Watch what everyone else is doing, and do the opposite.

For, I guess 20 years more or less I’ve worked with Dan Kennedy who’s at the minimum a well-known “marketing guru.”   Over the years I shared the stage with him, hosted him at my marketing bootcamp, hosted him and associates in my office, and participated for many years in his “highest level” master-mind team of others with similar businesses as mine stretching across various “niche’s”    That included gentlemen (and, ladies) such as Ron LeGrand who’s a get rich in real estate “guru,” Frank Kern who’s an internet marketing “guru,” Joe Polish of “I love marketing” fame, and many others.

He used a term to describe most industries approach to their marketing as “marketing incest.”   In other words they look around at what everyone else is doing, and do the same thing.

A personal development “guru” from an earlier generation:  Earl Nightingale, said if you don’t have a success model, look around at what everyone else is doing and do the opposite.

I was having a conversation with an advisor today about several of the “done for you” CRM systems that have pre-written generic content for you to use.

In reviewing them and several other’s I’d add a few thoughts other than which is best.

First.   Email is dying a slow and painful death.    Text messaging is working great.  Direct mail (aka Snail Mail) is working better than ever.   For any system that mostly brags about pre-written emails, misses several points of leverage.

Second.   Look around at what everyone else is doing, and do the opposite.   That’s sort of the opposite of utilizing someone else’s prewritten generic stuff.

When following up – and, if you haven’t I’d suggest to register into our system (www.AdvisorWealthMastery.com) for a lot of free content, if for no other reason to see what our follow-up system does.   But, when following up I’d suggest that your follow-up include immediate text message, automated voice mail, email, retargeting in google (and google properties,) retargeting on facebook, and direct mail.

I’ve recently been following and paying attention to a BUNCH of financial advisors on LinkedIn as well.  Occasionally, someone exhibits some “personality.”   Shares or discusses something other than BLAND and Generic financial stuff.    However, it’s RARE. 

They all look and sound the same.  Same photo, more or less.  Same bland description of what they do for their clients.   

I was listening to someone’s podcast (I’ve gone through probably 150+ in the past 90 days.)  I think this ones was Michael Kitces.   He made a comment that it’s sad that the industry treats advisors as so interchangeable that prospects choose an advisor by zip code (I believe in reference to various “lead services.”)

Well, for those who are “interchangeable” it is scary.

You’ve got to be different.  Standout from the crowd.  Have a unique specialty.  Be idiosyncratic.

In your marketing develop your own “voice.”

Look differently, act differently and standout from the crowd.

Stephen Oliver, MBA

Advisor Wealth Mastery

https://www.AdvisorWealthMastery.com

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Stephen Oliver’s Wealth Mastery was founded in 1999 (previously also known as Extraordinary Marketing.)   Our program is designed for Financial Advisors and similar professionals to teach them effective sales, marketing, and practice management practices.

We provide a combination of mentoring, coaching, peer support and accountability to grow financial practices utilizing a range of focused and effective marketing and sales processes.

For Financial Advisors we provide a free package of support materials that includes two special reports: “10 things that you must do to grow your financial practice,” “Social Media Marketing for Financial Advisors,”  Along with two of Stephen Oliver’s business growth books: “Everything I Wish In Knew When I Was 22,” and, “The Way of the Mile High Maverick” along with several valuable training videos that include “The Bozo Explosion,” and “Key Growth Secrets for Financial Advisors.”    Receive these free gifts at: https://www.AdvisorWealthMastery.com

You may contact us at:  [email protected] or, by phone or text at 1-303-808-8719.   

About Stephen Oliver.   Stephen Oliver graduated from Georgetown University with a degree in International Economics, expecting to go onto a Harvard or Wharton MBA then onward to Wall Street.  Instead he ended up in Denver, an started 6 martial arts schools in 36 months.   He ended up with over 2,500 active students and promoted one of the largest martial arts tournaments in the country along with 100’s of other events.   Very early on professionals ranging from Financial Professionals, commercial realtors, lawyers to, of course other martial arts schools sought him out as a consultant on Marketing, Sales, client relations, and staff development.   He completed his MBA in 1992.  His first book in 1999 was on using the internet to market a small business.   Since then, he’s written a number of books on business management, marketing, personal development, and sales and has worked with 100’s of clients on growing their businesses aggressively and effectively.   He’s taught business seminars all over North America and has shared the stage with speakers ranging from former NYPD commissioner Bernard Kerik to Tony Robbins and Brian Tracy to marketing guru’s such as Dan Kennedy and Jay Abraham.  More at LinkedIn:    https://www.dhirubhai.net/in/stephencoliver/