When your best clients drive your practice,
attracting more of them is easy
Learn to get referrals the natural way
and revolutionize your business
Most of what you have heard about getting referrals
is incomplete, outdated, or wrong
Advisors don’t get referrals because they
have no formal plan to attract them
Steve Wershing is the best marketing mind in
financial planning. - Bob Veres (Publisher, Inside Information)
Introductions following our last client advisory board meeting represent almost $30 million in new assets.

Create a free account to be able to access the resources mentioned in my book and a variety of helpful tools, presentation keynotes, additional material and more!

Contact information

10 Office Parkway

Suite 300

Pittsford, NY  14534




Connect with Steve

join our mailing list
* indicates required

Get posts in your reader

Looking for the resources mentioned in the book?

Click "Register" to join, and Login get free tools!

« Prepare to have your assumptions questioned | Main | Join me for The Independent Advisor’s Do It Now Telesummit! »

Does your social media project your niche?

The inspiration for this post comes from British social media coach Bridget Greenwood who posted the intriguing question last month "How many ways does your online presence turn off your referrals?" One of her main points is that your online presence, to be productive, needs to “keep your message congruent.”

I am amazed at how many tweets appear in my Twitter stream that talk about the Fed’s latest move, or mutual fund news or what particular stocks are doing or investing in general. Folks, you can’t own that space. No, not even you, Merrill Lynch. Public relations professionals talk about “staying on message.” Your online presence should stay on message. Talk specifically to what makes you different. Talk to the need that defines your niche.

That includes your website. Bridget wrote my new favorite quote when she admitted that her website “is the epitome of naff, the spawn of a template-driven mass-production website creating compliance firm.” Your website should project your focus, your special message. On your home page. In big letters.

One great example I refer to in my talks on niche marketing is the website for White Lighthouse Investment Management. The principal there has a technical skill that a tiny proportion of advisors have and it is a critical skill to his target market. Know what it is? Neither do a lot of prospective clients who may drop by his site because won’t find it on his home page.

Bridget also refers to Michael Kitces who made a similar point in a blog post. First, in these days when everyone who gets referred to someone starts their due diligence by Googling them, you need to be discoverable. More to my point, if you want to be referable, your online presence needs to reinforce your message, your unique offering.

A lot of referral marketing is based on consistently articulating a unique message. Whenever you, your staff, even your clients open their mouths in public about your business they should be communicating a consistent message - the message about how you are different.

More advisors are getting active in social media. I believe it is one of the most promising ways of getting discovered by new clients available. If it serves to advance your message. Just being out there won’t do it.

PrintView Printer Friendly Version

EmailEmail Article to Friend

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>

Subscribe for FREE to The Client Driven Practice Referral Marketing Tips!

160 Allens Creek Rd, Suite 270 Rochester, NY 14618 | 585-381-2662

© 2013-forever, Stephen Wershing.
All rights reserved.

Home | Contact Us | Login

site by: CR

160 Allens Creek Rd, Suite 270, Rochester, NY 14618 | 585-381-2662

Home | Contact Us | Login | © 2013-forever, Stephen Wershing. All rights reserved.