Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan

by Bradlow, Eric; Niedermeier, Keith; Williams, Patti

• ISBN13: 9780071605144
• ISBN10: 0071605142
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-07-09
• Publisher: McGraw Hill

Summary

To financial advisors who ask, "Who has the timeand money for marketing?" the authors have animportant piece of advice: Treat your practice like asmall business, or you will be put out of business.In an economy in flux, prospective clients arehesitant to put their financial future in the handsof just anyone. This is whereMarketing for FinancialAdvisorscomes in. The definitive marketingbook designed specifically for financial advisors,it provides all the basic marketing skills you needto attract high-net-worth clients quicker and ingreater numbers than ever. Putting the authors'proven techniques to use, you can immediatelybuild your client base by: Establishing brand and reputational awareness Developing a differentiated value proposition Creating a "word-of-mouth" army Understanding your clients' psychology Focusing on a niche segment of clients Building a sophisticated marketing campaign Writing an effective marketing plan Determining the ROI of your marketing spendFaculty members of the Wharton School's marketingdepartment, the authors base much of theiradvice on a study of more than 800 financialadvisors. Throughout the text, proven marketingapproaches are combined with real-world insightsfrom these successful advisors.Marketing for Financial Advisorsopens the door toan entirely new perspective on your business. Youwill begin to view yourself as an entrepreneur andunderstand that an investment in marketing is aninvestment in the future of your business.Whether you already run a successful financialadvisory firm or plan to start one, you must buildcustomer relationships through marketing if youwant to survive and profit for years to come. Takeyour first steps as a small-business entrepreneurusingMarketing for Financial Advisorsasyour guide.

Author Biography

Eric T. Bradlow is the K.P. Chao Professor of.Marketing, Statistics, and Education at the Wharton School..Keith E. Niedermeier is the Director of the.Undergraduate Marketing Program at the Wharton School..Patti William is an Associate Professor of.Marketing at the Wharton School.

Table of Contents

Preface is it Time to Attack or to Retreat?	p. ix
Treating your Financial Practice Like a Small Business	p. 1
Segmentation	p. 31
Refining your Niche Strategy	p. 61
Knowing Your Brand	p. 81
The Client's Decision-Making Process	p. 107
Investor Psychology and Biases	p. 131
Quantitative Client Relationship Management	p. 169
Integrated Marketing Communications: Managing Advertising, Web Site Design, and Word of Mouth	p. 187
Tactics and Best Practices	p. 209
Putting it all Together: Your Marketing Plan	p. 227
Appendix Expanded Survey Results	p. 237
References	p. 255
Acknowledgments	p. 257
Index	p. 259
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