Bill Bishop, author of "The Problem With Penguins," offered some marketing ideas to help advisors stand out from the crowd. His session was one of the final educational events at the NAIFA conference on Sept. 14.
Bishop's advice included:
1. Target your No. 1 customer type.
2. Create a theme or hook for your story.
3. Offer two levels of service, basic and advanced, to differentiate yourself.
4. Give your advanced program a name to brand it. Protect the name with a trademark.
5. Tell prospects the advanced program is not for everyone to whet their interest.
6. Package a free starter session to give prospects a taste of what you offer.
7. Close by offering three versions, basic, regular and super-sized, of your program.
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