April, 2001 IT'S YOUR TURN IN YOUR TOWN AND YOU'RE ON! Financial Services Marketing as a Performing Art by Stan Hustad The question is not, "do we have an image?", the only question will be how intentional is that image, how consistent is it, and does it powerfully communicate and attract clients. INTERNET BOOST THE SUCCESS RATIO OF YOUR BUSINESS WEBSITE by Bill Ringle A ten-point checklist for making your business web site a client magnet. SALES WHO DO YOU THINK YOU ARE? by Bill Bachrach Confession: I am a reformed salesperson. THE MASTER KEYS OF SELLING: ASKING & LISTENING by Bill Brooks Show people what they want most, and they will move heaven and earth to get it! CREATING A COMPELLING SALES PRESENTATION by Mary Anne Wihbey If the sales rep does not give an interesting, compelling presentation based on the client needs, the rep will hear: "We are not interested." or "We need to think about this". MARKETING HOW TO BUY A GREAT MAILING LIST! by Jeffrey Dobkin Anyone can put a direct mail piece together and drop it off at the post office (barring disgruntled post office workers wielding semiautomatics). But without knowing who your target market is, you certainly won't score any sales. $5,000 SAYS YOU CAN'T HIT IT by Martin R. Baird Would you make a $5,000 bet? What if you didn't know what you were betting on? What if you didn't know what you had to do to win the bet? TIPS TO IMPROVE YOUR LETTER WRITING by C. Richard Weylman The average prospect is inundated with over 3000 advertising messages per day and 57 pieces of advertising mail per week. Therefore, when you write to them you must have everything working in your favor.

FINANCIAL PROFESSIONALS A GUIDE TO GETTING INTO PEOPLE'S HEADS or... Gilligan's Island Revisited by Michael Lovas If you can recognize a person's language patterns, you can predict that person's mental processes. If you can do that, you can predict his or her behavior. THE NEXT GREAT THING, COULD IT BE YOU? by Bruce R. Wright Meaningful innovation has long been a cornerstone of great success. The secret to innovation lies in ones ability to markedly improve something which already exists or, in rare cases, to completely revolutionize or change an industry, a culture -- or even the world. HUMAN NATURE AND MONEY by I. David Cohen, CLU ChFC LUTCF We are all familiar with the adage, "Everybody wants to go to heaven but no one wants to die!" When it comes to handling one's money, isn't it true everyone wants to become rich and famous by next Tuesday but very few want to set up a regular investment or savings plan? PROFIT FROM PROFILES: TAKING YOUR BUSINESS TO THE NEXT LEVEL by Steve Moeller If you're serious about increasing the size of your average account, the most important thing you can do is develop a clear profile of your ideal client. By using this technique alone, you will increase both the quality and the quantity of your referrals and attract exactly the types of clients that you want to work with. LOWER STRESS MEANS HIGHER CUSTOMER LOYALTY by Bill Cates To the extent that you understand their stress better than your competitors, make it go away better than your competitors, and effectively communicate that powerful message, you will become their preferred supplier. HOW TO CAPTURE THE HEART OF SERVICE by Michael Crow As the ancient Greek philosopher, Socrates, insisted, all knowledge must begin with the quest for self knowledge. While knowledge of ourselves is not sufficient for achieving our goals and dreams, it is a necessary first step. Without a sense of who we are, we cannot achieve the balance of integrity which is necessary for us to live a successful, balanced life. In other words, without identity, there is no integrity. THE HIDDEN TRIGGERS THAT INFLUENCE CUSTOMERS by Kerry L. Johnson, Ph.D. We are made up of strings of automatic behavior patterns. These patterns help us respond to a red light by stopping. a green light by proceeding and a yellow light by accelerating even more. These trigger mechanisms are so strong, they even override conscious thought. PERSONAL SUCCESS COACH IF AT FIRST YOU "DO" SUCCEED... by Charli Lamont Williams We all know the old saying, "If at first you don't succeed, try, try again." Well, there is another, newer saying: "If at first you DO succeed, try not to look surprised."

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