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You’re probably hearing more and more “gurus” say you must be relentless about promoting yourself, your business and your brand, to succeed in the new economy.
They say you need to constantly remind your market of your presence by constantly promoting yourself and publishing your content far and wide.
But does creating “brand awareness” lead to a predictable and reliable stream of clients each month?
Not if you’re in a low volume/high margin business model.
Traditional marketing, which is about reaching people en masse, is a completely wrong and backwards approach in today’s saturated, fragmented and commoditized market.
If you’re drinking the kool aid on going all in on that approach, high-net-worth prospects aren’t going to be looking for a reason to pay attention to you -- they’re going to look for a reason to ignore you.
How do you prevent them from ignoring you?
By shifting their focus.
You see, most advisors are amping up their awareness in their market by providing information about their services and solutions, are getting ignored or “shopped”.
Their one-to-many approach makes them one of many in the eyes of their market.
To truly differentiate and avoid suffering the same fate, you need to understand that who you are and what you can offer, is irrelevant.
What’s relevant are the specific issues your prospect’s can’t solve on their own.
That’s the only reason your business exists.
Instead of marketing “you”, market your ideal client’s problems back to them -- and only use channels that allow you to reach them directly, in their specific niches, outside of the general market.
Go into the ponds, instead of fishing in the wide ocean.
You probably only need to convert one or two new clients more per month, to see a significant difference in your bottom line.
To do this, you need to become the Trusted Authority in your marketing, a category-of-one.
How do you do that?
By shifting from a solution-based approach to a problem-centric approach, you’ll discover how to resonate at a deep emotional level with your ideal clients -- so they can trust you.
To learn more becoming a “category of one” in your market, order your complimentary book and consultation below.
Related: You Don’t Have To Sell Yourself
Get your Free copy of Ari’s best-selling book "Trust In A Split Second!" here and you’ll also receive a Complimentary Sales and Lead Generation Consultation (value $995.00). Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net-worth new client acquisition expert for financial advisors. His latest book, “Trust In A Split Second!” has become an instant best-seller among financial advisors worldwide.