Financial Advisor Marketing: Setting Smart Goal

Published: 01st March 2011
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You are officially ready to set your goals once you have created your financial advisory firm mission statement.

Setting Smart Financial Advisor Marketing Goals

The very first step to establishing goals is to craft them SMART: specific, measurable, attainable, realistic, and timely.

S: Specific

A higher likelihood of your achieving a financial advisor marketing goal would have to come with making that goal more specific. Include the four "W’s" to make it more specific:

What – What do I desire to achieve?

Why – Why achieve the goal (i.e. what will the benefits be)?

Who – Who is involved?

Which – Which requirements, constraints or parameters are important?

An example of a wide-ranging financial advisory goal would be: I will earn $100,000. Where as an example of a specific goal would be: I earn $100,000 per year with effortlessness. I serve 50 affluent women and generate $2,000 per year from each traditional, wealthy women patron.

Yet another way to make sure your financial advisor marketing goals are precise enough is to make them substantial. Work to experience your goals with your primary senses – sound, smell, touch, taste and sight. Furthermore, touch them with your emotions. Does contemplating your goal make you feel calm, happy, grateful, or even excited? Or perhaps nervous, scared, angry, or sad?

Allow yourself to experience any negative emotions you may feel. When you feel these negative emotions, you can at last release them. However, if you do experience issues of low self-worth or downbeat emotions, review the section "How to Release Mental Blocks and Core Beliefs" in "The 7 Principles of Becoming a Millionaire for Life, Powerful lessons to create wealth, health and happiness."

M: Measurable

You must be able to measure the progress of achieving your financial advisor marketing goal. For example, a method to measure your progress of earning your desired income is to track it weekly. Keep a log of your activity including referrals and repeat business. A measurable goal tells you how much and when (by what day)you need to achieve it. It also provides a measuring stick to keep you on track so, if you get temporarily off course with your financial advisor marketing plan, you have a framework to get back on course.

A: Attainable

A financial advisor marketing goal must be made so that it is possible to achieve, thus, attainable allowing for motivation. When you are motivated, your subconscious mind ignites an internal process that allows you to figure out unique solutions and ideas that propel you forward. Goals should always motivate you towards taking action, but should not immobilize you by sudden fears. Amazing things happen, including coincidences, opportunities, and much more. It is like switching on the inner light and watching your life change instantly.

Goals should be written in a positive, present tense, as if it were happening right this second (even if it isn’t). So if your goal states "I earn $1,000,000 per year" and you currently earn $100,000 that may not be entirely attainable. Although the financial advisor marketing goal is positive and in the present tense, it is unlikely it will occur within a reasonable time frame. This goal would pass the attainable standard if started smaller and changed to "I earn $150,000 per year." While the ultimate goal might be to eventually earn $1,000,0000, when you set an initial financial advisor goal that is unattainable in the foreseeable future, you take a risk of becoming discouraged before that goal is ever reached.

R: Realistic

A realistic financial marketing goal needs to represent and objective that you are both willing and able to achieve. Any goal needs to be challenging to not only make it both motivational and excitable, but also attainable. When a goal becomes realistic there is a much higher probability of attaining it. Interestingly, sometimes bigger goals are easier to achieve because they require a greater momentum, motivation, and action than a smaller goal.

If, in your heart, you believe the goal can be achieved, the goal is probably realistic. Having time to identify what has to occur or change for you to accomplish your goal will help to determine how realistic it truly is. If you currently weigh 140 pounds and work out sporadically, it would seem that a goal to eventually weigh 125 pounds is realistic, assuming you have the true discipline and desire to fully commit to a workout and diet plan continuously.

T: Timely

You must give goals a sensible deadline in order to make these financial advisor marketing goals timely. When you put a more realistic time frame on it, it takes some of the pressure off. For instance, if your goal is to make a million dollars a year and you currently make under $50,000, begin with a goal of "I earn $100,000 this year with ease." You can also have a stretch goal, such as "By December 31st (year), I earn $250,000." This allows you to state your intention and begin the manifestation process. But make sure to set a time line for achievement of your financial advisor marketing goals; with a deadline, there is motivation to begin moving toward your goals, right now.

Write out some smart financial advisor marketing goals!

If you want to attend our next advisor marketing webinar go to Advisor Marketing.

Annette Bau, CFP(r), is the founder of Advisor Marketing Practices and the author of numerous books and products.

She can be reached at

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