As you plan strategies for growing your business, consider this shocking irony of marketing. The people and organizations that need your services the most are often the last ones you should be targeting. For example, people who live paycheck to paycheck would benefit by engaging a professional financial planner. Unfortunately, they may be financially strapped because they choose to buy lottery tickets instead of putting that same money into an RSP. As a financial planner, you’d be better off targeting higher net-worth individuals who use financial planners; focusing those who sense they are not getting enough attention from their current planner. That’s why – when you’re talking with an ideal potential client – less of your message needs to be about your product and service benefits. And more of your message should be focused on what makes your services different than others in your industry.
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