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My business is fee-driven,
advice-based, highly competitive
and revolves around me.

Sound familiar?

Like you, I invest time and money attracting new clients and squeezing more business from existing clients. I also have to accept that there are many would-be clients who don’t need any help from me and place little or no value on my services. And in common with your market, my market is competitive and cost/price-sensitive.

Given that you and I are in the same boat, what does it take to keep the fees coming in?

The answer (as you probably guessed) is a marketing plan
In basic terms, a marketing plan gets you through when times are tough and enables you to thrive when they’re not. A marketing plan keeps your business on course through thick and thin by reminding you why you’re doing what you’re doing — simple but vital stuff!

Where to begin
The first and unavoidable step in the preparation of the plan, usually entails some introspective analysis coupled with a large dose of devil’s advocacy. The idea behind the navel-gazing, is to identify in basic and unequivocal business terms, what your strengths and weaknesses are. What you know about yourself — i.e., the personal strengths, skills and qualities you possess — is the foundation on which your marketing plan or strategy will be built.

As far as I’m concerned, my strengths can be summarised as follows:

Having sorted out what makes me tick, I used that analysis to make three key decisions:

  1. the service I was qualified to provide
  2. the market I would be most comfortable serving
  3. and
  4. the ’way’ I would like to do business

I want my working day to be intellectually fulfilling as well as financially rewarding, which is why I like to deal with like-minded individuals. My clients are open minded, welcome straight talking, are keen to build their businesses and aim to provide an excellent service: they also understand that time is money and that you get out for nowt.

When you’re stuck at the coal face most hours of the day and the week, this kind of stuff can be difficult to get to grips with. But why bother when I’m here to do it for you?

Link to Home Page

First steps

The marketing plan 1

The marketing plan 2

And what about your brand, while we're at it?

The (dreaded?) social media thing

Social media — why it's tricky for IFAs

Social media — are you up to it?

Social media and search engine rankings

The costs

About me


Terence Martin

01227 656027

07740 422755

E-mail