One of our primary objectives in marketing, we are told, is to create fans. Even better, raving fans. If we want to attract referrals, though, it’s better to have people remember what kind of solution you represent than simply to be fans.

The fan (short for fanatic) is a supporter, an enthusiast, a devotee. Having fans is good. It is a benefit to have people talking about you. And what they say when they talk about you is important. So, getting your clients to talk about the right things can be a significant contributor to the growth of your business. Fans say nice things. What we want is for them to say compelling things.

Register or login for access to this item and much more

All Financial Planning content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access