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Lost Your Focus

Written by: Donald F. Pooley

Article Overview: When economic times are challenging, many financial advisors lose their focus on their marketing. To regain your focus, and develop a steadfast belief in what you’re doing:

Lost Your Focus

When economic times are challenging, many financial advisors lose their focus on their marketing. To regain your focus, and develop a steadfast belief in what you’re doing:

1. Narrow your target market to a list of 'hot' prospects. ‘Hot’ could refer to size, time to next purchase, key person in your community, etc. You decide what makes your list ‘hot.’
2. Your hot list must be people you want to do business with over the next six weeks or six months. Really work at compiling it. Make it your first and last priority each day. Then think about reaching one person from your list.
3. Keep your list short. The average person can remember only 5 to 7 things, so make it a list of 7 to easily remember, and give top-of-your-mind awareness to it.
4. Plan how you will “touch” the prospects on your list in a marketing way. What will you do each week to get your message across to them? What will your message be so that these people will call you to ask "Tell me more”?
5. Don’t let tough times shake your belief in what you do. Display confidence when marketing to your hot prospects. Believe in your products and services to such a degree that you are convinced that what you have to offer is the best thing for your clients at any given moment. Do this and it will show through in all your actions and efforts.
Martin R. Baird, author of "The 7 Deadly Sins of Advisor Marketing" is president of AdvisorMarketing.com , the premier Internet-based source for free marketing advice, tools, and information for self-driven, success oriented, financial advisors who demand information that helps them market their practice. Reach Advisor Marketing at 480-991-6421

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