I believe the face of marketing has changed. And I’m not talking about “marketing in a crisis.” I’m talking about the fact that our ability to market our businesses and services may have changed forever (or at least for a long time).
As most of us are spending all of our time quarantined inside the house, I wanted to share with you my reading list of books I love to help us market through this crisis and think differently. I hope you enjoy these!
Tim Coomer is a friend of mine and one of the smartest businesspeople I have ever met. He is a serial entrepreneur and personality researcher with a deep understanding of how personality impacts performance.
Every day we are seeing more financial advisors venturing into the wild world of content marketing. Why? Well, it’s a new, slightly complex, yet proven way to generate new, qualified prospects. So, let’s go over the basics of what you need to know and how to get started.
1. What is content marketing? Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. Its purpose is to attract and retain a clearly-defined audience and ultimately drive profitable customer action.
Have you ever tried to attract a new prospect but felt that you were falling short of making your case? Sometimes it’s because we may be coming off like a salesperson. Because, if you try to sell someone something, a typical reaction you may receive is that person becomes immediately not that into you. As the nation’s #1 sales expert Jeffrey Gitomer says, “People Don’t Like to Be Sold, But They Love To BUY!™”
The Struggle with Business Development
Almost every advisor I talk with struggles with business development. If you’re reading this blog and can identify with that initial statement, just know that you’re not alone.
During those conversations, I try to determine the root of their struggle. The majority of the time, the reply I get is “I can’t find enough qualified people to talk business with”…or some variation of that statement.