Don’t pitch your investment philosophy at your investment seminar
At your investment seminar, always assume that people are as smart as you. Then you won’t alienate the wealthy people who are experienced when you make statements that are not accurate. For example, investment “professionals” lose credibility when they make forecasts or predictions or give their outlook. You will however gain credibility when you discuss variables that work and don’t work for investing.
Don’t turn your investment seminar into a product seminar
Don’t focus on the products. Focus on what the products do for people. For example, I constructed a stock investing seminar and the word “stock” is not in the title. The entire investment seminar is about mechanical investing methods showing attendees that there are fundamental elements that lead to investment success.
You could turn this talk into a product pitch by focusing on the product (i.e. why you should buy REITs) and how it works (and get few if any appointments) or focus on the approach. In other words, you can use your investment seminar to gain credibility by giving attendees a useful education or you can lose credibility by giving a sales pitch.
At Your investment seminar–Entertain-Get People to Like You
If you have a PhD in finance, that’s great. But it won’t get people to meet with you. During the investment seminar, people decide if they like you. The more people like you, the more appointments you have.
In our culture, the easiest way to get people to like you is to entertain them at your investment seminar. There are many ways to do this:
- Tell jokes appropriate to your topic
- Visit the local magic store and buy some tricks you can build into your investment seminar
- Turn your investment seminar into a game show and hand out $5 each time a member of the audience answers your question correctly
- Compose poems, memorize and recite about asset protection issues
- If you play an instrument, compose some funny songs and play your guitar and sing them during your investment seminar
It does not matter what you do, but do anything that’s comfortable that will entertain people.
Be the Advocate at Your investment seminar
Most advisors at an investment seminar turn it into a sales pitch by strongly advocating some product. Don’t do that. Be the attendee’s advocate. When you present an idea, show your audience who should consider it and who should not. In other words, show them you an an impartial advisor and want them to do the best thing for their situation. Use phrases at your investment seminar like, “All the investment sales people will tell you to buy and hold. That’s bad advice and it’s not for everybody. Let me show you…” Most people in our industry say “this is great—everybody should do it” and they lose credibility, they come off like a huckster and get few appointments.