Building your expertise — your differentiated expertise — is key to creating a pipeline of warm prospects.
By establishing your authority on a subject, you’ll soon find the users of your website begin to trust you.
And we all know that TRUST is what closes prospects.
TRUST is… what moves people through your sales pipeline.
TRUST is… what gets them to ACAT their accounts over.
TRUST is… what keeps your clients as your clients.
So,for you mathies out there,the magic formula to growing your financial practice is:
+++++++++++Magic Formula to Growing your Financial Practice++++++++++++
Build EXPERTISE ==> Create AUTHORITY ==> Establish TRUST ==> Convert prospects to CLIENTS
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The easiest, quickest and most powerful to build expertise and create authority is by writing. Writing about investing. Writing about what’s important to your prospects.
If you’re not doing that yet, WHAT ARE YOU WAITING FOR? Seriously.
But, writing — writing well — takes a lot of time. We have to balance all the daily needs of our practice with marketing for the future.
The EASIEST way to create authority (in addition to your writing) is to curate.
Curation is merely identifying important information that your prospects would find useful and then feeding it to them — through your website, email newsletter, social media, conference calls, whatever.
The next best thing to writing about a particular subject is pointing people towards trustworthy, useful information.
What I do: an example
See what I’m doing here on Twitter (by the way, you can follow me at @newrulesinvest). I’m trying to establish EXPERTISE, AUTHORITY, and TRUST in helping advisors grow their practices online. If I’m really diligent, I can write a real good, useful post maybe 2x a week. I send out my Advisor Insider newsletter every Wednesday — full of tips, tools, and technologies to help advisors grow their practices.
I don’t have the time (or energy!) to do more. Instead, I spend a little time each morning lining up links to articles I think speak to my expertise. I didn’t write the articles – I just link to them. If you’re an advisor and interested in really growing your practice by using cutting-edge marketing techniques, you can find useful info throughout the day on my Twitter feed (see image to right).
As a consultant, I don’t necessarily have the internal resources to write extensively about every subject I’m expert at. Instead, by curating others’ content, I accomplish a similar goal.
In fact, through curation, you sit on top of all the links you pump out. You’re almost like the expert’s expert.
What are you expert in? Are you curating?
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To make you life easier (and help you grow your practice), I’ve done 3 things for you (2 free and one that requires a small commitment):
- A weekly marketing podcast called AdvisorGo (free)
- AdvisorInsider — my weekly email full of real tips, tools and techniques to help you grow your practice (free)
- The Marketing Tearsheet (example below) which is my weekly compilation of the most actionable marketing advice from the best sources around the Web
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If you’re interested in learning more about curation, check out some of our other articles on the subject:
