News and resources for Canada's top financial advisors
When working with niche groups, advisors must focus intently on creating “ripples of visibility” and building up “share of mind” through repetition of key messages and repeated exposure to the target group. “Your visibility in the community will make more of a difference in your long-term success than being highly competent,” said Swift. “Visibility equals credibility — when people see you, they believe you are credible… that perception becomes a reality.”
To maximize visibility within their target group, Swift encouraged advisors to:
Swift even offered up an event suggestion to increase community visibility — a financial literacy class for young adults from your local high school. “Our youth really need it, you’d be doing a good job, and you’ll also be reaching educators and parents and other influences in your community who want to know about you and your services.”
Other easy but effective marketing tips from Swift included:
Swift concluded her presentation with a few more juicy morsels of advice she extracted from her own advisor clients with a survey. They included doing the hardest task first every day, scheduling time for top priorities and outsourcing or delegating everything that isn’t a core competency.
• • •
Be sure to check back to Advisor.ca throughout the week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/04/03)
When working with niche groups, advisors must focus intently on creating “ripples of visibility” and building up “share of mind” through repetition of key messages and repeated exposure to the target group. “Your visibility in the community will make more of a difference in your long-term success than being highly competent,” said Swift. “Visibility equals credibility — when people see you, they believe you are credible… that perception becomes a reality.”
To maximize visibility within their target group, Swift encouraged advisors to:
Swift even offered up an event suggestion to increase community visibility — a financial literacy class for young adults from your local high school. “Our youth really need it, you’d be doing a good job, and you’ll also be reaching educators and parents and other influences in your community who want to know about you and your services.”
Other easy but effective marketing tips from Swift included:
Swift concluded her presentation with a few more juicy morsels of advice she extracted from her own advisor clients with a survey. They included doing the hardest task first every day, scheduling time for top priorities and outsourcing or delegating everything that isn’t a core competency.
• • •
Be sure to check back to Advisor.ca throughout the week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/04/03)
(November 4, 2003) The subject of marketing and branding was back in the spotlight at the Financial Planning Association’s (FPA) Success Forum 2003 in Philadelphia Monday, with one session speaker providing advisors with a detailed overview of what they should be doing to flex their marketing muscles and strengthen their book of business.
As a U.S.-based consultant helping some 200 “highly tenured,” high-end financial advisors make better marketing and branding decisions, speaker Marie Swift was quick to share some marketing insights she gleaned from her clients. According to Swift, what matters most is to know yourself well, have a business and marketing plan that reflects your values and goals, and to make sure any plan you have is complete, unified and consistent.
The first key to any marketing plan, noted Swift, is to decide which market you want to serve. “How can we develop the right [marketing] message if we don’t know whom we are speaking to?” she asked.
To determine an ideal market, Swift suggested identifying individuals and groups where you have “affinity, experience, commitment, connections [and] opportunity” and then selecting three to five niches that fit this bill. Market niches could be tied to age and stage of life, livelihood, location, a common interest or affinity, and underserved niches.
The bad news, says Swift, is that once you establish your positioning, inevitably you are going to have to “repel” some of your clients, as you can’t be all things to all people. “You need to stand for one distinctive thing that’s going to set you apart and give you that competitive edge,” noted Swift.
When working with niche groups, advisors must focus intently on creating “ripples of visibility” and building up “share of mind” through repetition of key messages and repeated exposure to the target group. “Your visibility in the community will make more of a difference in your long-term success than being highly competent,” said Swift. “Visibility equals credibility — when people see you, they believe you are credible… that perception becomes a reality.”
To maximize visibility within their target group, Swift encouraged advisors to:
Swift even offered up an event suggestion to increase community visibility — a financial literacy class for young adults from your local high school. “Our youth really need it, you’d be doing a good job, and you’ll also be reaching educators and parents and other influences in your community who want to know about you and your services.”
Other easy but effective marketing tips from Swift included:
Swift concluded her presentation with a few more juicy morsels of advice she extracted from her own advisor clients with a survey. They included doing the hardest task first every day, scheduling time for top priorities and outsourcing or delegating everything that isn’t a core competency.
• • •
Be sure to check back to Advisor.ca throughout the week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/04/03)
(November 4, 2003) The subject of marketing and branding was back in the spotlight at the Financial Planning Association’s (FPA) Success Forum 2003 in Philadelphia Monday, with one session speaker providing advisors with a detailed overview of what they should be doing to flex their marketing muscles and strengthen their book of business.
As a U.S.-based consultant helping some 200 “highly tenured,” high-end financial advisors make better marketing and branding decisions, speaker Marie Swift was quick to share some marketing insights she gleaned from her clients. According to Swift, what matters most is to know yourself well, have a business and marketing plan that reflects your values and goals, and to make sure any plan you have is complete, unified and consistent.
The first key to any marketing plan, noted Swift, is to decide which market you want to serve. “How can we develop the right [marketing] message if we don’t know whom we are speaking to?” she asked.
To determine an ideal market, Swift suggested identifying individuals and groups where you have “affinity, experience, commitment, connections [and] opportunity” and then selecting three to five niches that fit this bill. Market niches could be tied to age and stage of life, livelihood, location, a common interest or affinity, and underserved niches.
The bad news, says Swift, is that once you establish your positioning, inevitably you are going to have to “repel” some of your clients, as you can’t be all things to all people. “You need to stand for one distinctive thing that’s going to set you apart and give you that competitive edge,” noted Swift.
When working with niche groups, advisors must focus intently on creating “ripples of visibility” and building up “share of mind” through repetition of key messages and repeated exposure to the target group. “Your visibility in the community will make more of a difference in your long-term success than being highly competent,” said Swift. “Visibility equals credibility — when people see you, they believe you are credible… that perception becomes a reality.”
To maximize visibility within their target group, Swift encouraged advisors to:
Swift even offered up an event suggestion to increase community visibility — a financial literacy class for young adults from your local high school. “Our youth really need it, you’d be doing a good job, and you’ll also be reaching educators and parents and other influences in your community who want to know about you and your services.”
Other easy but effective marketing tips from Swift included:
Swift concluded her presentation with a few more juicy morsels of advice she extracted from her own advisor clients with a survey. They included doing the hardest task first every day, scheduling time for top priorities and outsourcing or delegating everything that isn’t a core competency.
• • •
Be sure to check back to Advisor.ca throughout the week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/04/03)
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