When I first began coaching financial advisors, I found that the majority of people I worked with needed help getting new clients. It's no small task — getting and retaining new clients. It involves several key factors. One often bungled component is marketing.

When it comes to marketing, there are only two gears: forward and reverse. There is no neutral. When conducting an initial marketing audit I found many advisors were in the reverse gear. They were actually working very hard at marketing, but getting bad results because of their mistakes.

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