In marketing, you have to get noticed – you have to stand out from the crowd.
Sometimes it’s a fantastic envelope that begs to be opened, a mailer that is piques the reader’s curiousity or a marketing piece that is specifically tailored to a given audience with a message directed especially for them.
I get alot of questions from professionals in the financial services arena who are looking to prospect for new business. Their marketing materials are in a sea of gray and white – OK, very boring – mailers that attempt to be professionally sanitary and end up not really focusing on anyone in particular.
For financial advisors who want to stand out from the crowd and be noticed, I suggest considering your own expertise. You need to show people that your advice is something that will benefit them and, in the long run, enhance their portfolio. People still do not have a handle on how the new federal capital gains tax will affect them – so it’s a chance for financial advisors to capitalize on the uncertainty and provide current information that people might find useful.
Now, how to find the right audience. I call this reaching the right people at the right time. In the world of marketing, there are lots of identifiable groups out there. You just have to find the right one. And, when you provide the right kind of content to that group, you can really stand out from the crowd
Example: Financial advisors can consider people whose real estate is in a Trust. Our list has over 3.5 million individuals in the U.S. whose property is in a Trust. Data is sourced from deed records; it’s accurate and dependable. This group has concerns about how changes in the tax laws might affect them. They are looking for information they can reply on.
The advisor who reaches out to them with timely information can get their foot in the door, create some brand equity and start to develop a relationship to bring in business.