off, advisors will often ask us whether they should also give their marketing efforts a break. It’s a great question and it brings up a much wider discussion.

When should (or shouldn’t) you be marketing? And how should you be targeting your marketing efforts to generate quality leads for seminars and webinars? If you could get the answers to these questions, it would make your job much easier.

In this episode, we’ll share the data we’ve garnered through our own marketing efforts and talk through some of the strategies we leverage to get the best prospects to our events.

Featured Quote:

"Just because you have someone who registers, does not make it a good lead yet. You have to get them to go through a process before you can book that appointment."  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Marketing in the summer actually lowers our cost per registrant. (3:00)
• What you want to target for your seminars. (7:11)
• Leveraging the Facebook Pixel to build an ‘invisible list’ of prospects. (11:27)
• How does targeting change for webinars? (14:11)
• Aiming for quality over quantity for leads and appointments. (20:40)

If you  want to watch this episode, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/  

In this episode, Vince and Josh have pulled six different ads they came across on Facebook and will rate each one. From good to bad, they’ll assess what they like and don’t like about each ad and explain what they’d do differently.

If you do any Facebook marketing for your business, this episode is one you don’t want to miss because we’ll share the keys to building an ad that makes someone stop scrolling, is easy to understand, and that give them a reason to click and share some info. 

Featured Quote:

"What I've learned in marketing is people are very, I don’t want to be mean, but very selfish individuals. And so what that means is, when you're running ads and you're promoting yourself, to be honest and not to be mean again, no one really cares. It's about what you can provide and how you can help them."  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• What we’d change about the first Facebook ad on investing. (2:36)
• Ad #2 and explaining why you have to make it about the consumer. (7:52)
• Ad #3 – Making the image authentic and narrowing the focus. (13:57)
• Ad #4 – Making your strategy stand out from the competition. (18:53)
• Ad #5 – Having the right context to what you’re trying to sell. (22:36)
• Ad #6 – What we liked about this one. (25:41)
• Ad #6 – Keeping the message consistent across the ad. (29:04)

If you  want to see the Facebook ads that we evaluate, check out our YouTube channel for the video: https://www.youtube.com/@MasterMindAdvisor 

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/  

Every business owner is trying to find their footing in this new virtual world and financial planning is no different. Ushering someone through the appointment process through a screen is a tough adjustment when so much of the business relies on relationships. 

We started detailing Vince’s approach at CFG Retirement on our last episode, and today we want to continue that discussion by taking you through the focus for appointments two and three. 

We will discuss the importance of building emotional connections with clients, even in a virtual environment, and why the sales process can't be rushed just because it's online. Vince also highlights the significance of understanding a client's true goals beyond the numbers and ensuring their financial plans align with what’s most important to them. 

Featured Quote:

"The second meeting and the third meeting is where advisors, I think, lose the client the most. And the reason why is because we like to talk about the financial jargon, we like to show the numbers, we like to talk about the stuff we like to talk about. And we can really lose the client during that process or the prospect in that process."  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• The 2nd meeting starts off going through the ‘agenda’ (2:40)
• Simplifying things and helping them understand why it’s important for them. (7:07)
• Helping them see the value. (12:25)
• Asking questions and tying it back into them. (19:33)
• What is the goal for appointment three? (22:26)
• How to wrap up that third appointment. (26:44)

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/ 

We’re going to break this out into multiple parts to give us the chance to go into more detail for each stage of the process. We’re going to turn the tables and interview Vince about his approach at CFG Retirement, and this first part is all about that initial meeting. 

We’ll discuss the importance of building trust in your first meetings with potential clients and the ways to do that through emotional connection. Plus, we’ll talk about what to focus on during those conversations and then how to plan out the following meetings before you finish. If you’re looking for some guidance or just want to hear how other advisors are structuring their meetings, this episode will provide you with some great nuggets.

Featured Quote:

"I really want the client to understand what they're doing, what they're currently and, and what they're going to do going forward, how that how that's going to benefit them. And then also making sure they understand it. That's the biggest reason why I think a lot of people don't move forward with financial advisors, because they don't understand it. A lot of times, us as financial advisors, we talk too much about the jargon, we talk too much about the numbers."  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Making education the priority when meeting with clients. (5:45)
• How long does the process last from first meeting to signing? (7:17)
• How Vince structures appointment #1 and the importance of finding the ‘why’. (9:19)
• Getting a prospect to that second meeting. (19:01)
• Here’s what you need to know about the second meeting (21:55)

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/ 

In this episode, Vince and Josh will share the things they’ve learned through years of building B2B and B2C marketing campaigns. These strategies aren’t just for financial advisors trying to attract new prospects. What we’ll talk about in this episode can be applied to any business and its marketing efforts.

With so many companies making bold claims about the results of their marketing strategies, it’s easy to chase the offers and give these different approaches a go. But are they going to provide you with the types of leads that you can actually build your business with? That’s what we’ll explore today.

Featured Quote:

"We're trying to provide that value first before you ever even ask for an appointment. And even when you ask for the appointment, it's not 'Hey, I did this, so now give me your time.' It's, 'Hey, I did this, let me help you further.'"  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Creating a story around your brand to separate yourself from others. (4:41)
• Separating yourself with an irresistible offer. (6:43)
• The next phase is giving something for free. (10:54)
• Tying everything back to emotion through story-telling. (13:54)
• The challenge with taking on marketing on your own. (18:16)
• Some of the things we provide in our education-type courses. (21:19)

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/ 

The world of lead generation continues to evolve as more and more digital opportunities arise, but what approach will generate the best results for your business? 

Today we’re going to talk about the different types of leads that get used and the pros and cons for those. The goal isn’t just getting someone to book an appointment, it’s to bring in a high-quality prospect so we’ll discuss ways to do just that. 

After spending hundreds of thousands on lead generation, we have a pretty good feel for what works and what doesn’t and we’re going to share some of that insight with you in this episode to help you bring in the best leads and grow your business. 

Featured Quote:

You get to a point where it’s not the numbers of how many appointments you bring in, but it’s the quality of the content or the client you’re bringing in.  - Mastermind Advisor Marketing

Here is some of what we’ll cover in this episode:

• Programs where you can buy straight leads and then chase those leads. (4:24)
• Cost per appointment versus how much business those lead to. (7:34)
• Online leads by driving people to a landing page and a form to fill out but how often are appointments kept? (11:57)
• What we’ve found works best with dinner seminars. (16:57)
• The problem we’ve found with dinners. (24:46)
• The webinar platform created as a result of COVID. (29:13)

Resources:

Mastermind Advisor Website: https://mastermindadvisor.com/