Ellis Communications, L.L.C.

Personal Connections Are An Overlooked Marketing Opportunity

            There’s something sorely missing in financial marketing these days – personal connections.

            “With our world torn by scandal and terrible acts, real personal connections are few and far between,” says Martin R. Baird, president of Annapolis, Md.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.  “I think many financial advisors are missing great opportunities by not leveraging this as a marketing tool.”

            Baird offers the following seven tips on using personal relationships in marketing.

Tip Number 1.  We have much in common.  “When we strip away all the labels we give things so they are impersonal, it all comes down to people,” Baird says.  “At the most basic level, we all have similar wants, fears and desires.  That is the foundation for creating personal connections.”

Tip Number 2.  Start by sharing.  “As you let clients and prospects know about yourself on a personal level, they will be more likely to share information about themselves,” Baird says.  “That information can lead to more business for you while helping them realize their financial dreams.”

Tip Number 3.  Don’t overdo it.  “Most people have more than enough challenges in their lives, so they don’t want to hear about all of yours,” Baird notes.  “Some is OK, but if each meeting or call sounds more like therapy for you, then you may want to find new topics to talk about.”

Tip Number 4.  The personal bond can trump traditional marketing.  “The decision to share with others is difficult to make because people don’t often feel comfortable talking about themselves or their lives,” Baird points out.  “But when they do, it makes it easier to create a bond that is stronger than an advertisement or traditional marketing message.”

Tip Number 5.  Keep making contacts.  “The fewer contacts you have with clients and prospects, the longer it will take to create that personal connection,” Baird says. 

Tip Number 6.  Be patient.  “It takes time to make personal connections,” Baird stresses.  “You are building a relationship and that takes time, energy and effort.  Don’t give up.”

Tip Number 7.  Expect occasional setbacks.  “When you let people know you and you get to know them, you run the risk of not liking what you find,” Baird says.  “When that happens, you need to start from scratch and that can be a long process all over again.”

Advisor Marketing provides a variety of services to financial advisors to help them improve their marketing methods and increase revenues, including seminars and conference speaking engagements on such topics as referrals, marketing, client communication and transitioning to fee.  The company also provides a service that tests multiple variables of a marketing campaign simultaneously so advisors will quickly know which elements of a marketing effort offer the best opportunity for success before they launch the campaign.

The company’s Web site, www.advisormarketing.com,  is the premiere Internet-based source for marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.  It offers such services as a free weekly electronic newsletter and reports on how to conduct different kinds of marketing. 

Advisor Marketing may be reached at 480-991-6421.