Cracking the Code: Be Creative With Your Marketing

In 2004 I wrote a book, Women & Money: A Practical Guide to Estate Planning. Once it was in hand the question became, how do I market it? For me, presenting seminars was a natural fit, and I approached those with compatible practices with the possibility of presenting a seminar. 

The head of an accounting firm and I presented an estate planning seminar for women. We invited a well known master chef to cook dinner after the presentation and advertised that on the invitation, knowing that the women would come because of the chef. That would be the hook to get them to listen to us. 

We put tremendous thought into whom we invited to attend, made sure each table had a current client of each of ours, a prospective client of each of ours, and an employee of each of our firms whose specialty was compatible with the client and prospect. We briefed his employees on what to expect and what we expected as an outcome. We made sure each woman walked away with a gift bag that included flowers, a bottle of wine and my book. The event was a tremendous success, and both of us attracted new business because of the way it was handled.

A local hospital that had just opened a breast care center, thought Women and Money would be a perfect topic for a fundraiser. We invited 100 women to lunch, charging each $50.00 to attend, and that check was written out to the new breast care center at the hospital. The event was a triple win-the breast care center was highlighted and met new donors, my book was highlighted, and the women had a wonderful time. 

Thinking outside the box when looking to market your product or service is a tremendous way to capture new business and build relationships in multiple ways. 

Patricia Annino is a nationally recognized authority on women and estate planning.  She educates and empowers women to value themselves and their contributions in order to ACCOMPLISH GREAT THINGS in the world – and in so doing PROTECT THEMSELVES, those they love, and the organizations they care about.  For more visit:

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