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Portfolio > ETFs > Broad Market

Choose a market you're passionate about

By Gail Linn

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When considering a new market, first you should think about where your passion is. What hobbies or causes are you interested in where you can meet like-minded people? This way, your market is something you not only enjoy, but can provide you with ongoing potential business. Do you have an interest in a particular sport? Are you interested in a certain charitable cause? Is there an industry you are familiar with from a prior career?

After deciding on the market you want to penetrate, look for a mentor with experience in that market and ask for help. There are many successful advisors today looking to partner with the next generation of advisors and willing to form partnerships or mentor relationships.

Once you have given some thought to a potential market, look for ways to deepen your activity in the market and become known. Is there a newsletter that you can provide articles for? Is there an opportunity to present workshops to members or participants in the group? Are there events and opportunities to meet these people in social settings? Are there associations you can join that are affiliated with these interests?

Make sure your marketing materials reflect your new market — your bio/profile, your social media sites, your website should all reflect clearly and consistently what your message is. Create or subscribe to a newsletter that can be sent to all your clients. Create meet up or other social networking events for members of your new market.    

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