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Know your audience, and tailor your message to what they are looking for Making a memorable presentation can increase your chances of winning the business of prospects. Typically, people attend a presentation to learn something new, gain interesting insights or obtain answers on the best ways to meet their needs or goals. To grab their attention, says Caroline Grimont, vice president of marketing with Excel…
You must understand what sets you apart from your competitors Whether you're promoting your brand, your products or your services, your marketing initiatives must be relevant and meaningful to your target audience."They must be part of your marketing plan, which is directly linked to the strategic objectives of your practice," says Caroline Grimont, vice president of marketing with Excel Funds Management Inc. in Mississauga, Ont.…
Internal staff meetings have a bad reputation for wasting time and failing to get things done. Here are some tips on how you can turn your firm's meetings into effective planning tools Staff meetings can seem like a necessary evil. When poorly planned and executed, they can be a waste of time, boring and just aggravating. But when tailored to your group's needs and structured…
A key ingredient in a successful practice, loyalty can be difficult to measure Client loyalty is critical to the success of a financial advisory practice. A loyal client base means less turnover, and it is much easier and less expensive to retain loyal clients than to acquire new ones. "Loyal clients are with you for the long haul typically because you have earned their trust,"…
The next level of digital marketing engages clients and provides valuable information Using interactive content — as opposed to "static" content — to engage clients and prospects can differentiate you from your competition. While static content, in print or digital form, remains useful, interactive content takes your marketing efforts to a whole new level, says Subhas Fagu, partner with Toronto-based web design and development firm…
Let your clients and prospects participate in informative, engaging web tools Whether you use data visualization, infographics, quizzes or other tools, interactive content can provide a more engaging user experience that differentiates you from your competition."Static content is still useful but is slowly becoming yesterday's marketing tool," says Subhas Fagu, partner with Toronto-based Techlicity Ventures Corp., a web design and development firm in Toronto. That…
If you want to attract clients, try to see things from the client’s point of view. Persuading potential clients to choose you as their advisor requires that you put yourself in their shoes and try to understand their expectations. You have to look at yourself from the client's perspective and ask yourself: “why would they want to do business with me?” It is necessary to…

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Commissions, trailing commissions, management fees and expenses all may be associated with mutual fund investments. Please read the prospectus before investing. Mutual funds are not guaranteed, their values change frequently and past performance may not be repeated.