Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan - Hardcover

Bradlow, Eric T.; Niedermeier, Keith E.; Williams, Patti

Hardcover

ISBN 10: 0071605142 ISBN 13: 9780071605144

Publisher: McGraw Hill, 2009

Synopsis

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.

About this title

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.

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

Edition details

• Publisher: McGraw Hill
• Publication date: 2009
• Language: English
• ISBN 10: 0071605142
• ISBN 13: 9780071605144
• Binding: Hardcover
• Edition number: 1
• Number of pages: 288