- Do they have big problems that are already identified?
- Can they afford you?
- Are they easy to find and contact?
- Is the segment large enough?
- Do you enjoy working with them?
Before you spend a lot of time and money on your marketing, it’s important to first figure out exactly who you want to reach and the message that will resonate best with those people. Many of the advisors I speak with are stuck, not knowing how to embrace a specialty or focus their marketing message. Luckily, there’s a fantastic new book that can help. Bill Cates, bestselling author of Get More Referrals, has coached thousands of financial services professionals to figure out who they serve best and how to get more introductions to their ideal clients. In his brand-new book Radical Relevance, Bill explains why advisors need to choose a niche, how to identify the best niche for you, and ways to test a given niche for viability, including asking yourself: