So what is Nic(h)e Marketing for Financial Advisors?

So there are 2 powerful strategies in this.

1. Niche Marketing
2. Nice Marketing

Let’s talk about each. Now Financial Advisors can use either of these and will get better results but if you really want to turbo-charge your results then use both of them and also in the order I show in this article…

So, let’s talk about what is a “Niche”

To simply define: a Niche is a group of people with similarities. For e.g. Doctors, Accountants, Lawyers, Small Business Owners, etc.

Now an important characteristic of a “Niche” is that they have a common pain point or problem. This is key for you to be able to succeed in your marketing.

Now from a business standpoint you want to identify a “Niche” that has a big problem that can be solved via Financial Advise solutions.

Niche can be good or bad for you and very had to sell if they don’t have a big enough problem.

Now in today’s new age, a lot of new niches have emerged and are also much easier to find. Some examples of such niches are single moms, single dads, divorced individuals, health-conscious CEOs, yoga lovers, fitness-focused individuals, aspiring entrepreneurs, etc.

So as you can see there are a lot more opportunities. 

And the reason this is important is that within each niche they have a culture and common beliefs, problem, way of thinking…all of this is the cornerstone of any marketing strategy.

The reason

It is because you simply cannot create a compelling marketing message for that large group of people to act and do anything.

Here’s an example of a Niche Marketing for Financial Advisors, this is one of the Top Producer Financial Advisors

So “Niche” is what allows marketing FOCUS. If done correctly your message can resonate very well with your ideal customer and they will buy from you…like crazy…

Now if you are wondering about if you are going to limit yourself doing this.

Absolutely and guess what…It is a good thing. You will do less and gain more.

Focus is about doing less and not more. Also just google search any of these niches and you will find 1000s of people and lot more. We forget that the world’s population is over 7 Billion and growing…So are these niches..

Also as Financial Advisors, you will never need more than a few hundred clients in your lifetime, so there is nothing to worry about running out of people…This is NOT a problem at all.

Focusing on Niche will allow a Financial Advisor to climb up the value ladder from being a Generalist to Authority

You will make more and attract more clients in your practice. 

A simple way to understand this is by looking at the Doctors. A “General Physician” works harder and makes way less than a specialist such as a “Neurosurgeon”. 

So now that we discussed “Niche” marketing, let’s talk about 

So what is “Nice” marketing? As we discussed earlier most Financial Advisors have been taught to sell and it is a critical skill to learn.

However, Financial Advisors forget that “sales” comes after “marketing” and it is crucial to understand the sequencing of these two things.

Confusing these two and mixing them up will lead to nothing but a disaster. 

Unfortunately most marketers these days are considering “aggressive” and the modern technologies and tools allow us to do very “aggressive” marketing which can lead to problems…

“Nice” marketing is when the prospect who receiving our marketing message and material truly enjoys it and it makes them tell themselves…this is “Nice” 

So you must build your marketing to have your prospect evoke this “nice” emotion…

And the easy way to do this is by using

Humans are designed to appreciate the knowledge and anyone providing them knowledge is generally going to get lot more respect and attention then someone just trying to “sell”

So if you have selected a “niche” then your entire marketing is simplified to the pain point of that niche. Now if you can create material and bring awareness to a problem, solution, trends, etc. then that is going to make your prospect like you, build trust in you and move fast I that customer journey and eventually do business with you…

So the nice marketing can really give you big results. These days with modern technology we can educate our market without any major cost. All we need is commitment and effort.

The best part of this “nice marketing strategy for Financial Advisor”

If you educate someone then is very normal to make offers to get additional help…which is the “only” way you should make an offer.

Most Advisors makes the mistake of making an offer without any goodwill and you know what happens then. REJECTION.

So the best strategy for Financial Advisors

1. Select a Niche
2. Be Nice in your Marketing - via education, insights, etc.
3. Make Offers - for Meeting

Remember the ONLY job of Marketing for Financial Advisor is to 

More meeting = More Business

Now after reading this article if you are telling yourself “Nice”