Practice in 2007 and
The Wealth Preservation Institute
3260 S. Lakeshore Dr.
St. Joseph, MI 49085
Keys to marketing
• The keys to marketing are really rather simple
• 1) Communication
• 2) Education and knowledge
• 3) Good products/services
• As I’ve found out to my distain, communication
skills are the most important factor when marketing
• For years I thought knowledge was the most
important and what I’ve found out is that “good
marketing always trumps good products/services.”
• I know hundreds of advisors who are smart, give
great advice and can’t make a living.
• The reason is that they can not communicate to
their clients, potential clients and referral sources.
How Advisors Communicate
• In the “old days” advisors would communicate one-on-one
with their clients when they had in person meetings.
• In 2007 and beyond, advisors AND clients many times are
to busy to have sit down sessions to discuss life and their
estate, financial, asset protection plans.
• Newsletters. Many advisors send in print newsletters that
they purchase from some company “specializing” in
sending interesting newsletters.
– The problem with the newsletters is that they are boring and not
written to move a client towards more business with the advisor.
They are also very expensive.
• Fax Blasting
– Thank goodness this didn’t stick around long. Many advisors
would fax newsletters to clients. It annoyed most clients
because it used toner on the fax machine and the newsletters
– Many advisors are sending e-newsletters
– This is good, but the problem again is that most of them are
boring and do not move a client to call the advisor for help on
– A very select group of advisors have taken the time to write
books. The problem with most books is that they are boring and
not written to move the client to call back to the advisor for more