Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan (GENERAL FINANCE & INVESTING) - Tapa dura

To financial advisors who ask, “Who has the timeand money for marketing?” the authors have animportant piece of advice: Treat your practice like asmall business, or you will be put out of business.

In an economy in flux, prospective clients arehesitant to put their financial future in the handsof just anyone. This is where Marketing for FinancialAdvisors comes in. The definitive marketingbook designed specifically for financial advisors,it provides all the basic marketing skills you needto attract high-net-worth clients quicker and ingreater numbers than ever. Putting the authors’proven techniques to use, you can immediatelybuild your client base by:

• Establishing brand and reputational awareness
• Developing a differentiated value proposition
• Creating a “word-of-mouth” army
• Understanding your clients’ psychology
• Focusing on a niche segment of clients
• Building a sophisticated marketing campaign
• Writing an effective marketing plan
• Determining the ROI of your marketing spend

Faculty members of the Wharton School’s marketingdepartment, the authors base much of theiradvice on a study of more than 800 financialadvisors. Throughout the text, proven marketingapproaches are combined with real-world insightsfrom these successful advisors.

Marketing for Financial Advisors opens the door toan entirely new perspective on your business. Youwill begin to view yourself as an entrepreneur andunderstand that an investment in marketing is aninvestment in the future of your business.

Whether you already run a successful financialadvisory firm or plan to start one, you must buildcustomer relationships through marketing if youwant to survive and profit for years to come. Takeyour first steps as a small-business entrepreneurusing Marketing for Financial Advisors asyour guide.

“This book will yield the greatest return to those financial advisors whoare ‘long’ on investment experience, but ‘short’ on marketing savvy.”
—Sam Stovall, Chief Investment Strategist, Standard & Poor’s Equity Research

“Marketing for Financial Advisors demystifies marketing jargon and providespractical, concrete tools that time-constrained advisors can use tonot only maximize ROI but, more importantly, develop a client-centricmarketing orientation that can better meet client needs.”
—Stephen Horan, Ph.D., Head of Professional EducationContent and Private Wealth, CFA Institute

“Every financial advisor should read this book, especially if he or shethinks the competition will. I have never seen a marketing treatment ason-target for financial advisors interested in managing their practiceswell for both their and their clients’ well-being.”
—Christopher C. Geczy, Ph.D., Academic Director, Wharton Wealth ManagementInitiative, and Adjunct Associate Professor of Finance, the Wharton School

“The authors have provided the framework for financial advisors toinstitutionalize the best practices of more than 800 top advisors.”
—Eva Vitale, Learning Executive, Insurance Industry