1. Copyright MMIV Expert Institute How To Use The P O W E R of EXPERT POSITIONING … Escape the “Information Age” Jim Ruta Director, Expert Institute “Client Connected Communications for the Financial Industry”

2. Copyright MMIV Expert Institute Break into the “Inspiration Age” We are Over Informed and Under Inspired We are Over Informed and Under Inspired Information isn’t Knowledge and Knowledge isn’t Advice. Information isn’t Knowledge and Knowledge isn’t Advice. Good Advice is an Inspiration and “caught” from Experts Good Advice is an Inspiration and “caught” from Experts

3. Copyright MMIV Expert Institute What’s an “Expert”? A “Specialist” who speaks like clients think A “Specialist” who speaks like clients think Has the PASSION of doing what they Love, Excel at and get Paid Well to do. Has the PASSION of doing what they Love, Excel at and get Paid Well to do. Has the Experience to deliver Has the Experience to deliver “No man’s knowledge can go beyond experience.” John Locke Works in T.E.A.M.s Works in T.E.A.M.s

4. Copyright MMIV Expert Institute What Are You an Expert At? …If you aren’t providing “Expert Advice”…just what kind of advice are you giving? …If you aren’t providing “Expert Advice”…just what kind of advice are you giving? Be Inspired and Inspiring not just Informed and Informative Be Inspired and Inspiring not just Informed and Informative

5. Copyright MMIV Expert Institute MARKET EXPERTS EXPERTAuthorities GENERALIST S PRODUCTEXPERTS “P RODUCTS/ S ERVICES ” “A udiences ” 1 + + 1 Positioning Map

6. Copyright MMIV Expert Institute Declare Yourself! “The moment one definitely commits ones self, then Providence moves too. All sorts of things occur to help one that would never have otherwise occurred… unforeseen incidents, meetings and material assistance which no one could have dreamed would have come their way.” Johann Wolfgang von Goethe

7. Copyright MMIV Expert Institute Why Expert Positioning? “Service Menus” are over … general advice is dead “Service Menus” are over … general advice is dead “Professional” means “Expert” “Professional” means “Expert” Clarity Attracts Results – Natural Magnetism Clarity Attracts Results – Natural Magnetism Referrals are Natural – Rule of 250 Referrals are Natural – Rule of 250

8. Copyright MMIV Expert Institute Why “Expert Positioning”? Be more Helpful for Clients Be more Helpful for Clients Be More Productive for Yourself Be More Productive for Yourself “Be” less but “do” more “Be” less but “do” more Cut “Imbedded Liability” Cut “Imbedded Liability” Have a “life” and not just a “work” Have a “life” and not just a “work”

9. Copyright MMIV Expert Institute 1. “Trademark Profile” 2. “Prospecting Letter Web Site” 3. “Prospecting Cards” not Business cards Think and Speak of your Business Differently

10. Copyright MMIV Expert Institute Anybody think like this? “SAP NetWeaver is the technology platform that powers all SAP solutions, allowing customers to unleash the value of investments made in both SAP and non-SAP systems. SAP NetWeaver is an open integration and application platform which enables the continuous change and innovation required for business growth. SAP NetWeaver elevates a company’s IT infrastructure from an enabler of work to an enabler of change through contained cost and reduced risk.” Anybody? …So why have a Mission Statement?

11. Copyright MMIV Expert Institute Create a “Trademark Profile” It’s the simple 5 to 8 word answer to “What do you do?” It’s the simple 5 to 8 word answer to “What do you do?” Not a 35 to 75 word run-on sentence of fashionable buzzwords nobody “gets” Not a 35 to 75 word run-on sentence of fashionable buzzwords nobody “gets” If you don’t remember it and can’t use it in everyday language… it isn’t right If you don’t remember it and can’t use it in everyday language… it isn’t right Forget the old “Mission Statement”

12. Copyright MMIV Expert Institute Just… Just… “The Real Benefit of your Expertise for your Best Audience.” It’s “Obvious Branding” … clients don’t connect the dots or do the homework. This does it for them. It’s “Obvious Branding” … clients don’t connect the dots or do the homework. This does it for them. Your Key to an Expert Business

13. Copyright MMIV Expert Institute What’s Your Expertise? What was your best “sale”? What was your best “sale”? Who is your best client? Who is your best client? Where are you a “Genius”? Where are you a “Genius”? Use the Expertise Analysis Use the Expertise Analysis Expert Value = (S+ I) x ROE Expert Value = (S+ I) x ROE “Triage” your Clientele to find your “Focus Clients/Audience” “Triage” your Clientele to find your “Focus Clients/Audience”

14. Copyright MMIV Expert Institute Some Trademark Profiles… “Creating Peace of Mind for Established Investors” “Creating Peace of Mind for Established Investors” “Prosperous Living for Retirees” “Prosperous Living for Retirees” “Health Disaster Relief for Business Owners” “Health Disaster Relief for Business Owners” “Lifestyle Protection for Young Families” “Lifestyle Protection for Young Families” “Lifestyle Foundations for Executives” “Lifestyle Foundations for Executives”

15. Copyright MMIV Expert Institute A Unique Text only “Letter” Site A Unique Text only “Letter” Site Summarize the TP for a Domain… Summarize the TP for a Domain… BusinessPeaceofMind.com ProtectingNestEggs.com HealthDisasterRelief.com ShelteringAssetsForEntrepreneurs.com ComfortableTaxAdvice.com CreatingEquity.com LifestyleFoundations.com KeepTheHomeFiresBurning.com ExpertInstitute.com 2. Prospecting Letter Web Site

16. Copyright MMIV Expert Institute A simple and inexpensive “low tech”/ “high connect” use of technology anyone can use to make themselves stand out Prospecting Letter Web Site…

17. Copyright MMIV Expert Institute A “Killer Headline” makes them read A “Killer Headline” makes them read Simple, coffee shop language keeps them reading Simple, coffee shop language keeps them reading Your PLWS always addressed “Dear Friend” or “Dear Investor” or “Dear Homeowner” or “Dear Colleague” or… but not plural Your PLWS always addressed “Dear Friend” or “Dear Investor” or “Dear Homeowner” or “Dear Colleague” or… but not plural Prospecting Letter Web Site…

18. Copyright MMIV Expert Institute Start by setting up the problem with the 5 most serious challenges you help overcome Start by setting up the problem with the 5 most serious challenges you help overcome One Browser Page per challenge – “Cliff Hanger Copy” makes them turn the page One Browser Page per challenge – “Cliff Hanger Copy” makes them turn the page Introduce Yourself as the Answer Introduce Yourself as the Answer Use your 5 most important Client Benefits to show how you help… Use your 5 most important Client Benefits to show how you help… Prospecting Letter Web Site…

19. Copyright MMIV Expert Institute “Call to Action”… Click or Call “Call to Action”… Click or Call “Still Wondering…” direct to your “Mother Ship Site” “Still Wondering…” direct to your “Mother Ship Site” Connect the MSS to your PLWS Connect the MSS to your PLWS Total pages not important Total pages not important Greatest Advantage is to the Advisor… Greatest Advantage is to the Advisor… Prospecting Letter Web Site…

20. Copyright MMIV Expert Institute Here’s why this works… Conversational Conversational Intriguing Intriguing Very Different Very Different Unexpected Unexpected Like an Infomercial … and do they ever work! Like an Infomercial … and do they ever work! Prospecting Letter Web Site…

21. Copyright MMIV Expert Institute The “Special Report” Publish a “report” on the benefits of working with you Publish a “report” on the benefits of working with you Always leave it behind Always leave it behind Offer it as a giveaway on your PLWS to capture leads Offer it as a giveaway on your PLWS to capture leads Use 8.5 x 17 paper and “saddle stitch” Use 8.5 x 17 paper and “saddle stitch” Prospecting Letter Web Site…

22. Copyright MMIV Expert Institute Use Readable Size Type Use Readable Size Type Inform the Reader, don’t Impress yourself Inform the Reader, don’t Impress yourself Like small postcards if necessary Like small postcards if necessary Two Sided – Highlight your PLWS and Trademark Profile Two Sided – Highlight your PLWS and Trademark Profile Printed “Head to Toe” Printed “Head to Toe” “By Referral” “By Referral” 3. “Prospecting Cards”

23. Copyright MMIV Expert Institute Telephone number BOLD Telephone number BOLD “Working” title “Working” title Using your PLWS Domain Name it advertises …better than a brochure and all the time too Using your PLWS Domain Name it advertises …better than a brochure and all the time too A simple and effective tool at trade shows A simple and effective tool at trade shows Better in the Garbage than in your Wallet Better in the Garbage than in your Wallet “Prospecting Cards”…

24. Copyright MMIV Expert Institute You are expected to be an Expert anyway… You are expected to be an Expert anyway… No one can really do it all No one can really do it all Do what you love… and eliminate “work” Do what you love… and eliminate “work” Trying harder isn’t enough… Trying harder isn’t enough… The Expert Business… It’s the 21 st Century Answer

25. Copyright MMIV Expert Institute For More Information Visit Expert Institute.com “Client Connected Communications for the Financial Industry” Or Call 866.546.7882