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Financial Advisors Prey to 7 Deadly Sins of Marketing;
New Book Helps Financial Professionals Avoid These Pitfalls

Martin R. Baird Publishes Second Book On Marketing

            PHOENIX, Ariz. – Financial advisors who want to grow their business and help more people turn their financial dreams into reality often struggle to do so because they have fallen victim to seven sins of marketing.

            Now there’s a book available to help them identify those sins and overcome them.

            “The 7 Deadly Sins of Advisor Marketing” is a new book by Martin R. Baird,  president of Advisor Marketing, a full-service marketing management firm that provides a variety of services to financial advisors to help them improve their marketing methods and increase revenues.

             “My new book is a collection of articles I have written and arranged into seven major marketing categories, or sins, that are negatively affecting many financial advisors,” Baird says.  “Advisors who read this book will identify with many, if not all, of these sins.”

            Most advisors he has met say they’ve had years of financial training but almost no instruction in marketing, Baird notes.  “It’s difficult to become a great marketer if no one has given you the tools and knowledge to do it,” Baird says. “This book gives advisors many of those tools, and their knowledge will grow as they read.  The marketing ideas in the book are easy to implement and very cost effective.”

            The seven sins outlined in Baird’s book are ostrich, reinventing the wheel, peanut butter and jelly, the pasta principle, laziness, ignorance and squander.  Baird describes each of the sins as follows:

            Ostrich – The ability to bury your head in the sand and not see what’s going on around you.  “Advisors who avoid the ostrich sin keep the vision they need to see opportunities,” Baird says.

Reinventing the Wheel – Doing what others have already done so you can waste time, energy and money doing it over again.  “Advisors who excel at marketing see what is working, then model it and improve it,” Baird notes.  “They do not reinvent it.”

Peanut Butter and Jelly – Not making the most of the relationships you have.  “This sin is very common in the financial services industry,” Baird says.  “Peanut butter and jelly work well together.  They compliment each other.  Advisors can avoid this costly sin by making the most of the relationships they have.”

Pasta Principle – The throw it against the wall and see what sticks sin.  “For some unknown reason, advisors who convince their clients to develop a plan and consistently follow it don’t do the same for their own marketing,” Baird points out.  “Lack of consistency is a major marketing sin.” 

            Laziness – Having great opportunities and not making the most of them.  “Some people are just not doing all they can to improve their business,” Baird notes.

            Ignorance – Some people say that ignorance is bliss, but in today’s economy, ignorance is very expensive.  “Many advisors have had little or no formal training in marketing, so it’s easy not to know simple secrets that can make marketing more effective,” Baird says.

            Squander – Advisors have more resources available than ever before, and their challenge is to use these resources to their fullest.  “The sin of squander is one that all advisors must avoid,” Baird says.

“The 7 Deadly Sins of Advisor Marketing” is available through Advisor Marketing’s Web site www.advisormarketing.com or by calling the company at (480) 991-6421.  The company’s mailing address is 12629 N. Tatum Blvd., Suite 237, Phoenix, AZ 85032.  The book sells for $15.95 US.

The book also is available for quantity purchases.  It would make an excellent gift or promotional item for companies to give to advisors or to hand out at conferences, Baird says.

            Baird also is author of “Guaranteed Results,” an easy-to-read book with more than 100 marketing ideas for busy business owners in any industry.  Written in USA Today style, this book was first published in 1995 and now is in its second printing.  It’s available at Amazon.com and sells for $13.95.  

            Advisor Marketing’s services include seminars and conference speaking engagements on such topics as client communications, transitioning to fee, referrals, marketing, goal setting and customer service. 

            Advisormarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of advisors’ marketing materials that is provided at no charge when the critique is posted online for all advisors to read.  Advisormarketing.com also offers an electronic forum where advisors can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers. 

Contact Lydia for Your Own Copy of

"The Seven Deadly Sins of Advisor Marketing"

 

"Check to see if Martin is available for your next program!"
Contact Martin at 206-774-8856 or e-mail at mbaird@martinbaird.com