Posts filed under 'Financial Advisor Marketing'
This article is by Bob Hanson
How can you productively incorporate new technology into your marketing? Here technology can include CRM, websites, social media, webinars, and email for newsletters and marketing, and more.
Consider this example…
A new client reported to us about a conference put on by a well known firm, expert on the topic of growing advisory practices. He brought back the impression that “higher net worth prospects” don’t use the web AT ALL to help select their advisor. Really?
That the web and your website have little to no importance in your marketing is a common belief among advisors. To counter this, I made a point of talking to a few advisor clients this week who target millionaires and who also have effective websites. As it turns out, all have signed up at least one high net work client in Q1 2012 who “found us on the web.”
The point is not that you need to throw all your marketing budget online, but I would make two recommendations to virtually all advisors:
#1 - A good website — one that describes your value proposition — helps drive email opt-ins and email communications with your prospects and clients, and it will pay for itself quickly.
#2 - Keep in mind every marketing technology should be viewed in the context of your overall marketing plan. Prioritize and use the ones most helpful to you.
We conducted, for example, a recent survey and found professionals are most likely to use LinkedIn above and beyond any other type of social or online marketing. So if you are actively building your COI or professional network, at a minimum update your profile, write a compelling and Search-Engine-Optimization worthy “summary,” and go ahead and make a few connections.
Yes, I wish there were one “magic bullet” solution out there for all advisors for any marketing situation, goal, market, or marketing challenge. There is not. Be skeptical of even internationally recognized experts who tell you there is only one path to success or one way of marketing today.
There are principles of success and productive marketing that work again and again. And one of them is picking the tools, tactics, and technologies which reach YOUR target market and support YOUR growth strategy. That’s how you will vastly increase your odds of hitting your growth goals.
Here’s one marketing tool that makes your website more powerful. In addition, it can help you to become an instant expert, get new prospects in the sales funnel, and attract and educate the clients you want. Get immediate access to our special report here. http://www.marketingplanfinancialadvisor.com/wp.pdf
May 3rd, 2012
You may not call your clients “muppets” as they allegedly do at Goldman Sachs.
The media grabbed Greg Smith’s accusations about Goldman Sachs and enthusiastically broadcasted them far and wide. This flap has caused investors, even those with an independent advisor, to become more skeptical about the advice they are receiving.
Investors suspect a conflict of interest everywhere. On top of the “muppet” scandal advisors are losing clients and assets under management to direct investing. Research from Cerulli Associates, Inc. reveals that this channel grew 19% from 2008 to 2010. And it is now the “second biggest distribution channel after the wirehouses.” And the direct-investment platforms are offering more extensive services to satisfy current investors and entice more investors to take investing into their own hands.
With these forces pulling investors away from financial advisors what’s an advisors to do?
The answer: Distance yourself from the greed mentality, relieve fear and suspicion, and build trust. Here’s how:
Use Everything You’ve Got
Go Beyond Initials To Get More Out Of Your Credentials
The word “fiduciary” is one that is taking on supreme importance. If you are a CFP(R) or have other credentials that require you to act in your clients’ best interest, let your clients and prospects know. If you have been singled out for awards and recognition, don’t be shy about promoting your singular accomplishments.
Be Explicit About Your Fee Structure
Talk about fees early in the relationship. Be transparent about how you are paid with a full disclosure of costs.
Keep Your Promises
You may have heard of overpromising and underperforming. Instead, underpromise and overperform.
Call On Your White Paper To Speak For You
If you haven’t written a book, a White Paper can take its place and set you apart, helping to boost your credibility.
Your White Paper, for example, can reveal to prospects and clients the value you offer through the helpful information you provide. (That’s only one benefit of a White Paper. There are many more.)
Don’t Expect Much From A Stiff One-Dimensional Bio
A dry recital of your education, credentials, years of experience, and community activities prompts a “So What!” reaction. Let in humor, passion, and soul. Reveal the values that your family handed down to you. Disclose what you have learned from your years in practice.
Create Deep And Meaningful Relationships With Clients
Be sure they experience a difference in their lives from working with you. You can demonstrate this in your marketing messages through “case studies” (written in a form that will be approved by Compliance).
In addition, “case studies” are another way to establish the exceptional service or expertise you provide.
Don’t Sell Your Process Short
Give your planning process a name. Show how the process centers on your clients and spell out each step to demonstrate your client focus and, in addition, showcase your time-tested approach to getting results.
Craft Your Unique Portrait From Many Layers
The 7 points above can help you create your differentiation. Shape them into a many-faceted story that no one else can match.
Finally, distance yourself from the suspect pack of advisors by promoting your rich portrait through a marketing blitz. Call on it everywhere in all of your marketing communications such as your website, white paper, brochure, capabilitires deck, and newsletters and in your seminars and workshops and other face-to-face sales encounters.
You’ll discover more client-attracting tools and tactics like these at http://www.marketingplanfinancialadvisor.com
April 3rd, 2012
As our clients know, there are basically 3 ways to get advisory prospects in the door…
1. Something Written/Free Report
2. Events (not limited to just dinner seminars), and
3. Meeting Campaigns (2nd Opinion Campaigns, Referrals, Wealth Management Discovery, etc.)
When you look at this list, you may have the insight that #1 and #2 are optional for every advisor marketing plan. Whether you are conscious of it or not, though, you are running a 1-to-1 meeting campaign every time you ask for a meeting, referral, or individual review.
So the logical question is, why not “sell them in bunches like bananas” and ask for the meeting in bunches?
That would be a 2nd Opinion Marketing Campaign which virtually any advisor can profit from in 2012.
We invite you to download our Free Checklist - “Ten Surefire Ways to Unleash the Power of Second Opinion Marketing for More Clients - Now!”
#10_Link-2nd Opinion#>
Easy, direct access for instant download.
Here I want to point out the single, biggest reason these campaigns fail…and many, many advisors experience less than 1 tenth of a 1% response rate. A response of 3 in 5,000 is a quick way to go broke.
Most Advisor 2nd Opinion Marketing campaigns simply introduce the offer with no benefits, no specifics, no urgency, no building up of your expertise and, most of all, no history with the list you mail. Too often, it is a cold or suspect list to which you have never mailed before.
No wonder campaigns like these usually bomb.
We want you to avoid this trap at all costs. At a minimum, your 2nd Opinion Marketing Campaign should include something like a targeted cover letter and a one to two page nicely-prepared brochure. You should answer questions like these:
- What problem are you solving? (Investment performance, no retirement plan, etc.)
- Who might benefit from your review? (An investor approaching retirement, etc.)
- What is the process you use to deliver results in the 2nd Opinion Review?
- Why are you a credible advisor who can give good advice?
- What are some of the key benefits of the 2nd Opinion Review?
Now you are in the game and can break through the clutter for more prospect meetings.
Discover more about what these campaigns are and how others have used them to get as high as a 22% response from a campaign or add $9 million in assets in a single month?
Download our complimentary checklist to discover more information.
Bob Hanson, Partner in the Client-Attraction System for Financial Advisors, bhanson@marketingplanfinancialadvisor.com
March 4th, 2012
Imagine that your major marketing task is to answer frequent phone calls from your ideal prospects wanting to do business with you!
This can happen, and here you’ll find the path to reach this happy state.
Recently, I persuaded my son-in-law (Ron Covey) to be interviewed. In 2007 he was the third person to be invited to join a new business (MRops). The business grew from a one person startup in the founder’s spare bedroom to a thriving 100 person firm with offices in Doylestown (Pennsylvania), Minneapolis, London, and Hyderabad, India.
The company is not in your field, yet that’s no reason to discount its path to success. Many rewarding lessons, we believe, come from outside your industry. The process this market research firm followed for recognized results can propel your practice to the next level or carry a new firm to a happy beginning and beyond.
Looking At The Person Behind The Business
Every business starts with the who, the person behind it. So which of the qualities of the founder, Ian Kiernan, helped to guarantee his success?
He was a known and respected person in the industry, bringing deep experience and tested insights to his new firm.
* You have the unique experience you bring to your practice (which could be personal, from other career situations, and through your years in your practice). Capitalize on it.
He talked to leaders in his field beforehand to test his ideas to fill the void he saw (conducting his own informal market research).
* You, too, have contacts you can tap to help you identify and make the most of your opportunities — friends, clients, networking groups and, perhaps, an advisory group.
Ian is smart and confident. Equally important, he is adaptable. Over the years he “changed the company 4 or 5 times” to better serve his clients and to grab opportunities.
* The markets and the global economy you and your clients face are careening in new directions. Are you mired in the past? Or are you adjusting and amending to address lightning-fast change?
Employing Top Talent
After the first two months of handling contracts alone in his bedroom office, Ian was ready to start hiring the best people in the industry. It might be more costly initially, but with top talent, he reasoned, he would be able to take advantage of his first chance to get things right.
He didn’t want to have to try to recover from a second-rate introductory experience.
Who did he look for? “Communicators” — people who simply didn’t take orders from prospects and clients, but who probed behind what clients were asking to develop the best approach for them.
* Many of the advisors we work with are “communicators.” They follow a process collaborating with their clients to develop the solution that best fits their unique situation.
Clearly Identifying Your Desired Audience
Through research the founder saw a niche of small to mid-size companies. At that time these companies had only one option for outsourcing their market research — people in India with about a year of experience. There was no one in the U.S. who could serve these companies, much less bring to their work some of the best people in the industry.
What do you see as your Biggest Mistake?
The years proved that their special niche of small to mid-size companies was a solid choice.
But in the early years they were tempted to take on larger companies or very small ones. Not the right fit, these clients took up extra time and produced disappointing and frustrating experiences for both the firm and clients. Quickly, they fired these clients.
* Advisors may acquire clients who are not the right fit. They can find other situations for these clients, opening time to serve better clients who can benefit from and appreciate the added value provided.
Differentiating by Adding Value
MRops lists on its website more than 10 areas where it stands out. They make it clear where they can add value. This information assures a prospect and reminds a client how each one will be considered for who they are and what they want, not shoehorned into a one-size-fits-all mold.
Becoming A “Marketing Maestro”
This new marketing research firm reached the class of “Marketing Maestro.” They act within a closely knit community where people meet at industry events.
MRops keeps coming up in conversation. Prospects hear repeated praise, they check them out on the website, and they make the call . . . already sold.
Starting right now you, too, can become a “Marketing Maestro.” Here’s a plan:
Capitalize on your personal strengths. Focus on a well defined audience that will both benefit from and appreciate the value you bring. Don’t try to please anyone else.
Understand where you stand out and communicate that again and again to your prospects, clients, and anyone in a position to send business your way.
If you can do what your competition can’t or won’t do, so much the better. Promote your Leave-the-Pack- Behind value from your website and in your initial call with prospects. Then, deliver that value.
For a year when you, too, become a Marketing Maestro, we invite you to call us at 215.753.2620.
February 24th, 2012
Just got a call for help from an advisor in Oregon who took a look at a new brochure for his firm, and it left him cold.
“It looks like every other financial advisor’s brochure,” he complained. So Andy (not his real name) went surfing on the web and found us.
Deadly Brochures
What’s wrong with the typical brochure? Three big myths are perpetuated in producing the usual advisor brochure.
Myth #1 - An Eye-Catching Brochure Makes Things Happen
You need more than a drop-dead gorgeous design to get the pay-off you are looking for from your brochure. Or to say it another way, design alone cannot rocket your brochure to the results you want.
Myth #2 - The Ultimate Goal Of My Brochure Is To Showcase My Professional Status.
Two costly mistakes here:
1 - It’s all about me, the advisor.
2 - It becomes a boring recitation of name, credentials, and experience.
Yes, you do need to present your best case. Yes, you do need to counter the suspicions and mistrust (some of it justified) about financial services that are epidemic. Yes, you do need to demonstrate how you put your clients’ interests first.
But you don’t need to bore them. With precision, select your desired audience(s) for your brochure. They won’t be bored if you can talk directly to them with concern about their stresses and anxieties. They will listen if you show them exactly how you can make their lives easier.
Myth #3 - My Readers Are Smart: They Will Figure Out What To Do Next After They See My Brochure
We call it relying on “Wishful Thinking.” What’s the answer?
Face the fact that your readers will not bother to figure out what action you want them to take next. You need to decide what that is ahead of time and spell it out in your brochure.
Then, you must do what it takes to prompt them to take that action.
Warning: These myths are failures that are most common in template brochures, brochures left to your printer to produce, or brochures created by a graphic designer who is not a savvy marketer.
So when we work with Andy, we will steer him away from these fatal flaws.
How To Avoid A Deadbeat Website
And Andy’s brief message introduces a failure we find in most advisor websites. It’s rampant not only in template websites but also in those produced by many web designers and developers.
How did Andy find us on the web? He’s in Oregon, we’re in Philadelphia. He’s never heard of us, we never contacted him.
So he did a search for financial advisor brochures. Out of “about 1,300,000 results (0.17 seconds),” according to Google, we came up first in a natural search (not paid advertising).
Wow! Was that lucky?
Well, no. We’ve been intense students of Search Engine Optimization since we put up our first website in 1996. We knew exactly what to do to attract financial advisors to the page on our site that talks about brochures that can pay off for you.
Again, this is not on the same planet with a template site that puts only your company name in the title tag on every single page and calls it Search Engine Optimization. We can’t tell you how many websites we’ve seen that fit that description. There is much more to SEO than that.
While surfing the web, Andy found us in first place and checked us out. Our website met his expectations (that takes more than Search Engine Optimization), and he made the call immediately!
For a brochure and website that pay off, contact us at 215.753.2620 or Shirley@marketingplanfinancialadvisor.com.
January 31st, 2012
This article is by Bob Hanson
Partner, Client-Attraction System for Financial Advisors
Let’s look ahead in 2012 for marketing tactics that will continue to help advisors attract new prospects, clients, and assets. These tools and strategies worked in 2011. Can they be marketing powerhouses for your marketing this year?
1. Try Change Versus More of the Same
Just like the Clinton campaign election slogan in 1992, which came on the heels of 12 years of Republican leadership, new prospects are likely to respond to your approach if you are offering an alternative to the way they have been planning or investing in recent years.
Your theme could be, for example, Taking Control of Your Finances, Sheltering Wealth from Market Volatility, or Making Money in Sideways Markets. The bottom line is: If you offer the same planning or investing strategy your prospects are getting now from their current advisors, why would they go through the trouble of switching?
2. Call On Your Own Web Page or Website
Many advisors are trying newer media and technologies such as email marketing, website registration forms, social media marketing, and web meetings and webinars.
Guess what is right at the center of all of these? Your own web page or website. Why would you spend time, effort or money on creating interest if you never get leads or clients from a tactic?
That’s why we recommend upgrading your website FIRST for a means to convert all this new activity to clients and see an ROI from your marketing investments.
3. Embrace Newer Technologies like CRM, Email Marketing, and Web Meetings/Webinars
Note: these ideas are relatively proven versus social media, so proceed with caution with social media.
Advisors, though, you will want to update your LinkedIn profile as this is likely to be one of the top Google Search Results. Be sure that it links back to your website.
4. Offer 2nd Opinion or No-Obligation Meeting Campaigns
These are still working, especially as a MARKETING strategy or campaign back to your suspects, prospects, and referrals, and through Centers of Influence (COIs).
5. Consider Non-Traditional COIs
As you likely have discovered, Estate Attorneys and CPAs are over-solicited by advisors and very reluctant to go with one source for their referrals and co-marketing programs.
But leveraging this type of “transfer of trust” for joint events and referrals remains a winning strategy today.
Consider non-traditional Influencers like insurance agencies, organizations marketing and selling to your niche, local educational forums and organizations, corporate alumni meetings, mortgage brokers, and more. A list of 10 of these relationships now should mean at least 10 new clients in 2012.
For more articles and information for financial advisor marketing see
www.marketingplanfinancialadvisor.com
January 5th, 2012
As a financial advisor, you want to fit in by being professional, “normal,” upright, and dependable, so you would not be happy if someone described you as “weird.” At least, you’re not happy yet.
But what if “weird” is really typical? What if calling you “weird” is a compliment? What if your best prospects are “weird?”
That’s how Seth Godin looks at it in his provocative book, We Are All Weird. Let him explain.
This book is his “manifesto about the end of the mass market.” He adds, “The way of the world is now more information, more choices, more freedom, and more interaction. and, yes, more weird.”
Seth Godin defines “weird” as: “Weird by choice, people who have chosen to avoid conforming to the masses, at least in some parts of their lives.” Or said another way, weird is a “tribe — belonging to the small circle of people who share interests.”
It is a reason why trying to be all things to all people fails — whether it’s in your message, in your “I can help everyone” attitude, or in your fear of missing an opportunity. The alternative is to become essential to a few. And here are three ways financial advisors can do that:
Go Deeper Than A Niche
Think beyond niches to narrow your sights to the level of the “tribe.”
In following my spirit of being enticed daily by learning something new, I’ve been listening to Frank Kern (who enjoys being weird). Several years ago he started selling dog training courses on the Internet, and his success made him an Internet marketing legend.
His rewards did not arrive from selling the ultimate course to the mass of dog owners, but in selling a dog training course for owners of labs, one for poodles, one for Rhodesian ridgebacks, another for collies, etc.– about 600 courses in all.
An example for financial advisors comes from a client who, when we began working with him, thought of his niche (his desired audience) as people in transition. His audience is now collections of people in specific life-changing situations. They are inheritors, the divorced or divorcing, the bereaved, business owners ready to sell, and others.
Each is experiencing different pains, different needs, different choices. Each gets a distinct message.
Prove That You Understand
You can call it a case study, a scenario, a case history, or something else. Within the confines of Compliance you can let a “tribe” know that, yes, you understand and empathize with their problems and you can help. Further, you and they share the same desired outcome.
Clients, a talented husband and wife team, described a scenario where they worked with a business owner who was looking at retirement and business succession issues. That’s the tribe they are helping. They demonstrated their expertise further by being able to develop what they called a “Recovery Plan” to counter the damage of the continuing downturn on that business to make it much more salable.
They can help business owners in this situation take control of their future by addressing their lack of sufficient retirement income and helping them generate a road map for an orderly, more rewarding business succession.
Follow a Fast, Easy Route To Reach Your Tribes
The fastest connection is the Internet. It can be through your website which speaks to your tribe(s). And only them. Forget everyone else. Or it can be by email or through a webinar or a video on YouTube. Or through a print ad that sends them to your website, or by other routes.
Ultimately, what are you giving your tribes? A choice.
The choice could be as simple and as profound as your Realization Process, which helps them define and realize their desired future.
And you explain how more than 30 years of experience contributed to creating and refining the process. You reveal the exact 4 steps that give them their path to successful living. And you show how you back up the process with a caring staff, sound business systems, and organizational ability along with a limited client list.
Bob and I give thanks to you for the amazing abilities and dedication you contribute to your clients’ lives and for your power to stretch our capabilities.
For more information contact me at
Shirley@MarketingPlanFinancialAdvisor.com
215-753-2620
November 23rd, 2011
“If people don’t want to come out to the ball park, nobody’s gonna stop ‘em.”
- Yogi Berra
I find Yogi Berra irresistible because he makes me laugh and think.
Most people who come to a web page leave within about 10 seconds. How are you “gonna stop ‘em?”
In about 10 seconds they scan your website, maybe glance at your images, and leave . . . or not.
Jakob Nielsen, “the reigning guru of Web usability,” has this to say: “Users are skeptical. They know that most web pages are useless, and they behave accordingly to avoid wasting more time than absolutely necessary on bad pages.”
Whether your website is a starter template site, where you spent a few minutes filling in the blanks to get on the web right away or it’s a custom website patiently crafted over months, chances are you are not holding on to your website users.
“Unless your writing is extraordinarily clear and focused, little of what you say on your website will get through,” Nielsen warned.
So how can you be extraordinary? For answers I invite you to go to my new concise, complimentary checklist, “One Dozen Must-Haves For A Website That Gets Results For You.”
The checklist is at
www.marketingplanfinancialadvisor.com/webmusthaves.pdf
There you’ll discover a system that stops your website users in their tracks by giving them what they are looking for and, then, hands you what you expect from your website.
Check out this checklist now for a valuable, not a useless website
For more information contact me at
Shirley@MarketingPlanFinancialAdvisor.com
215-753-2620
September 18th, 2011
This blog post is by Bob Hanson
The reaction of advisors to the latest crisis is as varied as investors’ reactions. It reminds me of 2008 all over again. Then we had some clients who proactively solidified client relationships and picked off some great new ones. Most advisors, though, dug in and played only defense for a couple years.
While few of us like tough times, the majority of clients will judge us on what we do when they really need us. Generally, the best way to help those relatively few in need is to be ahead of the problem and communicate your calming message to groups of clients in “bunches like bananas,” as sales guru Tom Hopkins is famous for saying.
Here are 3 ways to do that.
1. Custom Update Letter, Email, or Newsletter
A simple letter updating clients on events and your take on it will let them know you are actively engaged and how you are staying the course/or making adjustments as needed.
Where we saw the most success in the past downturn was where advisors reminded clients of their planning strategies and investment philosophy and stuck to their “message.” Think clarity and consistency.
Remember, there is a lot of noise out there and you cannot expect clients to be living finance and investments as you do, or perhaps even remember their last review
2. Webinar and Web Meetings
Now might be the time to embrace new technology or use it in different ways. In volatile situations, you can’t wait for the end of the quarter to do a market update. A web seminar may be the answer.
In the last downturn, one client saved about 200 hours by doing most education and updates with webinars rather than individually (and lost only one client during this rough period).
Web seminars and web meetings are great tools to not only “tell them” but also “show them.”
Check out this link for more info on this strategy.
www.marketingplanfinancialadvisor.com/unleashwebinars.html
3. Meeting Campaign for New Prospects
You can bet on it, there are some referrals and past prospects who are not getting the results or attention they crave….
That’s where you come in with a simple 2nd opinion or “Consultation” meeting campaign. Even a short email or one page letter with a specific call to action can pull in a handful of quality new clients as it did for one advisors in 2009.
Oh, and don’t forget, your Influencers will generally be ignored during these times, so reach out to them with these tactics as well. At this time, when others are lying low, you can demonstrate your confidence in your work and your competence.
Who knows, a few Influencers might become clients.
If you would like to talk with us about a Downturn Prospect Meeting Campaign, give us a call at 1-267-323-2619.
August 14th, 2011
Financial Client Attraction: Lost And Found
When financial advisors engage in financial planning with clients, they center their work on the unique individual or family in front of them. They concentrate on their hearts, minds, and spirits.
Yet, too often, this focus on the human being is LOST in the advisor’s marketing.
What’s Lost Is Found!
Here are three practical ways to put the human (your audience) into your marketing:
1 - Put Heart into Your Bio
Take the typical advisor bio, for example. It’s rigid, remote, and reserved. The human connection never emerges from the prison of being professional. That prison (You could think of it as putting yourself into solitary confinement) takes the form of name, experience, and credentials. Nothing escapes that reveals your humanity — your heart and spirit — nothing about the life that’s in you.
So what can you do that you are not doing now?
There are hundreds of ideas in Peter Guber’s new book, “Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story.”
Not any story will do. Define and “connect the heart of your story to what-is-in-it-for-them” (your target audience). That’s how you’ll get a story that will ignite the passion of your audience and move them to action.
Here’s one that will reveal what you can do with your bio.
Peter Guber taught a class at UCLA on film production management. At the end was a student presentation highlighting their professional qualifications, artistic goals, and personal motivation before studio executives (who could hire them or advance their careers).
Earlier in the semester Guber had overheard a student, who like the others had set her mind on a career in film making.
She was talking about her motivation: her father couldn’t read. A farmer, visually illiterate, he “recognized a Stop sign by its shape.” His hands would shake as he held a restaurant menu. The student was passionate about wanting to tell her father’s story and help others like him.
When her turn came for her student presentation, she delivered her resume filled with the schools she had attended, her degrees, her grade-point average, and video clips from her student films, and then she sat down.
Guber was “heartsick.” It wasn’t the story she needed to tell to make others want to hire her. “It was,” he wrote, “as if she forgot that people in business are humans, too.”
He concluded that relationships are the foundation stones of every career. He went on, “No empathy, no relationship. Do resumes and bullet points ignite empathy? No! Does telling to win? You bet!”
2 - Beware of Bullet Points
Speaking of bullet points, what about your pitchbook and Powerpoint presentations? Are they distant and aloof bullet points? Or do they spring to life and ignite empathy with stories?
3 - Craft Case Histories
Another place you can “Tell to Win” is with case histories or scenarios. And this can be done within the bounds of compliance.
You are, of course, the hero or heroine of the story. Your clients faced a challenge. Next, they took action (working with you) to meet their challenge, and then experienced a resolution or transformation.
Here’s an example for a business owner. With quick brushstrokes you could present a little about a company’s history and its current situation, next add the daunting hurdles crossed with your help, and then reveal the outcome (perhaps an exit strategy such as a sale that successfully set up the business owner for the rest of their life).
The ultimate connection is not an ordinary face-to-face encounter that presents facts. Nor is it the internet or Facebook or LinkedIn.
Ultimately, the heart in your message moves your audience to action.
And here’s a new resource for you. Tired of giving referrals to CPAs and getting nothing back? Try a CPA partnership instead to use these services to help generate new clients.
http://www.marketingplanfinancialadvisor.com/cpas.html
—
August 4th, 2011
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