1 For Advisor Use Only – Do Not Distribute J. William G. Chettle Chief Marketing Officer, Loring Ward For Advisor Use Only – Do Not Distribute © 2013 LWI Financial Inc. All rights reserved. The material in this communication is provided solely as background information for registered investment advisors and is not intended for public use. Unauthorized copying, reproducing, duplicating or transmitting of this material is prohibited. LWI Financial Inc. (“Loring Ward”) is an investment advisor registered with the Securities and Exchange Commission. Securities transactions are offered through its affiliate, Loring Ward Securities Inc., member FINRA/SIPC.RN R (9/15)

2 For Advisor Use Only – Do Not Distribute Chardonnay Oak Smoked Fleur De Sel $ cents Morton’s 50 cents Generic

3 For Advisor Use Only – Do Not Distribute Every Expression Defines Who You Are Corporate Identity Sponsorships Facilities Client Reviews Advertising Employee Communications Public Relations In Person Niche Marketing Direct Mail Brand Architecture Events Online Support Collateral Merchandising Newsletters Volunteer Efforts Your Brand

4 For Advisor Use Only – Do Not Distribute UNDERSTAND YOUR TARGET AUDIENCE Essential 1

5 For Advisor Use Only – Do Not Distribute Retirement Plans Under $10 mil. In Chicago For Medical Practices With > 20 Participants

6 For Advisor Use Only – Do Not Distribute Identify Your Target Market and Its Characteristics Essential Questions –What are their retirement plan needs (met and unmet)? –What are their common challenges? –What are their attitudes towards retirement plans? –Do they have distinctive behaviors? –Where are they found? –What is your connection?

7 For Advisor Use Only – Do Not Distribute Identify Resources You Have & Need What changes will you need to make to your business? Staffing Mission/Value Proposition Messaging Marketing Skills –Professional Development Certifications Other???

8 For Advisor Use Only – Do Not Distribute BECOME AN EXPERT Essential 2

9 For Advisor Use Only – Do Not Distribute Whitepapers

10 For Advisor Use Only – Do Not Distribute Public Relations

11 For Advisor Use Only – Do Not Distribute Network with Local Groups & Professionals

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13 For Advisor Use Only – Do Not Distribute POSITION YOURSELF Essential 3

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15 For Advisor Use Only – Do Not Distribute “At ABC Wealth Management, we offer wealth management, financial planning, retirement planning, estate planning, investment management, and retirement plan services.”

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22 For Advisor Use Only – Do Not Distribute MAXIMIZE LINKEDIN Essential 4

23 For Advisor Use Only – Do Not Distribute More than 200 million members in over 200 countries and territories 74 million+ U.S. members More than 2.6 million companies have LinkedIn Company Pages 5.3 billion searches annually Source: LinkedIn

24 For Advisor Use Only – Do Not Distribute Primary Reason for Social Media in Business Source: Oeschli Institute 2012: “Social Media Financial Advisors - Early Adopters vs. Casual Users”

25 For Advisor Use Only – Do Not Distribute Best Practice: Create Compelling Summary

26 For Advisor Use Only – Do Not Distribute Best Practice: Join

27 For Advisor Use Only – Do Not Distribute Best Practice: Follow

28 For Advisor Use Only – Do Not Distribute Best Practice: Create a Page for Your Practice

29 For Advisor Use Only – Do Not Distribute Best Practice: Post Regular Updates

30 For Advisor Use Only – Do Not Distribute Best Practice: Connect with Clients & COIs Connect with every client…and their COIs Read through their profiles Note their organizations, shared connections, hobbies, interests, groups Check out their connections and create ”introduction” list to potential plan prospects and COIs

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32 For Advisor Use Only – Do Not Distribute COMMUNICATE MORE EFFECTIVELY Essential 6

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34 For Advisor Use Only – Do Not Distribute 5 Effective Communications Best Practices 1. Understand the clients’ perspective 2. It’s not about you, it’s about them (the Personal Principle) 3. Replace jargon with words everyone understands (the Plainspoken Principle) 4. Keep it positive (the Positive Principle) 5. There’s no such thing as a “perfect” solution (the Plausible Principle) For Advisor Use Only — Not For Distribution

35 For Advisor Use Only – Do Not Distribute The Personal Principle WIFM? Starts with listening –Discovery –Talk about “we”, “you” and the future Make it tangible, –10,000 taxis or 4 minutes? –10,000 stocks or helping to smooth the return Make it human –Personal stories –Make yourself real and understandable  “don’t baffle ‘em with your brilliance”

36 For Advisor Use Only – Do Not Distribute Say This… Volatility Equities Fixed income Longevity Risk Accumulation Phase Distribution Phase Risk Tolerance How you feel about your investments going down in value Instead of This… Living off savings and investments Saving and investing Possibility of outliving your money Bonds Stocks Ups and downs in the market The Plainspoken Principle

37 For Advisor Use Only – Do Not Distribute Positive Principle No Fear Learned helplessness Avoid painting bleak pictures of “fiduciary liability” Be forward looking. Focus on power of successful plan to make a real difference Talk in favor of things, not against other things

38 For Advisor Use Only – Do Not Distribute The Plausible Principle it probably is…” PositiveOver-reaching “If it sounds too good to be true,

39 For Advisor Use Only – Do Not Distribute Power & Influence Source: Harvard Magazine, November 2010 Warm/Competent admire Warm/Incompetent pity Cold/Competent envy Cold/incompetent contempt Competent Incompetent Warm Cold

40 For Advisor Use Only – Do Not Distribute Conveying Warmth & Competence

41 For Advisor Use Only – Do Not Distribute Conveying the Opposite

42 For Advisor Use Only – Do Not Distribute Mirror Neurons

43 For Advisor Use Only – Do Not Distribute MARKETING PLAN Essential 7

44 For Advisor Use Only – Do Not Distribute Developing Plan Business Over Next 24 – 36 Months? Strategies Corresponding tactics Becoming credible with your plan focus Success metrics

45 For Advisor Use Only – Do Not Distribute Strategy 1: Increase prospect awareness of capabilities Strategy 2: Public Relations Corresponding Tactics: 1.Fully develop website content with focus on prospective clients 2.Offer newsletter to prospects on site 3.Offer whitepapers to prospects on site 4.Network with third-party professionals, such as CPAs 5.Analyze possible benefits of sponsorship activations Corresponding Tactics: 1.Put together media kit and send with letter to local media 2.Actively solicit speaking opportunities. 3.Create and send out a useful, timely report to local media 4.Perhaps monthly column in local paper? Plan Marketing Goal 1: Increase Plan Business __% Sample Goal

46 For Advisor Use Only – Do Not Distribute Marketing ProgramQ1Q2Q3Q4 Develop Brochure Develop Website Seminars (at least monthly) Pitchbook Monthly e-newsletter Third-Party Networking Client Recognition Events Marketing Calendar

47 For Advisor Use Only – Do Not Distribute Metrics & Dynamic Feedback How will you judge success? –Make sure your plan has measurable goals quarter by quarter –Measure every initiative’s effectiveness –Surveys and other feedback –Keep pace with your plan business growth and evolution

48 For Advisor Use Only – Do Not Distribute DON’T REINVENT THE… Essential 8

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50 For Advisor Use Only – Do Not Distribute +250 Source : For Advisor Use Only

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52 For Advisor Use Only – Do Not Distribute +2,190,000 Source : For Advisor Use Only

53 For Advisor Use Only – Do Not Distribute Questions? For Advisor Use Only – not for distribution | , Option 6

54 For Advisor Use Only – Do Not Distribute | , Option 6