Three ways to get the most out of your marketing seminars

A lot of advisers don’t think much of the potential of seminar marketing. “Tried it,” they tell me. “Didn’t work.”

I must admit, the feeling is often mutual. Because when I find out more about what they actually did, I don’t think much of that either.

Like pretty much every way of acquiring new clients, seminar marketing isn’t easy. The devil, as the saying goes, is in the detail – make more than a couple of slip-ups or bad judgements, and you won’t have much to show for your efforts.

Market research is valuable and is now free and easy, but very few advisers use it, despite the failure to carry out customer research being a big mistake.

Market Research chart

A couple of years ago, my adviser sat me down to tell me how his service was going to improve in the post-retail distribution review (RDR) world.  “The best bit of all,” h

In any communication with most of all with prospect clients, the single most important thing to think about is the call to action.

In the first of these columns a few months ago, I wrote about “the best direct mail piece I’ve ever received” – a letter from an adviser offering to come round and show me the findings of a piece of research into the earnings and benefits received by people in my peer group.  I talked about this as a brilliant example of insight into the minds of a target market – th

Why advisers and providers should look at segmenting clients based on their wants or needs rather than a simple gold, silver or bronze categorisation.


I’m feeling in the mood for a challenge today, so I’m going to have a crack at disentangling the meanings of one of the trickier words in the dictionary of marketing jargon.   I’m thinking about the “S” word – S

Your website should outshine others. Lucian Camp of Lucian Camp Consulting explains why a strikingly distinctive approach will turn on far more people than it turns off.

yawning dog

(There’s a slim chance my bluntness may backfire.

SJP’s aim to appear posh has two significant implications which, says Lucian Camp of Lucian Camp Consulting, isn’t often considered in the field of financial advice.

I’ve no intention of getting drawn into any of the numerous available punch-ups on the subject, but the fact is that I’ve given a good deal of brand, marketing and communications advice to St James’s Place over many years.

Lucian Camp of Lucian Camp Consulting shares one of his all-time favourite examples of ultra persuasive copy.

Everyone agrees that when it comes to writing persuasive marketing communications, the single most important thing is the ability to put yourself in your reader’s shoes – to say what you have to say in terms that are relevant and meaningful to them, not to you. But what does this really means in practice?

Lucian Camp reveals the secret truth about financial advice may not be so secret after all. It was just one of the insights he offered at Nucleus’ annual strategy event last year, where he gave a thoughtful presentation on a marketing man’s view of the future of advice.