You have probably figured out that referrals don't just happen. You have to make them happen. Here's a video that explains how to really get it done. I made this video addressed to attorneys. It works equally as well with financial advisors.
There has been a great deal of debate over how to close the seminar. It's imperative that you don't allow people to leave without an opportunity to make an appointment. If a meal is not offered, you will have to rely on them being self motivated. Their motivation is dependent on how much of a sense of urgency has been created in the seminar. Without a sense of urgency your proposal to do business is extremely passive. Also, you will have little to no opportunity to talk to people before they leave to evaluate their interest level. Calling the next day will lose a significant percentage of people who would have made an appointment if compelled to do so. All of this leads to my real reason for offering a meal. It gives me a chance to see the attendees for a couple of minutes to discover their level of interest, sense of urgency, need, and ability to invest in their future. You will also be able to assess their trust level. Also, you can help them past their reluctance to meet by assuring them that questions can be answered without cost, but solutions require an investment of time and some resources.
Closing your meeting without asking for a decision is a symptom of close reluctance. It is caused by fear. Fear of opinions, fear of rejection, fear of offending, etc. You must put that to rest. If what you do is of real value to the consuming public there is nothing to be fearful of by asking for a decision for something as non-aggressive as an appointment.
What is the value proposition for your seminar? How will you offer that value to potential seminar attendees by use of the mailer? What if your value proposition isn't very exciting? In fact so dull that nobody cares. We had an advisor who invited people to Ruth's Chris Steakhouse to present a seminar. He had very few attendees. Why? Because he offered them information they could find on Google. So, the value proposition was obviously not food because 5,000 people didn't care. Here's a clue. They want information that will change their lives for the better, but it must be something that nobody else has offered. The way you do that is to bring up the problems that they are unaware of, help them to be concerned and then offer the solution. Of course, the solution will happen over the conference table.
Kim has personally presented over 800 seminars and produced over 15,000 for other producers.