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Courting Your Communications

January 15, 2013

by Wendy Cook

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Wendy Cook

How are your communications like a courtship? In both cases, it’s crucial to proceed in the proper manner, at the proper time. Otherwise, like proposing marriage during a blind date, what might otherwise be a smooth move could flop fast.

Project planning

There are three questions I often hear from advisors who are embarking on a new communications plan:

  1. How do we get more traffic on our website?
  2. How can you help with our blog/social media/white paper/book?
  3. How much will it cost?

These are great questions … in time. But before you can properly address “how?” make sure you’ve nailed “what?” first.

  1. What are you trying to achieve – for yourself and for your firm?
  2. What do your ideal clients look like?
  3. What makes you uniquely positioned to help them?

Once you’ve clearly defined these business-development basics, it becomes much easier to sort out your true marketing and communication priorities:

  1. How can you optimize your website to be accessible and useful to your target audiences?
  2. How can a blog, social media, white paper or book help you achieve your deeper goals?
  3. How can you best manage the costs of building effective, appropriately tailored communications for your unique needs?