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.

Brand Yourself as the Expert: Brand Yourself as the Expert: How to Present a Successful How to Present a Successful

Special Needs SeminarSpecial Needs Seminar

Academy of Special Needs PlannersAcademy of Special Needs PlannersPresented by Presented by

Vincent J. Russo, Co-FounderVincent 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 How Do Prospective Clients Know about YouKnow about You

You know the lawYou know the law You have the experienceYou have the experience You careYou care You are the bestYou are the best But no one knows about meBut no one knows about me

Being Successful: BrandingBeing Successful: Branding

Branding of Law Firm in the CommunityBranding of Law Firm in the Community– FamiliesFamilies– Special Needs OrganizationsSpecial Needs Organizations– Professional CommunityProfessional Community

Steps towards BrandingSteps towards Branding– Seminars Seminars – Articles, Newsletters / E-Blasts, Website Articles, Newsletters / E-Blasts, Website – Involvement in Academy of Special Needs Involvement in Academy of Special Needs

PlannersPlanners

Building Your Practice Building Your Practice on Seminarson Seminars

Prospective Clients get to know you at a Prospective Clients get to know you at a personal levelpersonal level

Prospective Clients get you know about Prospective Clients get you know about your servicesyour services

Opportunity to be known as the special Opportunity to be known as the special needs attorney in your communityneeds attorney in your community

What Do You Want Out What Do You Want Out of the Seminarof the Seminar

Community AwarenessCommunity Awareness Networking Networking New ClientsNew Clients

Planning for a Loved One Planning for a Loved One with Special Needswith Special Needs

Three Part ProgramThree Part Program Understanding Public BenefitsUnderstanding Public Benefits Making Decisions about the FutureMaking Decisions about the Future Creating an Effective Plan for a Child with Creating an Effective Plan for a Child with

Special NeedsSpecial Needs

Thirty Minute PresentationThirty Minute Presentation

Whose Seminar is It? Whose Seminar is It? Are You the Host Are You the Host

What are your objectives What are your objectives Determine the location of your eventDetermine the location of your event The length of timeThe length of time Have a BudgetHave a Budget Who will staff the eventWho will staff the event Who will handle the registrationWho will handle the registration

Whose Seminar is It?Whose Seminar is It? Are You an Invited Guest Are You an Invited Guest

How do you get invitedHow do you get invited Prepare in advancePrepare in advance Ask the host Ask the host

Who is attending and how manyWho is attending and how many What are their concernsWhat are their concerns What are the arrangementsWhat are the arrangements Are there any conditionsAre there any conditions

Seminars: ContentSeminars: Content

Deciding on the subject matterDeciding on the subject matter Being relevant to the attendeesBeing relevant to the attendees Know your audienceKnow your audience

Attracting AttendeesAttracting Attendees

Do not be shy – promote yourself and your Do not be shy – promote yourself and your programprogram

Promote yourself to existing clientsPromote yourself to existing clients Promote your program to the communityPromote your program to the community

Ask to be invited – send a letterAsk to be invited – send a letter

Attracting Attendees Attracting Attendees

Promote your program to existing clientsPromote your program to existing clients Promote your program to referral sourcesPromote your program to referral sources

Talk it up Talk it up NewsletterNewsletter EblastEblast WebsiteWebsite Phone CampaignPhone Campaign

Seminars: MaterialsSeminars: Materials

Special Needs Planning PamphletSpecial Needs Planning Pamphlet 9 Costly Mistakes9 Costly Mistakes Law Firm BrochureLaw Firm Brochure

Do not overwhelm with materialsDo not overwhelm with materials

Seminars: MaterialsSeminars: Materials

Will you provide the presentation slides to Will you provide the presentation slides to your attendeesyour attendees

Evaluation FormEvaluation Form Action orientedAction oriented Get Email Address Get Email Address

How to Attract Attendees: Promote How to Attract Attendees: Promote

Promote your program to prospective Promote your program to prospective clientsclients Talk it up Talk it up AdvertisementsAdvertisements Radio / TVRadio / TV WebsiteWebsite

How to Attract Attendees: Promote How to Attract Attendees: Promote

Do not assume that the host will promote Do not assume that the host will promote your programyour program

Ask them what steps they will be taking to Ask them what steps they will be taking to promote your programpromote your program

Ask them what you can do to promote Ask them what you can do to promote your programyour program

Use third party endorsement in your Use third party endorsement in your marketing campaignmarketing campaign

Seminars: Seminars: Where to Hold Your Seminar Where to Hold Your Seminar

Your officeYour office Popular Restaurants and HotelsPopular Restaurants and Hotels Host locationHost location Target your audience within a geographic Target your audience within a geographic

locationlocation

Seminars: Seminars: Pre- Seminar Steps Pre- Seminar Steps

Have an Action PlanHave an Action Plan Do not sit and do nothing but expect Do not sit and do nothing but expect

people to attendpeople to attend Confirmation Mailing with directionsConfirmation Mailing with directions Confirm attendees by phone prior to the Confirm attendees by phone prior to the

eventevent

Presentation: Your OpenPresentation: Your Open

Introduce yourself – be personableIntroduce yourself – be personable Get to know your attendeesGet to know your attendees Let your attendees get to know youLet your attendees get to know you Outline how the program will workOutline how the program will work

Let them know when you will take questionsLet them know when you will take questions

Most important part of your presentationMost important part of your presentation

Presentation: Your MiddlePresentation: Your Middle

Be ClearBe Clear Do not over teachDo not over teach Tell storiesTell stories Stay relevantStay relevant Be BriefBe Brief

Speaking Tips: The DOsSpeaking Tips: The DOs

Be yourselfBe yourself Be friendlyBe friendly Tell StoriesTell Stories Listen to the attendees questionsListen to the attendees questions Answer attendees questionsAnswer attendees questions

Speaking Tips: DO NOTsSpeaking Tips: DO NOTs

Do not talk legal easeDo not talk legal ease Do not teach the law – detailsDo not teach the law – details Do not make up answers to questions that Do not make up answers to questions that

you do not know the answer to you do not know the answer to Do not sellDo not sell

Presentation: Your ClosePresentation: Your Close

Let them know how you can help themLet them know how you can help them Let them know how you chargeLet them know how you charge Let them know how they can get startedLet them know how they can get started

Presentation: After Your ClosePresentation: After Your Close

Be prepared to make appointments Be prepared to make appointments Get names and phone numbersGet names and phone numbers Get a list of attendeesGet a list of attendees Make sure you are properly staffedMake sure you are properly staffed

Presentation: After Your ClosePresentation: After Your Close

Do not let one questioner monopolize your Do not let one questioner monopolize your time to meet prospective clientstime to meet prospective clients

Do not simply hand out business cardsDo not simply hand out business cards

Seminar Tool KitSeminar Tool Kit

Slide PresentationSlide Presentation MaterialsMaterials How to download the presentationHow to download the presentation How to access and print materialsHow to access and print materials

““Doing Well by Doing Good”Doing Well by Doing Good”

Creating a niche in the communityCreating a niche in the community ““Supercharging” the benefit to familiesSupercharging” the benefit to families Feeling good about the practice of lawFeeling good about the practice of law Making your practice financially rewardingMaking your practice financially rewarding Giving back to the community Giving back to the community

Brand Yourself as the Expert: Brand Yourself as the Expert: How to Present a Successful How to Present a Successful

Special Needs SeminarSpecial Needs Seminar

Academy of Special Needs PlannersAcademy of Special Needs PlannersPresented by Presented by

Vincent J. Russo, Co-FounderVincent 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.