Independent Financial Adviser Marketing Strategy

Independent Financial Adviser Marketing Strategy

IFA Marketing Strategy


Independent Financial Advisers want high value clients from their IFA marketing strategy. This blog details a 3 step way of thinking about how you can achieve the goal of acquiring high value clients. It’s the AIM marketing strategy.


So, how’s your AIM?


First, consider your current high value client IFA marketing strategy.


What do high value IFA clients look like?


What do high value clients look like to you? Typically, they’ll be over 45 years of age, but quite likely the sweet spot HNW Data, The UK High Net Worth Database, UK HNW Database, High Net Worth Individualsis over 55 years and less than 75 year of age. They’ll be mature families, older couples and singles where the family is now growing up. Teenagers make up a high proportion of the children present in their families. For these people, their earnings are at their lifetime peak and this allows them to


live a prosperous and comfortable lifestyle.


They’ll live in settled, prosperous neighbourhoods. They offer a IFA marketing strategy a gilt edged return. They have accumulated a lot of wealth that requires management and stewardship, but they are also less likely to move home, and potentially away from an IFA’s natural territory. So, once acquired, and continually handled in a professional and helpful manner, they offer the prospect of being high value clients over a long time.


IFA marketing strategy challenges 


To have an IFA marketing strategy, you have to have an idea of knowing where you next customer is coming from. So do you have systems to acquire customers in place?


Does your IFA marketing strategy detail who your competitors are? Are you nervous about the big players stealing your best clients and prospects from underneath you? Is the presence of large competitors making you more likely to have to compete on price?


Is that pretty close to the size of it? Even if it is close enough, how do you implement your IFA marketing strategy?


What the AIM marketing strategy is NOT.


It’s not about spending money to ‘get you name out there’. About a thousand ways to spend your precious marketing budget to ‘generate awareness’. AIM is not about paying to get a warm and fuzzy feeling about your brand or company. AIM is not about ‘likes’.


The AIM Marketing Strategy is a direct response marketing strategy.


Direct response marketing is about getting paid to get your name out there! Every time you market, you are doing it to acquire customers. You are not brand building. However, at the same time, your ideal target audience is beginning to recognise you and the services you provide. Your IFA marketing strategy can focus on acquiring customers and selling to them, rather than spending money in random acts of awareness advertising.

IFA Marketing Strategy, John Wanamaker, Half My Advertising is Waste, Direct Response Marketing

John Wanamaker

By doing this, you are cutting out the ‘awareness provider’ middle man. They’ll take your money willingly. It’s easy for them. Remember that old John Wanamaker (1838-1922) quote:


Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”


In other words, this is where you don’t know what the heck is going on. Most IFA practices are just not like the big guys. Most IFAs do not have an army of people just sat at the end of a phone waiting to sell to people who noticed the latest awareness, brand building ad. You know the ads I am talking about, no copy, no reason to buy ads. Nice pictures of austere buildings!


No surprise, IFAs have to sell their services!


No, most IFAs have to sell. Sell a reason the high value client should know you, trust you, like you. IFA Leads, IFA Marketing Strategy, AIM, Direct MailSell a financial adviser seminar on tax planning, EIS investments, IHT. The smart IFA marketing strategy may not win awards, but it will win high value clients. By focusing on attracting high value clients, by being prolific, you will build a brand. Witness the direct mail activity of Fisher Investments. Heard of their brand? Of course, you have.


Still hankering after an awareness strategy? A bit like the big boys do? But maybe not as expensive? Ask yourself the question, why would a high value client choose you if you don’t differentiate your business? Do the same as others in the market is a sure way to enter the middle ground of undifferentiated businesses.


That’s why IFA’s are recognising that their best marketing strategy is to focus on direct response.


To quote David Ogilvy, one of the most famous direct response advertisers:


“I do not regard advertising as entertainment or an art form, but as a medium of information”


THE AIM MARKETING STRATEGY, IFA Marketing Strategy, IFA Leads, Independent Financial Adviser Marketing Strategy, IFA Sales Leads




The AIM Marketing Strategy


As an IFA, I’m going to assume you have an excellent service. If I was to knock on your door and present a high value individual, ready and willing to engage with you, then you’d be more than capable, with your processes in place now, to make them feel welcome, valued, and truly believing in your service.


It’s the minimum you need to be in the game. Tweaking your product or service a little more, is not the thing that will get people to your door. Your door is already open and inside you have an array of services that can help a high value client get the most from their financial circumstances.


Your focus needs to be on marketing, not your deliverable. What you do is what you do. Marketing your IFA practice is the way you’ll attract more high value clients and then a significant increase in income. You are in the business of marketing financial advice.


If you agree, then the only logical option is to put MOST of your focus on marketing your IFA practice. And getting the RIGHT team to implement this kind of marketing. Who do you have to implement the AIM marketing strategy?


Let’s get to it.


Step 1:   Audience


A is for audience. This is your single target market.


For an IFA, that might be affluent people, aged 45 to 70, living in properties valued above £350,000 in the north and £700,000 in the Greater London area. They have already built up a sizeable portfolio but they may feel their existing provider isn’t answering their concerns. They aren’t seeing the growth they want in their portfolio. It’s same old same old. Worse, they may have been ignored and that has prompted them to start looking around for alternatives, even sub-consciously.


Zero in on your target market. Know everything there is to know about them. If you are holding seminars, sit and listen. Ask questions about why they are thinking of moving. Get to know their concerns, ambitions, desires. Do this so you attract the right target audience. At the same time, you want to be repelling the the people you do not want.


My guess, is you’ve heard this message plenty of times. So I’ll get right onto the “I”.


Step 2:  Irresistible Offer


You IFA marketing strategy should develop an irresistible offer that your target market absolutely loves and cannot refuse. How can you do this as an IFA?


  • I was with a bunch of EIS service providers recently and a hot debate broke out about fees. A client of mine is disrupting the market and made the case for no fees upfront. Others had fees that would reduce the amount of the client’s money that went into the EIS investment and a performance fee on the way out too! Which is irresistible? If your client is signalling that fees are a concern and may actually be the reason they turned up at your IFA door, then how irresistible would a no upfront fees investment in a technology EIS be?
  • Guarantee part of your service. I know you may be thinking that you cannot guarantee the things you do in your IFA practice, but you’d be wrong. Every business can guarantee some aspect of their business. That said, when you do have a guarantee, especially with affluent individuals, make sure you can follow through.


Above all your IFA marketing strategy should be searching out the one element that makes you unique. What is that? How can it be made to be so compelling that it is irresistible to your audience. The irresistible offer ONLY NEEDS TO BE IRRESISTIBLE TO YOUR TARGET AUDIENCE.


Remember there are no molds, just compasses. Do not under-estimate the work that this deserves.


Step 3:  Means


This is simply the means by which you get your irresistible offer to your target audience. There is no good or bad way to reach people. Your task is to figure out which ways are appropriate than others for your purposes.


I am regularly asked whether I can supply emails for prospect campaigns to affluent individuals. Mostly, my heart sinks. With open rates appallingly low and email availability scarce for affluents, maybe this channel is not an ideal choice for the 55+ affluents many IFAs crave. 


There are dozens of media choices. The means by which you deliver your offer.


I typically help people by combining offline – direct mail, press and online – landing pages to capture interested individuals. But I would always recommend using a RSVP via the mail. A Business Reply envelope. They are a populare and easy way for people to respond, safely in a trusted medium.


That’s it. Your AIM strategy is figure out exactly who is your target audience, decide on your irresistible offer for THEM and deliver it is a way that works best, that can get to them in a way that drives response.




If you’d like more information about High Net Worth data, then follow this link:


If you’d like a conversation about a done-for-you direct mail campaign to affluent individuals, then visit 




Thank you.

What to Focus on in your Marketing Message

What to Focus on in your Marketing Message

What Should You Focus on in Your Marketing Message?

What’s our marketing message going to be? It’s a question faced by every marketer when they contemplate how they’ll attract custom.

The first step is to recognise the tools at your disposal:

  • your knowledge of your target audience’s hopes, dreams, desires and emotions; and
  • your knowledge of your product.

Your marketing message connects the two. Here’s a 3 step process to follow to get to your marketing message.

STEP 1:  Identify what the most powerful desire is that can be applied to your product.

Every product appeals to two or three of these ‘desire types’:

Desire type 1 example:  arthritis pains versus a hangover head-ache.

  • urgency
  • intensity
  • demand that needs satisfying


Desire type 2 example:  real discomfort from hunger versus a craving for gourmet foods.

  • staying power
  • degree of repetition
  • inability to become satiated


Desire type 3 example:  spending £50 to add a gizmo that saves petrol consumption versus spending the same amount on one that merely prevents future repair bills.

  • scope


Every product appeals to two, three or four of these desire types, but ONLY ONE can predominate. You can fit only one in your headline. Only one will generate the best results for your campaign from your marketing message when it runs.

Your choice among these desire types is the most important step you will take when crafting your marketing message.

Choose the desire that will give you the most power across the three desire types. What is your product’s single most overwhelming desire that will reach right into the hearts and minds of your target audience? After all, these people are actively seeking to satisfy this desire at this very moment and so your duty is to focus on delivering it.

STEP 2:  Acknowledge that desire, re-inforce it and (potentially) solve it in a single statement within the headline of your marketing message.

The headline is the bridge between your prospect and your product.

  • If your prospect is aware of your product AND realises it can satisfy his desire, start your headline with the product.
  • If he is not aware of your product, but only of the desire itself, start your headline with the desire.
  • If he isn’t aware of what he really seeks, but is concerned only with a general problem, start the headline with that problem and crystallise it into a specific need.

Your headline doesn’t actually have to mention your product, it just needs to create that connection to the desire, justifying and intensifying it.

STEP 3:  Take the series of performances built into your product and show how these product performances inevitably satisfy that desire.

Every product has a physical element and a functional element. The former is how it is made, put together, shaped. The latter is the product in action, the benefits that a customer gets from consuming your product.

The physical product does NOT sell. It has value only because it does things for people. So the important part of your product is WHAT IT DOES. Yes, the physical composition can help you justify or reinforce the primary performance that you promise your prospect:

  • by justifying price – higher quality materials, higher price.
  • documenting quality – a strong shell of a car, makes your safety claims more credible.
  • assuring performance will continue – quality LED lights will last for 10+ years without change.
  • sharpening the prospects mental picture of performance – with the new Apple X you’re getting a larger screen in a smaller package.
  • giving your product a fresh new basis of believability – like Biki, the drone that swims under water with a 4k camera!


However, it is the performance of your product and how it satisfies the desire of your target market that counts.

Study your product.

List the number of different performance it contains and group these against the desire types that they satisfy. Then feature ONE performance that will harness the greatest sales power of your product right now.

Example of a car’s performances:

  • transportation – gets him, family, luggage from a to b.
  • dependability – freedom from breakdowns, repair bills, etc
  • economy – miles per gallon, lower car tax, insurance.
  • power – getting away from the lights or the annoying dick tailgating you.
  • recognition – status of owning the first electric car in your neighbourhood.
  • value – trade in value
  • novelty – gadgets in the car, wifi, etc, etc


Remember, your marketing message can feature ONLY ONE of these performances. So pick the best. Your target is not waiting for your ad, he is pre-occupied, so what will cut through?

Get help with your next campaign from Finely Fettled. Drop a line to



How To Create A Marketing Offer

How To Create A Marketing Offer

How to Create a Marketing Offer


A Marketing Offer Gets Motion.

Your marketing offer needs to be compelling enough to get your customer or prospect to take action.  In particular, your offer needs to get prospects into motion in two directions. You want your best prospects moving towards you and those who are unsuited moving away from you. A good marketing offer both attracts and repels.

How will your marketing offer be valuable to your customers and prospects? 

Are you:

– trying to educate your prospects? [a free report, seminar or webinar]

– trying to move your customers or prospects closer to a purchasing decision? [a free trial] 

– do you want to re-activate a lapsed customer? [a free gift]

To be valuable, your offer should address the problems, needs, interests and desires of your prospects and customers.

Offers raise response rates to your mailings. Simply by including a free report, or invitation to a seminar or webinar, you can often double your response rate, when compared to a similar mailing without such an offer. The free trial removes the risk for your prospect. And if they are taking too long to make up their minds, then a free trial offer can help remove their procrastination. The same can be said for the money-back guarantee. This might be the final piece of the jigsaw that the prospect needs to reassure themselves that they are making the right decision to buy from you. Free gifts have the benefit that they are perceived as more valuable than the equivalent cash amount. A gift is more tangible and with a little thought can elicit an emotional connection with your prospect or customer.


Your Step by Step Guide to Creating a Marketing Offer

I’m indebted to GKIC ( for the Offer Generator formula.

  1. Create your marketing offer’s name

Your offer wants to be short, powerful and compelling. The right way to get this done is using this name formula:

Marketing Offer, Offer Generator


I offer a complimentary review of prospect’s and client’s previous mailing packs. Using the marketing offer naming formula, this offer could become:


The Ultimate “What Happened to My Mailing” Assessment
The Ultimate (Adjective) “What Happened to My Mailing” (Problem/Solution) Assessment (Noun)

The adjective should describe how awesome your offer is. It may be new, free, easy, advanced, money-saving or step-by-step! The next bit is the key problem (the problem you know your potential audience has, like an under-performing investment portfolio) or solution (what your company does to eleviate or rid the problem for the customer or prospect). Another client of mine helps people to sell their home quickly for full market value or they’ll guarantee to buy the property. The noun could be assessment, sale, package, gift, toolkit, or formula. There are lots of nouns so there are plenty of options that will make your marketing offer’s name truly unique and memorable.

2. Identify Your Prospect’s or Customer’s BIG WIN

So imagine you were to accept my Ultimate “What Happened to My Mailing” Assessment. What would be the prospect’s big win? If I had to write down the transformation the prospect would go through once they had received the Assessment, that description would be how they’d be transformed as a result of the knowledge offered. The prospect might have been bemused with the results of their previous mailing. The mailing might have been expected to perform at a much higher level. So, what went wrong?

The transformation after an assessment, which is qualitative, provides real evaluation, would point out the wood from the trees. The transformation is therefore insight. It’s free research that can help the prospect make better decisions. Of course, from the assessment provider’s point of view, the exercise is an excellent way to demonstrate marketing consultancy, or lead generation mastery, or direct mail consultancy knowledge. The assessment brings the prospect towards the assessor and they both feel more positive because of the exercise.

The advice here then is to focus on the TRANSFORMATION your prospect or customer experiences. The big win for a person that experiences a mailing assessment is that their next campaign can learn from the issues found and produce better financial results.

3. Describe the Type of Offer

What is the type of marketing offer you intend to make? Examples could include:

  • Two for one
  • Free delivery
  • Free training
  • Buy one get one free
  • Bundle: Get X and Y for one low price
  • Reduced subscription rate for an introductory period
  • Money back guarantee
  • Refer a friend and receive XYZ.

4. Detail Your Price

If you have described your offer already, because you are offering something for free, then this part is done. However, you need to add the total price required for your prospect or customer to accept the offer. That might be £999, for instance, or 3 payments of £333 etc.

5. Add Scarcity

Your offer should include some form of scarcity to stimulate an immediate response.

  • Limited availability – is your premium, discount or rebate limited by availability? Stick in a hard deadline to convince the prospect that they had better get their skates on to take advantage.
  • Premium versus discount? – Premiums, like packaged deals are more likely to attract urgency than a simple discount. This is especially the case if you are marketing to the affluent. Nothing destroys value quicker than a random act of price discounting on an upmarket product or service. Can you offer some form of exclusivity, which by definition is limited in supply and might only be available for a short period? Can you offer an exclusive experience that would deliver a higher level of satisfaction, particularly if only 50 desirable units of your premium product or service would ever be released?

I could increase the potential appeal of the Ultimate “What Happened to My Mailing” Assessment by limiting the quantity available. Once they have gone, they have gone.


6. Bullet Your Offer’s Features and Benefits

There is evidence that the human mind can cope with about 4 things at a time, plus or minus a couple. So, focus on getting 3 good descriptions of your features and benefits.

  •  Restaurant: “Let us treat you. Your choice of one of 5 delicious desserts”
  •  Dentist: “Teeth whitening for your entire family twice a year to keep them confident and improve their odds of success”
  •  Gym: “Join 5 fitness classes with qualified instructors so you’ll never be bored and get the most from your workouts”

So, how about 3 features and benefits for The Ultimate “What Happened to My Mailing” Assessment?

1. Know what works and what doesn’t, so your future campaigns yield the very best results for your livelihood.

2. Build on your success with a dispassionate review that can say the things you might not wish to admit to yourself.

3. Avoid your review being subject to personal opinions when you can reference expertise borne of long years of trial-and-error experience.


7. Use a BONUS Bullet

It’s advised to have one bonus bullet. List the features and benefits of the bonus:

  • Garage: “Discover money-saving ideas on how to spend less on repairs and extend the life of your car with our free guide”
  • Therapist: “Get immediate access to our private Facebook group where therapists and members will answer your questions and give you encouragement”.

The bonus bullet for The Ultimate “What Happened to My Mailing” Assessment could be:

– Fast Acting Bonus: “Place a done-for-you sequenced campaign with Finely Fettled in the next 30 days and get a free capture and hosted campaign landing page!”


8. Tell Them Exactly What to Do Next

If you dont get this part right, then pretty much all of the above is superfluous! Help your prospect and customer by explaining in detail exactly what they must do in order to take advanatge of your offer.

– Download the free report “The IFA Guide to Attracting New High Value Clients Using Direct Mail” by visiting the website

– Call 01535 654930 and get a free 30 minute direct mail campaign consultation

– Discover how many High Value Clients are in your region and their potential for you as an Independent Financial Adviser. Get your Free Local Targeting Report by visiting


































































Direct Mail Agency

Direct Mail Agency

Direct Mail Agency Helps Independent Financial Advisers Get High Value Clients


Get Your FREE REPORT from Direct Mail Agency of High Value Clients in Your Area!

You are busy, sometimes too busy with your clients and running your business to put time into marketing or effective direct mail campaigns for your independent financial adviser colleagues. Your practice is doing well, but you need new clients, to expand and to replace those who have moved on. You know that asking your existing clients for referrals, in the way you do now, isn’t getting the required number of new clients for your IFA practice.


Introducing Direct Mail Agency

That’s where Direct Mail Agency can help you. We already help one of the leading IFA Networks produce literally thousands of leads every year. Leads that turn into high value clients. 

We target exactly the type of clients you want. Affluent and high net worth individuals.


Financial Adviser Seminars or Financial Adviser Appointments

You may have thought about doing seminars. This is an excellent way to meet new clients. A great way for you to show off your expertise in financial advice. Whether you speak or you get a guest speaker, the conversions we see through financial advisor seminars are impressive.

Some IFAs prefer to skip the seminar route. They focus on inviting people for appointments. We help here too. One of our Partner clients just experienced one of the lowest cost per new client costs ever by using our specially designed lead generation direct mail campaign.

Speaking to Independent Financial Advisers, we know that you are very impressive in front of prospective clients. You genuinely care about their financial wellbeing.  But, its the getting you in front of new high value clients that is the sticking point. You just do not have a regular flow.

Imagine if you did have a marketing system that operated for you, using the very best data, tried and tested campaigns and at a cost you would cheerfully pay. Of course, you could just try buy clients from someone in your IFA Network. That alternative usually has a very scary cost attached. Which you do not need to pay.

Independent Financial Advisers can get a marketing to the affluent system from Direct Mail Agency. A system that produces high quality IFA leads which you can enjoy converting into your new clients. Clients that will become some of your best clients too. Clients that will recommend you to others.

Direct Mail Agency uses tried and tested mailings, that work. At a very competitive price.

Here are 3 ways you can start the conversation with us:

  1. Discover how many high value clients you can target nearby for FREE. Understand how much each one of these clients would be worth to you and your Return on Investment. To get this FREE REPORT click here.
  2. Download the FREE REPORT “The IFA Guide to Attracting New High Value Clients Using Direct Mail”

  3. Call Graham Arrowsmith, founder, on 01535 654930.