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"A great job providing big business ideas, a system for getting new business and keeping costs within an entrepreneurial budget."
Robert Cawston,
Cawston Financial Advisory
Manulife Securities

• Your Edge To Stand Out
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You control your own recovery

Entrepreneurship expert Rick Spence of the Financial Post published a powerful column on recently, titled “Get Ready for the Economic Ice Age”. In it, he cuts to the core challenges and opportunities facing financial advisors. His words bear repeating: “If you’ve been sitting around waiting for economic recovery to bail out your business, forget it. You control your own recovery.”

His central argument, which financial advisors would be wise to heed, is that the recession won’t pass without leaving a deep, indelible mark. Just as the end the last ice age revealed a wildly altered physical landscape, so too will our markets look profoundly different post-recovery. Just as the retreating glaciers carved out new canyons and gorges, the recession will have created new pitfalls. Just as the ice age left mountains where there were none before, our new economy will offer new opportunities, new heights to be claimed. Where you end up depends on you.

Your solutions have to stand out

Now is the time to rework your message and hone your sell. The rising economic tide will lift all financial advisors equally. If you want to get ahead, you need to upgrade your offering and strengthen your relationship with existing clients. You also need to develop a complete marketing strategy, so that you can win new clients from those advisors who are content to get towed along passively.

Understand that the challenges are steep, but understand too the immense opportunities presented to you. Allow optimism to drive your recovery plan. Spence writes how impressed the other day he was to hear an advisor describe the competitive situation he and his colleagues face: “...we’re within reach of the richest people on the planet.” You could dismiss this observation as old and obvious -- except it puts things in a new, proactive perspective. If you think you are marketing to a demographic that’s depressed and destitute, how hard are you going to try? But when you realize today’s stressed-out clients still rank as the most affluent market the world has ever known, it’s an attitude adjustment that might empower you to develop a brand and start marketing yourself as an industry leader.

How can you better present yourself?

Ask yourself how you can better present yourself - to stand out from other financial advisors as particularly suited to poorly-serviced clients, to show the unique value you provide, to show that your service offering is specially suited to the aging marketplace. Ask yourself too if you can use some help.

For over 10 years, AdvisorBranding has provided comprehensive branding and communications services for financial advisors. We focus on highlighting the positive qualities that set you apart from the field. We study the market carefully, and have identified sectors which will be manifestly under-served in the late recession and early post-recession periods. There truly is no shortage of opportunity. We can help you target market soft spots, and craft your message so that you are speaking to the new realities of the recovery era.

If you can show prospects and clients why you are better, how your service model works, and what makes your process unique - and if you can package it around your natural client type – you will punch your own ticket to the new economy.

Spence concludes: “Where there’s a problem, there’s a business opportunity: The coming recovery will continue to pose personal, business and financial challenges, which spells job security for entrepreneurs.” This is particularly true for financial advisors who find a message that matches the post-recession landscape.

"AdvisorBranding took the time to understand who we are and how we are different. They presented us a marketing solution that encompassed our beliefs while maintaining a very professional deliverable. The finished results have been very well received and we are only in the beginning of this endeavor. We have found it has already paid for it self - well done, it works."

McGrath Tenpenny Group
Wellington West Capital Inc.
Campbellville, ON