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).
I recently did a video/webinar presentation on Marketing in the Age of Social Distancing (the webinar replay recording is here). When I began researching for the presentation,
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!™”
I think many people misunderstand marketing. Some businesses will spend a lot of time deciding what they are going to DO for their marketing in 2020. Whether that is hosting seminars or events, running a social media or email campaign, or requesting referrals from existing clients, your approach may be wrong.
I believe you should instead focus more on what you are going to SAY. When you’ve fine-tuned your messaging, you’ll see much better results no matter what your marketing efforts are.
The holiday season is in full swing and shopping deadlines are just around the corner. Trees are up, lights are hung on houses, and the malls are packed full of shoppers. This time of year reminds us all of who we are thankful for and as an advisor, the holidays are a perfect time to show your clients just how much you really appreciate them! However, finding the right gift for your clients can be a struggle.
The industry discussion of advisor fees realistically is not really an issue with fees. The issue is with the communication of the value associated with the fees. Most advisors provide value beyond the assets under management fee structure. But in many cases, the fees are presented only in relationship to assets under management.
When fees are presented only as AUM-related than the only value really is the investment process that drives the investments.
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