Where Do You See Advisers Going Wrong When It Comes To Marketing?


In today’s episode Mark Sutherland answers:

Where Do You See Advisers Going Wrong When It Comes To Marketing?

But first, let me give you a brief introduction about Mark Sutherland.

Mark Sutherland set a very big goal at an early age and he was crazy about sports.

He told his mother when he was 11 years old that he was going to the Olympic Games.

He didn’t know how, but he knew that he was going to get there.

He was ready to go BIG!

With enormous encouragement and support from his family, at age 27 he watched his athletes Paul MacDonald and Ian Ferguson stand at the top of the podium with Olympic Gold. 180,000 minutes of training for a race that lasted 1 minute 33.98 seconds was the pinnacle of his sports career and the foundation that shaped his work in the business world today. 🙂

Now, going back for today’s episode. Here’s Mark discussing, Where do you see advisers going wrong when it comes to marketing? 

Marketing is a profession and advisers generally, are not good at Marketing because they are professionals in the Adviser’s space.

You should get a professional to help you with, like Stephen.

The number one thing that doesn’t get done that goes wrong is, there’s no plan for your Marketing, specially when it comes to Social Media.

In our business, Devi looks after all our Social Media Marketing. She has plans for it, she has automated a whole lot of stuff as well. We know exactly what’s the best days and the best time to send information out and how to connect with people through that process.

So, one of the things that I think happens is that when you got a marketing program that’s not working.

You need to understand that the whole point of that marketing is having the intention to have a conversation with somebody.

What happen is,  people go “ah! people really like my brand, people really like what I’m talking about but, they are not connecting with me. Why is that?”

If they want to connect with someone, you got to have the intention to make your marketing work for you. To go and have a conversation with somebody that could either turn in to a client or refer you on to other people or become somebody that you can regularly talk to and they might give you some good ideas and things like that.

I have about 4 -5 meetings every month around the world talking to different people with different skills through LinkedIn. And they have helped me a lot and I have help them a lot.

And so that develops a relationship and out of the relationship we refer people to each other. So simple, because we had an intention to have a conversation.

That’s Marketing when it comes to Social Media. But, what about outside of Social Media?

How do you brand yourself? How do you show your reputation? Do you have the right material? Is it stained and nasty like it was 1988 or something or is it really sexy? It needs to be sexy. Just simple as that.

When it comes to marketing that has to be sexy. You got to stand out in a crowd and if you are a real introvert that could be a real challenge.

But, you definitely got to put it out there. Your brand, who you are, what you stand for, what you believed in.

For example, I had a young guy who talked to me about, he was trying to figure out what his brand was and he said “I’m really really passionate about this Mark, because we’re going to help so many people. I’ve already saw some people on their death bed and the wife is there and she said and everybody said “I’m making a difference to those people because I’m helping them with it. So the price is, I’m really passionate.

I said to him “Ok, it’s part of your marketing so what you should call yourself is the “Passionate Adviser”. “The Passionate Insurance Adviser.”

So, you go to a networking group, you step up talking to somebody and having a conversation and do what you do. You go, “I’m the Passionate Insurance Adviser. The what?! “I’m passionate about insurance”.

Who’s gonna look at that and not go “What?! Really?!” “Yeah! Really! Let me tell you why.”

Boom! 1 2 3 4. You tell them why you are passionate about it.

It puts people off guard but it makes them intrigue to listen and find out a bit about more of what you say.

So, physically when it comes to marketing you got to be out there and you gotta talk to people and you’ve gotta give them information but you got to show them that you are slightly different from a whole range of other people who is just doing it.

Anyway, that’s my offer for you when it comes to marketing. Cheers!

Mark Sutherland

Stephen Martin, Creative Director

Having over 8 years of digital marketing experience in web, email & social media marketing space working with advice businesses. He shares with you his 2 cents on strategies, tactics and some of the latest tools advisers are using to improve the way they do business.

View all Posts by Stephen Martin

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