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The benefit of marketing in tough times

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As we begin to settle into the New Year, it’s time to think about what to do next. Marketing guru Adrian Miller sent me some of her thoughts recently that can help advisors succeed in any climate.

It’s a natural reaction to slow down some services, such as marketing efforts, during tough times. Miller says that would be a big mistake.

“Don’t cut your marketing efforts,” Miller says. Businesses “often make the knee-jerk decision to cut spending on marketing and promotions during a slowdown. What a big mistake!”

Miller adds that now “is the time to communicate your message and offer a value proposition that will resonate with your market. Inevitably, you will have competitors that scale back their marketing out of sheer financial necessity. Take advantage of the less crowded playing field and shout to your customers that you’re still going strong when times are tough.”

Look for more of Miller’s marketing and prospecting nuggets each month in Senior Market Advisor.

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