The problem was, the so-called “advisor marketing experts.”
“Consider everyone a prospect.”
“Attract as many prospects as possible.”
“Make everyone a client.”
Once I started getting coached, it became clear to me that those “experts” were steering me down the road to disaster.
The road to being an average advisor.
The road to mediocrity.
The road to frustration, aggravation and…
However, it was scary for me to say, even to myself, that I only wanted certain kinds of clients.
Won’t that limit my business? I thought.
Once I began learning about ethical influence and authority positioning, I discovered…
Actually, it’s just the opposite.
You create what I call the Country Club Effect when you position yourself as not for everyone.
You actually increase your magnetic attraction for prospects.
Your magnetic attraction is EQUAL to your magnetic repulsion.
If your marketing and positioning is weak at repelling Wrong Fit prospects, it will also be WEAK at attracting Right Fit Prospects.
It begins by saying, This is who we work with.
And, it must be in writing!
Writing it down forces you to be clear about who you’ll work with… and who you won’t. That you’re not everything to everybody.
YOU are more valuable than that.
YOU are unique.
Working with YOU is what makes your service unique.
It’s NOT your products, software, asset allocation, FMO, B/D!