Just Not Your Own Profession
May 11, 2010
Differentiate yourself
When you first join an association, you may feel awkward attending the meetings since you are not a professional in that industry. However, by attending meetings, anyone you meet will know you are dedicated to their industry and will immediately be able to differentiate you from other financial advisors. In addition, when someone asks why you are at the meeting, it provides you with the opportunity to give your elevator pitch:
“I’m a financial planner who works exclusively with scientists in the biotech industry, so I have joined this association to stay current on industry trends to better understand my clients and their needs.”
Use your membership to differentiate yourself outside of the meetings. As a member, you can include your membership information in your bio or on your LinkedIn profile. By including this information, you are demonstrating your specialization in that specific industry and communicating your dedication to the industry.
Become the expert
Joining a professional association for your target market will position you as an expert by affiliation. Even if you have never worked with a client from that specific profession, having an affiliation with the association alone will suggest your expertise within the industry. Attending meetings and promoting your membership in your marketing materials demonstrates to your target market that you are highly dedicated when it comes to their particular needs. The more involved you become, the more you will understand that industry and the unique needs of its members. Attending meetings will also provide you with enough knowledge to be able to have intelligent conversations at cocktail parties with your ideal prospective clients. Even if you aren’t an expert yet, the knowledge you gather from meetings and the experience you gain from acquiring clients in the industry will help you become an expert.
Whether you have been working with individuals in a specific profession for years, or are just looking to enter the market, joining an industry association should be part of your marketing strategy. Decide that you are going to be a fixture in that industry and attend meetings regularly.
Think of yourself not as a financial professional specializing in a specific industry, but as a member of the industry focused on providing financial advice to its members. The more ingrained you are in the industry, the more opportunities will arise, and the more your practice will flourish. And all of this can start by joining a professional association outside of your own profession.
About Kristen Luke
Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for Registered Investment Advisors. Kristen works with individual advisors and firms to develop effective marketing plans and provides the back office support required to implement the strategies. For more information, visit www.wealthmanagementmarketing.net.Display article as PDF for printing.
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