Stop Being One of Many

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

The number one question I hear from advisors is: How can I differentiate my business so I stand out from others, given that the industry continues to become commoditized?

When I hear that question, I ask them how they’re spending their time and money to acquire new high-net-worth clients. Things on their marketing list that they share with me include:

  • Rebranding their website;
  • Waiting for SEO to work;
  • Connecting with more people on LinkedIn;
  • Having coffee meetings to meet new people;
  • Spending money on online ads that are ineffective;
  • Creating partnerships with centers-of-influence, hoping referrals will magically appear;
  • Building social media campaigns to get out there; and
  • Posting articles and comments on LinkedIn to be seen; and
  • Doing anything else to bring potential clients your way.