Marketing Plan

Finding your perfect niche – the Water Cooler effect at work

Wednesday, February 27th, 2013

At some point, most advisors have been told that they should concentrate their efforts on attracting clients in a defined niche. There are three reasons for this: • You’ll build unique expertise in this group’s needs; as a “specialist” in its challenges, you’ll be able to deliver outstanding value that generalists can’t match. • Depending […]


What is Missing from Your Marketing Strategy?

Thursday, January 31st, 2013

by Shauna Trainor, The Covenant Group Many entrepreneurs may think they have a plan for how they will allocate marketing budgets and spread awareness of their business. However, many of these ideas fall short of truly being strategies. They fail to capture the essence of what they want to achieve and how the various functions […]


How to Win Younger Wealthy Clients

Thursday, December 20th, 2012

by Stephen Wershing, The Client Driven Practice A new report from Cisco indicates that wealthy investors under 55 have less trust in advisors and different expectations than older clients, and offers some ideas on how to attract them. A Wall Street Journal article that referred to this study and another highlight the importance of a […]


Make Direct Mail a Successful Part of Your Marketing Strategy

Wednesday, October 3rd, 2012

by Shauna Trainor, The Covenant Group We often discuss the fact that social media, email and other web-based technologies are integral to an organization’s marketing plan, but it is wise to include more traditional communications in a multichannel strategy as well. Direct mailis a time-tested option for marketing that has lost attention because of the […]


Pulling Financial Levers for Better Operations

Wednesday, July 11th, 2012

  As I explain in The Entrepreneurial Journey, there are five financial levers that sales professionals must control in order to run their firms smoothly. First, you must address the product and service mix – do you offer a wide range of products that satisfy every client’s need? The second lever, the size of sale, […]


Develop and Refine Your Marketing Strategy

Wednesday, July 11th, 2012

  by Shauna Trainor, The Covenant Group Marketing your business requires a multifaceted program that addresses what occurs within and outside the organization. While many financial advisors are very talented at networking and selling, it’s necessary to have a longer-term plan to drip on prospects and prevent the highs and lows that can sometimes plague […]


How to Design a Referral Marketing Strategy – Results from Client Engagement Think Tank, Part Four

Wednesday, March 14th, 2012

In my first three posts on our client engagement think tank, I set the stage for a discussion of a referral marketing plan. What we found in our roundtable discussion with advisors is that many do not target prospects particularly well, don’t use the target markets they have defined in their client onboarding process, and […]


A “Wow” Experience Is Not Enough

Sunday, January 29th, 2012

We have been told that to attract referrals and clients, we have to provide a “wow” experience. But that’s just not enough on which to base a business development or referral marketing plan. Last week, I was discussing with an advisor his strategy for utilizing his client advisory board to generate referrals. During the conversation, […]


How to Attract Referrals Systematically

Wednesday, August 17th, 2011

In my first three posts on our client engagement think tank, I set the stage for a discussion of a referral marketing plan. What we found in our roundtable discussion with advisors is that many do not target prospects particularly well, don’t use the target markets they have defined in their client onboarding process, and […]


Marketing for Financial Advisors – Differentiate, Develop a niche and Thrive

Wednesday, July 21st, 2010

An excellent interview is posted at the Knowledge@Wharton, with three Wharton School professors, who have recently penned a new book on Financial Advisor marketing, aptly titled, “Marketing for Financial Advisors : Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan,” by Eric T. Bradlow and Patti Williams, and Keith […]