How long did it take to get where you are?
Maybe four years in college to earn your bachelor’s degree? Maybe another couple for a master’s? What about all of the studying you did to get licensed? Certified? Even then, odds are that there is still a lifetime of knowledge that you have yet to acquire.
You likely attend several conferences every year, read a myriad of investment magazines, sign up for numerous financial blogs, and read a library’s worth of books. Even then, there is still more to know.
Believe it or not, most financial advisors have a lifetime of knowledge already under their belts when it comes to learning about the financial industry, but only a handful have taken the time to learn what it takes to be a successful business owner.
Note: there is a fundamental difference here.
As a financial advisor, you need to be able to explain the differences between stocks and bonds, why the markets did what they did last week, and what types of insurance products might best serve a client.
As an independent financial advisor, you also need to know how to systemize your office for optimal efficiency, how to brand your company, and how to promote it using proactive communications and marketing strategies to your clients and to the public.
In my experience, that’s the biggest problem most independent financial advisors face. Most don’t know what it takes to actually market themselves and their businesses. Nothing sinks businesses faster than business owners who aren’t sure how to convey how amazing their businesses actually are.
It’s like deciding to swim across the English Channel without first learning how to swim. Many suppose they will just pick it up as they go along.
Some advisors already have an understanding of what they need to do, but that’s rare. Many of them aren’t sure where to start. For many advisors, this isn’t a sink-or-swim scenario, this is a how-far-do-you-go-before-you-eventually-drown scenario.
But here’s the thing; you’ve already done the hard part by learning your craft and becoming a specialist in your field. Truly. Marketing is easy especially when you have experts in your corner every step of the way keeping you on track. Those experts get you through one more stroke, one more kick, and through that last push to get you across the English Channel. They ensure your target clients know how great you are.
That’s my goal every day at work: I want to help advisors build a better business by diving into a detailed practice management plan and a world-class marketing strategy. I want to teach advisors how to swim.
Here at Platinum, we specialize in providing the complete advisor solution. Whether it’s custom graphic design (anything from branding to billboards), a proactive multichannel communications strategy, a fine-tuned efficiency model, or a focused event campaign, we will assist you in finding the right strategy and provide the guidance to help you grow. Even if you’re not sure where to start, give us a call and we can help you get into the water and take that first stroke.