The foundation of all marketing is the message, writes brand and marketing consultant Gail Graham in a column at Financial Advisor magazine. She cautions advisors not to start paying for marketing materials until that message is clear, and she offers a “DIY” approach to crafting a sharp message. Start by forming a development team of “smart, objective people you respect,” she writes. Read her step-by-step plan below. Also, cortisol is a primary stress hormone in humans, and it’s something you don’t want to trigger as you talk with clients and prospects, notes sales expert Dan Solin in a column at Advisor Perspectives. He outlines some of the questions and situations that can increase cortisol levels of prospects and explains why advisors need to change those approaches. See the full story below.
DIY Marketing To Sharpen Your Message
By Gail Graham
Source: Financial Advisor
Paying for marketing materials when your core message is unclear is a waste of time and resources, both of which are in short supply for most advisors. The good news is there are steps you can take—call it “DIY Marketing”—that will make a big difference. Building a razor sharp message will help you communicate much more effectively to clients, prospects, centers of influence and even employees.
The Surprising Connection Between Cortisol and AUM
By Dan Solin
Source: Advisor Perspectives
When I introduce the Solin Process℠ to new clients, I ask about their investment philosophy. The response is almost always impressive. Advisors have a firm grasp on how they invest client funds and they can justify their approach. Then I ask them to tell me how they go about converting prospects into clients. The responses vary widely. I follow up by inquiring how they justify their conversion strategy. That’s when I get the “deer caught in the headlights” look.