CHAPTER 8

Attraction Marketing: Getting Them to Come to You

One hallmark of all top professionals is their ability to get prospective clients to come to them. They understand that it’s much easier to sell when a prospective client contacts you. Financial services marketing is a relationship business first. It can take a professional about three years to reach the midpoint (see Figure 8.1) where their outreach and attraction marketing produces equal amounts of new business.

From year three onwards, attraction marketing activities should be the primary source of new business. After completing this chapter, you will be able to:

  • Implement prestige-building activities to generate leads

  • Select a mix of attraction techniques for your business

  • Build ...

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