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is incomplete, outdated, or wrong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.

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Entries in branding (7)


A Good Brand Will Repel More Than It Attracts

Financial advisors work hard to develop a value proposition that will get the attention of prospective clients. Focusing on how well your slogan or elevator speech attracts attention, though, can backfire.

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Getting Feedback Is Required In Discovering Your Brand

Your brand is what people (and Google) say it is. Your brand is critically important to attracting referrals and new clients. In some ways, it is the cumulative whole of your marketing efforts. It is the totality of the experience someone has with your firm. It includes your marketing, your office, the appearance and demeanor of your staff, what you do for clients and how you do it, and your customer service. And as much attention as you might paid to it, it is not under your complete control.

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When You Describe Your Differences, Say What Others Say About You

Your clients’ words are more credible than yours. To attract new clients, you have to establish why you are different. Beyond why you provide a solution the prospect needs, establish why it would be in their best interest to choose you over all the other advisors they could choose from. And when you talk about your differences, using the words your clients use will do a better job of communicating than your words. One of the biggest mistakes in advisor marketing is developing your messages yourself and not involving your clients. That's one of the main reasons a client advisory board such a good idea. Gathering clients together for a facilitated group conversation is a more effective way of understanding your value and your difference. When advisors describe their value and their difference without the clients input, they very often miss the mark.

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Study Shows Clients Get First Impression From Your Website – Make Sure Your Message Is Clear

Don't make the mistake of saying what other advisors put on their websites.

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How Selling Screws Up Your Marketing

Even advisors who "get" the marketing concept frequently sabotaged it when they sell.

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Separate Yourself From Other Advisors By “Productizing”

Face it – what most of us do for clients is indistinguishable from what other advisors do for clients, at least from the clients’ perspective. Claiming that we provide great customer service, financial planning, or adherence to the fiduciary standard won’t work. So, how can you differentiate yourself?

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The Second Step In Your Communication Plan Is Training Your Staff

Creating a compelling brand image that will attract referrals requires everyone in your firm deliver a consistent description of who you can help and how.

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

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