Another choice in this category is Boulevard R's advisor marketing program, called Amp. (http://ampformarketing.com/). Amp helps turn more prospects into clients by:

Creating a sense of urgency and moving more prospects to a second meeting;
Presenting your solution in a timed way so that you close more prospects.

One final thought with respect to marketing involves touches. Many advisors have abandoned certain marketing programs after one or two tries if the results are not immediately apparent. This is a mistake. Studies have shown that, on average, 21 touch points with a prospect produce the most consistent results. In advertising, the consistent approach, such as placing an ad in a weekly business newspaper over a period of a year, will provide a cumulative effect. Over time, the results aggregate to a much higher prospect count than if you only submitted the ad from time to time. It does not have to be an expensive, large or even colorful ad, just consistently there, according to the research.

And while newspaper advertising may be less popular these days, replacements such as the Internet, Web sites, referral systems and social media loom as viable and efficient replacements.

David L. Lawrence, Ph.D., is founder and president of Efficient Practice, a consulting firm that provides financial practices, broker-dealers and independent firms with comprehensive, profit-driven efficiency consulting and resources. For details, visit www.efficientpractice.com.

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