Lesson 6- Marketing
CERTIFIED LEGACY ADVISOR TRAINING- LESSON 6
MARKETING
OVERVIEW
This lesson will provide the marketing foundation for your CLA business. Once you understand the marketing basics and how to help people get started with the Legacy Matters Program, you will be able to pursue any of the programs we have developed.
Current Legacy Matters Programs include:
- Legacy Matters for Independent Living Communities
- Legacy Matters Welcome Program for Assisted Living
- Legacy Matters Client Loyalty Program for Financial Advisors
- Legacy Matters Pre-need Program for Funeral homes
- Legacy Stories Tree Connect Course for Family History Centers and Libraries
- Legacy Matters Pict-Oral History Program for Groups and Communities
Each of these Programs have been developed with their own opportunities and accompanying tutorials. We are constantly revising them to best accommodate real time experiences from CLAs in the field.
The above mentioned Programs are only possible when you feel totally confident with delivering the basic Legacy Matters Program because all of our Programs are based on this model. So, you need to practice this and know it like the back of your hand before testing it out on real clients.
To that end, here is what we recommend:
- Complete your own Legacy Matters Program. You've done much of this throughout the course already. However, if you have not uploaded 5 pre-recorded audios with photos or recorded 5 talking slideshow photos, this has to be your first order of business. People will want to know that you are a "product of the product."
- Complete one Program for a family member or friend. Include setting up their free account (using your affiliate link to remind you how that works), and burning a CD or DVD for their safekeeping.
Completing a Program for someone else will:
- Boost your confidence dramatically
- Show the potential issues you may face when doing this for a client
- Work out technology glitches that are bound to occur.
- Teach how to manage situations that arise on the fly
- Make the next job much smoother
Nothing can take the place of experience. The LAST thing you want to do is practice on a paying client. So, do this immediately. The process should be easy and quick once you have completed a few programs. So, at least complete one other in addition to your own.
ONLY 12 clients for success!
Regardless of which Legacy Matters Program(s) you choose to pursue, none of them will drive a constant flow of immediate business. It takes time to develop a consulting business. Our programs are designed to expose you to clients but you must be realistic when it comes to the amount of time and effort that it takes to build a solid client base, whether for a part or full time business.
it is important to know the potential client based that can be found all around you and how to approach them. This is optional of course but as you become more confident and excited to show everyone your new found legacy-building service, the information below will provide some direction and ideas that should be part of your marketing strategy.
Set your sights on acquiring 12 quality clients. A dozen clients is not an insurmountable task. Set that as your primary goal. As a CLA you have virtually no competition. Once people experience the Legacy Matters Program and are awakened to their personal treasures, they will open up their address book for you in ways other professional consultants could only dream of.
By "quality" clients, we mean those who completed their Legacy Matters Program and continued with additional legacy services. As fully committed clients they will want to share their experience with everyone they care about and you'll never have to search for more clients on your own. We promise this to be the case.
So, let's focus on acquiring those 12 quality clients. It may take 20 or 30 completed Legacy Matters Programs to sort out the winners. That can be done part or full time. Just commit to this and it will happen. A quality client will buy more services, engage his or her family in the process which can lead to more business, and will be your greatest sales force. Acquiring a dozen quality clients will by extension lead to a full calendar of high quality business including referring them to your CLA network and picking up referral fees there too.
NETWORKING
As a Certified Legacy Advisor you'll quickly come to realize that the more people and organizations you introduce the Living Legacy Project and the Legacy Matters Programs to the more opportunities will come your way. You may already own your own consulting business and have done the basic exercise explained below. Even so, it is marketing 101 and you'd be surprised what will be revealed to you by going through this basic process again, especially in the context of the Legacy Matters Programs.
Download the forms by clicking on the links below and fill them out entirely. This process will generate immediate prospects for you. Do not take this lightly. No matter which Legacy Matters Program(s) you wish to pursue this is the springboard to launching your business and the foundation for all future business.
WHAT NEXT?
Let's review.
- You now understand the main elements of the Living Legacy Project and its mission to save the living history of the 20th century.
- You know what makes up a Legacy Matters Program and how to produce it with an external digital recorder or from the website's voice recorder.
- You know how to set up a room and conduct a high quality interview
- You know why the Legacy Stories Family History Library is critical to the process and how to help others get familiar with its features
- You know how to use your affiliate link so those you mentor can be automatically placed in each others profile friends sections. And, how you can make a little extra money when they upgrade
- You know why it's important to establish your own personal CLA network in your area with trusted people you refer to clients.
- You know where to find potential clients within your own personal and extended networks
- You know that this course is here for you to review whenever you need it because real life experiences are often different than the printed page. Returning here will be much clearer upon review.
- You know that all of the download files from this course can also be found in Project Resources plus a LOT more.
- You know that we are here to support you in every way. Without you we fail to save the most important body of work ever to grace the planet.
This CLA course lays the foundation for your CLA business. Now it's time to decide which Legacy Matters Programs you wish to pursue for clients. For some it will be easy to approach influential executives because you may already know them or someone who can make the introduction for you. In other cases you will need to network in the community and/or make a personal call or visit to present our Program(s).
In several of the Legacy Matters Programs we will make the initial sales call for you or can be available by phone during any of your personal client meetings.
If you appreciate the fact that you only need 12 high quality clients, it will be easy to see that they may already exist within your own personal network or in your local business community. Always nurture that network as they will become your greatest spokespersons.
Remember to complete your own Legacy Matters Program and an additional practice Program so you are confident with your ability to deliver it to anyone.
Additionally, we highly recommend reviewing the Gift Certificate Program which can apply universally or used within a Program. You should also take time to click through each section of Project Resources to become familiar with what is available at your fingertips. They are there for a reason.
Thank you for taking this course. You are ready to become a Certified Legacy Advisor to represent the Living Legacy Project and all of its exciting Programs. Now, please take the quiz below. We are here for questions. Always send them to This email address is being protected from spambots. You need JavaScript enabled to view it..
LESSON 6 QUIZ
Copy and paste these questions along with your answers into an email and send to This email address is being protected from spambots. You need JavaScript enabled to view it. for grading. Include the following:
Name:
Business Name:
Business Phone (or personal if you don't have one):
Mailing Address:
City: State: Zip Code:
1. What is your goal? Give us an idea of what you want to get out of your participation financially, how much time you have available and genre you'd like to focus on initially. This will help us support you in the ways that best suit your personal commitment.
2. I have completed my Networking Worksheets and have identified the potential of my own network.
Yes ___________ Yes ____________
CONGRATULATIONS!!! UPON RECEIPT OF YOUR FINAL QUIZ ANSWERS WE'LL SEND OUT A CERTIFICATE OF TRAINING, VALIDATING YOUR STATUS AS A CERTIFIED LEGACY ADVISOR.
