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. Continue reading

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. Continue reading

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