Advisers typically are focusing their attention on next years marketing refinements about now. Rightly so, as marketing is everything. The only thing that gets in front of marketing your business is the hand to hand combat of acquiring actual paying customers.
So a quick recap: at it's most simple level, Marketing is about creating the opportunity to sell. Sales is about converting the prospect (opportunity) into a customer. Marketing is about how the battle is to be fought and deploying the right resources, in the right place, at the right time and in the right way to achieve the objectives. Sales is hand to hand combat, and is where all the smoke and explosions and noise are. To consider the entire marketing strategy then one has to step back from the cut & thrust of daily business.
When it comes to marketing strategy for professional services firms it is usually considered in a single dimension. An enormous amount of time and effort is spent trying to differentiate the business and make it mean something in a prospective customers mind - but only in the context of making it look different to every other business promising the same thing. Financial advisers make a lot of effort to try and look different to other financial advisers - whilst offering the same core value proposition, delivered the same way, to the same target market as their competitors. The result is they are trying very hard to look different while trying to look exactly the same. (check out the postscript for an example of this!)
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