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"Wally Cato's established reputation as a financial magazine editor and actual public relations genius soon resulted in national recognition for financial planning, the new profession I was trying to create.
A bundle of talents and hard work, Cato thrives on difficult challenges with limited budgets. Cato even arranged visits to the White House and interviews with Presidents of the United States, plus involvements with many national figures in various fields. Wally Cato obtained many millions of dollars worth of valuable publicity for our new profession. Cato was just what we needed to catapult financial planning to new heights of acceptance and respect."
Loren Dunton (1918-1997) writing in his book
'Financial Planning: A New Profession'
* Founder of Financial Planning
* "Originator" of the concept, profession and the first association for Financial Planning
* Founder of the College for Financial Planning (ICFP)
* Founder of the CFP designation (Certified Financial Planner)
* Founder of the International; Association for Financial Planning (IAFP) now Financial Planning Association (FPA)
* Founder of the Institute of Consumer Financial Education (ICFE)
* Founder and first publisher Financial Planning Magazine (Edited by Wally Cato)
* Dunton's precepts led to creation of the International Association of Registered Financial Consultants (IARFC)
* Chosen "One of the most influential money men of all time in the USA" by Money Magazine
*Co Founder of the Registered Tangible Investment Advisors Association (RTIAA)
"For a financial professional, attempting a "do-it-yourself" image building campaign without the affordable, expert help of Wally Cato makes about as much sense as attempting a "do-it-yourself" appendectomy!"
Jack Gargan, CLU, RFC
Best Selling Author, Founder of International Association of Registered Financial Consultants (IARFC)
"As an organization that helps protect financial advisors nationwide we can attest first hand that Wally Cato has the experience and expertise to assist any financial professional in building a stronger image. His twenty-five-plus years of Market Leader Branding for financial advisors make Cato not only effective, but also affordable."
Jerry L. Reiter, CEO & Chairman
Financial Advisors Legal Association, Inc.
Coast-to-coast, financial advisors are subject to more legal actions than are physicians or any other group! The Financial Advisors Legal Association, under the direction of the dynamic Jerry L. Reiter, is one of the fastest-growing financial professionals associations in America today. Reiter is considered one of the few visionaries in the financial planning industry.
"In your highly competitive market place, we recommend that you consider Cato's unique services as the first step to improving your local market position and professional image."
Robin Mills, President,
Financial Advisors Legal Association
"If you want the increased understanding in your local market - that leads to increased acceptance of your products or services and increases your sales, then you need Wally Cato working for you."
Lew Nason, LUTC, RFC, "The Nine Out of Ten Guy!"
Mr. Nason is founder of the famous Insurance Pro Shop in Dallas, GA and he helps multi-national agents, financial planners, and advisors to advance their careers. He is a leading national and international speaker/trainer (on sales and client service) for the financial products and services industry. Lew is the award-winning author of the well-known book Win Nine Out Of Ten. He is highly published in financial industry journals. Financial Services Advisor Magazine reported, "Lew Nason just may be the most effective sales improvement coach of all time."
"Forrest Wallace Cato has more ideas in a day than most people have in a lifetime. He has the courage to try to make ideas happen. Presently, who has the most ideas for your benefit? When Cato decides to do something for a client nothing stands in his way. The client's objective becomes his sole focus of attention and little else matters until the client's goals are achieved. His media skills are almost legendary in the financial products and services industry. He enables you to use your hometown advantages in your local market area. Cato makes things happen - often these are Market Leader Image- Branding actions that you want -- to position you as the desired leader in your local market area!"
Raquel McAninch, Executive Secretary
Registered Tangibles Investment Advisors Association
Boston, Massachusetts
(RTIAA grants the RTIA and the RTIC designations.)
"Cato enjoys an abundance of good will among financial planning professionals. His promotional skill has helped involved financial planners to achieve unmatched leadership and sales success in their target markets, largely through unmatched Market Leader Image Branding. He is intense and efficient, yet remains down-to-earth and personable. Cato is the only person I have ever known who is eager for you to get the credit, recognition, and fame. His non-threatening and low-key manner earns acceptance and trust and this helps him sell you."
Monroe M. Diefedorf, CLU, ChFC, CFP, RFC, CIMA, C3DWP
Diefendorf Capital Planning Associates is America's oldest financial planning firm (established in 1875).
3 Dimensional Wealth International Association
Locust Valley (Long Island), New York
Grantor of the C3DWP designation.
"Your Fame and Your Recognition Are What Wally Cato Is All About."
Paul Richard, ICFE Executive Director
Institute of Consumer Financial Education
The ICFE, Founded in 1982 by the late Loren Dunton, helps consumers of all ages to improve their spending, savings, and use of credit. The ICFE works with the U.S. Department of Defense and other organizations.
"I routinely receive media recognition and you can do the same!" Brian Tracy
"I have an ongoing plan executed by my Media Advocate, to create, establish, and maintain my desired image, within target markets. You can check with Wally Cato about how this can work for you." Tracy began his career in the financial products and services industry where he built a very large sales organization. He is today one of America's "most booked" business speakers and sales trainers. Brian Tracy is the author of the best-selling books Getting Rich Your Own Way, Successful Selling, The Science of Self- Confidence and other well-known titles.
"Wally Cato is simply your best choice for building your desired reputation and production with the help of Market Leader Image Branding!"
Mehdi Fakharzadeh, MDRT Hero
"Mister Mehdi" is America's beloved insurance Role Model... He is the famous and beloved MetLife Insurance Company super-achiever. He is also considered an MDRT role model. "Mister Mehdi" is rated as "one of the world's most successful life insurance agents of all time!" He is author of three published books and has been an active professional for over 50-years.
"No one can create, establish, and maintain, your desired image within your target markets like Wally Cato does with Market Leader Image Branding!"
Norman G. Levine, MDRT Leader
Norm Levine is former President of the MDRT and GAMA. He is one of the world's most successful insurance agency builders, directors, agents, and sales trainers. Norman Levine wrote the books, The Norman Levine Reader, Selling With Silk Gloves, and A Passion For Compassion, plus other titles. He s an international speaker and trainer on sales and client service. He has over 40-years experience.
"Cato is without equal in his profession. As the true master of Market Leader Image Branding he can advance you!"
Ed P. Morrow, CLU, ChFC, CFP, RFC, CEP
Morrow is CEO of the International Association of Registered Financial Consultants (IARFC), the world's fastest-growing financial planners association. He is Publisher of The Register Magazine. Morrow introduced financial planning to China and all other Asian countries. He created the software program most used world-wide by financial professionals. Morrow directs the annual IARFC Forum Convention.
"My husband, the founder of financial planning, called Wally Cato an Market Leader Image Branding genius."
Marta Dunton, The First Lady Of Financial Planning
Marta is the wife of the late Loren Dunton, founder of the multi-billion dollar financial planning industry. In his book Financial Planning: A New Profession, Loren Dunton wrote, "Cato is a genius at making certain financial professionals and other business leaders famous! He has written more words to help make financial planners and insurance agents better understood and accepted than any other person."
"Wally Cato's Market Leading Image Branding impact is enormous!"
Jack Kinder
Jack Kinder operates The Kinder Group International. He is a master agency builder, and has been training financial professionals for over 40-years. He is co-author, along with his brother Gary D. Kinder, of Building The Master Agency, plus other books.
"Mr. Cato will provide unmatched counsel, direction, effective Media Promotion and Market Leader Image Branding for you!"
Phillip A. Calandra, MBA, RFC
Phil Calandra was described by Financial Profiles as, "One of Financial Planning's best and brightest young professionals! The industry can be very proud of him." Calandra wrote, "Whether you've been at the top of your game for years, or you're a neophyte trying to climb your way up, Mr. Cato makes you feel the way you did when you sat on your granddad's lap to watch a ball game."
"Wallace Cato is without equal in Europe, the Pac-Rim, the USA, or Canada when it comes to making folks like you famous through Market Leader Image Branding!"
Rev. Dr. John Clements of Norwich, England
Dr. Clements is author of the books Make Your Walls Tumble, Fruitful Prospects, and Stained Glass Wisdom. Cato arranged for His Holiness the Dalai Lama to write the Preface to one of Dr. John's books. Dr. Clements is a BBC-TV personality, a noted British clergyman, and international speaker especially active in Europe and the Pacific-Basin countries.
"For you I could not rate Cato more highly due to his proven talent, media contacts, and skills at Market Leader Image-Branding!"
Mickey M. Greenfield, JD, Ph.D.
Dr. Greenfield is an attorney, nationally-known psychologist, and author of the book The Sales Slump Doctor Is In. He is a frequent magazine contributor and a highly booked speaker for major events.
"Cato can position you as the leader in your target markets that are essential for you. He can get famous celebrities to endorse you"
Alan W. "Big Al" Altmann
'"Big Al" is a highly effective motivator and sales trainer. He hosted TV's Alan Altmann Show. Al wrote Journey To The Jordan, and Personal Empowerment. He hosted the Believers In Business TV special seen on PBS. He is an acclaimed minister, Christian worker, writer, and fund raiser.
"If I had met Wally Cato ten years ago I could be as famous as the Pope by now!"
Charles "Tremendous" Jones
"Mister Tremendous" is author of the 2-million copy best-selling book Life Is Tremendous. This dynamic platform talent was voted "Speaker of the Decade" by the National Speakers Association. Jones is CEO of the Executive Books Publishing Company.
"If You Don't Want Wally Cato's Help, Then You Don't Want More Success or More Profits!"
J. T. "Dock" Houk, JD, PhD, CPhD, RFC
As CEO of the National Heritage Foundation, Houk directs the largest "holding company" of qualified foundations in the world. NHF "houses" over 2,500 foundations. He is author of five books and a newsletter publisher.
"Wallace is the respected leader among Media Advocates!"
Don M. Green, Executive Director,
The Napoleon Hill Foundation
Mr. Green assigned Cato to edit and revise the book How To Sell Your Way Through Life by Napoleon Hill, plus assisted Cato with the book Napoleon Hill Heroes. Don is a former bank president. Don became Foundation Director following the death of Cato's close friend and long-time client, W. Clement Stone.
"Wallace Cato is the most effective sales promotional image-builder who ever breathed! You can use his Market Leader Image Branding to advance your bottom-line." Jan Cooper, Ph.D.
Dr. Cooper is former host of a state-wide (California) TV program, author of four books, a retired university professor, and a professional speaker active in the Pac-Rim countries and in the United States.
"Wally Cato is without equal when it comes to helping you improve your market position with Market Leader Image Branding!"
Vernon D. Gwynne, CFP, RFC
Gwynne is the former Executive Director of the International Association For Financial Planning (now FPA) and Former Publisher of Financial Planning Magazine and the IAFP Newsletter. Vernon Gwynne has since raised over 2-billion dollars of investment money. Cato served as Editor of Financial Planning Magazine and IAFP Communications Director during the period when Gwynne achieved the IAFP's largest growth.
"While attending a large seminar in the States (at Atlanta) on increasing sales, for insurance and financial planning professionals, I heard Wally Cato speak. There are many PR agencies here in Canada and in the USA that charge megabucks for what Cato does better at far less cost! Cato has over two decades of highly successful experience creating, establishing, and maintaining, your desired image as the respected leader among financial professionals in your market area. Cato has a reasonable price! He helped us grow to over three thousand members in Canada."
I. Jeff Eshun, Ph.D., HD, FMM, RFC
Jeff is the President & Co-founder of Solutions 21 Financial & DSC Lifestyle Services. Woodbridge, Ontario, Canada.
"Wally Cato is hugely admired by other Media Advocates, Image Creators, and PR Promoters, plus Cato is admired by his clients!"
Robert Abrams
Abrams recently retired after publishing the 138-year old Trusts & Estates magazine. He also published Pension World and other Financial Magazines.
"Cato is the leader in sales promotional Image-Building for financial professionals in all of the Pacific-Rim countries and in the USA."
Rameshvaran s/o Arunassiam
"Ramish" is Publisher of The Inspirator International Magazine, headquartered in Penang, Malaysia. "Ramish" produces this publication which is the largest circulation English language magazine devoted to sales improvement, self-help, inspirational guidance, personal motivation, and serves readers in all of the Pacific-Rim countries.
"More than anyone on earth, Cato has helped make professionals like you famous and more successful through effective Market Leader Image Branding."
LaNell Switzer, FIC
LaNell is Chairman of Royal Neighbors of America. As Chairman she directs the largest fraternal insurance company in the world. The company is 106-years old. Ms. Switzer worked her way up from sales agent to Chairman. LaNell writes the syndicated column Names, News & Nonsense.
"During my thirty-five years in the financial services industry I've never known a Registered Financial Media Advocate who can accomplish more for you than Wally Cato. Cato is the most inspiring person I've ever worked with. Cato is a super-talent who is well-connected and results-producing. If he works to improve your bottom-line through Market Leader Image Branding you too may jump for joy!"
Jim McCarty, CLU, RHU, LUTCF, RFC
Jim McCarty of Show Biz Selling, is well known for being America's leading authority on "Show Business Selling for Professionals." Jim is the author of Above The Line.
"In financial investments, past performance is no guarantee of future results. But for establishing your reputation as the leader in your local market, I advise you to consider the proven talent and work skills of an experienced media advocate who has an outstanding history of producing results that establish financial advisors like you as leaders in their market areas. I recommend Wally Cato who is our industry leader in this specialty discipline."
Albert F. Coletti, CLU, ChFC, RFC
Chairman, Design Capital Planning Group
President, Institute for Financial Education
Smithtown, New York
"Most leading financial professionals have a successful direct mail program. Often their ongoing DM efforts are customized versions of DM pieces that are proven to be highly effective. Wally Cato can show you how. The late DM Hall of Fame expert Maxwell Sackheim, authored My First 65 Years In Direct Mail Advertising. Wally wrote the Introduction to this classic book on direct mail and later inherited the Maxwell Sackheim DM Library."
Clyde Cleveland, President of Seminar Crowds
Randal Marketing Group, Inc., Fairfield, Iowa
"Oldest and largest provider of DM services for financial professionals."
"Wally Cato is an invaluable addition to any financial advisor's team. His insights into Personal Image Branding are unmatched in the marketplace. He truly helps the advisor to create the credibility that is so important to their success!"
Jennifer Lowery, Senior Marketing Consultant,
Response Mail Express is the "original" and most successful direct mail marketing program in the country for Annuity, Life Insurance and Financial seminars!
"Within thirty six hours of meeting Wally Cato, he gave me a homerun strategy for finally winning an important testimonial that I had long-sought from the key source in my target market, two commitments to get my name and message published on a national scale, unambiguously clarified my personal brand and how I can more effectively position myself in my target market, plus cemented an important joint venture with a national figure in the insurance industry. His bias towards action combined with an unfailing gentlemanly manner is a rare combination - particularly in someone with so much marketing savvy. Stephen Covey talks about the winning combination of character and competence. Wally has both! If he is one-tenth as effective with you as he has been with me, you will get absolutely breakthrough results. And I've only mentioned the first thirty six hours."
John Michael (Yaacov) Sternbach
John Michael entered college at fourteen and graduate school at seventeen, studying biochemical genetics at the University of Rhode Island and Harvard. He spent 20-years working in Fortune 500 companies as a consultant, manager and eventually a VP. After 9/11, John Michael left the corporate world and moved from NYC to Maryland, establishing a practice in mortgage-centered financial planning. He lives in Baltimore with his wife and children.
"Cato proves his worth to you many times over. The value that he has provided to me in my market was tremendous in only a very short time. He produces beyond his scope because he embrace his position as a promoter of the financial market leaders. Cato also has a great gift for helping financial professionals see their true worth and helping them to bring this out. The successful market leader image building experience that he brings, along with the relationships that he has established over many years, are valuable treasures for his clients. I can not express the gratitude that I, my family, and my company, owe to Wally Cato and his team for helping us take our business to a higher level."
Albert J.K. Perkins IV
Asset Management Advisors, Inc., Honolulu, Hawaii
"You either manage your image for your best marketing advantage or you do not. The most successful financial professionals in the world all manage their image. All of the leaders have highly skilled professional help with their image and self-branding. In the financial products and services industry, the body of work created by Forrest Wallace Cato in image and self-branding is without equal."
Geoffrey A. VanderPal
DBA, MBA, Ph.D., CFP, CLU, CFS, CTP, RFC
The Elite Financial Planning Group of America, Inc.
Las Vegas, Nevada
Additional references available on request.
(Addresses and contact numbers included)
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