"Effortless Marketing for Financial Advisors" by Steve Moeller, 1999

There is a little niche of books specifically built for financial services advisers ("advisors" in USnglish) about prospecting and marketing.  I will slowly make my way through reviews of all the big ones, but am going to start with this gem from 1999 by Steve Moeller.  This is the book I keep coming back to for financial services advisers.

The author's plan is this - pick one or more niches and work those niches hard.  Niche always beats general.  So, right there, you have the dividing line for the readers of this book.  If you believe in a niche financial services business, then this book will suit you perfectly.  If you are running a more general practice, then I will direct you to other books in other reviews.

For those seeking to build a niche business, this book lays out a pretty good roadmap and covers all the bases.  Prospecting, positioning, seminars, PR, referrals, packaging, relationship management and more.  It's well written, covers topics in depth (almost 400 pages), follows a process and provides plenty of practical examples.  I particularly like the sections on identifying and understanding key client segments.

The book isn't perfect.  It's 10 years old and some trends have moved on.  It can also be a little American at times, but far less so than some of its competitor books.  Lots to like and not much to dislike.  Highly recommended for financial services advisers (or even advisors).

NB:  This book is a little hard to find and can be pricey.  Amazon usually has it, but you may find it elsewhere.  You get what you pay for though.

Order from Amazon.com in the US...