8. Can I afford professional help?
Youve got clients to meet and prospects to woo. Your time shouldnt be spent at the computer agonizing over the wording for an ad or calling venues for an event. Get help, preferably from marketing professionals if you can afford it. Check with your broker/dealer or custodian first oftentimes, they will have resources and/or recommendations for you. If you are a member of an association such as NAIFA, NAPFA or FPA, they may also have a library of content and/or a list of marketing professionals who will work with you on a preferred client basis. Depending on your target market and your ideas for strategies and tactics, you might need an advertising agency or event planner, a freelance copywriter, a PR firm, or a customer contact manager. Interns (yes, you should pay them) can be a great resource, but remember to look for their expertise, not yours. Hiring a finance major to come up with catchy web advertising will frustrate you both.
Kirk Hulett is a senior vice president of strategy and practice management for Securities America. He is the author of two books on human resources issues for financial planners and investment professionals, Hiring to Grow: A Practical Workbook and Managing for Performance: The Cycle of Success. Hulett is also co-host of the Advisorpod practice management series on www.AdvisorPod.com.