Presenter’s title ...The bullish facts . 2 The Dow is up nearly 175% since March 2009, in the 6 th year of the bull market. Economic growth is strong. Equity and fixed-income

THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC.

Presenter’s name Presenter’s title <Date>


The bullish facts

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The Dow is up nearly 175% since March 2009, in the 6th year of the bull market.

Economic growth is strong.

Equity and fixed-income markets are up.

Interest rates are historically low.

Real personal consumption expenditures are increasing.

Source: The Wall Street Journal, 12/23/14.


The bearish reality: new business is not easy

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1 Research magazine, 9/14/14. 2 2014 Drivers of Business Growth study, FPA Research and Practice Institute, 2014. 3 “Financial Advisors Miss the Mark on Business Growth Goals: FPA,” ThinkAdvisor, 11/18/14.

“Net new assets reverse course.”¹

Only 25% of advisors exceeded new business goals in the past year,² and 91% of advisors don’t believe their business development efforts are effective.

“It’s ironic … that here we are [a] group of planners, and where we in our own businesses fall down is in some of the planning aspects of what we do.”³ -Janet A. Stanzak, FPA President


Net new production study

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Source: “Top Producer Consistent Growth Study: 2003-2014,” Red Zone Marketing, 2014.

Average yearly growth of AUM

15%

Average current AUM

$305 million

Average age

49


The trajectory of new business

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Seminars/events 10%

Networking 6%

Online 1%

Strategic alliances 38%

Client referrals 45%

Source: “Top Producer Consistent Growth Study: 2003-2014,” Red Zone Marketing, 2014.

Net new production sources


Are you getting your share of referrals?

High-performing firms have a highly developed referral process (not scattershot) for new business development.1

Other studies have found that more than 70% of new assets for top-performing financial advisors comes from client and alliance referrals.2

1 Fidelity RIA Benchmarking Study, Fidelity Institutional Wealth Management, 2014. 2 ClientWise Research Study of Top Advisors, ClientWise Research, 2012.

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Today’s objectives

Define your brand differentiation 1

Simplify your core story 2

Get the word out 3 7


Your brand is what others say about you

Are people talking about you, your benefits, and your differentiation?

Have you given them something memorable to share?

Have you clarified your powerful personal value?

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Mention any of these brands and people immediately understand its essence.

What do these brands say?

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All trademarks cited here are the exclusive property of their respective owners and no affiliation is implied or intended. Any use is solely for illustration purposes.


Are you trying to be all things to all people?

Casting a wider net for prospects can reduce the effectiveness of new client acquisition.

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Knows a great deal

Is responsive

Can explain how products and services can help

Easy to get along with

Has experience Will disagree with me

What do your clients and prospects value most?

Source: The VIP Forum’s Survey of High-Net-Worth Baby Boomers, The VIP Forum of the Financial Services Practice, 2010.

Correlation to clients’

shift in assets

held with advisor

Type of advisor skill required

Strong

Weak

Technical Emotional

Understands the needs of those in my situation

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Motivates me to take action

Looks out for my best interests

Straightforward about fees


The power of the niche focus

A generalist does everything, but a specialist has a much higher likelihood of being hired in a competitive situation.¹

15% of advisors focus on a niche. These are also proven to be the most successful advisors at acquiring new business.2, 3

Think about it: Does a family medicine (generalist) physician make more money than an orthopedic surgeon (specialist)?

“I want someone who understands my situation.”

1 Michael Kitces, Director of Research, Pinnacle Advisory Group, 2014. 2 Cerulli Associates, 2013. 3 Fidelity RIA Benchmarking Study, Fidelity Institutional Wealth Management, 2014.

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Niche differentiation doesn’t mean only one niche

Show your specific experience in specific situations.

You can successfully focus on multiple specializations.

Multiple areas of expertise

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Examples of niche differentiation

Types of niche focus areas: Professional: Doctors, corporations, executives, foreign nationals, specific industries

Age based: Baby boomers, Generations X/Y

Personal characteristics: Women, minorities

Life transitions: Remarriage, divorce, retirement, career development, loss of spouse

Technical specialty: Alternative investing, charitable and legacy planning

Source: “Niche knack: Looking to grow, advisors start to specialize,” Deborah Nason, CNBC, 9/2/14.

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Specific language with specific benefits

They don’t care about you; they care about themselves.

Not “What can you do?” but “What can you do for me?”

What do they care about?

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The reality of most prepared value statements

Elevator statements

Value propositions

Egocentric conversations

Most descriptions of value don’t seem authentic.

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A powerful statement?

Who you work with may be your most memorable and powerful differentiation.

“I’m a financial advisor. We specialize in helping corporate executives retire—many from companies like Abbott Labs.” B

“I’m a financial advisor. We work with individuals, families, and businesses to help them reach their goals through financial planning and sound investing.”

A

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Always include the benefit

Feature: “I’ve been in this business for 20 years.”

Benefit: “In 20 years, I’ve experienced 13 major downturns of the market, and I can tell you that I understand how to help protect client investments. We’ve been here before.”

A feature isn’t differentiation

“Let me tell you why that may be important to you.”

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Simple, repeatable statement of differentiation

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“I am a financial advisor.” Simple

Repeatable “We specialize in helping business owners retire when they want.”

Differentiated “In fact, to date we’ve been able to help more than 60 business owners successfully retire.”


More compelling, more referrals, more new assets

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Identify messages that are specific to your niche(s).

Use the message builder (three legs of the value stool).

Remember the benefit: We do X so that you get Y.



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Get the word out 3


Banksy in Central Park

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Perceived value becomes real value

Your value is defined by your story.

Without a consistent core story proving and defining your value, you may be missing the link to new client acquisition.

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Your value defined

Researchers found that high-performing advisors tell a consistent story describing their firm and its key differentiators in the same way.

The focus shifts from highlights of what you do and who you work with to defining your core value.

What are they actually paying for?

A deeper dive

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Source: Fidelity RIA Benchmarking Study, Fidelity Institutional Wealth Management, 2014.


Your value defined

It is not easy to remember long lists of things you do—it is easier to remember in threes.

Interest and memory are enhanced through an authentic delivery of information.

If they can remember your core value, they will be better equipped to refer you to others.

Designing a memorable way to share your value

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Your core story

______% ______% ______%

______%

Total financial plan Investment process Intellectual capital

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Your core story: key elements

Identify three categories of what you do

After sharing the three categories (funnels), ask, “Do you have any questions about our value?”

Share your core story every time you have a meeting with a client or a prospect.

% % %

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Get the word out 3

THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC. 29

Let’s give ’em something to talk about


Your online reputation dramatically affects referrals

9 out of 10 people will Google you before coming in to see you—even if they have been referred to you.

What people find out about you online will help them make the decision whether to contact you or not.

Your brand today is what other people say about you and what they find about you online.

Your online presentation of value needs to match your offline value.

Source: Pew Research Center, 2013.

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Social media: it’s everywhere, all the time

1.7 BILLION people are online every day.

72% of Internet users access social networks.

They spend 3.2 hours per DAY on it.

60% of consumers say integration of social media makes them more likely to share products and services.

Source: kasina study, 2013. * Affluent investors are defined as adults (18 years and older) living in households with at least $100,000 in annual household income.

Key fact: 34% of affluent investors* use social media for personal finance and investing purposes.

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Social media: what is working

85%

83%

76%

63%

41%

38%

34%

21%

0% 15% 30% 45% 60% 75% 90%

Building their brand

Researching/finding new clients

Participating in professional groups

Communicating with colleagues/peers

Sharing content with clients

Researching products

Communicating with clients

Communicating with asset managers

Source: kasina, What Advisors Do Online 2014, 2014.

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Creating a compelling description of YOU

Improve your summary section of LinkedIn.

Improve your homepage message and your bio on your website.

Give them more of YOU and less of the obvious.

80% of the reason someone chooses to work with you is YOU—not your products or corporate brand

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Before engaging in social media, please ensure that you have permission from your firm’s compliance department.

THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC. 34

We manage the financial affairs of our clients and their families.

1 My background as both a nurse and an executive at Boeing brings me unique insight into the principles of individual care as well as business acumen that today I am able to deliver to our financial services clients. For me, helping people plan and manage what they have worked their careers to accumulate is an incredibly important responsibility to which I am fully devoted.

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LinkedIn: from simple to compelling


LinkedIn summary section

Tell your personal story by answering the question: Why are you still in this business?

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Get personal and be specific online

Who do you work with?

Why are you in this business?

What do you do that has real value?

What are you passionate about?

Follow the Communicating your value messaging worksheet to develop your online and verbal messaging.

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Understands the needs of those in my situation

Motivates me to take action

Looks out for my best interests

Straightforward about fees


Tap your strategic alliances

68% of advisors who are achieving growth in their practices are working with centers of influence (strategic alliances) to generate referrals.1

High-performing RIAs are four times more likely to say their strategic alliance referral processes are highly developed.2

How advisors exceed their new business goals

1 2014 Drivers of Business Growth Study, FPA Research and Practice Institute, 2014. 2 Fidelity RIA Benchmarking Study, Fidelity Institutional Wealth Management, 2014.

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Three reasons why strategic alliances don’t work

Source: “Uncovering Strategic Alliance Successes and Failures,” 2011/2014, Red Zone Marketing, top-producer research study.

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1. Wrong professional: Their new business comes from your competitors.

2. Wrong firm: They are not a growing entity.

3. Wrong message: You haven’t caused them to immediately think of a client who needs your services.


Your strategic alliance message

The litmus test of successful interactions with strategic alliance professionals occurs when they say, “I’ve got someone you need to see!”

Source: “Uncovering Strategic Alliance Successes and Failures,” 2011/2014, Red Zone Marketing, top-producer research study.

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Expose your value to a strategic alliance

Research and prepare a targeted, impactful message

“We have been working with executives at Microsoft and have designed some unique ways to deal with their stock options.”

B

“We work with individuals, families, and businesses to help them reach their goals through financial planning and sound investing.”

A

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Get the word out 3


Take action!

Identify your simple differentiation and core story.

Expose your personal value to your niche(s) and referral sources.

Meet with your John Hancock Investments Business Consultant!

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John Hancock Investments

A trusted brand John Hancock has helped individuals and institutions build and protect wealth since 1862. Today, we are one of America’s strongest and most-recognized brands.

A better way to invest As a manager of managers, we search the world to find proven portfolio management teams with specialized expertise for every fund we offer, then apply vigorous investment oversight to ensure they continue to meet our uncompromising standards.

Results for investors Our unique approach to asset management has led to a diverse set of investments deeply rooted in investor needs, along with strong risk-adjusted returns across asset classes.

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More information

John Hancock Funds, LLC ▪ Member FINRA, SIPC 601 Congress Street ▪ Boston, MA 02210-2805 ▪ 800-225-6020 ▪ jhinvestments.com

NOT FDIC INSURED. MAY LOSE VALUE. NO BANK GUARANTEE. NOT INSURED BY ANY GOVERNMENT AGENCY. THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC. MF206372 CYVPPT2 1/15

For more information, contact your John Hancock Investments Business Consultant at 800-225-6020 or visit jhinvestments.com.

Clients should carefully consider a fund’s investment objectives, risks, charges, and expenses before investing. The prospectus contains this and other important information about the fund. To obtain a prospectus, call John Hancock Investments at 800-225-6020 or visit our website at jhinvestments.com. Clients should read the prospectus carefully before investing or sending money.

A word about risk

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Presenter’s title ...The bullish facts . 2 The Dow is up nearly 175% since March 2009, in the 6 th year of the bull market. Economic growth is strong. Equity and fixed-income

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