Many advisors think they can’t afford good marketing.
But there’s nothing more expensive than bad marketing.

Many advisors think they can’t afford good marketing. And many IMO’s perpetuate this myth. The fact of the matter is that in this industry bad marketing advice is everywhere. Sometimes it is given out of ignorance and lack of experience, sometimes because someone failed to interpret information correctly, but often it’s because someone has something to gain if you listen to them! Unfortunately, for the independent advisor, YOU are often the ones left holding the bag. Today, IMO’s are just not set up to provide real marketing help – they are simply insurance processors. The bad marketing advice they extol is far more expensive than good marketing and the advisors that have figured this out are poised to make great leaps in the coming years.

The cost of bad marketing is very real and although it may not be noticeable right away, the long term effects can be devastating. Just because something worked in Florida does not mean it will work in Montana. This seems to

be a sin committed by our industry on a daily basis – IMO’s passing template marketing programs around the country like Krispy Kreme donuts. Marketing is not their expertise, processing applications is. The cost of bad marketing goes well beyond

wasted budget. It’s the opportunity cost of time, energy, resources, and lost competitive edge that kills you. To further put the advisor behind the 8-ball, all of the IMO marketing is targeted at independent advisors who have limited resources, limited time… who need to get the most out of

everything they put into their business, and those people are having their time and resources wasted. Some IMO’s merely waste your time while giving a good impression that they are working. Others will cost you resources with no return (or inefficient return), or at worst, harm your business. Some can derail your business and turn your dreams to dust. Your brand and your time are the two most precious commodities you have - don’t waste either of them.

If you want to market smart, you have to know how to avoid the bad advice, and how to spot the people who are wasting your time. Why would you want marketing advice from someone who has never marketed a product or service in their life? Interview those giving you marketing advice and make sure they have real world experience and a track record of successful execution. Don’t fall for the third party spin. Nothing compares to a track record of successful execution.

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