How to stand out in a crowded market

08/4/2014 | Advisor Perspectives

Advisers need a marketing hook to attract clients in a competitive field. This practice-management consultant writes that planners should ask themselves the "so what?" question to determine what to share with clients: Why does this information matter to the prospect or client? She also recommends that advisers use no more than three clearly distinct messaging points and that they have a presence in the market and in social media.

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