The Power of a Personal IntroductionThe Power of a Personal Introduction

Atlanta:  “If you were to select one marketing activity for bringing in more affluent clients, what would you recommend?” Marvin asked, then added “We keep hearing a lot of advice from many so called experts, but nobody seems to be having much success.”

The irony was that Marvin’s question followed a keynote where I shared our research on how today’s affluent initially discovered their financial advisor.  As I re-explained the data I’d just presented, an embarrassed Marvin exclaimed, “Yeah, I heard you – but it just sounded too simple.”

Maybe in theory affluent marketing is considered to be a complex mosaic of activities carefully blended into a perfect campaign, but the reality is much different.  Our research on today’s affluent has prov...