Marketing Program for Financial Advisor

1. CALL JILL WHITE FOR MORE INFORMATION 888.495.7303 888.495.7303 CALL JILL WHITE FOR MORE INFORMATION THE BILL GOOD MARKETING® PROSPECTING STRATEGY EXECUTIVE SUMMARY NINE STRATEGIES to help you grow your business. CONTENTS THE THE SYSTEM 2 BILL GOOD MARKETING SYSTEM® IS FIRST AND FOREMOST A SYSTEM. THAT MEANS STRATEGIC PLANNING 3 CLIENT MARKETING 4 PROSPECTING 5 Relationship Marketing Strategies 5 Mass Marketing Strategies 6 PRACTICE MANAGEMENT 7 GORILLA ANYWHERE 8 Do You Already Have a CRM? 8 Gorilla in the Cloud vs Server 8 IT COMBINES MANY ELEMENTS INTO A SINGLE UNIT. WE DEFINE THE SYSTEM AS A COMPUTER-BASED, CLIENT MARKETING, PROSPECTING, ANDPRACTICE MANAGEMENT SYSTEM. 1

2. We specialize in “The Double.” Many of our clients have doubled their income within two years by following the system. Some have even doubled their “Double.” Bill Good Chairman, Bill Good Marketing THE SYSTEM The Bill Good Marketing System® is first and foremost a system. That means it combines many elements into a single unit. We define it as a computer-based, client marketing, prospecting, and practice management system. A car, for example, is a system for personal, motorized travel. An airplane is a system for air travel. And the Bill Good Marketing System is a marketing system that can take you from where you are in the financial services industry to where you want to go. We have a CRM program but it’s not what we sell. We have 2,800 marketing messages. We don’t sell those either. We sell an entire system with one goal in mind: help you double your business or work half as much. When you buy a car, you don’t go to a dealership to pick up an engine, or a clutch. You go to the dealership to buy a Porsche® or a Mercedes®. To power your business, you need an organized, disciplined system. Why start with an engine and spend years trying to wrap a car body around it? We have created a system with all the pieces of a well-honed machine. Buy it, learn how to drive it, then get your business on the road and follow the signs to success! 2

3. CALL JILL WHITE FOR MORE INFORMATION 888.495.7303 When our Gorillas have implemented the strategies, and followed their plans, it isn’t unusual for us to hear:“I have more time and more money!” STRATEGIC PLANNING Most Advisors want to either double their income, or work half as much. Think that over for a moment. Which one are you? Do you want more money to raise your quality of life? Or do you want more time to spend on pursuing goals outside your work? That’s what we’ve come up with. Time or money. Decide which one is more important to you. We can help you get it. When you become a Gorilla, you will get a detailed two-year game plan to help you: a. Get better organized, and b. Double your production and/or work less. To help you better track your progress you will be able to generate a weekly report that keeps you up to date on your progress toward your goals. To support this, you receive phone consultations with Success Coaches to help you stay on track. We also provide assistance in designing and testing letters, scripts, and campaigns to make sure they are as effective as possible when used in the system. And when you are contemplating a change in overall strategy, you need a strategist. As part of your subscription to our system, you can arrange a telephone appointment with Bill Good. 3

4. Our client marketing is legendary. We have been discovering and documenting client marketing best practices for more than 25 years. CLIENT MARKETING Included with “the system” is a surefire, battle-proven client marketing tool kit. It is specifically designed to get half of your double from clients you have on the books when you come to class. Client marketing is the sum total of all communications directed at your clients. Its mission is: become or remain sole provider for all clients who follow advice. Along the way to becoming sole provider, you will: 1. Retain all clients who are decent people and will follow advice. 2. Find and record all outside assets held by the client so they can be moved to your management. 3. Identify all upcoming liquidity events and deploy processes to ensure none of these fall into the hated cracks. The resources we have assembled are awesome. Your system specialist will discuss these with you. 4

5. CALL JILL WHITE FOR MORE INFORMATION 888.495.7303 Through relationship marketing acquire your target number of ideal clients. If your relationships are insufficient, add one or more of our mass marketing campaigns. PROSPECTING Every advisor raises new assets from existing clients and referrals. But to grow a business today, it’s not enough to hope for referrals. Best practices today is: 15% of your clients must produce a referral, and 60% of those must close. Plus, you need one or two additional new prospecting strategies bringing in new business. We have a total of four “Relationship Marketing Strategies” and four “Mass Marketing Strategies.” Your Success Coach will help you decide which strategy to deploy first and, if necessary, which to bring up next. Relationship Marketing Strategies 1. Real Referrals. Our “Real Referrals” strategy starts with this commandment: Quit asking for referrals. With that bad activity out of the way, we deploy three marketing strategies to produce that magical “referral consciousness.” This means when a client is in a social situation where referral to a financial advisor is appropriate, he or she will not only think of you first but will provide your contact info. 2. Strategic Partnerships. A “strategic partnership” is a relationship with a non- competitive financial professional who believes in you and needs your expertise for his or her clients just as much as you believe in and need theirs. Our Strategic Partnership Initiative helps you contact, engage, and manage at least five strategic partners. 5

6. 3. Clone Best Clients. To “clone” means “create identical copies.” Using a proprietary process, you first identify and map the high net worth people your clients know that you want to know. THEN you plan the right events. You then invite the client to bring someone you know or she knows. Piece of cake. Develop Connections. In our dictionary, a “connection” is someone you know that you would like to do business with but who would feel uncomfortable if you solicited their business directly. We have three campaigns to help you develop your connections to the point your connections come to you and then become prospects. These campaigns are so low key we call them “no key.” None of the campaigns ever solicit your connections. They just gently keep your name alive until your client experiences a financial change in life and needs help. 4. Mass Marketing Strategies If relationship marketing does not generate your target number of new clients and new assets, it’s time to consider mass marketing. Here are your menu choices: 1. Seminars. You have probably heard it said, “Seminars don’t work today.” Not true. They do work—and can work fabulously well—if you control the six seminar success factors. Our seminar testing and management system does exactly this. You can read about these six factors in our white paper, “Seminar Success Zone.” 2. Cold Calling. Cold calling also doesn’t work … except when it’s done “the Good way.” We have two principal campaigns: “Cherries and Pits” and “Mail-Phone.” 3. Direct Mail. Most advisors never use direct mail. Sad. The right campaign to the right list can produce a steady stream of leads, sometimes for years. Ask your system specialist about “The Mother.” 4. “Tipping.”—Targeted In-Person Prospecting. Wow! is all I can say about this. It’s a proprietary process to prospect high-end small business owners. If you are seriously interested, we will talk to you about it. 6

7. CALL JILL WHITE FOR MORE INFORMATION 888.495.7303 You need a team, there is no way around it. No one makes it to high six or seven figures without a team. PRACTICE MANAGEMENT Practice Management is a. the process of building a team in such a way that you grow revenue and profit. b. having processes the team executes so the FA does not have to think or worry about them. And c. creating the time so the FA can work less or spend more of the time allocated for meeting with and talking to more and better qualified clients and prospects. 1. Online seminars and multimedia training tutorials will teach your team about marketing, sales and service, as well as database management. 2. Clear job descriptions for the entire team. 3. Actual hiring processes. 4. Help with interviewing your prospective team members. 5. Recommended compensation for your key support staff. 6. Model confidentiality agreements for your key staff. 7. Our service problem tracking system will help ensure that nothing falls through the cracks and that all service issues are documented meticulously. 8. Team management system to coordinate staff so the FA knows who is doing what with whom. 9. Checklists to ensure mission critical activities are always performed to professional standards. 10. 188 business processes have been documented and programmed. These are the routine actions you and your team do daily. 7

8. “Gorilla Anywhere” is the name of the software that powers the Bill Good Marketing System. GORILLA ANYWHERE We have named it “Gorilla Anywhere” because you can deploy it anywhere. Do you want a cloud deployment? Not a problem. Does your firm make a cloud deployment difficult or impossible? Not a problem. We can deploy it on a server that you control or is controlled by your firm. Do You Already Have a CRM? Most likely, this is not a problem. We would prefer you use our CRM exclusively. However you may need to use the CRM you now have as your contact manager. Gorilla Anywhere becomes the CRM that runs your client marketing, prospecting, and team management. Other CRMs are not built for marketing. Mostly they just do contact management. Gorilla in the Cloud vs Server Whether you put Gorilla in the Cloud or on a server in your office depends on several factors. Server Considerations 1. Your firm may mandate server. Not a problem, we can deploy there. 2. You have one location. You may not need a cloud installation. There are other mobility options we can discuss. 8

9. Cloud Considerations 1. You have multiple locations. 2. You have team members who work remotely. 3. You use or want to use multiple platforms— PC, Mac®, Android®, iPhone®, or iPad®. You can work from anywhere with an Internet connection. That’s anywhere, right? 4. You intend to open one or more new offices. “I designed MY SYSTEM to help you double YOUR PRODUCTION OR WORK HALF as much. Over the years, thousands of financial advisors have accomplished more in less time because they have followed MY TIME-TESTED, FIELD-PROVEN SYSTEM. THE SYSTEM WORKS IF YOU DO.” BILL GOOD MARKETING, INC 6891 South 700 West, Suite 100 Midvale, UT 84047 © 2017 by Bill Good Marketing, Inc. All Rights Reserved The products and services referred to herein are either trademarks or service marks, or registered trademarks or registered service marks, of Bill Good Marketing, Inc. billgoodmarketing.com This White Paper is for informational purposes only. Copyright permission is hereby granted to make copies and distribute to Registered Repre- sentatives in the United States and Canada. Bill Good Chairman