Displaying 85 results
A tutorial on creating a ‘raving’ marketing plan
Successful marketing programs don’t exist in a vacuum. This hit home when a financial adviser recently asked if I had a program to improve his client communications. When I asked what he wanted to accomplish, he said that his goal was to create “raving fans,” a reference to the book of that title by Ken Blanchard and Sheldon Bowles (William Morrow, 1993).
Want CPA referrals? Then think like a CPA
Any financial adviser who has tried to attract referrals from certified public accountants knows how frustrating — and often fruitless — that exercise can be. I once worked with an adviser at the investment advisory arm of a prestigious accounting firm in Baltimore. He wanted help building referrals from the firm’s CPAs in order to market to the firm’s client base.
A retro approach to attracting wealthy clients
Almost every adviser struggles with the challenge of reaching out to prospects who are wealthier and potentially more lucrative than current clients.
Adviser’s challenge: Generating referrals, retaining assets
A few years ago, I attend-ed a Schwab [Institutional] conference and sat in on an adviser round table on marketing.
The Fast Track: Teaching marketing with flower power
What do spending time in a women’s prison and handing out carnations on the streets of Denver have…
