CALL JILL WHITE

FO R MO R E I N FO R MAT I ON

888.495.7303

T H E B I L L G O OD MA R K E T I NG
P
ER OC
XE S UT
PEC I VTEI NG S T R AT
S UMMA R YE G Y
NINE STRATEGIES to help you grow your business.

CONTENTS
THE THE SYSTEM 2
BILL GOOD STRATEGIC PLANNING 3

MA R K E T I NG CLIENT MARKETING 4

PROSPECTING 5
S YS T E M Relationship Marketing Strategies 5
I S F I R S T A ND F O R E MO S T
Mass Marketing Strategies 6
A S YS T E M . PRACTICE MANAGEMENT 7

GORILLA ANYWHERE 8
T HAT ME A N S Do You Already Have a CRM? 8

I T C OM B I NE S MA NY E L E ME N T S Gorilla in the Cloud vs Server 8

I N TO A S I NGL E U NI T.

W E DE F I NE T H E
SYS T E M A S
A C OMP UT E R - B A S E D ,
C L I E N T MA R K E T I NG ,
P RO S P E C T I NG ,
P R AC T I C E
A ND

MA N AG E ME N T
S YS T E M .

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 We specialize in The Double. Many
of our clients have doubled their income
within two years by following the system.
Some have even doubled their Double.
Bill Good
Chairman, Bill Good Marketing

THE SYSTEM
The Bill Good Marketing System is first and foremost a system. That means it combines
many elements into a single unit.
We define it as a computer-based, client marketing, prospecting, and practice management
system. A car, for example, is a system for personal, motorized travel. An airplane is a
system for air travel. And the Bill Good Marketing System is a marketing system that can
take you from where you are in the financial services industry to where you want to go.
We have a CRM program but its not what we sell. We have 2,800 marketing messages.
We dont sell those either. We sell an entire system with one goal in mind: help you double
your business or work half as much.
When you buy a car, you dont go to a dealership to pick up an engine, or a clutch. You go
to the dealership to buy a Porsche or a Mercedes. To power your business, you need an
organized, disciplined system. Why start with an engine and spend years trying to wrap a
car body around it?
We have created a system with all the pieces of a well-honed machine. Buy it, learn how to
drive it, then get your business on the road and follow the signs to success!

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 CALL JILL WHITE
FO R MO R E I N FO R MAT I ON

888.495.7303

When our Gorillas have implemented

the strategies, and followed their plans,
it isnt unusual for us to hear:I have
more time and more money!

STRATEGIC PLANNING
Most Advisors want to either double their income, or work half as much. Think that over
for a moment. Which one are you? Do you want more money to raise your quality of life?
Or do you want more time to spend on pursuing goals outside your work? Thats what
weve come up with. Time or money. Decide which one is more important to you. We can
help you get it.
When you become a Gorilla, you will get a detailed two-year game plan to help you:
a. Get better organized, and
b. Double your production and/or work less.
To help you better track your progress you will be able to generate a weekly report that
keeps you up to date on your progress toward your goals. To support this, you receive
phone consultations with Success Coaches to help you stay on track.
We also provide assistance in designing and testing letters,
scripts, and campaigns to make sure they are as effective
as possible when used in the system. And when you are
contemplating a change in overall strategy, you need a
strategist. As part of your subscription to our system, you
can arrange a telephone appointment with Bill Good.

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 Our client marketing is legendary.
We have been discovering and
documenting client marketing best
practices for more than 25 years.

CLIENT MARKETING
Included with the system is a surefire, battle-proven client marketing tool kit. It is
specifically designed to get half of your double from clients you have on the books when
you come to class.
Client marketing is the sum total of all communications directed at your clients. Its
mission is: become or remain sole provider for all clients who follow advice. Along the way
to becoming sole provider, you will:
1. Retain all clients who are decent people and will follow advice.
2. Find and record all outside assets held by the client so
they can be moved to your management.
3. Identify all upcoming liquidity events and deploy
processes to ensure none of these fall into the hated
cracks. The resources we have assembled are awesome.
Your system specialist will discuss these with you.

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 CALL JILL WHITE
FO R MO R E I N FO R MAT I ON

888.495.7303

Through relationship marketing acquire your

target number of ideal clients. If your relationships
are insufficient, add one or more of our mass
marketing campaigns.

PROSPECTING
Every advisor raises new assets from existing clients and referrals. But to grow a business
today, its not enough to hope for referrals.
Best practices today is: 15% of your clients must produce a referral, and 60% of those must
close. Plus, you need one or two additional new prospecting strategies bringing in new
business.
We have a total of four Relationship Marketing Strategies and four Mass Marketing
Strategies. Your Success Coach will help you decide which strategy to deploy first and, if
necessary, which to bring up next.

Relationship Marketing Strategies

1. Real Referrals. Our Real Referrals strategy starts with this commandment: Quit
asking for referrals. With that bad activity out of the way, we deploy three marketing
strategies to produce that magical referral consciousness. This means when a client
is in a social situation where referral to a financial advisor is appropriate, he or she
will not only think of you first but will provide your contact info.
2. Strategic Partnerships. A strategic partnership
is a relationship with a non- competitive financial
professional who believes in you and needs your
expertise for his or her clients just as much as
you believe in and need theirs. Our Strategic
Partnership Initiative helps you contact, engage,
and manage at least five strategic partners.

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 3. Clone Best Clients. To clone means create identical copies. Using a proprietary
process, you first identify and map the high net worth people your clients know that
you want to know. THEN you plan the right events. You then invite the client to bring
someone you know or she knows. Piece of cake.
4. Develop Connections. In our dictionary, a connection is someone you know that you
would like to do business with but who would feel uncomfortable if you solicited their
business directly. We have three campaigns to help you develop your connections to
the point your connections come to you and then become prospects.
These campaigns are so low key we call them no key. None of the campaigns ever solicit
your connections. They just gently keep your name alive until your client experiences a
financial change in life and needs help.

Mass Marketing Strategies

If relationship marketing does not generate your target number of new clients and new
assets, its time to consider mass marketing.
Here are your menu choices:
1. Seminars. You have probably heard it said, Seminars dont work today. Not true.
They do workand can work fabulously wellif you control the six seminar success
factors. Our seminar testing and management system does exactly this. You can read
about these six factors in our white paper, Seminar Success Zone.
2. Cold Calling. Cold calling also doesnt work except when its done the Good way.
We have two principal campaigns: Cherries and Pits and Mail-Phone.
3. Direct Mail. Most advisors never use direct mail. Sad. The right campaign to the
right list can produce a steady stream of leads, sometimes for years. Ask your system
specialist about The Mother.
4. Tipping.Targeted In-Person Prospecting. Wow! is all I can say about this. Its a
proprietary process to prospect high-end small business owners. If you are seriously
interested, we will talk to you about it.

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 CALL JILL WHITE
FO R MO R E I N FO R MAT I ON

888.495.7303

You need a team, there is no way around it. No one

makes it to high six or seven figures without a team.

PRACTICE MANAGEMENT
Practice Management is
a. the process of building a team in such a way that you grow revenue and profit.
b. having processes the team executes so the FA does not have to think or worry about
them. And
c. creating the time so the FA can work less or spend more of the time allocated for
meeting with and talking to more and better qualified clients and prospects.
1. Online seminars and multimedia training tutorials will teach your team about
marketing, sales and service, as well as database management.
2. Clear job descriptions for the entire team.
3. Actual hiring processes.
4. Help with interviewing your prospective team members.
5. Recommended compensation for your key support staff.
6. Model confidentiality agreements for your key staff.
7. Our service problem tracking system will help ensure that nothing falls through the
cracks and that all service issues are documented meticulously.
8. Team management system to coordinate staff so the FA knows who is doing what
with whom.
9. Checklists to ensure mission critical activities are always performed to professional
standards.
10. 188 business processes have been documented and programmed. These are the routine
actions you and your team do daily.
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 Gorilla Anywhere is the name of the software
that powers the Bill Good Marketing System.

GORILLA ANYWHERE
We have named it Gorilla Anywhere because you can deploy it anywhere. Do you want
a cloud deployment? Not a problem. Does your firm make a cloud deployment difficult or
impossible? Not a problem. We can deploy it on a server that you control or is controlled
by your firm.

Do You Already Have a CRM?

Most likely, this is not a problem. We would prefer you use our CRM exclusively. However
you may need to use the CRM you now have as your contact manager. Gorilla Anywhere
becomes the CRM that runs your client marketing, prospecting, and team management.
Other CRMs are not built for marketing. Mostly they just do contact management.

Gorilla in the Cloud vs Server

Whether you put Gorilla in the Cloud or on a server in your office depends on several factors.
Server Considerations
1. Your firm may mandate server. Not a problem, we can deploy there.
2. You have one location. You may not need a cloud installation. There are other mobility
options we can discuss.

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Cloud Considerations
1. You have multiple locations.
2. You have team members who work remotely.
3. You use or want to use multiple platforms PC, Mac, Android, iPhone, or iPad.
You can work from anywhere with an Internet connection. Thats anywhere, right?
4. You intend to open one or more new offices.

I designed MY SYSTEM to help you doubl e

YOUR PRODUCTION OR WORK HALF as much. Over the years, thousands
of financial advisors have accomplished more in less time because they
have followed MY TIME-TESTED, FIELD-PROVEN SYSTEM.

T H E S YS T E M WO R K S I F YOU D O.

BILL GOOD MARKETING, INC 2017 by Bill Good Marketing, Inc.

6891 South 700 West, Suite 100
Midvale, UT 84047
billgoodmarketing.com
All Rights Reserved
The products and services referred to herein are
either trademarks or service marks, or registered
trademarks or registered service marks, of Bill
Good Marketing, Inc.

This White Paper is for informational purposes

only. Copyright permission is hereby granted to
make copies and distribute to Registered Repre-
sentatives in the United States and Canada.
Bill Good
Chairman