Profession

A Niche Is A Need – Avoiding The Biggest Mistake Of Marketing

Wednesday, October 10th, 2012

Maybe you’ve heard that successful marketing starts with defining your niche; know who you will market to before you start. And when they do it, most advisors make the biggest mistake before they ever begin. The people they target are not a niche at all. Here is the challenge: a niche is not actually a […]


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 […]


Do You Have the Guts to Set Yourself Apart?

Wednesday, January 11th, 2012

In a recent post, Seth Godin points out that creating a competitive advantage takes guts. A few days ago, I wrote about the importance of identifying a niche marketing to it. It makes you more attractive to prospective clients, and makes you referral. I noted that it is counterintuitive. It is more than that. Marketing […]


For More Business, Prospect Fewer Clients

Wednesday, December 21st, 2011

It is utterly against the DNA of most advisors, but if you want to be a success at attracting referrals you must choose not to pursue good prospects. A lot has been written about target marketing and having a niche. Yet I am surprised by how many advisors I meet who cannot bring themselves to […]


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 […]