In Part 2 of this series, I will answer common questions about which marketing tools to use.
However, before I go any further, I would like to make it clear that marketing is not used merely to attract new business. You might think that’s obvious, but in my conversations with planners and clients, this point has come up a few times. One planner told me last year that he had so much new business that he wanted to stop sending his newsletter “for a while” because he had all the new clients he needed. When I explained that his newsletter is crucial to staying in regular contact with these new clients easily and affordably (compared to regular personal contact), he still couldn’t be swayed. He recently contacted me asking if he could re-join the library to resume his monthly newsletter admitting that he had made an error in judgment.
I could share many anecdotes but let’s give you some answers to common questions about marketing tools.