The ClientWise Blog

Financial Advisors: It’s All About Marketing! 10 Books to Read Now

Posted by Chris Holman on Mar 9, 2013 8:59:00 AM


With more than 330,000 financial advisors who are working in the good ol’ USA, investors have a lot to choose from when seeking financial advice.
What differentiates the successful financial advisor business from the so-so? We would submit that marketing has a lot to do with it.

 

Whether or not it is: how you frame yourself to prospective clients...tell a compelling story...create value for your ideal clients...grow the business...help others move forward in their financial life; marketing plays a critical role.

 

Each year, Expert Marketer Magazine, a publication that focuses on (you guessed it!) marketing…sponsors a contest for best global Marketing Book of the Year. This year, there are 20 nominees. Below, are 10 of the titles that caught our eye.

 

Leapfrogging: Harness the Power of Surprise for Business Breakthroughs

How did Gatorade revitalize itself in the wake of Red Bull and Starbucks? How did OpenTable come to be? How did Four Seasons become the world's leading luxury hotel brand? What makes one leader or company thrive while others languish in mediocrity?

Neurobranding

Consumers are reinventing their world. On one hand they are adjusting their expectations and purchasing behavior in light of the new economic circumstances. They are also reinventing the way they socialize, communicate, gather information, make purchases and entertain themselves and others. These changes are facilitated by technology but driven by consumers. It follows that we need a much deeper understanding of how the consumer thinks and makes decisions.

Proactive Companies: How to Anticipate Market Changes

Why do some companies succeed better than others? It is well known that there are many variables, such which may impact a company's performance. The authors present their new model for Market Proactiveness, which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance.

Socialized! How the Most Successful Businesses Harness the Power of Social

Most companies today realize the imperative to connect with their customers, employees, and partners through social technologies - Facebook, Twitter, Google+, YouTube, and elsewhere. But a huge challenge is still in the way: how to build programs and teams for accomplishing all that.

Tell The Truth: Honesty Is Your Most Powerful Marketing Tool

Truth is a powerful marketing tool--and really the only way to promote a message and brand effectively. Truth in advertising has long been something to ignore, or at least downplay.

The Conversation Company: Boost Your Business Through Culture, People and Social Media

Research shows that consumer conversations, client happiness and empowered employees are the pillars of growth in a successful company. However, many organizations make decisions that contradict these findings and hamper their prospects of expansion.

Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace

From Marie Antoinette to Lady Gaga, a piercing look at the dangers of runaway brands, and what marketers can do to ensure that brands continue to enhance the consumer experience rather than dilute it.

Build, Borrow, or Buy: Solving the Growth Dilemma

How should you grow your organization? It's one of the most challenging questions an executive team faces - and the wrong answer can break your firm. The problem is, most firms' growth strategies emphasize just one type of growth - some focus on organic growth (BUILD), others on alliances (BORROW), and some on M&As (BUY).

Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

Defensive strategy is a brutal business; the objective is the drive competitors into the ground and make off with their ideas. It isn't pretty but a good defense can be very effective. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything.

Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

The Story Wars are all around us - they are the battle to be heard in a world of noise and clamor. In our post-broadcast world, most brand and cause messages are swallowed up and forgotten before they reach the light of day. Just a few have been able to breakthrough this clutter by using the only tool that has ever moved minds and changed behaviors - great stories.

 

Go forth and market something.

 

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Topics: Marketing Approach