Click HERE to watch MARKETING MISTAKES video
By Dr. Maribeth Kuzmeski
Let’s talk about something that might make you a little uncomfortable – your marketing.
Not because you’re not doing something.
But because what many financial advisors are doing…
Just isn’t working anymore.
Let’s start with your Website.
Yes, the one that was created five years ago.
Maybe even ten.
It’s still sitting there – same photos, same messaging, same stock image of a compass.
But here’s the thing: Your website is your first impression. And if it looks like a digital relic, that’s exactly what your prospects will think your business is, too.
Next…Referrals.
I hear this all the time: “My business grows by word of mouth.”
But hoping for referrals without a plan is like fishing without bait. The days of sitting back and waiting for introductions to magically show up? Those days are over.
You need a strategy to generate referrals consistently – not just wishful thinking.
And finally, the question that stumps way too many advisors: “So, what do you do?”
If your answer starts with, “Well, it’s kind of complicated…” You’ve already lost them.
People don’t want complexity. They want clarity. They want to know who you help, how you help, and why you’re different – fast.
So, what’s the solution?
- Keep your website alive – update it regularly with your latest thinking, your team’s personality, and real-world value.
- Build a proactive referral system that makes it easy for clients to introduce you. Host a quarterly “Bring a Friend” client event – like a wine tasting, educational workshop, or market update breakfast. Personally invite your top clients and say: “This event is a great way for you to introduce friends or family who might benefit from the kind of advice and guidance we’ve given you. No pressure – just good information and good conversation.” Then follow up afterward with a thank-you and an easy way for them to connect you with anyone they brought.
- And craft a powerful, clear answer to “What do you do?” – one that makes people say, “I need that.” Something like “I help successful individuals and families make smarter decisions with their money – especially as they prepare for and go into retirement.”
Because ineffective marketing isn’t just outdated… It’s costing you opportunity.
Isn’t it time to elevate your marketing and escape these traps for good?
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of 9 books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
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