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BRANDING YOUR ADVISORY BUSINESS
Branding is not about getting your prospect to select you over the competition. It is about getting your prospect to see you as the sole provider of a solution to their problem or need.
Are you exceptional at what you do but struggle to communicate your expertise to prospects? Does your message sound the same as many other determined advisors?
Fortunato, our Brand Coach, has been helping advisors for 14 years with developing their brands and changing their businesses. This month, he and his branding team have launched their own website to communicate all the
• PERSONAL PLANNING
• BUSINESS PLANNING
• BRANDING
NEWSLETTER THEMES
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SPEAKING AT TORONTO PEARSON FINANCIAL PLANNERS FORUMHOW TO CREATE A MARKETING PLAN FOR 2019 THAT ACTUALLY WORKSWednesday, Dec 19, 2018
WHAT ’SNEW
SPEAKING AT ADVOCIS, GOLDEN TRIANGLE CHAPTERSTARTING THE YEAR OFF RIGHT WITH EFFECTIVE PLANNINGTuesday, January 15, 2019
PERSONAL PLANNING FOR 2019BECOME THE ADVISOR EVERYONE WANTS TO BE.
Albert Einstein is often credited with the quote, “If you can’t explain it simply, you don’t understand it well enough.” That resonates with our team because it certainly relates to financial services. Canadians need financial advisors to take the confusion out of financial planning in order to simplify their lives. Great advisors simplify planning so clients understand and implement their strategies to make better decisions about their future. With clarity comes peace of mind.
So, if your clients want to do business with you wouldn’t they want to emulate the financial success that you have had? Would you be comfortable sharing that information? Are you financially successful? Do you yourself do what you advise others to do?
It may seem like a silly question but many advisors do not lead by example or “practice what they preach.” Do you ever wonder why some advisors have many clients while others struggle to maintain a small list or a list of less than ideal clients? As coaches, we believe there are many factors as to why some advisors reach greater success than others do - like a strong value proposition, efficient team, effective brand and marketing strategy. These are all important variables but leading by example is a contributing factor of a success mindset too.
We have worked with many advisors whose own lack of personal financial planning was a roadblock in their work with clients. For instance, a young advisor with a successful investment business was finding he was having a hard time convincing clients to implement permanent insurance as part of their estate plan. He had only term insurance in place for himself and saw his conviction increase once he got his own permanent policy. Another advisor saw her revenues increase once she cleared a backlog of taxes that she had been avoiding.
How could you possibly feel like you are an effective advisor if you are not doing what you teach? It would feel fraudulent – suggesting a financial strategy when you do not have your own in place. In fact, some advisors have confessed that they even feel “imposter syndrome” about their own level of financial success.
Think about it. How does leading by example have an impact on your business?• Confidence. You know what works. You have seen
how it has helped you and your family and you can communicate from personal experience.
• Relationships. A personal story helps people relate to you and develop a stronger client relationship.
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• Authenticity. When you are selling your products and strategies, the conversation will feel genuine, not phony, because you have first-hand knowledge.
Here are some to dos to consider so you can become the advisor everyone wants to be: • Implement and update your own financial plan
and include your spouse.• Pay yourself first• Spend what you can afford now, not what you
can afford later• Keep a rainy day fund that would last you for six
months to a year• Focus on paying off your debt• Save at least 10% of what you make• Make sure you have adequate insurance• Have your own financial advisor
By walking your talk, you become a person others want to follow. When leaders say one thing and do another they erode trust, which makes it much harder to prospect and keep clients. Do what you say and realize the benefits.
Talk with a coach today about changing your business for the better by polishing your own personal plan. Please connect with us at [email protected].
BUSINESS PLANNING TIPS 1. Create your business plan for 2019 now! Set
targets, quarterly, monthly and weekly objectives. Re-visit these objectives and the status of completion in your team meetings throughout the year.
2. Create your marketing plan for 2019 now! Outline the strategies and tactics you will be using to generate revenues in these 3 areas – clients, prospects and centres of influence. Keep your budget in mind. Not all marketing strategies are expensive.
3. Plan your next 12 months of revenues, assets growth, insurance policies placed and profitability. Re-visit these objectives throughout the year.
4. Plan your next 12 months of holidays. Doing this in advance ensures guaranteed rest and time to decompress.
5. Share your plans with someone you trust – who can act as your accountability partner. It can be helpful to have an outsider’s opinion when it comes to your business.
Kick start your business planning for 2019. Reach out to speak with a coach about working through The Personal Coach Business Planner and Marketing Planner. [email protected]
components of The MasterPoint™ Brand Program. Make sure to check out the extraordinary client portfolios.
If you haven’t had the benefit of working with Fortunato and his team, we suggest you book a call with their team today - [email protected]
Website link here: www.masterpoint.ca
2019 WEBSITE REVAMP Today, websites aren’t meant to be static. They are supposed to change and evolve, which means updating them should be simple and it can be done easily.1. Re-evaluate your value proposition.
Is it there? Does it need tweaking?2. Keep blogs/newsletters/
announcements up-to-date and archive old ones.
3. Update team bios and photos.4. Make sure all hyperlinks are working.5. Review navigation. Does content still
flow as intended?
Ensure your website strategy still fits your branding and reflects the culture of your organization.
Customized One-on-One Business Coaching for Financial Advisors
T 519.576.2262E [email protected]
thepersonalcoach.ca
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PERSONAL PHRASE OF THE DAY
“Planning is bringing the future into the present so that you can
do something about it now.” Alan Lakein
Our team has expertise in the critical areas of a financial services practice. By focusing on these areas, we develop and implement a plan to achieve your vision. Which area do you want to improve on?
Velocity Indicator
• Strategy• Human Resources & Team Excellence• Value Proposition• Marketing• Branding• Contact Management• Advisor Skills• Maximizing Resources• Personal Effectiveness• Leadership• Financials• Succession Planning• Regulatory Risk Management
