- Posted by Adam Smith
- On June 3, 2018
Trying to be all things to all people may seem like a good idea because it offers the broadest potential client base. But in the long run this strategy may actually harm your business.
Knowing where your strengths and knowledge lie and focusing on a specific area for your business proposition can lead to you becoming known as the ‘local expert’ for this field of advice.
If you’re the person who knows everything there is to know about, say, Inheritance Tax (IHT) mitigation then your name will quickly be disseminated by your existing clients.
Trying to cover all topics – and advise on them well – can dilute the likelihood of referrals as you become one of many in a sea of advisers all vying for the same clients.
Stand Out From The Crowd
By specialising you are strengthening you position in the market and standing out from the crowd.
And while recommendations from existing clients are unlikely to completely satisfy your new business requirements, you are likely to get closer to your business goal by shining the spotlight on yourself.
However, the key to this is being the genuine article as you’ll soon be found out if you don’t quite cut the mustard and possess the knowledge you claim to have.
The explosion in online reviews in recent years means there’s no hiding place. If you get tarnished with the brush of being a bit of chancer then your financial advice aspirations may be short-lived.
On There For Life
Like all things on the internet, once it’s on there, it’s on there for life.
However, if you’re the real deal then you need to shout about it and that’s where Adviser PR can help.
From a marketing point of view, it’s beneficial because it means you have a very specific target market, as opposed to ‘everyone with more than £100,000 to invest’.
We’re not saying the latter is a bad thing, but knowing exactly who your client base is enables us to create a more specific strategy which will bring results faster.
Adviser PR Will Guide You
From newspaper columns and Unbiased profiles to blogs and social media posts, Adviser PR will guide you through the process of telling your target clients within your community why they should come to you advice.
We’ll put a human face on your business and help dig out the stories that are most likely to get coverage, while assisting with the other content requirements of your company.
You might find promoting yourself a headache right now but it doesn’t need to be.
Call Adam on 07543 195476 for a free, informal chat about your public relations requirements.