From the December 2004 issue of Investment Advisor • Subscribe!

A Year of Equalizers

Our intent with this column during 2004 has been to help you cope with bigger competitors by showing you specific steps to help level the playing field. Here's a month-by-month rundown of what we covered.

January: Taking on the Goliaths Defining the basic problems facing independent advisors and presenting the argument that your written words can become your most powerful weapon.

February: Making Your Presentations Count Explaining how to communicate your hidden value in your presentations to clients.

March: Take a Stand Being clear about your position and how to present that expertise.

April: Keep Those New Clients Coming Rather than relying on passive referrals, how to take actions that build credibility and pathways back to you.

May: The Cure for Advisor Block Seven steps to follow when giving a speech or writing a paper, brochure, or article.

June: By the Book How to get published.

July: Media Partner Building visibility through locating and partnering with local media.

August: The True Meaning of Value Examining why overwhelming your clients with services and products doesn't make you any different than the competition.

September: The Value of Storytelling Showing the secrets of making your ideas and processes memorable, and offering practical steps for designing your story.

October: Attraction Marketing Fulfilling a basic marketing need--making yourself familiar and expanding your sphere of influence.

November: Preparing for the Spotlight You don't have to invent it to present it.

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