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Marketing for Financial Advisors: Build Your Business
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To financial advisors who ask, “Who has the time and money for marketing?” the authors have an important piece of advice: Treat your practice like a small business, or you will be put out of business.
In an economy in flux, prospective clients are hesitant to put their financial future in the hands of just anyone. This is where Marketing for Financial Advisors comes in. The definitive marketing book designed specifically for financial advisors, it provides all the basic marketing skills you need to attract high-net-worth clients quicker and in greater numbers than ever. Putting the authors’ proven techniques to use, you can immediately build 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 spend
Faculty members of the Wharton School’s marketing department, the authors base much of their advice on a study of more than 800 financial advisors. Throughout the text, proven marketing approaches are combined with real-world insights from these successful advisors.
Marketing for Financial Advisors opens the door to an entirely new perspective on your business. You will begin to view yourself as an entrepreneur and understand that an investment in marketing is an investment in the future of your business.
Whether you already run a successful financial advisory firm or plan to start one, you must build customer relationships through marketing if you want to survive and profit for years to come. Take your first steps as a small-business entrepreneur using Marketing for Financial Advisors as your guide.
- Sales Rank: #954603 in eBooks
- Published on: 2009-05-29
- Released on: 2009-03-22
- Format: Kindle eBook
From the Back Cover
The definitive guide to marketing your way to growth and profits
“This book will yield the greatest return to those financial advisors who are ‘long’ on investment experience, but ‘short’ on marketing savvy.”
―Sam Stovall, Chief Investment Strategist, Standard & Poor’s Equity Research
“Marketing for Financial Advisors demystifies marketing jargon and provides practical, concrete tools that time-constrained advisors can use to not only maximize ROI but, more importantly, develop a client-centric marketing orientation that can better meet client needs.”
―Stephen Horan, Ph.D., Head of Professional Education Content and Private Wealth, CFA Institute
“Every financial advisor should read this book, especially if he or she thinks the competition will. I have never seen a marketing treatment as on-target for financial advisors interested in managing their practices well for both their and their clients’ well-being.”
―Christopher C. Geczy, Ph.D., Academic Director, Wharton Wealth Management Initiative, and Adjunct Associate Professor of Finance, the Wharton School
“The authors have provided the framework for financial advisors to institutionalize the best practices of more than 800 top advisors.”
―Eva Vitale, Learning Executive, Insurance Industry
About the Author
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 Williams is an Associate Professor of Marketing at the Wharton School.
Most helpful customer reviews
23 of 25 people found the following review helpful.
Understand the focus of this book
By Amazon Customer
I've been a financial advisor for 10 years and have always found information about marketing for individual advisors to be almost non-existant. So, after finding this book and reading the reviews, I was excited that experts (marketing professors from Wharton, no less) had finally written a book focused for my profession.
I was very disappointed. It is true that the book is a very thorough walkthrough of the theoretical concepts of marketing and how they apply to the financial industry. However, it is EXTREMELY short on practical, actionable advice for individual advisors. Much of the first 1/4 of the book seems much more applicable if you are management in a regional broker dealer, not an advisor trying to build your own practice. If you are an advisor and have bothered to read anything about building your practice, you will have already heard of the few specific ideas that are presented(advisory boards, niche marketing). And if you have read a few articles on [...], you will have seen much more in-depth discussions on how to execute action steps than found in this book. There are much better marketing ideas in "Building Your Multi-Million Dollar Practice" by Vessenes/Vessenes, and that book only has one chapter on marketing.
I don't disagree with what is said in the book. I do vehemently disagree this book is extremely helpful to individual advisors. Subscribe to [...], buy Vessenses book and you will be much better armed to go out and build your practice.
12 of 12 people found the following review helpful.
Nice theory, little substance.
By Amazon Customer
After being in the business for 14 years, I was looking forward to getting some good advice from the experts at Wharton. Unfortunately, it was a total waste of money. Remember the old saying "those who can't do, teach?" Well, this is the true embodiment of that common saying. This would be a great textbook for marketing majors in college who wish to study the field, but there is little useful hands-on practical advice to be gained. Everything worth value in this book could be skimmed by reading the latest issue of Investment Advisor magazine. What advisors in the wirehouses like Merrill and Morgan, as well as the independents with LPL and Raymond James need is a step-by-step guide to new client acquisition strategies. This isn't it.
For example, there are only 3 paragraphs explaining "how to get referrals" in the entire book. It's covered in the "tactics and best practices" chapter that spans 17 pages in a book that clocks in at 266 pages. Let that sink in for a moment. Only 6% of the book is devoted to "tactics and best practices."
If you are a financial advisor in the beginning of your career, try "The Million Dollar Financial Services Practice" by David Mullen. If you are a senior advisor, try "the Million Dollar Financial Services Advisor", also by David Mullen. If you are starting an independent financial planning practice,try "Getting Started In Financial Planning" by Jeffrey Rattiner. If you are only interested in client acquisition, no matter where you are in your career, you need "Effort-less Marketing for Financial Advisors" by Steve Moeller. Trust me, I advise advisors for a living. I advise you to avoid this book.
8 of 10 people found the following review helpful.
Finally, an EXCELLENT book on Marketing for Financial Services!
By Jimmy Jams
This book is a great guide to help build your financial services business. I especially like the sections on investor psychology and niche marketing. These are topics that are lacking in many similar books that seem to be filled with mostly anecdotes. One of the best things about it is that it takes established marketing models and best practices and clearly applies them to being a financial advisor. This would also be a good book for anyone in financial services like estate planners, insurance advisors, and mortgage brokers.
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