There are two basic rules that get at the base of how to be successful in this business:
Rule #1: Always be in meetings.
Rule #2: Refer back to Rule #1.
If we’re not meeting with clients and potential clients, we simply cannot grow our business into what we desire. And ultimately, in order to get prospective clients into the office, we have to have a system for generating leads. And, we have to be multiple in all of the ways we generate leads.
How dependent are you on only one or two marketing methods? I often speak about spokes on a wheel. If you only have one spoke, and that spoke breaks or becomes weak, what happens to the wheel? It could collapse under its own weight.
Many advisors in this business depend on primarily one marketing “spoke,” and they suffer challenges when that spoke gets weak. In late 2004, this is exactly where I was in my career. I was depending primarily on public seminars, and I saw a future that could make those seminars less effective. So, I set out to create a much more multi-pronged marketing plan.
I now have seven spokes in my wheel:
1) Radio presence
2) Community education and teaching
3) Referrals from other professionals
4) Introductions from current clients
5) Web presence and social media