Client Attraction Action

Marketing That’s Great For ‘08

January 1st, 2008

You, too, can see a practice that’s “Great in ‘08″ - whether you are a raw, 28-year-old advisor or an old hand. Here we give you 5 keys.

Today’s article came from this question:

“I’m just starting out in the financial industry and was pondering what some good marketing strategies are generating appointments, leads and new clients. As a young 28-year-old man with very little experience, but a strong education in finance and economics (BS Finance & Economics from University of Nevada, Reno), what should I do?”

You’re on the right track to go after sound “marketing strategies.”

The late Peter Drucker (management guru) agreed: “Marketing is not a function. It is the whole business seen from the customer’s point of view.” That means to see your practice from your prospects’ and clients’ angle and to translate everything into their language.

You’ve spent 4 years and thousands of dollars on college. Next up is broadening your education (It never ends, anyway) to marketing and grabbing as many ideas, strategies, and principles as you can from those who’ve gone before you.

That’s what we do. Even though we got our marketing start in 1990 with the legendary Jay Abraham, we continue to invest as much as $13,000 year after year on marketing.

How about a marketing strategy that gives you the power to grow your business? The humble marketing plan, too often underestimated, gives you that clout.

First up, we offer a resource that’s free on our website:

http://www.marketingplanfinancialadvisor.com/sample-marketing-plan.html

Simply, take to heart the strategies you encounter in the Sample Marketing Plan. Straightaway that broadens your marketing education. In this article we’ve boiled it down to five keys.

Before we hand you the keys, though, let’s talk about what’s not here. No, we aren’t “selling” specific tools.

Your tools will arrive from, and continue to turn up, from keys 1 through 5.

5 Keys To A Great ‘08

1 - Settle on The Who.

No, it’s not the English rock band. The Who is your Ideal Prospects. Ruthlessly eliminate all others. That means not taking that harsh road of trying to be all things to all people. That path leads to a mediocre practice at best.

2 - Get Rid Of Slapdash Guesswork

You, too, can give your Ideal Prospects what they truly want.

What’s that? For instance, if your prospects are companies with a 401k plan, address their high-voltage concerns. But what are they? Worry about complying with ERISA laws, poor plan participation, not knowing how to create an investment plan, no one to stay on top of investment opportunities, or something else?

You’ll know by asking. Talk to as many of your prospects (and for established financial advisors, your clients) as you can. Listen. They’re smart. They’ll never lead you astray.

3 - Find Out Where They Flock.

Many financial advisors miss this step, and their marketing is tougher than it needs to be. It’s harder to go after your prospects one by one. Is there a group they belong to? A place where they live? A pursuit they are mad about? Golf? Jazz? Rodeos? A publication most of them read? Remember, that could be your community newspaper or an association newsletter.

4 - Discover That Marriage Made In Heaven

What are your strengths, where is your passion?

Marry them to what your Ideal Prospects want (Key 2). Then, hone your message, and you can leave the pack behind.

5 - There’s Never A “Final Answer”

You’re not on a game show. A “final answer” is a marketing mirage. Seminars may have been your final answer. Or cold calling. But they may no longer be working. That says a marketer’s job is never done: Continue to track and evaluate the results of your marketing plan, adjust your plan, and move ahead.

Yours for greater production in ‘08!

Free access to our “7 Client-Attraction Secrets of Highly Successful Financial Advisors” is at http://www.marketingplanfinancialadvisor.com

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