How to Maximise the Effectiveness of Marketing Messages and Client Communication
Prospective clients want to know, in the most time effective manner, what a financial planner can do for them. What expertise and advice based solutions can the
adviser deliver to meet their needs?
Clients are time poor. Increasingly, they use the Internet to find an adviser, or to validate a word-of-mouth recommendation. How effective and consistent are
your on-line marketing messages to prompt prospective clients to engage with you?
Be proactive. Use positioning and branding to communicate messages that resonant with clients. Always be demonstrating an understanding of their needs, and
featuring the value and benefits of the solutions provided.
It doesn't matter how good your advice is, if you can't communicate its value, or stand out as the 'go-to expert' in your areas of specialisation.
This Guide explains how to establish a clearly defined personal brand for advisers, and implement a positioning strategy for their practice.
AVAILABLE IMMEDIATELY as a PDF download for $32.95 AUD (includes GST)
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Advisers must be positioned as experts on the advice and services relevant to their target clients.
Marketing in the digital age requires consistent positioning and messaging across all on-line profiles and marketing campaigns to build a strong brand and
This Guide maximises the effectiveness of marketing by explaining:
- What is positioning for financial planners?
- How to be positioned against advice and non-advice based competitors
- How to build on-line marketing assets
- The Positioning Matrix explained
- Positioning on the 5 traditional marketing factors
- How to write Elevator Speech for an adviser
- Creating the Client Value Proposition (CVP) for the practice
- Positioning strategies to generate referrals and Centre of Influence relationships
- Building a brand through core values
- A questionnaire to determine how your practice and advisers can benefit from a Positioning Strategy
- The 4 key steps for positioning and branding a practice (each step is a Chapter with a set of actions to implement)
- Positioning and branding implementation Checklist
This Guide is based on two decades of working “hands-on” with financial planners across Australia. It focuses on the key topics for ensuring planners establish a
strong positioning and branding strategy to maximise the effectiveness of all marketing.