If your prospect attraction efforts were rated in the world of financial advisors, would you be given Best-of-Class? If not, what is missing? My bet is that your marketing plan is mainly number projections, coupled with a general description of where you plan to go to find prospects, but it contains no strategy that is going to define you as exceptional, relative to the competition.

Many advisors think that prospect attraction is defined as doing a seminar, creating a brochure, a Web site, or identifying niches of prospects and sending pre-approach letters to initiate their introduction. Some think it is perfecting their elevator speech. Others think it is their phone approach. Some think it’s their quarterly financial newsletter. And still others think it’s all about their unique financial planning process. The fact is that prospect attraction is none of these.

Prospect attraction is not what you do that gets you closer to the prospect, it is what you do that makes the prospect want to be closer to you. What do you do that has personal and meaningful effect on the texture of your prospect and client’s lives? You no longer have to prove that your product is better; but you do have to prove that YOU are better.

The lesson is: Build a consistent connection strategy and stay connected to the same audience for years and years. Implement a series of extraordinary and delightful Activating Events, as described in the book, Please…Make ME a little bit FAMOUS! Be persistent and consistent and watch your production soar to the top.
 
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