Marketing Must-Dos

• You must get to know your clients. You need to understand their goals, values and timelines. There are many ideas in these pages that won’t be effective if you don’t truly know and listen to your clients.

• You need a plan. A good marketing plan can help you stay focused and on track. This can be a simple plan or a very detailed one that addresses your business objectives and goals. Having a plan will help to ensure you meet them.

• You need to establish a message about your practice that distinguishes you. It is imperative that these messages are consistent throughout all of your marketing pieces including your brochures, website, newsletter and any other collateral materials. How do you create your message?

• Determine your target audience,
• Identify your core message,
• Personalize your message and
• Stay with the message.

• Avoid any confusion your clients might have about whom to contact on your team for a specific question.

• Help your clients get organized. Send them a financial filer system. You can order these from advisorproducts.com. Another great website to order these organizers from is prosperityforlife.org.

• A website is a very valuable tool. It is a way for your clients to be in touch with you at any time and on their time. Learn more about Raymond James website options.

• Having a marketing niche is effective. This is a great way to connect with a very specific client base. An example from Investment Advisor magazine: An advisor connects with her women clients by holding special networking and educational events through a nonprofit she started called Savvy Ladies. This organization is designed to “educate and empower women about financial issues.”

• Another idea to get to know your clients and prospects. Google them. This will give you any recent news coverage, passions they have or other important information.

• Shape up your client communications. Communicate more succinctly. Edit and re-edit everything you write. Aim to reduce the length by 50% the first time and 25% the second time. This will help you distill your message to its essence and eliminate unneeded words that will only confuse your message. Succinct copy is clearer and more persuasive.

• Communicate more vividly. Get rid of clichés; they only show the reader that your ideas are not thought-out and original. Vivid and succinct communicators are more memorable.

• Ensure that your clients are greeted warmly every time they call or enter your office. This is very important. Make sure your receptionist welcomes every client in a sincere way.

• Create an e-newsletter. This is an effective and inexpensive way of staying top of mind with your clients. Here are some tips for creating an effective e-newsletter:

• Make it personal. This is more engaging for your clients.
• Create an idea collection system. Ask your clients, “What can I write about?”
• Decide on content sections for each issue.
• Keep it short and simple.
• Build an editorial calendar. This will keep you organized.
• Write with voice that reveals personality.
• People stories work best. You don’t have to fill your e-newsletter with just financial planning stories.
• Be prepared when the well runs dry. Line up some guest authors in advance.
• Decide on a call to action for each issue. Ask clients to forward the newsletter to friends, to check your website for a special offer or event, or send comments.
• Writing good subject lines is an art. Practice. This is what pulls your readers into opening your e-newsletter.
• Write a zesty table of contents.
• Crafting headlines is an art. Practice. This will keep your readers engaged. The most persuasive words are easy, love, safety, more, results, discovery, save, you, money and new.
• Engage your readers with active words. Cut the jargon.
• Avoid sales hype.
• White space is your friend! Create pauses with white space. Write with short paragraphs. This makes your newsletter more visually appealing.
• Proofread several times and be sure to have your work compliance approved.