5 Myth’s of Financial Advice Marketing

  1. Flawless work is enough—NO! Flawless work is expected! It’s the bare minimum. If you think that delivering outstanding results will attract new customers, you are sorely mistaken. It will keep your current clients happy, but will not attract new ones. Why, you ask? Because EVERYONE claims to have outstanding results… the public doesn’t know who to believe and who not to believe… so they don’t believe anyone. If you want to thrive, you have to have a systematic and proactive way to get the word out about the value you provide.

  2. Marketing plans that work are hard to create—the best plan is short and easy to follow. Here are the 6 steps:
    1) Write down EXACTLY what you are trying to accomplish IN DETAIL. Who are you trying to get in front of… how many people… what do you want them to do?
    2) Describe the benefits you are offering in your marketing. Why would someone want to take advantage of your offer? Why does it matter to them? Can they get it elsewhere?
    3) Describe the exact person you want to get in front of.
    4) Describe the thing you do better than all your competitors.
    5) What is it that you want people to think when they hear your firm’s name?
    6) How much are you willing to spend to get in front of each prospect?

    Figure these things out FIRST… and your marketing plan will unfold before you.

  3. The internet offers unlimited marketing opportunities—Yes and no. Because internet marketing has a lower price point… many marketing organizations and advisors have rushed into it. Unfortunately, just like seminars, dinners and everything else advisors have used before… it works great until everyone starts doing it. After it gets crowded… it still works… you just have to look different than everyone else.

  4. You must find a client’s pain—We’ve been told by guru’s to ask silly questions like… “What keeps you up at night?”… “If you had a magic wand, what problem would you solve?”

    These questions make you sound like a used car salesperson. People are sophisticated when it comes to sales pitches. They can see questions like those from a mile away. Also, if they really had pain… they wouldn’t have waited for your marketing piece to finally address it… they would have reached out to someone a long time ago to fix it. Remember, we want clients that have money… and clients with money don’t have overwhelming pain.

  5. Best Practices Work—Yes and no. They work until everyone does them… and then they stop working. To be successful today, you must do 2 things…
    1) You must market in a way that is different from all your competitors
    2) You must hone your sales skills so that when you get in front of someone… even tire kickers and plate lickers… you can get them to move their money to you. When was the last time you taped your meeting with a client and figured out what you could have done better? If you haven’t done this… you AREN’T getting any better.

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.
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