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Effort-Less Marketing for Financial Advisors [Paperback]

by Steve Moeller
4.8 out of 5 stars  See all reviews (72 customer reviews)

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Book Description

October 8, 1999 0967205905 978-0967205908
Use a 5-Step Process to Transform Your Business--and Your Life! If you've ever yearned for a business that would energize rather than drain you, if you've ever known and admired someone who made financial services look easy and fun, then you're ready to learn a new way to market. A way that doesn't require so much of your time and energy. A way that requires less effort. Effort-Less Marketing is based on author Steve Moeller's extensive research and refinement of the best strategies to build a financial advisory practice, as well as key marketing principles that work just as well for financial advisors as they do for such customer-savvy giants as Saturn and Nike. You'll toss aside conventional, exhausting sales techniques for a newer, easier way. With these 5 steps, you'll take the guesswork out of reaching the wealthiest and most enjoyable clients, make referral-gathering a no-brainer, and completely revitalize your business.

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Effort-Less Marketing for Financial Advisors + Questions Great Financial Advisors Ask... and Investors Need to Know + Storyselling for Financial Advisors :  How Top Producers Sell
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Editorial Reviews

About the Author

For more than a decade, Steve Moeller has helped entrepreneurs build profitable and rewarding businesses. As president and CEO of American Business Visions, Steve is a sought-after speaker, consultant, business strategist, and writer for financial industry trade publications. Steve started his career in the advertising industry. In the early 1980s, he entered the investment industry and soon became an award-winning salesperson and eventually a successful marketing executive. Today he focuses his talents on American Business Visions, a publishing and training firm he founded in 1989. The company creates marketing tools and business development systems for financial advisors and investment companies. His unique business development process, best defined as relationship-based niche marketing, has become known as the "Moeller Method." This turnkey system enables advisors to identify and attract clients who are both profitable and fun to work with. Steve believes that evolving technologies and consumer expectations are creating huge opportunities and challenges in the retail investment industry. He is committed to helping financial advisors transform their businesses into highly competitive, client-centered organizations.

Excerpt. © Reprinted by permission. All rights reserved.

STEP 2: TARGET PROFITABLE MARKET NICHES Pretend for a moment that you're a prospector looking for gold. You could try your luck panning in the nearest riverbed. Or you might try to improve your odds by prospecting in a riverbed where others have discovered gold. But most rivers have been panned for more than 150 years. All the "easy" gold has already been found. You would be lucky to get even a modest monetary return for your efforts. A more sophisticated prospector would focus on discovering the source of gold. Once the veins of solid gold were located, gold nuggets could be mined efficiently all day long. Meanwhile, the other prospectors would be down in the riverbed panning for flakes. Discovering your source--rich niches--is what Step 2 is all about. Packed with valuable research data, chapters 4, 5, 6, and 7 illustrate the power of niche marketing. Starting with a look at the big picture--the universe of everyone who could conceivably be a prospect--you'll learn how market segmentation can help you identify the specific community of individuals who will benefit most from your services. Because these individuals are in the same niche, by definition they have similar hopes, concerns, and needs. So keeping them happy is simple. By focusing on a single niche--or even a couple of niches--you'll quickly become an expert at identifying, attracting, and helping people in that group. Focusing and narrowing the scope of your business this way will help you master the effort-less marketing process. SECTION PREVIEW Take advantage of the five benefits of targeting. Identify the top 20 market segments for financial advisors. Apply the 80/20 rule to your current clients. Uncover the two to three niches that you'll make the most money in and have the most fun with. Profile your ideal client. Use the Ideal Prospect Profile to find high payoff prospects.

Product Details

  • Paperback: 395 pages
  • Publisher: Amer Business Visions (October 8, 1999)
  • Language: English
  • ISBN-10: 0967205905
  • ISBN-13: 978-0967205908
  • Product Dimensions: 8.8 x 5.9 x 1.3 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (72 customer reviews)
  • Amazon Best Sellers Rank: #244,593 in Books (See Top 100 in Books)

More About the Author

Steve Moeller has been interested in human flourishing since he was 13 years old. He is an author, speaker, management consultant, and life coach. For more than two decades, he has guided entrepreneurs as they build successful businesses that support a high quality of life. He has studied with both scientists and shamans to better understand success and happiness.

An expert in both business management and the science of human flourishing, Steve has invested the last decade in researching the emerging field of positive psychology, including positive emotions, positive neuroscience, peak performance, optimum health, life satisfaction, meaning, and accomplishment. He lives with his wife, Brooke, in Southern California.

Customer Reviews

Most Helpful Customer Reviews
41 of 44 people found the following review helpful
5.0 out of 5 stars Client Centred Focus All the Way! March 1, 2000
I have read many of the "marketing" books available for financial advisors, and this one is at or near the top of my favourite list.
For advisors interested in a client-centred, non-transaction oriented approach, it will be a great resource. For "old style", transaction oriented brokers, save your money. This book is directed to those advisors who put their clients first, and benefit by taking the high road.
Much better than books like Ainsworth's - How to be a Successful Broker and Deena KAtz's Practice MAnagement. (which I do not particularly recommend).
Moeller's book is a good complement to Murray's Excellent Investment Advisor, as a section on mission statement (business and personal) sets the stage to incorporate your business beliefs with your values to your client's benefit.
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20 of 22 people found the following review helpful
In Effortless Marketing, Steve Moeller puts his extensive experience in the financial services industry into words and actions that every financial advisor can use. Open this book to any page and a gem of an idea appears. It is well detailed with specific examples, ideas, suggestions, and process which turn people into prospects and prospects into clients for life. It will motivate and inspire every financial advisor to be a HUGELY SUCCESSFUL financial advisor. Clearly written, it is useful to the newcomer and the experienced professional alike.
Effortless Marketing overflows with industry-specific examples of how to grow, nurture, and maintain a fee-based advisor business with elated and satisfied clients who bring referrals to you! As our industry evolves, Steve Moeller helps the financial advisor successfully transition from selling products to building relationships. If you are looking for ways to build your business to levels that exceed your expectations then you must own, read, and reference this book!
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31 of 36 people found the following review helpful
5.0 out of 5 stars Excellent book! July 30, 2000
If you are interested in developing a fee-based financial planning practice and want to get away from traditional mass-marketing approaches, this book is for you. Steve Moeller presents a step-by-step approach on how you can develop this type of practice. The key is to develop a more client-centered approach to doing business whereby you attract the types of clients you want rather than "advertising" for them. Steve shows you how to do this. Steve's emphasis on building a better quality life for clients and advisors by focusing on what is really important in our lives struck a chord with me. Highly recommended!
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12 of 13 people found the following review helpful
5.0 out of 5 stars A Marvelous Cook Book on How to Succeed! February 5, 2005
By BHamp
I have been a practicing securities attorney for over 30 years. My clients are faced with daunting challenges in raising their capital. Over my career I have met most of the experts in capital formation. I met Steve Moeller 20 years ago when I heard him present to a room full of financial wholesalers. Steve knew more about the business than anyone I had ever met. When I found out about his book - Effortless Marketing - I immediately secured my copy and poured through it. I do not know how Steve does it, but he is the master at communicating to professionals strategies and tactics in easy-to-understand ways. More importantly, I think Effortless Marketing explores deeply the ins and outs of the secrets of great financial advisors. The professional advisor studying this book should be confident that he/she is getting the best there is. Steve has not left anything out of this book. It is so rare to find such sophisticated material made so easy. This is a cookbook of how to succeed. It is full of checklists to real life stories that validate Steve's advice. As a writer myself, I know how hard it is sometimes to provide both the easy-to-use and sophisticated material. Steve knows how to do it.

This book should be every financial advisor's desktop reference manual. The master has written from his actual experiences, of his 200 plus clients, and thousands of students. Steve writes from his heart and is the original business writer who kicked off into high gear the whole "right brain"/"write from your soul" movement.


Mark Long

San Diego, CA
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12 of 13 people found the following review helpful
5.0 out of 5 stars Best Book for Advisors Available January 18, 2005
I have been in the investment industry for 28 years. I have had the best training available through three major brokerage firms. Steve and his book have ideas and concepts way ahead of where the industry is today. Steve's techniques are truly effortless and have transformed my business and my life. Effortless Marketing is a must read for anyone interested in staying on the cutting edge of the financial services industry.

Tom Hardin, CMT,CFP
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11 of 12 people found the following review helpful
This book has made an incredible difference in our financial advisory business and how we look to attract new clients. It is packed with ideas, yet humorous, well-written and easy to understand. We were spending thousands of dollars attracting clients with costly seminars. By following the steps in Effort-Less Marketing we are attracting the type of clients we want and enjoying the process!
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9 of 10 people found the following review helpful
I have read this book several times, attended the personal coaching sessions, and have applied the principles prescribed in this book to become a "client-centered" financial advisor. Steve gathers material and ideas from some of the best minds in the financial services industry and combines them with his own original marketing concepts to deliver the premier book for financial advisors dedicated to long-term success in the business. Application of the ideas in this book will propel you to become a vision vanguard for a higher level of performance and vision. The book is a complete guide from beginning to end on how to set yourself apart from the old way of transaction-based relationships to the more client-centered fee-based relationships, which is a long-term "win, win" situation. Buy it, read it, and apply it, you won't regret it.
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Most Recent Customer Reviews
4.0 out of 5 stars Long, but good
He could have written it in half as many pages. Good tips on choosing your market audience and prospecting to them.
Published 1 month ago by Magical Dragon
5.0 out of 5 stars Excellent book for Financial Advisors
I'm a newer Advisor with the desire to build my business the right way. I always hear stories about advisors saying, if they had known then what they know now they would have done... Read more
Published on April 5, 2012 by Sokoni Scott
5.0 out of 5 stars Great Concept!
This book is an excellent tool for developing business relationships. I am new to financial services and I cannot stress enough how much a client-focused approach has improved my... Read more
Published on April 5, 2012 by Hunter
5.0 out of 5 stars A Timeless Road Map to your Success!
I first bought this book in 2007 and have read it and re-read it many times. It has been a great guide to the practice I have always wanted. Read more
Published on March 7, 2011 by Scott Danner
4.0 out of 5 stars Ideas for newer advisor
I am a relatively new financial advisor and was looking for some suggestions other than cold calling to get clients when I bought this book. I found it. Read more
Published on August 3, 2010 by J. McCoy
5.0 out of 5 stars outside experience shows...
This book will make you money! If you have an open mind and are willing to commit to changing the paradigm of what you already learned, you will enjoy the lifestyle that you have... Read more
Published on November 25, 2009 by IAR
1.0 out of 5 stars Effortless Writing
You could summarize this book in a paragraph, same advice as you've heard many times. Old saying of there being no magic bullet applies. Pass on this.
Published on August 25, 2009 by The Kid
5.0 out of 5 stars A Marketing Solution That Works!
After 8 years in the financial services industry, a friend introduced me to this book. Over the last 7 years I have been applying Steve Moeller's principles and marketing... Read more
Published on June 3, 2008 by Nathan Mersereau
5.0 out of 5 stars A Professional Approach in a Dysfunctional Industry
Steve provides a clear, concise, no nonsense approach of how to be successful in the financial services industry. Read more
Published on June 3, 2008 by D. Cook
5.0 out of 5 stars Want to grow your FA business? Read This Book
If you are attempting to grow you Financial Advisory business, this classic writing has new age advice that will ease the burden of identifying better ways to grow your client... Read more
Published on February 28, 2008 by Curtis L. Lyman
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