Updated Wednesday, July 30, 2014 as of 1:04 AM ET

Logo Logic For Financial Advisors

Marie Swift
September 12, 2011

If your logo is more than a dozen years old, chances are it's time for a makeover. Tired, dated materials won't reassure prospective clients that you're progressive and will constantly update the knowledge and services you offer. Your branding essentials may not need a complete overhaul, just a simple facelift.

When Clients Become ‘Family Stars’: 5 Ways Advisors Benefit

Marie Swift
September 6, 2011

As a financial advisor, you are always looking for ways to add value and bond with your clients. One of the most unique and innovative ways I've found for doing just that also drive referrals years into the future and provide a wealth of insight about their individual goals and values is a legacy profile.

How to Alienate a Journalist: 13 Blunders Advisors Need to Avoid

Marie Swift
August 29, 2011

Many financial advisors are able to successfully pitch their own story ideas, place their own bylined content with reputable media outlets and navigate the PR waters on their own without the help of a professional PR firm or marketing consultant. But if you want to generate more interviews and media success, you’ll want to steer clear of these harmful (and potentially fatal) rookie blunders.

Tips to Help Advisors Maximize Their Newfound Media Presence

Marie Swift
August 22, 2011

You’ve worked long and hard and now you’ve finally been quoted in the Wall Street Journal or had a bylined article published in the local newspaper. Perhaps you’ve just done a radio or television interview. Now what?

When Advertising Pays

Marie Swift
August 15, 2011

Since I’m such a big proponent of using free publicity versus paid advertising as a business growth strategy, advisors often ask me if it ever makes sense to advertise. In a word, yes.

PR On A Financial Advisor's Budget

Marie Swift
August 8, 2011

The problem for many sole practitioners and small planning firms is that working with a PR firm in any way, shape or form is generally too expensive to even consider. This week, we'll talk about a more affordable option: Group Training and Empowerment Programs -- which can be a very attractive option if you can find the right group.

Measuring PR and Paying for Results

Marie Swift
August 1, 2011

Most public relations firms cite studies that claim the services they provide are at least three times more credible than advertising. But for financial advisors, the question often is how do you measure the return on your PR investment?

Creating Buzz with a Book or Big Community Event

Marie Swift
July 25, 2011

Ever wonder how much it might cost to properly promote a book or one big initiative? Given the importance of either scenario, you may decide it makes sense to work with a PR firm. You have a lot at stake and should make the most of things.

Answers to Advisors' Biggest PR Questions

Marie Swift
July 18, 2011

Since financial advice is a trust-based business, PR should play an important part of every advisor’s marketing plan. Having a good number of media mentions that show your professional character and business philosophy can really make a difference in how people perceive you and your potential value to them.

Advisors Can Benefit From Proactive Public Relations

Marie Swift
July 11, 2011

Financial advisors who position themselves well by be being frequently seen in the public eye -- either in print, on TV, on the radio or writing online columns likes this one -- can build the perception that they're professionals who can be trusted.

Get Exposed: A Primer on PR – Part Two

Marie Swift
July 5, 2011

Everyone knows that publicity is wonderful when you can get it. But far too many advisors think there is some sort of magic needed to get their name in print or to be interviewed on television or radio.

Seven Great Things to Add to Your Client Communications Tool Belt

Marie Swift
May 23, 2011

In the May issue of Financial Planning magazine, I discussed how client perceptions may have changed over the past three years. I use the term Client 2.0 to describe this more-cautious and aware buyer, and offered thoughts on how you can better connect using an evolved Client Communications 2.0 plan. I spoke with several smart, accomplished advisors and industry consultants such as Ed Jacobson, Steve Saenz, Carol Anderson and Amy Mullen to hear their comments.…

Connecting with Clients in a Wired World

Marie Swift
May 16, 2011

Nine Tips to help you build relationships using new media and good old fashioned communicationma

The Eyes Have It

Marie Swift
May 2, 2011

How to use visuals and page formatting to help people understand and absorb your messages

Using the Right Words and Tone to Connect with People

Marie Swift
April 25, 2011

When you start putting pen to paper (or fingers to keyboard), think carefully about the words and the style you use. Every communication is an opportunity to reinforce your positioning, market your firm and your build your brand. Sometimes, dear mild-mannered financial planners, it’s okay to be bold – and even a bit (gulp!) bossy. It’s a noisy world out there. Your ads, flyers and other marketing promotions must stand out and grab attention. …


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