Be Interesting, Be Relevant

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Henry Kravis, founder of private equity firm KKR, was asked once how to to succeed in an increasingly commoditized Wall Street environment. His advice is relevant to anyone who is seeking to carve out a niche for themselves and appeal to an elite segment of clients.

Kravis responded, “Be interesting, be relevant.”

Good advice, but how do we put that into action?

A couple of thoughts.

We find those who have a perspective, interesting. Rather than telling me that you would “love to explore ...

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Finding a great JV partner

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The ideal JV partners are people selling complementary (as opposed to directly competitive) products or services to the same customer base as you. Finding these people starts with the questions, “Who already has relationships with the people that I’m trying to sell to? How does what I have fit with what these people are already selling to their market?”

Sometimes there’s a natural fit: Realtors are a natural JV partner for mortgage brokers. Financial advisors and ...

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Top Advisors To The Wealthy Share Their Secrets

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I had the opportunity to spend some time last week with one of the top luxury real estate producers in California, and an elite money manager in Chicago. Both of them focus on a small segment of the overall market with very impressive results.

Although the realtor closed only 12 sales last year, they were for a combined total of $61 million in transaction value. The wealth manager has $135 million in assets under management from just 18 clients.

Even if you’re ...

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A neat trick for getting the affluent to pay attention to you

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Andrew Sacks, founder of The Affluence Collaborative, which helps brands target affluent consumers, says marketers need to learn to dissect the wealthy, correctly breaking them down into subgroups, each with their own unique characteristics.

“To try and appeal to the wealthy as a group is not a winning strategy,” he says.

Whether it’s products or services, the key is to craft a message that resonates with a very specific audience.

A what makes a good message?

A great story.

Case in point.

One of the great joys that comes ...

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How To Attract The $4 Million Client

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So my friend Saul, just inherited $4 million. Very cool for him.

Now, Saul’s done pretty well for himself over the years-owns a PR firm and has been making some good coin for the past decade.

But this is a real nice windfall.

The challenge is that while Saul’s a smart guy, he’s not an investment expert, so he decided to get some assistance.

Interesting lesson for anyone who’s in the financial space, or anyone who wants to work with affluent clients.

As you might ...

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The Rich Are Snobs

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The rich are snobs.

But not in quite the way you would think.

It’s not so much that they look down on other people, as much as it is that they want others to recognize their place on the monetary pecking order.

Which is important if you want to do business with them.

I know you’ve heard endlessly about niche marketing strategies, and about how by appealing to a smaller segment of the market, you’ll actually do better than if you try to appeal ...

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Great headlines

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I love this recent ad campaign for Chevy trucks.

Perhaps you’ve been fortunate to see the insert that’s been appearing in a number of national magazines.

The thing must have cost a freaking fortune, since the insert contains a real live video (a know-a bit of a contradiction).

The headline for the campaign is Can a truck make your more handsome, more dateable and even smell better?

It’s fun and very attention getting.

Truth be known, the premise is a riff on an old Yiddish expression, “With ...

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Do blogs really get you more new clients?

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On the one hand, writing a weekly blog seems like a pain.

For most of us, sitting down and writing something, isn’t high on the list of “fun things to do.”

Moreover, will a blog really get you any more new clients, or is it just a colossal waste of time?

The answer is that “Yes” it will help you attract new business, but (and yes, there’s always a “but”), only if you think of blogs as a component of your overall marketing ...

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Creating a great video script

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Appearing in front of a camera can be a bit intimidating at times. So, if you’re just starting out with creating videos for your website, using an outline or script can make the process easier. With that goal in mind, let’s create a great script for you today.

The first step is to determine what your goal is for the video.

As I’ve mentioned before, the most effective lead generation is that which directs people to place where they can opt-in to ...

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Developing Your Pitch Book

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It’s a commonly overlooked component of the sales process-yet if you want to close more deals with more prospective clients-it’s a crucial component.

I’m referring to the Pitch Book.

  • You need it if you’re marketing high value services.
  • You need it if you’re marketing alternative investments to accredited investors.
  • You need it if you’re seeking luxury real estate listings.

Simply put…you need it.

So what is your Pitch Book and where does it fit into the marketing/sales funnel?

Simply put, your Pitch Book is a 10-15 page ...

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