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The Product Is You!: Position Yourself for Success as an Advisor Paperback – October 10, 2003


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The Product Is You!: Position Yourself for Success as an Advisor + So What?: How to Communicate What Really Matters to Your Audience + The New Elevator Pitch
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Product Details

  • Paperback: 156 pages
  • Publisher: 1st Book Library (October 10, 2003)
  • Language: English
  • ISBN-10: 1410763684
  • ISBN-13: 978-1410763686
  • Product Dimensions: 6 x 0.4 x 9 inches
  • Shipping Weight: 9.6 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #793,937 in Books (See Top 100 in Books)

More About the Author

Mark Magnacca, President of Insight Development Group, is a recognized industry expert who specializes in helping business professionals create a personal brand and effectively articulate their value proposition. As a presenter, Mark's mission is to bring a unique combination of dynamic content, relevant industry experience and an interactive presentation style that brings ideas to life.

Over a 10-year period, he was responsible for creating innovative, practice-development and business-building strategies and these strategies have become the foundation for his books, "The Product is You" and "So What? How to Communicate What Really Matters to Your Audience, " as well as his training program for Financial Advisors, "The Results Accelerator Series."

Mark has worked with a wide range of financial services companies including: Merrill Lynch, Pacific Life, Blackrock, Transamerica, New York Life and Smith Barney.

His programs have been featured in both print and television media including: The New York Times, The Wall Street Journal, Financial Planning, USA Today, Registered Rep and CNN's Moneyline.

Mark is a participant in The Strategic Coach Master's Program. He is a graduate of Babson College where he majored in finance, investments and communication. He lives in the Boston area with his family.

Customer Reviews

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Most Helpful Customer Reviews

By A Customer on November 21, 2003
Format: Paperback
What a terrific book! I've been in the financial services business for nearly 20 years and have read most of the best books on the market. Mark Magnacca tells you precisely what you need to know and do to differentiate yourself as an advisor/salesperson. There is no doubt after reading this book that THE BEST product we all have to sell in the marketplace today is ourselves. Mark provides a very effective process that I've already applied to my business in just 2 weeks!
Great book and 5 stars!
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Format: Paperback
Mark's book has helped me gain insight into ways to grow my business and set myself apart from my peers. The ideas, suggestions and useful anecdotes within are well worth the read, and are a definite asset to be had. Mark's experience and knowledge of his industry are exemplified here, and I would strongly recommend this book to anyone who is looking to grow their business in virtually any industry! A++
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Format: Paperback
This book has been put together in a way that it educates, inspires and guides you step by step through Mark's logical strategy in building your personal brand and image. Every business owner should read this book as it can be applied across the board.
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Format: Paperback
There are thousands and thousands of "financial advisors" in America. Why should a person, or company, entrust their money to you over someone else?

First, you should remove any mental reservations, or "glass walls", that are holding you back. Some examples are the feeling that you aren't experienced enough, or that your degree wasn't from a "top" school. Next, you need to write a personal biography. It will tell potential clients about you, and begin to explain why you will do a better job managing their money than anyone else.

Potential clients can appear anywhere, so you need to have an "elevator speech" ready to go at any time. It's a 30-second speech that explains what business you are in, and what value you bring to the customer. (It's not as easy to answer as it sounds.) You need to get more creative than to simply say, "I sell life insurance", and hand them your business card. What distinguishes you from every other life insurance agent who is out there?

When it comes to marketing, you need to go where the fish are. You need to decide on your target audience (please be more specific than "everybody") and target them. Simply putting an ad in the local newspaper is not enough. Put together an Initial Prospect Offering packet to send to potential clients. It should include things like your biography, a summary of the type of services you provide, how you will get paid, testimonials from happy past customers and a sheet answering as many client questions as possible. No matter how basic it is, you will be far ahead of the vast majority of financial advisors, who might send a brochure and their business card, and nothing else.
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