Thursday, December 4, 2008

The High Road of Marketing

As a follow up to our continued focus on assisting advisors to get in front of business owners, I wanted to offer another insight into marketing your practice to get - and stay - in front of your business owner prospects.

Last week I talked about strategies for making a live presentation to business owners. That is going to be the topic of our hour-long marketing call next week.

To add to those thoughts, I wanted to offer some more insights. First and foremost, although my business grew at a very fast rate while I was making the prospecting calls and filling educational seminars, I found that my ideal clients eventually came from other sources . . . namely referrals.

Now, it is no great secret that most advisors work on presentations and networking to grow their businesses. Both take time and energy to produce results.

But what else can you be doing to generate consistent results with your marketing?

My friend Bill Losey will be sharing more than 54 different things that he does to market himself, make TV, print and radio appearances, all with the result of having a consistent stream of qualified prospects clients come to his practice with their business.

We will be encompassing these strategies within five major topics for our discussion.

  1. How to avoid the BIGGEST mistakes advisors make with their marketing.

  2. Why most advisors fail to consistently generate new leads.

  3. How to have ideal prospective clients raise their hands, pre-qualify themselves and contact you to do business.

  4. How any advisor can go from being relatively unknown to world renown in 24 months or less using the media and the internet.

  5. The ONE tool every advisor needs to build their platform and help more people.

Bill is a high-energy, brilliant advisor. What is most incredible is that Bill does all of this work - and manages his base of clients - from a home office with no other full-time assistants.

Whether or not you are a Member and will be on this call, I can tell you that the secret of my consistent results over the past 18 months has been the effective use of a combination of tools to consistently market my practice (not the least of which is this newsletter which is sent out [almost] every week). Most recently my marketing has expanded to national level media coverage to include TV, radio, podcasts, print and live presentations.

What is the absolute key to developing these strategies?

Simply making the decision to pursue multiple opportunities to market your business and committing time to do so consistently.

Establish a strategy. Organize your thoughts and actions. Stay with your program. And, most of all, be patient. Results take time.

The good news is that in this slowing economy, you can refocus your efforts towards increasing your communications with clients, centers of influence, and prospective new clients. The information that you share with any one of these groups can be leveraged to be shared with all of them. In this manner, your basic business practices can become a part of your overall marketing program to reach more prospects on a consistent basis.

So, along with live presentations to business owners, you should be focusing your business marketing efforts on many other channels as well. The live presentation gets you out from behind your desk and into the market where opportunities are created. The myriad other marketing techniques assist in driving the market of opportunities to your door. Together, you can build a campaign for 2009 that will fight back the slowing economy and drive more business to your practice.

When you couple these techniques with the powerful message that exit strategy planning holds in the marketplace, you have a combination to make 2009 a banner year for your practice.

Still thinking about getting involved with business owner in designing their exits and positioning your advisory practice to grow exponentially? Sign up for our risk-free Membership and join us for this afternoon's call.

This is one that you will not want to miss and could have the ideas that you were looking for to motivate you to build your practice stronger and better in 2009 than any time in the past.

Specializing in Business Exit Strategies, John M. Leonetti, Esq., M.S. Finance, CM&AA founded Pinnacle Equity Solutions to provide exit strategy planning services to business owners as well as education and training programs for professional advisors. To learn more about John's Exit Strategy Services and his recently published book, "Exiting Your Business, Protecting Your Wealth", visit

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