The first thing that I do after getting a call from a prospect (RIA or investment manager) is look at their website so that I can get a better feel for their business. It should become evident within a few seconds what the prospect does and who they do it for - their target (or niche) markets.

In a recent example, I counted six different target markets - or rather the prospect taking the shotgun approach to marketing - trying to appeal to everybody and anybody. And in this case, they had called because they wanted marketing assistance with another new market!

This is the wrong approach. No one can be "all things to all people," and discerning high net worth individuals (and corporations) know this. They want to work with someone that is an expert in serving their needs and the needs of people (or corporations) like them.

Can you have more than one niche? Sure. Can you have a half dozen? Realistically no.

My recommendation to this prospect - and to anyone who finds themselves in a similar position - is to conduct an internal strategic assessment before doing anything else, especially targeting new markets.

Such an assessment allows you to match your skills and contacts with your competitive advantages, and find the one (or two) market niches where you should be able to build your business efficiently and effectively. You can then adjust your branding (and website) accordingly and truly market yourself in the most advantageous way.

We are here to guide you through this process - give us a call to discuss.