Advisor's Marketing Plan
Achieving Professional Sucess Starts with Organized Intentions by James J. Lifter Jr. and Edwin P. Morrow
The first step in any new endeavor, whether it is learning to ride a bike or beginning a new marketing program, is to understand the basics. This textbook will serve as an ongoing resource as you move yourself through the process of developing and implementing a successful marketing plan for your professional practice.
If you take the time to do a minimum amount of research and careful reflection you will have a powerful marketing plan that is easy to enact. This is not rocket science, but it does require you to put significant time and effort into something that will serve you well both now and in the future. While there are certain times we all want to take shortcuts this should not be one of them. As the old adage goes, you will only get out of this what you put into it. The key to any successful marketing program is to take it one step at a time and be thorough.
You will want to refer to this Marketing Plan Manual as you are moving through the various phases of your marketing plan. No marketing plan is static. Every plan must be re-evaluated on a regular basis. Your plan must be modified and enhanced as needed to maintain your marketing effectiveness.
This manual is for the professional financial advisor. Make as many copies of pages or forms as you need and share them with people on your staff that will be helping you form and implement your plan. Be prepared to make additional changes as you move forward. A group effort is required as everyone is at least partially responsible for the success of any program being implemented.