/ by Don Connelly / Marketing Yourself / 0 comments
It used to be, in the not so distant past, that using words like “client-focused”, “trusted”, “comprehensive”, and “knowledgeable” was enough for financial advisors to separate themselves from the pack. But today these are just the table stakes clients expect their advisors to bring to the table. After all, how many clients do you know who don’t expect their advisor to be knowledgeable, trusted, and client-focused?
In fact, in a highly muddled and fiercely competitive advisory landscape, there is very little to differentiate most advisors from each other, which causes them to disappear among the multitude of “average” advisors. Needless to say, clients today aren’t looking for average when it comes to financial advice.
A case in point is the massive amount of attention the eighty million baby boomers are receiving from the financial services industry – and rightly so because trillions of dollars of assets are at stake.
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In this category you will find blog posts with practical tips how to better market yourself as a financial advisor.
Why You Need to Differentiate Yourself
/ by Don Connelly / Marketing Yourself / 0 comments
It used to be, in the not so distant past, that using words like “client-focused”, “trusted”, “comprehensive”, and “knowledgeable” was enough for financial advisors to separate themselves from the pack. But today these are just the table stakes clients expect their advisors to bring to the table. After all, how many clients do you know who don’t expect their advisor to be knowledgeable, trusted, and client-focused?
In fact, in a highly muddled and fiercely competitive advisory landscape, there is very little to differentiate most advisors from each other, which causes them to disappear among the multitude of “average” advisors. Needless to say, clients today aren’t looking for average when it comes to financial advice.
A case in point is the massive amount of attention the eighty million baby boomers are receiving from the financial services industry – and rightly so because trillions of dollars of assets are at stake.
Read more
Combatting Low Fees
/ by Don Connelly / Marketing Yourself / 0 comments
If you ever need to combat lower fees, begin by understanding what your competition is actually doing. Then form your strategy accordingly.
Listen to this audio episode or read the transcript below to learn how to de-commoditize yourself and why you need to win the value-argument instead of the fee-argument.
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Best Target Markets for Financial Advisors: How to Choose The Best One for You
/ by Don Connelly / Marketing Yourself / 0 comments
There’s no ‘one size fits all’ target market for advisors. A market that may be perfect for one advisor may be a poor fit for another. You need to narrow down to the best target market for you, based on your personal background, specialty, knowledge, interests, social networks and so on.
By identifying your perfect niche you’ll find it far easier to differentiate your practice and set yourself up as the ‘go-to’ expert.
If you’re struggling to identify the ‘right niche’ here are a few ways to get started.
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How to Make The Most of Your Value Proposition
/ by Don Connelly / Marketing Yourself / 0 comments
Too few advisors know what a value proposition is or why they need one. Others understand the importance of identifying their unique value, but don’t know how to articulate it.
This is a serious mistake, because unless a prospect understands what you do and why you do it, they’ll remain unconvinced about your worth. In fact, without a strong value proposition your business won’t even get off the ground – it’s the first step in building your financial advisory practice.
Here are some tips on creating and expressing your value proposition.
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Make Yourself Irreplaceable by Making Yourself Different
/ by Don Connelly / Marketing Yourself / 0 comments
If you do what every other advisor is doing, you’ll be just like all other advisors. To become successful, you need to offer something different – something that makes you worthy of being talked about.
Don’t be intimidated by self-perceived ‘smarter’, ‘more experienced’ or ‘more confident’ advisors. Don’t try to ‘better’ them. Think instead about what you can do differently.
Make it your aim to do what other advisors don’t do, and you’ll attract and retain clients for the long term. Here are a few things you can do to make yourself different.
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How to Elevate Your Brand and Justify Your Fees
/ by Don Connelly / Marketing Yourself / 0 comments
If you provide above average service, you deserve to charge above average fees. Don’t underestimate yourself. Make sure you get paid your worth by focusing on creating a business brand and style that clearly communicates your value.
Price is never the only consideration.
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5 Marketing Strategies for Financial Advisors to Ensure Steady Growth
/ by Don Connelly / Marketing Yourself / 0 comments
Never attempt to distinguish yourself on products or price. You won’t win using this strategy. Instead, find ways to differentiate yourself from the competition by offering a service that goes above and beyond.
But before you can prove your worth you need to find and connect with potential clients – because they won’t find you by accident. Here are some potential marketing strategies that could help you get on their radar.
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Three More Niches Financial Advisors May Want to Consider
/ by Don Connelly / Marketing Yourself / 0 comments
Many new entrants to this industry believe it makes sense to ‘cast a wide net’ in the fear that picking a target market will limit business opportunities. But in fact, this is far from the case. The most successful financial advisors are those that focus on a particular niche.
In a recent post we looked at some relatively under-represented niches that could be worthwhile considering. Here are three more to put on your radar.
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Why You Need to Find a Niche Market and How to Identify One
/ by Don Connelly / Marketing Yourself / 2 comments
The saying ‘you can’t please all the people all of the time’ is never truer than in this business. As a financial advisor you’re ill-advised to work with all and sundry – you’re far more likely to succeed if you can identify a profitable niche and become the ‘go to’ advisor in that area. Once you’re established in your target market potential clients will naturally head your way, keeping your sales funnel full.
You could base your selected niche on people you’ve enjoyed working with or those who share a similar background or interests. You could also decide to concentrate on working with people in a sector that is underserved. Here are three such niche markets you could consider.
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When You Find Yourself Discouraged, Revisit Why You Got in This Business
/ by Don Connelly / Marketing Yourself / 0 comments
I know there are times that you want to quit, you just want to throw in the towel. Clients get in your face, the market is working against you, things are bad, and you’re in a slump. Next time that happens, here’s a suggestion. Ask yourself why you got in the business and answer that question.
Listen to a story that illustrates how asking yourself this question will help you find courage to keep on doing what you’re doing.
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