Marketing for Financial Advisors: Build Your Business by
Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan
In an economy in flux, prospective clients are hesitant to put their financial future
in the hands of just anyone. This is where Marketing for Financial Advisors comes in.
The definitive marketing book designed specifically for financial
advisors, it provides all the basic marketing skills you need to attract high-net-worth
clients quicker and in greater numbers than ever.
Putting the authors proven techniques to use, you can immediately build your
client base by:
- Establishing brand and reputational awareness
- Developing a differentiated value proposition
- Creating a "word-of-mouth" army
- Understanding your clients? psychology
- Focusing on a niche segment of clients
- Building a sophisticated marketing campaign
- Writing an effective marketing plan
- Determining the ROI of your marketing spend
Faculty members of the Wharton School's marketing department, the authors base much of
their advice on a study of more than 800 financial advisors. Throughout the text, proven
marketing approaches are combined with real-world insights from these successful advisors.
Marketing for Financial Advisors opens the door to an entirely new perspective on your
business. You will begin to view yourself as an entrepreneur and understand that an
investment in marketing is an investment in the future of your business.
Whether you already run a successful financial advisory firm or plan to start one, you
must build customer relationships through marketing if you want to survive and profit for
years to come. Take your first steps as a small-business entrepreneur using Marketing for
Financial Advisors as your guide.
Eric T. Bradlow is the K.P. Chao Professor of Marketing, Statistics, and Education
at the Wharton School.
Keith E. Niedermeier is the Director of the Undergraduate Marketing Program at the
Wharton School.
Patti Williams is an Associate Professor of Marketing at the Wharton School.
288 pages, Hardcover