Advisor Confidence Index (ACI)

Advisors Tackle Marketing Basics (Part 2 of a Two-part Series)

How advisors can use the right marketing methods to reach the right people

Bringing in Clients
Last month we talked about marketing basics—in particular, about product, price, promotion and place. In a nutshell, the 4P theory you learned about in your college marketing classes is that by offering the right products at the right prices to the right people using the right promotional vehicles, success is virtually guaranteed. In our June issue, we explored the first two of the 4Ps–product and pric

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