Marie Swift

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.

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.

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?

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.

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.

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.

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.

You can be the best financial advisor in the world but if people don't know you're there, they'll miss out -- and so will you. And when people do find you, either through a referral or targeted marketing strategy, how are they likely to respond?

I’m in Chicago today where I’ll be speaking on a panel about social media and building a strong online presence at the Women Advisors Forum.

As I write this, I’m attending Securities America’s annual conference. My team from Impact is here talking with advisors about how they can add multi-media to their websites, create custom magazines for their clients, learn how to work with the media, and add social media tools such as Twitter, LinkedIn and Facebook to their marketing plan.

Investment clients are really no different today than they were before the great recession, but there are subtle differences and they're all are tired of being talked down to and ripped off.

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.…

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

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

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. …

Every communication is an opportunity to reinforce your positioning, market your firm and your build your brand. Yes, you really are marketing, whether you think so or not. Might as well do it right.

Blogs, LinkedIn, Twitter? You’ll need a different writing style to succeed online.

If you’ve tried all my tricks, and you still can't write that newsletter article or magazine column, here’s help.

Advisors must be good writers. Here's a blueprint for success.

By following six simple steps, advisors can improve their writing and marketing communications.