It’s time to focus on what’s actually important to clients, and that’s likely not money.
AUM-based fees are a turn-off, raising potential conflicts.
Once shunned by advisors, Gen X clients may not be forgiving.
Good marketing is simple, clear and repetitive.
This could be a platform that can compete with Fidelity, Schwab and Vanguard.
Advisors are dangerously complacent about serving next gen clients.
Clients have the advantage; the touch points of your advice should be very tangible.
It will force you to clarify your business goals and objectives.
If you get your message right, other marketing efforts will become easier.
Retirement is a dynamic time where the human connection to an advisor is more valuable than ever.
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