WealthManagement Magazine

Guaranteed Results?

Fresh marketing ideas delivered in rapid-fire style give reps ways to get attention.When it comes to marketing, Martin Baird is never at a loss for ideas.Baird, a walking marketing conglomerate, not only has a weekly newsletter, an e-mail marketing tip report and a Web site (www.advisormarketing.com), but he also wrote the book, "Guaranteed Results."The title may be pushing things a bit. But reps

Fresh marketing ideas delivered in rapid-fire style give reps ways to get attention.

When it comes to marketing, Martin Baird is never at a loss for ideas.

Baird, a walking marketing conglomerate, not only has a weekly newsletter, an e-mail marketing tip report and a Web site (www.advisormarketing.com), but he also wrote the book, "Guaranteed Results."

The title may be pushing things a bit. But reps looking to give their marketing programs a creative spark will find Baird's book helpful.

"Guaranteed Results" is a rapid-read, USA Today-style, 122-page piece that contains more than 100 marketing ideas. Baird doesn't go into deep detail on any one idea. When working with reps, he tailors advice, tweaking an approach or trying something new as needed; what he offers in print are starting points.

New ideas he has. One example is using a remote radio broadcast. Imagine a huge van pulling up in front of your office, playing music, creating awareness and drawing crowds with a DJ, T-shirts, hats and prizes. Turn it into a party - a cost-effective one at that.

"Many investment professionals are lost when it comes to marketing," Baird says. "They're never taught how to market themselves or their skills."

"Guaranteed Results" (ISBN 0964313405) is available for $13.95 through www.advisormarketing.com.

MorningstarAdvisor.com is geared toward financial planners.

Not to be outdone, Morningstar has launched its own "all-inclusive Internet site for financial professionals."

All-inclusive may be a stretch, at least for now. For one thing, the site is geared to planners and heavy on analytical investment and practice-management topics. It's really an online financial planning magazine, with some extras like a virtual trade show and a learning center.

The learning center has just one online course from Morningstar - how to find hidden risks in funds. And the virtual trade show area is limited to a handful of product sponsors. These firms have answered Morningstar's due diligence questionnaire, which may be helpful depending upon how forthcoming sponsors have been. A resource library of articles, research reports and white papers from sponsors is worthy of browsing.

For more information, go to www.MorningstarAdvisor.com. The site is free of charge to registered users.

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