Smart Marketing, a publication of BuildYourMarket.com, a division of Prospect Digital.
December 2006

In This Issue

MARKETING HOW-TO

The Pension Protection Act has Big Benefits for You!

MARKETING BEST PRACTICES

Why Should You “Always be Marketing” to Your Current Clients?

INSIGHT

The Three Keys to Defeating the Competition Grinch this Holiday Season!

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MARKETING HOW-TO

The Pension Protection Act has Big Benefits for You!

The recently signed Pension Protection Act of 2006, the largest piece of pension legislation to pass Congress in 25 years, is a great opportunity for your clients to pass their wealth to their children or grandchildren in a way that may last for generations to come.

This Could be Your Perpetual Jackpot!

If you have pre-retiree or retired clients with large 401(k) balances, then you have potentially hit the jackpot! You have the opportunity to help your clients potentially avoid thousands of dollars in taxes, attract more of their peers and establish a meaningful relationship with their heirs that could lead to more clients, more profits without working any harder.

Many of your pre-retirees or retired clients have accumulated a lot of wealth over the years and they are looking for ways to: preserve their wealth over their lifetime, avoid as many taxes as possible and pass their wealth on to their children or grandchildren.

If you can help them meet these goals, then you have won their trust and confidence. Once you have their trust and confidence or more of it, then you will have more access to their “black book” of affluent family and peers. Having access is huge! It gives your clients' referrals an immediate sense of trust and confidence in your ability to do for them what you have done for their friends.

Now, the non-spouse rollover provision of the Pension Protection Act is the method in which you will help them reach their goals. Let's look a little more closely at the law:

Beginning in 2007, a non-spouse beneficiary who inherits your client's 401(k) or other company plan balance can transfer that plan balance directly to a properly set up inherited IRA that can be stretched over their lifetime. This also applies when trusts are named as the plan beneficiary. The transfer must be done as a direct rollover (trustee-to-trustee transfer) from the plan to an inherited IRA though. Before this, a non-spouse beneficiary who inherited a company plan would usually pay taxes on the entire inheritance in a few years and the stretch would be lost.

For non-spouse plan beneficiaries, this may be the biggest and best part of the new law. This single provision may allow non-spouse plan beneficiaries to stretch their wealth from inherited company plan funds in an inherited IRA over their lifetimes.

Now, the big benefit for your clients is the ability to pass on a greater amount of wealth that may be stretched over several generations and avoid income taxes associated with withdrawing their 401(k).

Taking Advantage of the Jackpot

You understand the opportunity for you and your clients and you have the means of achieving the opportunity, now are you ready to take advantage of it?

To get your fair share of the “opportunity pie,” you need to: (1) mine your database for pre-retiree and retired clients with large 401(k) balances ($150,000 and up), (2) prospect to boomers in newsletters and workshops and (3) don't be afraid to use this concept to differentiate yourself from others when talking to HR directors in small pension plans.

To get the jump on your competition, click www.buildyourmarket.com right now and sign up for the industry's most revolutionary marketing solution. BuildYourMarket.com gives you instant access to detailed, professionally designed marketing collateral for items like non-spouse IRA rollovers to help you guide your clients through the buying cycle. For example, you can click here to view a sample 6X9 card for non-spouse IRA rollovers.

For the price of a daily cup of coffee, you get a web-based CRM that links directly with marketing communications to deliver full-color, NASD reviewed newsletters, e-newsletters, direct mail and other collateral. And if that's not enough, you get your very own website builder to help you communicate your unique value proposition, brand and expertise.

If you want more information on BuildYourMarket.com, go to www.buildyourmarket.com and click on the webinar schedule to choose a webinar to attend.


Does your CRM just lay there? Bring it to life with BuildYourMarket.com, the original web-based brand management tool for financial advisors. This one application integrates your CRM with your website and generates four color print-on-demand newsletters and postcards. If you are a registered rep, all your marketing communication is linked to your compliance officer’s desktop.

What's New

We've been making BYM better than ever!

  • New NASD Reviewed articles - topics included, retirement planning, estate planning, long-term care and much more…
  • New marketing pieces for taxes, IRA's and more…
  • More Holiday eCards, eNewsletters, and templates
  • Pension Protection Act white paper

Insight

The Three Keys to Defeating the Competition Grinch this Holiday Season!

More and more financial advisors are losing the battle with the competition grinch. As popular research suggests, financial advisors not only have to compete with other advisors, firms or their clients' family, friends and peers, but with financial advice via mass media, increased paperwork because of government overregulation and the pressure to work on and in their business simultaneously.

So what should you do?

Here are three keys to gaining the competitive advantage over the competition grinch!

1. Re-evaluate your business plan: Most advisors don't make changes in their operations because they don't have a clue where they are in their business plan. For example, have you identified the following areas?

A. What is your niche?

B. What is your marketing plan to increase your niche clients?

C. Are you “staying in your lane”—focusing on clients in your niche versus those outside?

D. Is your business systematized?

To help you discover and market to your niche, click to view the sample PowerPoint presentation Defining Your Target Market. This sample is part of the Defining Your Target Market value-added marketing program (VAMP). The complete program includes handouts, a seminar script and marketing exercises. To view the entire program, go to BuildYourMarket.com and sign up for the most revolutionary marketing solution.

2. Review your client list and check to see that the following are done:

A. Have you divided all of your clients properly into A/B/C?

B. Have you met with all of your A clients in the last 45 days?

C. Have you completed financial reviews for all of your clients?

D. Do you have a plan for getting referrals from all of your clients?

3. Revisit your time management:

A. Keep a timecard for one week to determine how much time you are spending with clients versus non-productive activities.

B. Determine which activities you want to do, dump or delegate. Don't be afraid to share tasks!

C. If you have a large office, teach your junior reps to do your job and then give them the autonomy to service your lower-end clients.

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MARKETING BEST PRACTICES

Why Should You “Always be Marketing” to Your Current Clients?

You should Always Be Marketing to your current clients because if they are satisfied they provide referrals, which is the number one source of new business for leading advisors.

As this article was being written, one of my employees referred his bank to me. He went on and on about how special his bank made him and his wife feel during each interaction. I was thinking a bank is a bank, but to him his bank was the best in the industry. His banking experience intrigued me and I wanted to know more.

He went on to talk about how they stayed in contact with him via television, radio, print or the Internet as he and his family relocated throughout the country and abroad. He raved about not only the service, but the newsletters and other collateral the company would send consistently and constantly to educate him about one financial matter or another.

My employee was so impressed with the bank that he moved most of his financial assets there and he frequently refers the bank to family and friends.

What a win-win situation for the bank. They invested a few extra dollars into marketing to current clients and it motivated my employee to convert most of his financial assets to the bank and to give a constant flow of referrals. Can you imagine what profits the bank could make if only 10% of their clients transferred most or all of their financial assets and gave referrals?

Unfortunately, many advisors bypass this cash-cow market to focus solely on marketing to potential clients, even though research has long proven that marketing to current clients is more profitable.

For example, if you have been making consistent and constant contact with your existing clients and you have met their needs, the recently signed Pension Protection Act gives you a great opportunity to leverage that contact to attract their peers and their heirs through word-of-mouth advertising.

Now if you haven't been making the contact you should, you can start doing it today. And the Pension Protection Act is a great topic to start building consistent and constant communication with your existing clients.

The best way to get more clients, more profits without working any harder is to exceed their expectations and market your unique value proposition, brand and expertise to them.

One of the best ways to develop long-lasting relationships with them is to take advantage of drip marketing campaigns. Drip marketing is a direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads.

Here's what a drip marketing campaign can do for you:

  1. Make the value case. Your campaign should include informative and engaging monthly newsletters that emphasizes your services and expertise, while touching on topics of interest to your readers. For a sample of what your newsletter could look like click here
  2. Service the whole person. Clients want to know that you care about more than their finances. They want you to speak to their whole person. Each newsletter should include lifestyle articles on subjects like health, great vacation destinations and so on.
  3. Keep mindshare (and wallet-share) high for current services. Each newsletter should include your headshot, business logo, tagline, contact information and a personal note to readers. Seeing your picture and messages every 30 days keeps you at the forefront of their minds.
  4. Make their special days really special. A good campaign should include full-color, personalized cards for holidays, birthdays, anniversaries, annual reviews or more. Receiving a card with a personal note and your signature will go a long way in making them feel special. To view a sample birthday card, click here.
  5. Generate leads for new services. Each newsletter should cover a variety of financial topics, so your contacts can easily identify you as a multi-service advisor.
  6. Generate referrals. Each newsletter should include strategically-placed requests for referrals. The more you ask, the more you get! To learn more about generating referrals, click here to download the Explosive Marketing Opportunities white paper.

To get more clients, more profits without working any harder, go to www.buildyourmarket.com and sign up for their revolutionary online marketing solution that gives you a web-based CRM that links directly with marketing communications to deliver full-color, NASD reviewed newsletters, e-newsletters, direct mail and drip marketing campaigns.

If you want more information on Build Your Market, go to www.buildyourmarket.com and click on the webinar schedule to choose a webinar to attend.

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