Useful Expressions In Marketing

The biggest mistake most advisors make in marketing is focusing on the wrong place first.  When marketing, most advisors go after new people first while ignoring the diamonds they have in their own back yard.  We’ll talk about prospecting next week…right now; let’s talk about guaranteed new business

A recent survey showed that 70% of advisors plan to spend less than $1,000 a month on marketing.  Even as 99% of advisors say they need to improve at least one of their marketing practices.

There are 6 basic principles of ethical influence; Reciprocation, Scarcity, Authority, Consistency, Liking and Consensus.  The success of any marketing or sales system can be accurately predicted based on how closely it adheres to these principles.   Here's how they work...

Most advisers ignore the one thing that is easy, simple and sets you apart from your competition, the handwritten note.  Do so at your own peril...see what can happen without a nurturing program for you clients...

It's not a guest column, though that is a great gig if you can get it.  It has just become very difficult to get a column now that everyone is begging the paper to give them one.  However, there is a great, free way to get your name, expertise, knowlege and morality featured in the paper once a quarter...

Customers can potentially be faced with up to 3,000 marketing or advertising messages - some big, some small - every day. And it's this that makes a high response rate from any direct mail campaign such a hard thing to achieve. So what can a business do to break through the noise and have its message read by the target audience?

Would you like to receive $1,000 a week for life?  That is a terrific headline. Why?  First it talks to the prospect reading the headline (Would YOU like to…)  Second it gives the prospect a reason to be interested.  Whether you ladder their current investments or use an immediate annuity, people don’t visualize their current investments in terms of income.  By having them look at their current situation from a view point of income vs. a pile of money doing nothing for them, you have captured their attention.  And always, when possible ask a question instead of using a statement for a headline.