The MAP’s most popular membership provides you with a comprehensive marketing plan — and the coaching you need to actually execute that plan.
To steadily build your practice, you’ll need to have a number of marketing programs working for you, all at the same time — effective systems for lead generation, lead conversion and referral generation…
We’ll Start With Lead Generation…
We will take care of the majority of the lead-generation activities for you — so you can focus your time and talents on more important matters. We will plan your marketing, work with the media, and prepare your advertising campaigns — all you’ll need to do is approve your ads, manage local activities and be available for coaching.
There are two main ways to attract prospective clients: 1) Invite people to come to your office for a consultation; or 2) Offer attendance at an event, like a seminar or webinar. We recommend both approaches, and we’ll start with event marketing…
Seminar/Webinar Marketing System
Promoting speaking events is the most cost-effective way to generate lots of new clients quickly. If seminars or webinars haven’t worked for you before, you haven’t tried it our way!
The MAP’s turnkey system provides you with all the systems, instructions & coaching you’ll need to conduct highly-profitable speaking events. During the beginning of your membership, you’ll take part in weekly coaching calls that will take you through the MAP’s complete system, step-by-step.
You’ll receive materials on“How to Conduct a Seminar for the Best Results.” You’ll learn that the opening & closing of an event are the two most important parts when it comes to making appointments, and you’ll find out how to get people to sign up for appointments before the event is over.
You’ll also receive follow-up systems that will help you leverage the number of appointments you make. You’ll use phone scripts and a follow-up email to schedule additional appointments within 48 hours after an event.
Here are some of the other components of the MAP’s Seminar/Webinar System…
Personalized Event Ad Campaign
The MAP’s Creative Dept. will personalize one of its many effective event campaigns for you. We won’t be reinventing the wheel; we’ll start with a campaign that’s already proven to work and personalize it with your practice information that way, you won’t have to waste money on ineffective advertising!
For live seminars, for every $4,500 spent on advertising, the MAP’s seminar campaigns generate an average of 30-50 reservations (seats filled)! This is an average; response may be higher or lower in your market. Also, this total is too many for one seminar (we don’t recommend more than 40 attendees at a seminar, because your appointment rate will decrease), so this total will be divided into two seminars during the same week.
Webinar campaigns are more flexible and can created for any budget, as low as $500 if only social media is used.
The MAP’s seminar campaigns include highly-professional online ads, print ads, direct mail letters and email campaigns. These are ads that have been tested and proven to pull like a magnet!
To see a few sample ads, click here.
When & where you run your ads are key to generating a good ROI. The MAP’s Media Dept. will research your local media and negotiate the best rates & placement, so you get the best bang for your advertising dollar!
The MAP’s presentations are designed to have people booking appointments before the event is over. You’ll receive complete Powerpoint presentations — with scripts so you can easily learn them.
You can choose from two topics, or rotate them: 1) Estate Planning & Living Trusts; and 2) Estate Planning & Long-term Care. These presentations are fully customizable; however, you’ll want to leave the opening & closing intact to generate the most appointments!
Seminar Signs to Lead the Way
For live events, striking seminar signs will give your audience a good first impression — they’ll also lead people to your seminar room! These 18″ x 24″ signs are meant to be placed on floor easels, and are available for pick-up at your local Fedex Office for a minimal printing fee.
There’s much more to event marketing, but too voluminous to continue here. Let’s move on to lead conversion…
We’ll Leverage Your Results With Lead Conversion…
Once you’ve attracted prospects in the lead generation stage of marketing, the next step is to convert those prospects to paying clients…
To leverage your ROI, it’s imperative that you have systematic and effective follow-up processes in place. If you don’t, you’re leaving money on the table!
After all, when you’re spending money on marketing to generate leads, you absolutely want to do your best to effectively follow-up with everyone who responded — to recoup your investment and leverage your ROI.
Your MAP Practice-Building Consultant will coach your staff on how to follow the MAP’s lead conversion processes. This includes phone scripts to help your staff become more effective at following up by phone, to direct mail & email campaigns that will elicit responses.
We recommend you market to your existing clients to invite them to do additional business with you, and market to prospects and compel them to finally retain your services.
A newsletter just won’t do. An effective marketing piece must focus on one message and one offer to be compelling, and it must have a clear call-to-action.
Direct Mail Library
You don’t have to reinvent the wheel when it comes to creating an effective direct mail or email campaign. The MAP’s Direct Mail Library will have just what you’re looking for…
You’ll have access to effective direct mail & email campaigns that you can use to “mine the gold” in your database. The MAP’s internal marketing campaigns are compelling — with a response rate of 3-10%!
Coaching on “Closing”
An intensive coaching program is available if you’d like to improve your closing rate. We’ll provide the coaching and tools to improve your in-office consultation systems until you see the improvement you desire.
As for Referral Generation…
If you could generate just one referral from every happy client — or even every two or three happy clients — your practice would grow exponentially…
Referral Generation Programs
We’ll help you institute easy-to-implement referral programs to generate more referrals from your clients, prospects, and other professionals. The key is to systematize referral generation within your practice, and give referrers the tools they need to easily refer to you.
Unlimited Marketing Consultations
An expert Practice-Building Consultant will be assigned to work with your practice, by phone, and will be available to coach your key staff, at whatever level you need.
Let’s schedule a FREE, 30-minute, phone consultation to discuss how our “3-Stage Marketing Plan” would for you. Click the button to schedule, or call…
What People Are Saying
- I'm not your only client, but sometimes it seems like it...you attend to my needs so quickly.
- We received 95 seminar reservations during our first week — we're blown away!
— South Carolina
- Results from my first seminar paid for my membership for a full year. I've definitely gotten my money's worth!
— New York
- 14 appointments again yesterday these people were swarming that appointment table like never before!!
- If I hadn’t gone with you guys, my bankruptcy would already be complete by now.
- MAP membership gave our program the jump start it desperately needed.
- It’s really amazing… I can’t believe the number of people calling!
- We mailed a direct mail letter for a private seminar and got a 5.5% response rate!
- The easy-to-follow, step-by-step program saves money and time by eliminating trial & error.
— New Jersey
- We received 156 calls from our first seminar advertising. We had to book an overflow seminar!
— New Mexico
- My gosh, we’re getting bombarded with calls!
- We had five seminars and they were all packed!
- You know, I didn’t think this was going to work. I’m completely blown away.
- These seminars really work. It’s amazing!
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|Print & Online Ads||•||seminar/webinar||seminar/webinar|
|Trade Show Materials||•|
|Training & Support|
|Media Recs & Placement||•||•||•|
|Staff Training||•||seminar/webinar||event planning|
|Annual Marketing Plan||•|
|Ad Tracking System||cost||cost||cost|
3-Stage Marketing Plan
Are You Following an Integrated Marketing Plan?
In order to promote your practice effectively, you’ll want to implement an “Integrated Marketing Plan.”
An integrated plan is one that does not rely solely on one type of marketing. You’ll want to have a number of marketing programs working for you, all at the same time...
To give you a visual picture of how marketing should work, think of marketing as a big funnel, divided horizontally into three stages. The top stage is lead generation, the middle is lead conversion, and the bottom is referral generation.
3 Stages of Marketing
The Lead Generation Stage
The lead generation stage of marketing is designed to generate a steady stream of response from interested and qualified prospects. This stage of marketing “fills up the pipeline.” An offer of something free (e.g., a free seminar, free consultation, free report, etc.) is a proven way to lower the barriers of resistance and get people to “raise their hands” and let you know they’re interested.
Some of the prospects you’ll attract will be ready to take action immediately. Others, who aren’t ready to make a decision yet, will be entered in your database, so you can continue marketing to them in the “lead conversion” stage of marketing.
The Lead Conversion Stage
The lead conversion stage of marketing is designed to compel prospects to make a decision. Lead conversion is achieved through the use of compelling direct mail offers, effective sales scripts during consultations, financing solutions, and follow-up phone calls.
The Referral Generation Stage
The referral generation stage of marketing is designed to generate referrals from both clients and prospects. If you received just one referral from each client or prospect, you would more than double your business!
Market in all 3 Stages
An “integrated marketing plan” is one that incorporates marketing activities in all three stages, which should result in compounded growth for your business. With an effective, integrated plan, you’ll leverage the results of your original marketing investment, by “squeezing every last drop of juice out of the orange” (the orange being your original marketing expenditure).
On the other hand, if you’re not marketing in each stage, you’re not leveraging the results of your original marketing expenditure — and you’re leaving money on the table!
The Sad Truth: Or Opportunity
The sad truth is that most businesses spend a lot of money on marketing to generate new leads, but ignore working those leads in the next two stages. Lead generation marketing costs six times more money than lead conversion and referral marketing — so that’s your incentive to put an integrated marketing plan into place!
Keep in mind that once you have a completely integrated marketing plan working effectively for you, you’ll be able to spend less money on lead generation marketing, because you’ll be more effective at the lead conversion stage and generating more referrals — so you’ll be able to do more business with fewer leads!
If you want more clients, you don't have to reinvent the wheel, you can follow a proven marketing plan. Click to schedule a free 30-minute phone consultation, or call
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