Where and How To Advertise To Attract Affluent Senior Investors

Senior Publications

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Advertising in Senior Publications

These instructions are excerpted from our Annuity Marketing System, which is an obscenely profitable program for financial advisors. These same instructions are included in our LTC Advertising System. Follow the same instructions for any print or electronic advertising to seniors.

The following are step-by-step instructions on how to get the best results from your ad targeted to seniors, age 60+.
This 15-page discussion on advertising answers every question. Please read it carefully and thoroughly, as advertising correctly is the most critical element of success with this program. I placed my first ad in a newspaper circulated in a retirement community, circulation 6,500. It was two columns by three inches and cost me $51 a week. I received a very favorable response. The response does fall off after a few months, so you may want to rest the ad for a month if you see the response falling off. As I am putting together this material for you, I have not tried a newspaper of general circulation, because it is expensive and my business is focused only on seniors. I highly recommend that you use only senior publications and target only seniors. They will yield the best results. Incidentally, by senior publication, I mean a publication that is read by people age 60 and over. The word senior (or some other word like that) doesnt have to be in the title. What is important is that it is read by people over age 60. You want people with existing annuities with large balances. There are few people in their 40s who meet this criteria. If you want to deal with people who have had time to accumulate money, focus on seniors and stick to running the ad in senior publications. Whichever publications you try, test before spending much money. Some publications will produce lousy results, and there is no way to know this in advance. Therefore, I strongly urge you to run your ad in two or three publications and then eliminate the publications that do not work. Over time, continue to try other senior publications. There is no way to know which publications will yield the best results without testing. Please learn from my experience. Until recently, I advertised in a senior magazine, circulation 43,000. The circulation was in all the right places: supermarkets

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and large drug stores, the types of places that retirees frequent. I received 60 to 80 leads a month. Unfortunately, that publication folded. I then placed the identical ad in a new senior magazine, Get Up & Go, circulation 23,000. I received seven responses the first month. If the ad worked well in the previous publication, I knew the ad was not the problem, so I got a circulation list for this new magazine. I found that this publication was being distributed at all the wrong locations: yuppie health clubs, liquor stores, small delis, etc. Of course, I cancelled my ad and notified the publication that they know nothing about seniors and that until they improve the distribution locations, I wont waste my money (that publication is now out of business). The point is, some publications are good, others are lousy. You are guaranteed to use some lousy publications. The same ad will have different results based mostly on who is reading the publication. So you must experiment and try every publication you can that is oriented towards seniors. Do not overlook small publications distributed in senior apartment complexes, mobile home parks, among senior groups (e.g., travel groups). Check the Yellow Pages under apartments and mobile home parks. Call and see if they have a publication. Ask your senior clients what groups they belong to, and ask if the group has a publication. You must understand that you may need to try several publications before striking the mother lode. Just read this e-mail I received, as it illustrates the point perfectly: I am a current owner of your Annuity Marketing System. The initial response rates were a bit disappointing primarily due to the types of publications I was testing and their poor circulation. However, after testing four different public type publications (three dedicated to seniors only) and three private ones, I have finally discovered that pot of gold at the end of the rainbow! I recently began advertising in a publication called The Senior News with approximately 50,000 circulation each month (35,000 within my two adjacent counties) and expanding. I ran your ad (approx. page) for $125.00 and within one week received 64 replies. These 64 replies resulted in 13 appointments. I have only run five of these with eight to go (several are not till after Xmas). Already, I have written three annuity apps from two appointments, a 1035 exchange of a fixed annuity (earning 4.8% yearly) to a fixed annuity for $105,000, and an IRA transfer of two variable annuities to equity index annuities (husband and wife) for approx. $40,000. And I have second appointments with two more. (Only one tire kicker.) All total Im expecting to generate approximately $8,000.00 in commissions off these first appointments. Even with the slow start in response, I have generated about $7,000.00 net profit including the cost of the system and all previous unsuccessful ads. Unbelievable! Thanks for your advice to keep on digging! I only expect the results to get better and better as I repeat ads 2014 All Rights Reserved Brokerville www.brokerville.com 888-893-2990

in this pub month to month and become recognized. Plus the pub provides a business referral guarantee to call in reader. Paul Gierten Senior First Source, President

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Thanks for the email. I too Finally hit substantial financial rewards. A newspaper ad brought in over 200 names. In December, I wrote an application for 1,000,000 of UL to replace the policy she now has in an ILIT. And I did two 1035 exchanges with unrealized commissions of over $11,000. I have two other cases pending that could result in another $5000 of commissions. If the UL case gets through underwriting that will be a $7,000 commission. The annuity system turned my business around. I was on the verge of throwing in the towel and thinking I made a huge mistake when I changed careers at the age of 43. All in all, I am glad I stuck it out, as 2001 looks to be the year that ends my month-to-month worries of making a living in a profession that I truly enjoy. Joe Medrano

Heres How To Find Senior Publications

First, understand that there are public and private publications. Look first for the public publications as follows. Please do your research in this order: I. We have 1,200 senior publications listed, in alphabetical order by state, on this web site on this page: http://www.javelinmarketing.com/senpub.htm. Notewe get this list from a third-party source. They are the only source of this information, and they do a sloppy job of maintaining the quality. Out of the 1,200 listings there, you may find as many as 20% outdated or phone numbers disconnected. Since there is no other source for this information, we figure posting 1,000 publications (out of the 1,200 listed) with accurate information is still of value to you. If you find disconnected numbers, you do not need to notify us, as we are not the source of the list and the company who creates it has not been very responsive in making changes but does add new sources each year. II. The best places to advertise are senior communities with their own weekly newspapers. Del Webb, a major real estate developer, has built hundreds of Sun City-type communities for seniors. Many are in the South and Southeast and Southwest U.S. First, check to see if you have such communities in your area. Their newspapers are inexpensive for advertising and are thoroughly read by residents. Next, look for any senior newspapers or magazines that are distributed to the general public. For example, you may find these on newsstand racks outside the major supermarket or outside the big drug store chains (Rite Aid, CVS, Walgreens, Longs, etc.), or you will find these in the lobby at Barnes and Noble. These are often widely read, and ad rates are reasonable. Next: ethnic, religious, and suburban weekly newspapers (the Asian newspaper, the Jewish newspaper, the Weekly Skokie Herald, etc.) tend to be heavily read by 2014 All Rights Reserved Brokerville www.brokerville.com 888-893-2990

III.

IV.

seniors. Try ads there. First, call the publisher and ask for the demographics of the readership to make sure there are significant (better than 50%) readers over age 60. The name of the publication is unimportantits important who reads it. V. The main library has two directories on publications. They are called Ulrich and Gale. Call the periodicals librarian to do the search or stop by the library and search these directories. Look in these directories and ask the librarian for names of senior publications. I have not tested this source, but one of our system owners runs the ad in his local daily newspaper. He runs the ad, just once a week on the obituaries page (the obituaries page in his paper is printed one time per week). He claims that he gets only a handful of responses, but each time he makes a very good sale. This method does make sense to me, because who reads the obituary pages? Seniors do. This works in rural areas, because the ad rates are low enough. While the local daily newspaper is too expensive in most areas, the suburbs often have weekly newspapers that are affordable and have very high senior readership. These are typically printed just one day per week at good advertising rates. Many publishers tell me that the people who read the home town paper are those who have lived in town the longest (i.e., the older folks). One system user called me to report that she ran the ad one day in her towns paper (the main daily in her area is the San Francisco Chronicle). The suburban paper is distributed every day in her town, and its a free paper thats available at many locations in town. Within a week, the one-day ad drew 32 calls and resulted in two appointments and a $17,000 commission. So its well worth a test in your local suburban papers. Below, I tell you how to find many more publications in a section called finding Private Publications.

VI.

VII.

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Finding Private Publications

Private publications will give you the best return for your dollar. If you take the extra time to look in these places, your efforts will pay big dividends for years. 1. I looked in the County listing in my phone book and found a listing for "Senior Services. You may find this agency in your State listings. Generally, public services do not cater to the type of client we want. We are looking for the uppermiddle-income client, not the lower end of the economic ladder. However, the County agency has a publication called Senior Services with some sections that have given me some ideas (not yet tested). Here they are: a. There are three adult education facilities listed. Each of them sends out a schedule of classes to their surrounding community. I know these schools are starved for money. I will call and ask: How would you like me to pick up $500 of the cost for your next scheduled mailing? Great, I want you to insert a fullpage ad, or give me a full page in your publication to offer a free booklet on annuities. b. There are about ten senior organizations listed in the publication. For example, theres a retired teachers association (talk about a good market for 1035s), theres a grandmothers club, theres a National Association of Retired Federal Employees, and there are other social organizations. One of these groups, called SIRS (Sons in Retirement), is made up of retired guys who put trips together. It turns out theres dozens of chapters in my area, and they are upper-end economically. These are excellent, close-knit groups to advertise to. 2. In the Yellow Pages in the phone book, look under Associations and Senior Associations. Many of these organizations have newsletters and bulletins for advertising. 3. Stop by the local RV dealership. Have you noticed that most people into RVs are retired? Find out which local RV publication is dominant in your area and advertise. My limited experience is that people who are into RVs are upper-end retiredjust the market we want. 4. Large local companies have retiree associations with a newsletter. Call the human resources department of the largest employers in your town and ask them whom to contact at the retirees organization. Often, you can do a search and find this on the Internet. Use keywords like AT&T Retirees.

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5. Call ten of your retired clients. Tell them you are putting together some marketing information, and ask them: What senior organizations do you belong to? Do they have a publication? What publications do you receive that are specifically targeted for retirees? We will never know about some of these groups and publications until we ask our retired clients. If you want a quick way of finding some senior publications, send the attached letter to two dozen of your best retired clients. This can cost you $300, but it will pay back thousands. For those people who return the form, send them a $25 gift certificate to the steak house in town. Seniors love to get things for free. If everyone returns the form it will cost you $600, but assume that you will only receive back half of the forms. If everyone returned the form, youd be even happier. Even one annuity sale earns you $2,000, so the $600 will be money well spent. 6. Call the local senior center. Ask to speak to the director. Ask them where you can get a list of senior organizations. Explain to them you are seeking senior publications to advertise in. 7. Call every hospital in your area. Most have a special publication that they send out to the seniors in the community in order to generate business. Advertise there. 8. Call the president of the local AARP (American Association of Retired Persons) chapter. Ask them if they have a schedule of events or list of other senior organization or if they have a schedule of senior fairs. If you can go to a senior fair, you will find all of the various senior groups with booths there and you will have a monster list of local senior organizations. 9. Watch your daily newspaper for the calendar of meetings and events. Read it for several weeks and you will see various senior organizations having events. Most of these organizations also have bulletins and newsletters. If you completely follow the above, you will find plenty of good senior publications in which to advertise. Some advisers want to do 50% of the above and get 100% results. That wont work. Do all of the above.

Weekly vs. Monthly Publications

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Most senior publications are monthly and most are distributed free. In this case (such as the publications on the rack at the supermarket or drug store), different people pick up the publication each month. As a result, new people see your ad each month, and you can expect a consistent response, month in and month out. Many weekly publications, however, are subscriptions that are distributed to the same readers each week. In these publications, your response will fall off after about four weeks because the same people have already seen your ad. In these cases, only run your ad one month out of every calendar quarter because you wont get good results if you leave your ad running all the time.

Advertising Strategies
When you find a new publication, TEST it. Run the ad (copy in the exhibits and on your CD). Please employ these tactics when placing ads in a new publication: 1. Tell the advertising rep that you know nothing about their publication. If it works for you, you will run your ad month after month. So, you are ready to sign a 12-month contract (which will give you the lowest rates). However, if the ad does not give good results, they agree to let you out of the contract and you owe them nothing. The publication will probably tell you that one month is not really a fair test because readers need to see your ad for several months before the ad has its maximum results. What they tell you is not true. I have been advertising for years, and if the publication is good, you will get immediate results. So, tell them you want the deal as specified. I have gotten this deal every time. 2. As you put your pen to the contract to sign, you say, By the way, I will be taking the ad agency 15% discount. Publications routinely build 15% into their ad prices to pay advertising agencies. Since you are not using an agency, you tell the publication, you are taking the 15%. I get this from national, as well as local publications. 3. Tell the publication your ad must appear in the upper-right half of the right-hand page (black area on the illustration below). They will tell you that the placement cannot be guaranteed. In my experience, this is a lie. Nicely tell them its your way or you cannot advertise. Left page Right page

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Expect the following: one tenth of 1% response per month. So, if the publication has a 20,000 circulation, you should receive about 20 leads each time the ad runs. (The annuity post cards generate a 3.5% responsemore about that later.) Use a separate 800 number for each publication, so you can gauge it. Some publications will just be lousy, and you want to know that as soon as possible. Therefore, when setting up your 800 lines (see the order form in the first section of this binder), write on the order form to get at least two 800 lines so that you can test two publications at the same time. If you also are sending the postcards, get three 800 lines, as you need to track the results from each advertising source. I recommend sticking with publications that target seniors or the newspaper distributed inside a senior community. The reason is simple: seniors own most large annuities. When you advertise, target those people. For each ad, you must have a separate line at PAT LIVE (800-775-7790, get the discounted rate when you say you were referred by Javelin Marketing)1 so that you can track the specific results for that publication. The separate line is the only way you will know which publication pulls for you. The successful users of this system are running two ads each month at a cost of $500. They sell two to four annuities per month for commissions of $5,000 to $10,000. So please do not expect to get these same results if all you want to do is run one $30 ad. Your target is to generate 50 leads per month (a lead is someone who calls for the annuity booklet). Here are the numbers you should expect monthly: Run two ads, total cost Assume total circulation Expected response 1/10 of 1% Cost per response Appointments
1

$500 40,000 40 leads $12.50 4 to 8

Pat Live rents toll free numbers. Their computerized system records the phone number of every caller so that you can follow up after you send the booklet.

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Expect to close Sales Assume average annuity Commissions

50% 2 to 4 annuities per month $50,000 at 5% $5,000 to $10,000

The more publications you test and find successful, the more money you make. One of our system owners kept finding publications that were profitable, so she kept expanding her ad budget. She now spends $6,000 a month on ads, makes $400,000 a year in commissions and does nothing other than work this system.

Avoid Bad Publications

I explained earlier how I had terrible results in a magazine called Get Up & Go (each local edition is differentyour experience may be different than mine if Get Up & Go is published in your area). While the publishers bill themselves as senior experts, they were distributing their publication in all of the wrong places. As a result, ad response was poor. A quick side note. One of our annuity program owners tried the same publication in another area. He had the same poor results but sent me this e-mail: Just wanted to make you aware that even though Get Up and Go sucks I got a call from a woman who saw the ad, and was just about to buy an Annuity from a CD, she talked to me and shes doing a $350,000 SPDA, its all in the timing I guess, you just never know. The leverage on these annuity leads is so high, even a bad publication can pay. Assuming he gets 4% from that sale, the $14,000 commission can go a long way! You can ask a publication up front to send you a list of distribution points. The best places for senior publications to be distributed are supermarkets, drug stores, banks, and health-care facilities. Also, it helps if the publication has the word Senior or Golden or something else in the name to identify that the publication is targeted for seniors. Otherwise, how would seniors know that they are the target readers?

How to Find Senior Organizations (most of which have publications) Using the Internet
Using some Internet search techniques I learned from Bill Nicklin (a guy who made $4 million in commissions one year by prospecting on the Internet), I found some additional senior organizations/publications for running the annuity ad. (Bill Nicklin was a presenter at our Big Producer Workshopyou can get the videotape of his presentation and the others at http://www.bigproducer.com.) 2014 All Rights Reserved Brokerville www.brokerville.com 888-893-2990

One organization I found was the retiree group from PG&E. I had searched many times under PG&E and never found it (because the retiree organization is named PSEA and PG&E does not appear on their page!). Heres how I found them and a couple others. Use Google Heres what I entered: Search for (seniors or retirees) and (group or association or club) 925

925 is my telephone area code. I figured that every web site of an organization would have their phone number, so searching for the area code made sense. Then I looked for pages that would have the words senior or retirees, and club, organization or association in their titles. I found three organizations that I could not find previously. I will do more searching trying some other search engines and different word in the Search For field above. Give this a try and youre sure to find a few publications in which to place your annuity ad. You may need to do this with several search engines or a multi-search engine tool (download free software at http://www.copernic.com/). Also, please visit http://yellowpages.msn.com/ and do a search on key phrase senior centers and groups. You will get a good-sized list.

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Use the Phone Book to Find Senior Groups With Publications

Your Yellow Pages will have a listing under Associations or Senior Associations or Senior Organizations, as you see below. In the white pages, the following three categories are worth calling, as they can probably send you a list they have compiled of senior organizations: 1. In your County or State agencies find the agency that services seniors 2. The local chapter of the AARP (American Association of Retired Persons)ask for the president 3. Call a senior center and speak to the director

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When I called the county agency that services seniors, heres what they sent me:

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