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Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan by Eric Bradlow, Patti Williams, Keith Niedermeier (Hardcover, 2009)

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To financial advisors who ask, Who has the timeand money for marketing? the authors have animportant piece of advice: Treat your practice like asmall business, or you will be put out of business. In an economy in flux, prospective clients arehesitant to put their financial future in the handsof just anyone. This is where Marketing for FinancialAdvisors comes in. The definitive marketingbook designed specifically for financial advisors,it provides all the basic marketing skills you needto attract high-net-worth clients quicker and ingreater numbers than ever. Putting the authors'proven techniques to use, you can immediatelybuild your client base by: Establishing brand and reputational awarenessDeveloping a differentiated value propositionCreating a word-of-mouth armyUnderstanding your clients' psychologyFocusing on a niche segment of clientsBuilding a sophisticated marketing campaignWriting an effective marketing planDetermining the ROI of your marketing spend Faculty members of the Wharton School's marketingdepartment, the authors base much of theiradvice on a study of more than 800 financialadvisors. Throughout the text, proven marketingapproaches are combined with real-world insightsfrom these successful advisors. Marketing for Financial Advisors opens the door toan entirely new perspective on your business. Youwill begin to view yourself as an entrepreneur andunderstand that an investment in marketing is aninvestment in the future of your business. Whether you already run a successful financialadvisory firm or plan to start one, you must buildcustomer relationships through marketing if youwant to survive and profit for years to come. Takeyour first steps as a small-business entrepreneurusing Marketing for Financial Advisors asyour guide.