The prospective clients didn’t reference my chartered or CFPTM status. They didn’t point to my client reviews or the extensive content I have on the website. They mentioned the fact that I love Man Utd and hate Liverpool.
Of course, for all I know I could have missed out on ideal clients that are Liverpool fans, but I doubt it.
The point is that letting them get to know me as a person, not just a financial adviser, created a connection.
All the other aspects, the qualifications, testimonials and content will have all played a part, but it was the personal side that they specifically mentioned.
You might be reading this happy with the quality of the new enquiries you get. If so, good for you. If not, perhaps changing your marketing approach from being all about you to being all about them is the key.
Andrew Neligan is a chartered financial planner at Neligan Financial
