The Power of Consistent Touchpoints

It's essential to understand that the client's journey is rarely linear. Prospective clients may not immediately engage with your services, even after multiple touchpoints. They might attend an event where you speak, download your resources, or even read your emails, yet still not take action.

However, consistent visibility is key. Trust is built over time as they encounter your name and expertise regularly. A simple comment in a social media group or a relevant newsletter topic might be the trigger that prompts them to finally schedule that appointment.

Prospective clients often reach out when they face an urgent financial concern, and you want to be top of mind. Instead of viewing marketing as a straight funnel, envision it as an interconnected ecosystem of touchpoints. Stay persistent, remain visible, and always offer value. Your consistency will eventually lead to appointments.

This tip is inspired by various sections of the book “Uncomparable: A Financial Advisor’s Guide to Standing Out Through Niche Marketing.”