Ellis Communications, L.L.C.

Cut Through Marketing Clutter to Get Noticed, Generate Results

            Most cities and towns have marketing clutter these days and that raises an interesting question – how can financial advisors’ marketing compete against such an onslaught of images and messages vying for people’s attention?

           “Let’s face it, all communities large and small where advisors ply their trade are competitive,” says Martin R. Baird, president of Annapolis, Md.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.  “Every billboard, bus stop poster and electronic sign competes against advisors’ marketing.”

           Baird offers the following seven tips about cutting through marketing clutter.

Tip Number 1.  It’s critical that advisors see all marketing messages as competition for their marketing message.  “Take ads for cell-phone plans or new cars as an example,” Baird says. “That’s competition because you’re vying for the attention of the same people those ads are trying to reach.  If your message isn’t more interesting than ‘Can you hear me now?’ or ‘zero percent financing,’ it will not get the attention it needs.”

Tip Number 2.  A marketing message that isn’t compelling and interesting is a waste of time, energy and money.

Tip Number 3.  If advisors can’t win the battle for mind share with huge advertisers, they should fight a new war.  “Most small businesses can’t win hand-to-hand ad combat with much larger companies and their very deep pockets,” Baird notes.  “The answer is to go around them and talk to your prospects in a new or different way.”

Tip Number 4.  Be outrageous to get noticed.  “It’s easy to be conservative in the financial services industry,” Baird points out.  “In fact, it’s too easy.  Most advisors hold to the belief that they must be ‘professional’ because they deal with people’s money.  It’s time to face the music – conservative may not cut it today.” 

Tip Number 5. Advisors who don’t stand out from the crowd can only hope for leftovers.  “Can you make a living doing that?” Baird asks.  “Now is the time to take risks.”

Tip Number 6.  Words will get someone to stop what they’re doing and pay attention.  “But they must be the words your target market cares about,” Baird explains.   He recommends Words That Sell by Richard Bayan as a resource for looking up words that will get advisors noticed.

Tip Number 7.  Repetition of the marketing message is vital if advisors hope to overcome marketing clutter.  “Believe me, your target market won’t even notice you if you communicate only once or twice,” Baird says. “Repetition and consistency of your message are critical to catching their attention.”

“Vince Lombardi once said, ‘Some of us will do our jobs well and some will not, but we will all be judged by only one thing – the results,’”  Baird adds.  “The same is true with your marketing.  The proof of the effectiveness of your marketing is whether it generates the desired results.  Does it cut through the clutter and get your target market’s attention?   And do they take the desired action?”

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.