Advertising: It's a Jungle Out There

Vessenes, Peter M.
December 2004
Journal of Financial Planning;Dec2004, Vol. 17 Issue 12, p32
Academic Journal
This article presents the author's opinion on factors to consider in developing advertisements for financial services industry. Great marketing organizations understand how to help their clients create their brand identity, define differentiation, compose compelling stories, and build elevator statements and one-minute commercials. Not only that, they are happy to show you what they have created for their other clients. Ask to see some of their work, the quality of what they have built will become readily evident. Look at what they have done for themselves. Visit their Web sites, ask to see their own differentiation statements. The good ones always stand out. You should regard advertising agencies and marketing organizations as strategic partners in your practice, not vendors or unfortunate but necessary expenses. These people will become some of your closest friends, and help solve the large problem most financial advisors face in generating clients or prospects. Marketing campaigns take time. You need enough touch points that state something worthwhile enough that your messages are not lost in the noise of the business. Be patient, because most advertising campaigns need to run six months to a year to show significant results.


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