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[vc_row el_class="post-content"][vc_column][outlined-text outlined_text="The No. 1" outlined_text_color="white" outline_color="black" normal_text="Mistake" normal_text_color="black" heading_tag="h1" extra_class="post-heading"][vc_column_text el_class="post-subheading"]

Vendors Make About “Cool Factor”

[/vc_column_text][vc_column_text][get-user-data][/vc_column_text][vc_column_text el_class="post-body"]Like most people with a social media account, my feed is oversaturated with random acts of content – written pieces without any strategy or value – and so I’ve become very selective about what I allow onto my reading list. There was one headline, however, that I think is worth discussing: Is Indianapolis Cool Enough for Amazon?This piece in the New York Times defends the Midwestern city as a headquarters choice for the media and distribution giant. As someone that works in content, this immediately spoke to me because the word “cool” has layers of meaning. Cool factor can mean how Instagram-worthy something is, or how much it appeals to the Millenial audience (both major issues in current-day marketing). But in this case, I took this article as Indianapolis’ attempt at a rebrand of the city. They are trying to change public perception.

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Identifying Your Target Market

If you’ve ever been to an industry conference or read an advisor trade pub, you’ve heard an expert telling you the “best” way to define a target market is by profession. But is that notion true? Let’s think this through. Suppose you decide to target endodontists—the nice people who give you root canals. They’re affluent, busy professionals, and many own their own practices. Although they’re smart and educated, most probably still need help with financial matters. In other words, ideal client material.

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What’s your plan for the next stock market crash?

I bet that question took you by surprise. Judging by some of the conversations I’ve had recently, it’s probably not something you’ve been thinking about very much. As of this writing, the Dow is dancing around its all-time highs. Financial institutions are salivating at the prospect of deregulation. Economic indices are looking good. Nobody is worried about another crash.

But you know one is coming.

oiithc8wf68-matthew-smith Some advisors say they want to stand out from the crowd—but they’re fibbing. They really want to look and sound like everybody else. We can help them define their target market, identify clear points of differentiation, and craft a targeted message. They don’t want any of it. They just want a list of generic feel-good words to put on the website. Fiduciary. Objective. Holistic. Whatever. Basic, table-stakes qualities that every advisor talks about.