Why are so many in this financial advisor channel using the same approach to marketing?
Statues of Don Quixote and Sancho Panza at the Plaza de Espana in Madrid, Spain
Getting outside of the box.
We’ve all said it. Why does it matter in this independent financial advisor space?
When everyone looks or sounds alike, consumers default to choosing brands. That’s an expensive space to compete in.
But when we get outside of the box, go beyond product-driven marketing and actually present ourselves as someone who understands the advisor’s circumstances, challenges and motivations; then we have differentiated ourselves. When we are connecting with our audience they listen and they begin to trust. Our audience is not homogeneous. It’s a collection of personas.