Marketing is often described as a “necessary evil.” You know that you need to reach beyond your circle of influence to capture new business, but it’s not what you enjoy about being an advisor.
You enjoy the expertise that you’ve forged after years in the business. You like developing rapport with clients and tackling the unique challenges that any given client might bring. Marketing just doesn’t give you that same satisfaction.
If we’re being honest, a lot of marketing tactics feel downright sleazy.
Mass mailers. Off-shoring blanket cold calling. Internet “squeeze” pages.
Diving deep into the marketing world can start to feel like you are moving farther and farther away from what makes you, well, you. You feel that clients respect you for your professionalism and your candor. You don’t want to tarnish that with a cheesy marketing campaign.
Put in terms that might ring even true for advisors, you value dignity. You talk to your clients about their dignity and how planning for their future helps them keep it. In those hard conversations about planning for retirement and long-term care insurance and how clients want their finances managed when they do reach that end point in their life, you are ultimately talking about dignity and how to protect it.
An advisor’s job is to provide that guidance, and serving as that expert means running your business in a way that reflects the seriousness of the work.
As a result, advisors shy away from opportunities to grow their business because they fear that they might have to sacrifice their dignity if they take an aggressive approach to creating explosive growth in their business. This fear is reasonable, but it is possible to market your business with dignity if you approach the process with the right mindset and the right plan.
Staying on brand
For every injury attorney that flashes a check with a scrolling number and throws out a tagline in his commercial, there is one that instead uses airtime to talk about community causes and his client’s stories. Where one rehashes the bare minimum for a commercial, the other accepts that building relationships can take time and chooses instead to highlight his connection to the people he serves.
It’s the same tactic executed with very different approaches. One drips with marketing sleaze while the other is sincere and reflects positively on the brand behind it.