Brand Yourself as the Expert: How to Present a Successful Special Needs Seminar Academy of Special Needs Planners Presented by Vincent J. Russo, Co-Founder Copyright © 2008 All Rights Reserved by Vincent J. Russo and The Academy of Special Needs Planners. This document may not be reproduced without the expressed consent of the Academy of Special Needs Planners.

How Do Prospective Clients Know about You  You know the law  You have the experience  You care  You are the best  But no one knows about me

Being Successful: Branding  Branding of Law Firm in the Community –Families –Special Needs Organizations –Professional Community  Steps towards Branding –Seminars –Articles, Newsletters / E-Blasts, Website –Involvement in Academy of Special Needs Planners

Building Your Practice on Seminars  Prospective Clients get to know you at a personal level  Prospective Clients get you know about your services  Opportunity to be known as the special needs attorney in your community

What Do You Want Out of the Seminar  Community Awareness  Networking  New Clients

Planning for a Loved One with Special Needs  Three Part Program  Understanding Public Benefits  Making Decisions about the Future  Creating an Effective Plan for a Child with Special Needs  Thirty Minute Presentation

Whose Seminar is It? Are You the Host  What are your objectives  Determine the location of your event  The length of time  Have a Budget  Who will staff the event  Who will handle the registration

Whose Seminar is It? Are You an Invited Guest  How do you get invited  Prepare in advance  Ask the host  Who is attending and how many  What are their concerns  What are the arrangements  Are there any conditions

Seminars: Content Seminars: Content  Deciding on the subject matter  Being relevant to the attendees  Know your audience

Attracting Attendees  Do not be shy – promote yourself and your program  Promote yourself to existing clients  Promote your program to the community  Ask to be invited – send a letter

Attracting Attendees  Promote your program to existing clients  Promote your program to referral sources  Talk it up  Newsletter  Eblast  Website  Phone Campaign

Seminars: Materials  Special Needs Planning Pamphlet  9 Costly Mistakes  Law Firm Brochure  Do not overwhelm with materials

Seminars: Materials  Will you provide the presentation slides to your attendees  Evaluation Form  Action oriented  Get Address

How to Attract Attendees: Promote  Promote your program to prospective clients  Talk it up  Advertisements  Radio / TV  Website

How to Attract Attendees: Promote  Do not assume that the host will promote your program  Ask them what steps they will be taking to promote your program  Ask them what you can do to promote your program  Use third party endorsement in your marketing campaign

Seminars: Where to Hold Your Seminar  Your office  Popular Restaurants and Hotels  Host location  Target your audience within a geographic location

Seminars: Pre- Seminar Steps  Have an Action Plan  Do not sit and do nothing but expect people to attend  Confirmation Mailing with directions  Confirm attendees by phone prior to the event

Presentation: Your Open  Introduce yourself – be personable  Get to know your attendees  Let your attendees get to know you  Outline how the program will work  Let them know when you will take questions  Most important part of your presentation

Presentation: Your Middle  Be Clear  Do not over teach  Tell stories  Stay relevant  Be Brief

Speaking Tips: The DOs  Be yourself  Be friendly  Tell Stories  Listen to the attendees questions  Answer attendees questions

Speaking Tips: DO NOTs  Do not talk legal ease  Do not teach the law – details  Do not make up answers to questions that you do not know the answer to  Do not sell

Presentation: Your Close  Let them know how you can help them  Let them know how you charge  Let them know how they can get started

Presentation: After Your Close  Be prepared to make appointments  Get names and phone numbers  Get a list of attendees  Make sure you are properly staffed

Presentation: After Your Close  Do not let one questioner monopolize your time to meet prospective clients  Do not simply hand out business cards

Seminar Tool Kit  Slide Presentation  Materials  How to download the presentation  How to access and print materials

“Doing Well by Doing Good”  Creating a niche in the community  “Supercharging” the benefit to families  Feeling good about the practice of law  Making your practice financially rewarding  Giving back to the community

Brand Yourself as the Expert: How to Present a Successful Special Needs Seminar Academy of Special Needs Planners Presented by Vincent J. Russo, Co-Founder Copyright © 2008 All Rights Reserved by Vincent J. Russo and The Academy of Special Needs Planners. This document may not be reproduced without the expressed consent of the Academy of Special Needs Planners.