Demonstrating your value – part 2

Jim Ludwick, Contributor on Advisor Perspectives, continues by discussing additional strategies to enhance your advisory impact.

These include:

• Hosting webinars and optimising them for Google search.
• Encouraging reviews on platforms like Yelp or Google.
• Writing a column for your local newspaper.
• Participating in local TV interviews and sharing clips on social media and your website.
• Engaging in podcast interviews and promoting episodes on social media.

Ludwick acknowledges that while it’s impractical to implement all these strategies simultaneously, prioritising based on potential impact is crucial. Identifying your target audience or niche and focusing efforts where they are most active is an effective strategy.

Ludwick reflects on advice from Marie Swift of Impact Communications about building relationships with financial columnists and reporters. This approach, which involves contributing to articles and being quoted, helped him demonstrate value and even led to referrals from reporters.

In conclusion, Ludwick advises using a “rifle approach” by focusing on high-impact strategies. While his “shotgun approach” has proven effective over time, concentrating on methods that offer the best return on time and resources can lead to greater success.

• Shotgun approach: this strategy involves a broad, generalised effort to reach as many people as possible through various channels. It’s like spreading a wide net to catch a large audience, hoping that a small percentage will engage. For instance, this might involve contributing to multiple platforms and creating diverse content to attract a wide range of prospects.
• Rifle approach: the rifle approach is more focused and targeted. It aims to reach a specific audience or address a particular niche with precision. This approach prioritises efforts on strategies that are most likely to yield high returns or have the greatest impact on a well-defined group.

In essence, the shotgun approach is broad and inclusive, while the rifle approach is precise and targeted.

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