Consulting in financial services has given me freedom and success beyond expectation. If, by sharing what I’ve learned, I can help shorten others’ learning curve to greater income, then I’ve fulfilled an important personal mission.
Your target market. Begin by selecting a target market. Do you want to serve only those individuals with investable assets over a particular dollar amount? Do you want to serve only technology companies with revenues in excess of $100 million? Do you prefer to handle only qualified plans, insurance or estate planning for a selected market? These are decisions only you can make, based on your skills, resources and market demand.
When your target market is clearly defined, your firm is able to make intelligent investments in marketing and select the best vehicles for reaching the desired audience. As we will see later, everything you do with your go-to market strategy, including your website, will center on your target market.
Market positioning. Determine how you want to position your products or services within the client’s mind. Are you the first to market with a new idea? Are you the logical alternative to a competitor? Are you the safe decision? There are many ways to position your product or service vis-?-vis your competition. Above all, be credible and be prepared to defend your position with believable facts.