How are advisors winning new relationships and helping investors regain confidence in their financial future? An efficient way for proactive advisors to reach out to disenchanted investors is through a perennial favorite-the investment seminar.

This timeless way to attract new clients has evolved along with the profession. So you should know the best practices and new models for planning investor seminars.

For starters, there has been a natural shift toward truly informative and thoughtful investment sessions, replacing the older sales and product pitches. And in case you've been out of the seminar habit for awhile, we have more tips for you here.

• Restaurants and office conference rooms have gained favor for seminar venues, compared with hotel meeting rooms in the past. The setting is cozier and people sense a more selective vibe, especially if refreshments are served.
• Consider your audience carefully as you think through every aspect of your seminar: topic, location, free parking, food and time of day. Offer a choice of two seminar dates. A breakfast seminar works effectively for professionals who need to get to work in the morning, or home in the evening to young families. Daylight hours are best for seniors.
• Pick a financial topic that resonates with a planning need. Investors don't want to be sold, as you know. Topics that speak to retirement income, risk management, education planning and other financial planning subjects will appeal to specific client segments. Avoid product pitches. They are yesterday's seminar approach, brought to you by a product provider.
• Make it easy to respond by providing multiple ways to answer: phone, email, online registration or a postage-paid response card. And be aware of the rule of thumb: A cold list will likely yield a 1% to 2% response rate, which means that if you mail out 5,000 invites, you'll be successful if you seat 50 people for your seminar. (Your own list should get a better response.) As always, you should have attendees confirmed by phone or email the day before the seminar.
• You are the one they want and you should be a main speaker. Attendees will look you over, see what you know and decide if they like your manner and can buy into your approach. Trust is a big issue today and they'll know it when they feel it. This means whether you like it or not, you are the star of your own seminar. While the expert from out-of-town used to be the keynote, you cannot outsource the delivery presentation these days. Investors want you to share your knowledge and expertise and will choose you and your approach if all goes well. (Those who greet attendees at the door get a head start in establishing a warm relationship).
• Keep the financial jargon to a minimum. Even experienced investors have a limited attention span for legalese, or what one investor called "financial geek speak." They want someone to explain things in simple terms and not try to teach them everything at once. Let the questions prompt more detailed explanations. Practice your presentation on your colleagues or significant other to be sure your speech is tight.
• Demonstrate your humility and your humanity. Investors will respect you if instead of boasting about what you know, you share what you have learned. If you have been humbled by the lessons of 2008 and 2009, how has that resulted in a better investment approach, a change in client portfolios or a more probing process by which you analyze investments? On the lighter side, offer a glimpse into your personality. Work on your opener, which should include a personal highlight, a joke or even a local historical reference. (If humor doesn't come easily, try something that feels natural).
• Follow up with everyone. Offer to send a free report by email and pass around a sign-in sheet. And follow up on this within two to three days for best results, along with your personal note thanking them for attending the seminar and suggesting that you will call them to discuss next steps.

There are many variations on investment seminars. But the key is to schedule a few each year to keep your skills sharp and to create opportunities for your clients to refer their friends.

Gerri Leder is an industry marketing consultant and can be reached at this address.