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Cut Marketing Clutter

Written by: Donald F. Pooley

Article Overview: People are inundated with marketing messages every day and cutting through the clutter is critical if advisors hope to have success with their own marketing efforts. "The challenge is simply getting noticed," says Martin R. Baird, president of Phoenix, Ariz.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.

Cut Marketing Clutter

People are inundated with marketing messages every day and cutting through the clutter is critical if advisors hope to have success with their own marketing efforts. "The challenge is simply getting noticed," says Martin R. Baird, president of Phoenix, Ariz.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.
"With today's heavy marketing, how does an advisor's message stand out enough to register on the public's radar screen?"
Baird offers the following 5 tips on how advisors can combat the marketing clutter problem.
1. View all marketing messages as competition for your own message. "If your message isn't more interesting than 'can you hear me now?' and 'zero percent financing,' it will not get the attention it needs," Baird says. "If your message isn't compelling and interesting, you're wasting your money."
2. If you can't win the battle for mind share with huge advertisers, fight a new war. "Most small businesses can't win hand-to-hand ad combat with much larger companies and their very deep pockets, so the answer is to go around them and talk to your prospects in a new or different way," Baird recommends.
3. Be outrageous to be noticed. "It's easy to be conservative in the financial services industry," Baird notes. "It's too easy and conservative may not cut it today. Now is the time to take risks and get noticed."
4. Words are enough to fight glitz and get someone to pay attention. "If they're the words your target market cares about, they can get the job done," Baird says. "Carefully selected words can do more than a beautiful picture. They can educate and tell more of the story."
5. Sex does not sell. "Sexuality will get attention but it won't sell the product," Baird says. "The image may stop someone in their tracks but it's the copy in your message that turns someone into a hot prospect or client."
Martin R. Baird is president of Advisor Marketing, the prime source of free marketing advice, information and tools for self-driven, success-oriented financial advisors to help in marketing their practice, meeting the needs of their clients and increasing sales. Advisormarketing.com has a free weekly electronic newsletter, free reports, and an electronic forum for advisors to learn from each other. Phone 480-991-6421

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