By Shirley Hanson You may be asking questions like these: "How can we convince people that we are different (better) than the next guy?" "How can I stand out from my peers?" "How do I get this message to my market?" How to stand out from the pack forms a heavy-duty marketing challenge for financial advisors. What can you do so that prospects and clients see you as unique? Theres no easy one-size-fits-all answer. No surprise there! We have identified 8 major routes to your unique positioning. One we call "Tell The Story That Only You Can Tell." Suppose your words are so lively and unexpected that people actually read what you write because they are uniquely, wonderfully, personally yours! Maybe, they actually look forward to the letters, newsletters, or ads you send them. Perhaps, they even talk about them to others. It comes down to this: To convince someone you are different you need to be different. And here are 3 quick and immediate differentiating tactics that you can tap into right away when you are speaking or writing. 3 TACTICS TO SET YOU APART I. Write - And Speak in Real-Person Language Avoid "Professionalese." Youll recognize "Professionalese" because it has all the life drained out it. It has the zest (and personality) of a helping of Minute Rice. A solution is to collect examples from master copywriters like Dan Kennedy, Dr. Joe Vitale, John Carlton, or Gary Bencivenga. Also, keep at your fingertips sales letters and ads for financial newsletters. The "Motley Fool's" website provides an example for financial advisors to help them shake loose their casual and friendly side. Theres only one of you. So why write like everybody else? II. Win With Questions A winning question is thought-provoking and open-ended (demands more than a "yes" or a "no."). It moves the conversation forward (for you and your listener, or reader) and opens up new insights. Winning questions demonstrate that you are savvy, incisive, and knowledgeable because you are penetrating to the heart of the matter. Heres how marketer Dr. Joe Vitale starts a recent sales letter. He begins: "Let me ask you 3 questions - How can small changes in your sales letters, ads, emails and web pages put your prospects and readers into hypnotic trances so they . . . ?" Notice that his question is open ended and stimulating. And on he goes to the second and third question. III. Tell Stories That Only You Can Tell Tell your story. Yes, yours. It's OK to talk about yourself. More than OK, it's essential, but only when done right. "There is no subject or personality in the world that doesnt have some kind of twist that will interest people. You will find it if you look," said copywriter John Carlton Two ways to call on stories to add zest to your words are: First, Reveal The Stuff Of Your Life - Tell a tale from your own life. Perhaps you call on an incident that made a difference - one that illustrates a point - and color it with the details that give it character. One of our favorite newsletters on search engine optimization comes from Jill Whalen. She writes about a web marketing tool for a large audience of somewhat geeky people. And what does she include in her newsletter? Daily incidents about her life her daughter's acne, her daughter's acceptance in college, the family hamster, behind the scenes at the conferences where she speaks stuff like that. Her technical information is top-notch, and we see her as a friend through her window into her life. Second, Add Gusto To Your Story - So many financial advisors' "stories" are resumes: education, work experience, credentials, committees, community affiliations, etc. The missing ingredient, though, is the person: Give your story a character (you) with your personality. Questions to jumpstart your thinking are: Why did I become a financial advisor? What am I most proud of? Every financial advisor can stand out by freeing their matchless personality. Prospects and clients get to know you and like you, which translates not only into more prospects and more clients but also into a higher client retention rate. Copyright 2007 Shirley Hanson Shirley Hanson is a direct marketer who specializes in helping financial advisors attract more qualified prospects. For a free report "7 Client-Attraction Secrets Of Highly Successful Financial Advisors" and a sample marketing plan go to http://www.marketingplanfinancialadvisor.com Article Source: http://EzineArticles.com/?expert=Shirley_Hanson http://EzineArticles.com/?Financial-Advisor-Marketing---Three-Tactics-To-Stand-Out-From-The-Pack&id=433667 where buy phentermine
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