Our last two columns have dealt with “The Prosperity Foundation” (not its real name), which claims to have developed a non-profit retirement education initiative, including a seminar delivered by university instructors. Despite its academic garb, the program is actually a pre-retiree lead-generation seminar, developed by an FMO and delivered by advisors, not academics.
I understand the cloaking. Your seminar will never succeed, the thinking goes, unless you can fill seats. But you won’t draw attendees if they think they’re in for a hard sales pitch. So, you pose as an academic instructor instead. However, this is illogical, because many seminars succeed without deception. And the way they succeed is by being ethical, compliant and content-driven. So let’s take a quick look at each of these elements.
See also: Why seminars still work
Ethical Always make sure you’re doing seminars for the right reason. If you’re looking to make a lot of money, that is the wrong reason. But if you’re hoping to provide valuable information and insight to prospects, that is the right reason.