Now take 20-30 minutes and flesh out each section of the five steps.
- Who is your ideal client and why? What unique needs and mindsets do they have that no other group has? Where to they congregate, what to they read, whom do they trust? What are their pain points?
- To what key words and benefit statements will this group of people best respond? Why should they do business with you right now? Why should they trust you? What are your proof points?
- How will you reach this group or groups? There are really only three marketing methods that work for advisors today. Pop quiz: what are the three main marketing methods that I’ve been hammering home on the past few years? If you don’t know what they are, go back and read this article “Keeping in Front of Clients, Prospects”
- Now budget your time. And your money. How much time will you spend on “free” activities such as serving on boards, networking in the community, or writing articles for your blog and/or the local newspaper? How much money will you spend on “paid” activities such as advertising, seminars, directory listings, radio shows, and the like?
- Get out a calendar and pencil in key dates and events. Think about the seasons and recurring mindsets that are likely to occur in 2013—you know, new year’s resolutions in January, last-minute tax strategies in March, graduations and weddings in May and June, summer vacations and back-to-school in July and August, year-end tax planning in October and November. Work backwards to ensure that key promotional dates and in place.
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