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Let's say two advisors from different firms are helping you manage your financial assets
and plan for your future. Greg has been with you for just over 5 years. You were introduced
to Greg when your previous advisor left the firm. More recently, a good friend referred
you to Bill. Your friend spoke very highly of Bill and was happy with the level of service
he's been getting.
Now you're doing pretty well. You have just over $500K in investable assets and you are
saving about $25-30K every year. In addition, you have $110K in your 401(k) with your current
employer. Right now, you have Greg with about $400K, and about $100K with Bill. Investment
results have been about the same from both advisors.
Greg is a very confident, well-mannered advisor who looks after your basic needs. You hear
from Greg about once a quarter—usually to check in and say hi and to make a recommendation
or two which you normally agree. Greg seems to have sound advice, and has never steered
you wrong.
Bill is quite different. Bill stays in touch much more often. Every couple of weeks or
so you receive an article or two about some financial topic that relates to your situation.
Last week it was an article outlining the benefits of an estate plan over a simple will.
Before that it was articles on ways to reduce your taxes with investments in municipal bonds.
A lot of the articles are really interesting—but of course you don't have time to read them
all. But they are definitely informative... and you really appreciate Bill taking the
time. Sometimes you'll give him a call you discuss a topic in one of the articles, or
ask a question. Bill just seems to be much more interested in helping you make the right
decisions moving forward.
When you compare the two, you have to admit Greg has been a good advisor. You have no
real complaints. It's just that compared to Bill, Greg seems to care a lot less.
Okay, now you have a decision to make. You just received $250K from the sale of a small
business you owned. Which Advisor gets the money to manage?
Also, you feel like having two advisors isn't very efficient—and it's kind of a hassle.
You really want to deal with just one advisor and have a comprehensive plan for your future.
So which advisor do you keep?
If you're like most clients, you choose bill. Bill has discovered the power of content marketing.
He stays in touch with his clients much more often than his competitors using relevant
articles and information from top providers. The articles generate interest and dialogue
that lead to new opportunities and excellent retention. It's his secret weapon for differentiating.
His clients appreciate the information and are really impressed with the level of service.
It may seem like Bill has to work a lot harder than Greg to do all these things and create
this perception...but he doesn't. Bill is able to keep up with his content marketing
plan in just minutes a day.
If you want to learn more about how content marketing can help you grow your business,
we'd be glad to help. Give us a call.
Send us an email. Or just visit our website.