Power marketing: the 101 best strategies for financial professionals
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill.
Dearborn Financial Publ.
1991
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 242 S. Ill., graph. Darst. |
| ISBN: | 0793100852 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804118662435569664 |
|---|---|
| adam_text | Contents
Preface vii
Introduction jx
PART 1: THE TOOLS FOR PROSPECTING 1
CHAPTER 1 Targeting Your Market 3
Strategy 1 Describe Your Product 9
Strategy 2 Target Your Market by Financial Status 12
Strategy 3 Target Your Market by Age or Social Group 17
Strategy 4 Target Your Market by Client Profession 20
Strategy 5 Target Your Market by Financial Service or
Specialty 25
Strategy 6 Target Your Market by Product Specialty 28
Strategy 7 Get To Know Your Targets 29
CHAPTER 2 Developing a Data Base of Prospects 35
Strategy 8 Take Advantage of Public Records 37
Strategy 9 Review New Chambers of Commerce Listings 38
Strategy 10 Use the Newsprint Media 39
Strategy 11 Use Newsletters To Augment Your Data Base 40
Strategy 12 How about a Twofer ? 41
Strategy 13 Share Leads 42
Strategy 14 Get Involved with Charitable or Civic
Organizations 43
Strategy 15 Use the Yellow Pages 44
Strategy 16 Look to Professional Organizations and Clubs for
Leads 45
Strategy 17 Include Your Clients Neighbors in Your List of
Leads 47
Strategy 18 Buy a List 48
CHAPTER 3 Connecting with Your Market 51
Strategy 19 Help Your Market Understand Its Investment
Psyche 54
Hi
jv Contents
Strategy 20 Talk to Your Clients in Language They Understand 60
Strategy 21 Make Sure Your Clients Like Your
Recommendations 62
PART 2: EXTERNAL MARKETING 65
CHAPTER 4 Seminars and Special Events 67
Strategy 22 Give an Educational Seminar 71
Strategy 23 Invite a Guest Speaker 76
Strategy 24 Present the Seminar as a Joint Venture 78
Strategy 25 Specialize and Target for the Group You Want To
Draw 80
Strategy 26 Give a Product Sales Seminar 86
Strategy 27 Be Persistent in Your Efforts To Invite Seminar
Attendees 87
Strategy 28 Hold the Seminar in an Unusual Setting; Offer It
During the Day 89
Strategy 29 Charge Admission 90
Strategy 30 Create a Positive, Memorable Impression 91
Strategy 31 Use Humor Where Possible and Appropriate 92
Strategy 32 Don t Forget about Seminar Room Set Up 95
Strategy 33 Convert the Seminar Attendees into Clients with
Homework 98
Strategy 34 Ask for Audience Evaluation 99
Strategy 35 If You Don t Feel Comfortable Creating Your Own
Seminar, Get a Packaged One 101
Strategy 36 Offer Your Services as an Adult Educator 103
Strategy 37 Create a Special Event 105
CHAPTER 5 Marketing Media You Create on Your Own 109
Strategy 38 Be Creative with Door Openers 114
Strategy 39 To Improve Marketing Impact, Offer Something
Free 116
Strategy 40 Drip, Drip, Drip 117
Strategy 41 Record a Seminar 118
Strategy 42 Record the First Interview with a Client 120
Strategy 43 Record a Description of Your Own Business 121
Strategy 44 Create an Audio Newsletter 122
Strategy 45 Tape a Product Wholesaler or Sponsor 123
Contents v
Strategy 46 Record an Informational Message on Your
Answering Machine 124
Strategy 47 Develop an Educational Program on Tape 125
Strategy 48 Use Videos To Illustrate Investment Opportunities 126
Strategy 49 Use Videos To Market Your Practice 127
Strategy 50 Videotape Your Seminar 128
Strategy 51 Promote Your Own Name 129
Strategy 52 Make Your Brochure Simple, but Elegant 130
Strategy 53 Mail It Twice 133
Strategy 54 Make Sure It Gets Their Attention 134
Strategy 55 Send It First Class 136
Strategy 56 Be Different 137
Strategy 57 Use Your Newsletter for Community Awareness 141
Strategy 58 Publish It as a Joint Undertaking 142
Strategy 59 Send It out at Least Quarterly 143
Strategy 60 Send It out to the World 144
CHAPTER 6 Advertising and Public Relations 147
Strategy 61 Testimonials Make Powerful Ads 150
Strategy 62 Share Advertising Costs 153
Strategy 63 Don t Overlook the Yellow Pages 154
Strategy 64 Consider an Advertorial 155
Strategy 65 Try a Newspaper Insert 156
Strategy 66 Broadcast a Radio Commercial 158
Strategy 67 Should You Use an Ad Agency? 159
Strategy 68 The Local Media Can Be a Great Source of PR. 160
Strategy 69 Submit a Press Release 162
Strategy 70 Write an Article for Publication 165
Strategy 71 Stage an Event for Publicity; Make It Easy for the
Media 166
Strategy 72 Create a Media Kit 167
PART 3: INTERNAL MARKETING 169
CHAPTER 7 Delivering the Service and Obtaining Referrals 171
Strategy 73 Send Your Prospects to Your Competition 175
Strategy 74 Let Your Clients Know How Important They Are 177
Strategy 75 Make Sure Your Clients Know the Full Range of
Your Services 179
vi Contents
Strategy 76 Stay in Close Touch with Your Clients and
Prospects 182
Strategy 77 Do Your Clients a Favor 184
Strategy 78 Have an Annual Meeting and/or Publish an
Annual Report 187
Strategy 79 What about Sending Gifts? 188
Strategy 80 Provide Additional Financial and Business Services 191
Strategy 81 Don t Hesitate To Ask Your Clients for Referrals 193
Strategy 82 Make Sure That Your Name and Phone Number
Are Accessible 197
Strategy 83 Do Something So Special for Your Clients That
They Tell Everyone about It 198
Strategy 84 Create Networking Opportunities 199
Strategy 85 Someone s Castoffs May Become Your Good
Clients 200
Strategy 86 Help Other Professionals Provide Better Service 201
CHAPTER 8 Sustaining Your Success 205
Strategy 87 Call Your Office in the Guise of a Client 208
Strategy 88 Ask Your Clients To Evaluate Your Services 209
Strategy 89 Ask Another Professional To Critique Your Work 211
Strategy 90 Economize 212
Strategy 91 Develop a Good Support Staff 213
Strategy 92 Make Your Clients Feel Special 214
Strategy 93 Weed Out the Clients Who Don t Fall Within Your
Primary Target Marketing Guidelines 215
Strategy 94 Don t Underprice Your Services 216
Strategy 95 Learn How To Become an Active Listener 218
Strategy 96 Study Your Presentation Skills 220
Strategy 97 Seek Out Other Professionals and Professional
Services 221
Strategy 98 Make That First Impression a Good One 223
Strategy 99 Get a Cellular Phone 224
Strategy 100 Keep Your Own Calendar 225
Strategy 101 Track Your Marketing Efforts 226
Conclusion 227
Power Marketing Strategy Contributors 229
Index 237
|
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-09T16:13:52Z |
| institution | BVB |
| isbn | 0793100852 |
| language | English |
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| spelling | Wollack, Richard Verfasser aut Power marketing the 101 best strategies for financial professionals Richard Wollack and Alan Parisse Chicago, Ill. Dearborn Financial Publ. 1991 XIV, 242 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Financial planners Marketing Financial planners United States Marketing Marketing (DE-588)4037589-4 gnd rswk-swf USA Marketing (DE-588)4037589-4 s DE-604 Parisse, Alan Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002787102&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wollack, Richard Parisse, Alan Power marketing the 101 best strategies for financial professionals Financial planners Marketing Financial planners United States Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Power marketing the 101 best strategies for financial professionals |
| title_auth | Power marketing the 101 best strategies for financial professionals |
| title_exact_search | Power marketing the 101 best strategies for financial professionals |
| title_full | Power marketing the 101 best strategies for financial professionals Richard Wollack and Alan Parisse |
| title_fullStr | Power marketing the 101 best strategies for financial professionals Richard Wollack and Alan Parisse |
| title_full_unstemmed | Power marketing the 101 best strategies for financial professionals Richard Wollack and Alan Parisse |
| title_short | Power marketing |
| title_sort | power marketing the 101 best strategies for financial professionals |
| title_sub | the 101 best strategies for financial professionals |
| topic | Financial planners Marketing Financial planners United States Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Financial planners Marketing Financial planners United States Marketing Marketing USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002787102&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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