Advisor Deep Dive Issue

This issue comes to you from Future Proof at Huntington Beach, CA - the World’s Largest Wealth Festival!

It’s been amazing to catch up with our readers like Lincoln, Dan, and Nirav. Love meeting new advisors and the industry game changers!

Today’s issue is a special one… let’s dive in.

🧲 Prospecting Deep Dive: How to Magnetize Doctors, Dentists & HNW Clients

This is a new, semi-regular series where we’ll dive deep into ONE core strategy you can model to grow your practice.

Since this is the first Advisor Deep Dive, please hit “reply” and let me know your thoughts (and if you’d like to see more like this, or not).

Meet John, ‘The Doctor Magnet’

Today, we’re exploring the exact process, workflow, and verbiage that seasoned financial planner John Moakler (BMath, CFP, CLU, CSC) uses to attract top doctors and dentists to his practice.

Even if you have a different focus, you can use John’s insights anywhere.

But first…

💉Why the Doctor/Dentist Niche?

To understand why anyone pursues a specific niche, you have to understand timing.

And when the bottom fell out in 2008, John sat back and thought to himself, “who didn’t get hit with a job loss?”

The immediate answer was “doctors.” So that’s why he started targeting doctors and dentists.

And he quickly recognized that if he wanted a chance to bring on a lot of doctor and dentists clients, seminars were the way to go.

John had a LOT of success with in-person seminars, up until COVID hit.

But the onset of the pandemic restrictions meant he had to shift gears.

⚙️ So He Did 3 Things…

1. He shifted all of his focus over to Zoom, which he had thankfully already been using for about 6 years prior to the pandemic. Smart. During the height of the pandemic, he hosted townhall Zoom meetings with doctors and dentists – bringing together speakers that would interest them.

2. John also started his own YouTube Channel, where he now has over 32 unique videos with thousands of doctor videos. The focus of his YouTube channel is education. In his words, “The best customer is an educated customer.”

3. But here’s where it gets good – he launched a webinar. And that webinar is crushing it with his targeted niche of high-net worth docs and dentists.

📦 Unpacking John’s High-ROI Webinar Strategy

🖥️ Tips for Naming Your Webinar

The image above is the actual opening slide of John’s webinar.

I want you to pay close attention to the title of the webinar – which is long but powerful.

• Notice how there’s a callout to the niche (Doctor, Dentist, or Business Owner)

• Tell them what they want – i.e. what’s in it for them.

• The title touches on the “greed gland” (afford to live a dream retirement)

• There’s an element of pain avoidance (WITHOUT running out of money or paying too much taxes)

• Integrates the elements of FUD (fear, uncertainty, and doubt)

Now, contrast that with the way most advisors are naming their webinars.

How much less attractive would this webinar be to a doctor if it was titled “3 Ways to Plan for Retirement and Protect Your Family”....?

Boring, right? 😴

John names his webinars intentionally and strategically – and I’d highly encourage you to do the same.

🥒 3 Key Ingredients to a Sticky Webinar

Ingredient #1: Length and Speed 🏁

John’s webinar is 37 minutes in length with 232 slides.

Before you whip out your calculator, I’ll do it for you: That’s more than 6 slides per minute (or one every 10 seconds).

Again…that’s intentional.

It’s designed to be fast paced in order to keep everyone’s attention.

Ingredient #2: Social Proof 😀

• There are 3 client case studies – 1 Doctor, 1 Dentist, and 1 Business Owner.

• If they stay to the end of the Webinar, they’re rewarded financial planning giveaways – like a First Aid Kit that contains a Monthly Budgeting Spreadsheet and an Estate Planning Tool.

Ingredient #3: Call-to-Action 📅

• There is a call to action to book a 15 Minute Triage Call with John to determine if there’s a good fit to work together.

🏆 BONUS TIP: Winning the First 5 Minutes

If you want to know what sets an average webinar apart from a successful one, it’s the first 5 minutes.

Focus the first 5 minutes of your webinars on “scooping” the audience. This means mentioning things that will get everyone listening/watching into your basket.

• Has this ever happened to you...?

• Are you ever worried about...?

• What would you do if…?

If you can do this masterfully in the first few minutes, you scoop them up and get them to pay attention.

🗓️ From Webinar to Calendar

John purposefully doesn’t call the next step after the webinar a “meeting” or “appointment.”

He uses the term “triage” – something his audience of doctors intuitively understands.

And in that triage call, a lot of his time is spent handling objections.

What to do with objections or stalls

In a recent conversation, John gave me the #1 objection he gets, along with his rebuttal.

Check out how he uses the rebuttal as permission to take the prospect down a specific path that (ideally) sets them up for the final step: A “Discovery Meeting” where he can close the deal.

❌ Objection: “I already have a financial planner.”

• ✅ Rebuttal: “Okay! Great to hear you already are working with a Financial Planner. Let me ask you a question: If we take investments off the table, what has your Financial Planner done for you in the past 1 to 2 years?”

John says the silence is usually deafening….and then they might answer with the following response:

• “Well, that is what my financial planner does, he/she manages my investments.”

This allows John to open the door further:

• “Well then may I suggest that you are working with what I would call an Investment Advisor and not a Financial Planner.

• If we look at an 8-slice pie, investments make up one of those slices, I would like to talk to you about the other 7 slices in the pie.”

He then asks a series of questions…

• If something had happened to you last night and you could no longer work today, what would your paycheck look like for the rest of your life?

• How much of your paycheck would be taxable income, tax-preferred income, and tax-free income?

He’s got a bunch more, but for brevity, we’ll stop here.

If, based on the responses, John believes there’s a good fit, he recommends scheduling a 1-Hour Discovery Meeting.

Again, he uses specific verbiage to set up that next step:

• “You will need to pull together a few documents that we may reference during that meeting.

• And at the end of that meeting we should be able to clearly articulate whether or not we can help you to accomplish your goals.

• Does that make sense to you?”

If yes, he sends out an email summary of what was discussed and some HINTS on where he believes he can help.

Then a second email goes out with the structured Agenda & List of Documents to pull together with a link to his calendar to book the call.

☑️ Deep Dive Takeaways & Action Items

Take an hour this week to have a personal brainstorming session addressing the following questions:

• Who is your target niche? And what are their biggest pain points, desires, and goals?

• If you were hosting a 37-minute value-packed webinar for your niche, what essential items would you cover?

• What would you name your webinar, based on John Moakler’s naming framework?

• How would you structure the CTA in your webinar, as well as the post-webinar workflow?

That’s it for this week, see you next time!

– Jeremiah

P.S. What did you think of this brand new “Advisor Deep Dive” issue?

Please let me know below – and be sure to leave a comment so we know what we did well or where we can improve.

Last word…

If you’re hanging out at Future Proof, come and find me, I’m the guy in line at the Açaí bowl food truck

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