Client Attraction Action

It’s Not the Marketing Tactic, It’s The Right Tactic for You, And Doing Things Right

March 18th, 2009

This blog is by Bob Hanson.

Invariably the conversation will start something like this, “What’s working for my fellow financial advisors?”

I’ll say, “Website marketing, reports, email marketing, centers of influence . . .”

Then, they will jump in, “I used to do referrals and seminars, but I’m glad to hear no one is getting clients with these.”

I’ll continue, “Seminars, referrals, direct mail, telemarketing, web presentations . . .”

They’ll say, “Hmm, most of the guys in my office can’t make those work, what gives?”

You see, each of my clients does marketing a little differently. Generally when I meet them, each advisor has one or two tactics going at one time, with one creating anywhere from 3 to 12 new clients a year. But no two advisors are doing things exactly the same.

“So how is it that some tactics work for some, and some work for others?

Isn’t it all about picking which marketing tactic is working now, in 2009?”

Actually, no.

If you randomly pick 10 different advisors, you’ll probably see 2 that are generating 80% of the new clients. The 80/20 Principle in action. But if you picked 100, 10 sets of 10, while the top 2 in each set would be generating close to 80% of the clients in each group, the marketing tactics that each of those top marketers selected would probably be different.

So, what’s the secret to a winning marketing plan if not the selection of the “hot marketing tactic?

1. Select the right tactic(s) for you and your target market

2. Execute that marketing well using proven direct response principles (select a responsive list/media, make sure you have a good headline and compelling offer, use copy which supports your case, call them to action with urgency, etc.)

So what’s hot for financial advisor marketing?

“The right marketing tactics for you right now, done right.”

Entry Filed under: Financial Lead Generation, Direct Marketing, Financial Advisor Marketing Plan