Gentle Rain Affluent Marketing Blog

When it comes to marketing it always amazes me how so many advisors just don’t get it. Especially when the prospect is the affluent and the ultra-affluent.

Here’s what I mean.

The goal of marketing is to make you stand out. To have you be remembered as someone who is distinctive, with a point of view…something unique to offer. (Not crazy. Not strange. But Unique-there’s a difference.)

But what do most advisors do?

They work extremely hard to blend in. To place themselves squarely in the middle of the proverbial bell shape curve.

For example, as I discussed in my Marketing Advisor Video program there is a highly effective way of getting the attention of the affluent by setting up micro-niche marketing campaigns that target their interests and hobbies. This Trojan Horse approach is extremely effective.

However, what is the prevailing question that gets asked about this strategy? You guessed it.

“Who else is doing this?”

They miss the entire point. There is little to be gained by doing something that everyone else is doing if your primary objective is to differentiate yourself from the competition.

Granted doing something new takes a bit of courage. But guess what behavioral characteristic the affluent most respect in those with whom they associate?

How do you think they got to be wealthy?

Affluent investors remain downbeat about their short-term financial situation, but the good news is that an increasing number of them are turning to financial advisers for help.

According to a recent survey from Phoenix Marketing International, over 50% of affluent investors don’t anticipate an improvement in their financial situation for at least 12-16 months.

However there is a silver lining for advisors. According to same survey, an increasingly larger percentage of the affluent are turning to advisors for input. Thirty-six percent of surveyed investors have recently met with a financial adviser, and another 21% intended to do so in the next 30 days.

Certainly part of this is due to a more proactive approach by many advisors to stay in more frequent contact with their clients and prospects. The challenge as I cover in more detail in my Affluent Marketing Advisor program is precisely what to say and exactly what frequency gets the best results.

What techniques are you using to stay “top of mind” with your prospects and clients?

Founded in 1992, Gentle Rain Marketing Inc. is the premier boutique-marketing firm to financial
and insurance advisors on affluent marketing. Please watch this short video from Mark Satterfield,
founder and CEO of Gentle Rain Marketing Inc who shares his thoughts on the affluent marketplace.