“Spray-and-Pray” Marketing is for Losers

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

Recently an advisor said to me, “Our number-one problem is getting leads – and we’ve tried everything including social media, email blasts, and a new website – but none of these things are working effectively.”

I told him: “In a low-volume/high-margin business like advisory, sales conversion (not lead generation) is where the real leverage is.”

Contrary to industry thinking, you don’t need more leads. You need to convert all the qualified opportunities in front of you.

Spending more money and effort pushing free content through high-traffic channels = attract attention at scale = get more leads – isn’t as profitable as you think.

“Spray-and-pray” marketing is a good model for selling t-shirts – not so good for getting advisory clients.


Free content pushed at scale is generic, unspecific, and addresses people indirectly as a group.