In this week’s blog, we will bust a myth about the skills and characteristics you need for your marketing to succeed.

First, the good news – any individual or business can develop all three of these skills. More good news is that very few develop all three which means, if you do, you’ll have a massive competitive advantage.

And now the bad news.

The three things are so simple that you might not believe me, leaning instead towards overthinking and overcomplicating when you really don’t need to.

So, let’s get down to it and reveal the three characteristics while looking at some examples of where each will improve your marketing.

1. An open mind

A closed mind holds your marketing back more than anything else. Conversely, moving out of your comfort zone while prioritising evidence over opinions improves your marketing.

Here are some of the most common examples:

“My clients don’t want a monthly newsletter.”

Our data shows more people will read your newsletter if you send it monthly instead of quarterly.

“Prospects won’t like being added to a newsletter database.”

People thought they wanted faster horses until they saw cars. We’re all grown-ups and don’t need others to make decisions for us. So, instead of asking prospects whether they want your newsletter, send it to them so they can decide for themselves. If they don’t want it, they’ll opt out. Most won’t.

“My clients won’t want to do a testimonial video.”

Sure, some won’t want to, but if you ask the right clients in the right way, plenty will agree to do it. Again, don’t decide on behalf of your entire client bank. Instead, ask, and let them make their own mind up.

“I’m not asking clients for referrals.”

That’s great, because we don’t want you to ask. However, firms who have conversations about their business, including referrals and recommendations, are more likely to maximise the potential.

“High net worth clients don’t believe Google reviews.”

That’s an opinion, now show your evidence to support it. No, I didn’t think so.

“My clients won’t give me online reviews.”

When the right processes are adopted, and habits developed, we’ve never seen a firm that didn’t successfully collect reviews.

“I don’t want to use two review platforms.”

There’s an undeniable logic to using two platforms (we vote for VouchedFor and Google) but no one is telling clients they have to use both. We’re just giving them a choice.

2. Consistency

When you have good processes and habits, things get done consistently and your marketing moves forward much more quickly.

Examples include:

• Recording all new enquiries
• Connecting with your clients on social media
• Talking to clients about referrals and recommendations
• Thanking clients when they recommend someone to you
• Emailing clients to ask for Google and VouchedFor reviews after each annual meeting
• Writing down ideas you have for content (blogs, videos and social posts) when you have them
• Updating your professional connections on the progress you’re making with clients they introduce to you
• Allocating time, or budget (if you’re outsourcing the job) so your newsletter gets sent every month, without fail
• Using tools such as Word’s Read Aloud function and Grammarly on everything you write to avoid typos and errors.

3. Time and patience

Effective marketing takes time. That could be your time, it might be someone else’s, but you won’t achieve any success without investing time.

In many cases, it doesn’t even need to be a significant amount. For example, if you set up a template, it literally takes 15 seconds to send your client an email requesting a Google and VouchedFor review following a meeting with them.

Finally, the best marketers know that Rome wasn’t built in a day. They’re patient.

Given financial advisers/planners spend a large proportion of their time encouraging clients to think about the long term, especially when it comes to investment performance, you would have thought this wouldn’t be hard.

You’d be wrong.

We’ve seen many advice/planning firms give up on a marketing strategy before it’s had a chance to work. Pulling their investment because they haven’t seen immediate results. It’s like a client investing in January, seeing a market dip in February, and withdrawing their funds in March.

The best clients stay the course and don’t get distracted by shiny new things. The same is true of the people who advise them when it comes to their marketing.

We told you it was simple

Over the coming weeks, we’ll write more about how individuals and firms can become more open-minded and patient while developing good habits and processes.

If you have any hints and tips on that front, feel free to share those by emailing phil@theyardstickagency.co.uk and we’ll include them in future blogs.