Marketing and PR

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Financial Planning.com, Blog: The Marketing Maven – February 13, 2012     Marketing expert Marie Swift says financial advisors who embrace videos, podcasts, recorded multimedia presentations and live online meetings can connect and build rapport with clients in a fraction of the time and more cost effectively than ever before.  How Advisors Can Use Video, Multimedia to Connect With Clients.

Financial Planning.com, Blog: The Marketing Maven – January 30, 2012
Marketing expert Marie Swift says forward-thinking financial advisors are incorporating social media into their marketing plans. Are you doing enough online to remain competitive? Six Reasons Advisors Need to Include Social Media in Their Marketing Plans.  

Financial Planning.com, Blog: The Marketing Maven – January 23, 2012
Marketing expert Marie Swift says some advisors are realizing success using today’s interactive, real-time web to amplify their voice and position themselves not just as thought leaders but as social creatures on a mission to educate the public on all things financial. Using a Social Media Strategy to Build Relationships Online.

Financial Planning.com, Blog: The Marketing Maven – January 9, 2012
Marketing expert Marie Swift shares some ideas for riding the retirement wave, appealing to allied professionals and building name recognition within specific communities of interest. Seminars, Events Can Yield Bumper Crop of New Clients, Centers of Influence.

Financial Planning.com, Blog: The Marketing Maven – January 3, 2012
Marketing expert Marie Swift says events can be a great way to help enhance relationships with current clients, position yourself in front of qualified prospects, and build important mutually beneficial relationships with centers of influence. Event Marketing Can Deliver Advisors New Business, Positive PR.

Journal of Financial Planning - Cover Story – January 2012
A recent survey indicated that most advisers lack confidence in their marketing plans. As in baseball, the right coaching strategy can make all the difference. But which coach is right for you? Industry experts Ken Unger, Diane MacPhee, Kim Delarocca and Marie Swift share insights with writer Jim Grote in this cover story. Lots of good advice on how to find a marketing coach that's right for you, plus good survey information on how financial advisors rate their own marketing prowess from account aggregation company ByAllAccounts. Read now: Marketing Coaches: In Search of the Right Fit

Financial Planning.com, Blog: The Marketing Maven – December 27, 2011
This week, marketing expert Marie Swift examines some of the best ways financial advisors can get face time with their clients and qualified prospects. Strategies That Can Produce New Business for Advisors.

Financial Planning.com, Blog: The Marketing Maven – December 19, 2011
Even in the digital age, nothing beats the “see the people” approach. This week, marketing expert Marie Swift shares two advisor success stories and how they are automating the referral process and supplementing their in-person communications with new media. The STP Approach to Business Building for Financial Advisors.

RIABiz.com – November 22, 2011
Consultant Marie Swift, president of Impact Communications Inc., told the packed sessionatNAPFA Conference that PR can improve visibility, nationally or locally. “Go after both,” she recommended. Surprising some, Swift added, “Sometimes it is even easier to get national coverage.”Read more at: NAPFA Conference Yeilds Valuable Nuggets of Practice-Management and Marketing Advice.

Financial Planning.com, Blog: The Marketing Maven – November 14, 2011
Marketing expert Marie Swift says it’s time for bloggers, tweeps, LinkedIn and Facebook addicts to take a timeout and realize that while building a positive online presence is important, it’s also crucial for financial advisors to think about their overall business image.  A Financial Advisor's Toolkit for Creating the 'Wow' Factor.

Financial Planning.com, Blog: The Marketing Maven – November 1, 2011
Marketing expert Marie Swift says the “Marketing Ideas, Rapid Fire” session at the recent Garrett Planning Network annual retreat yielded a bunch of winning marketing ideas for financial advisors. Which ones can you or your firm implement right now? Learn more at Marketing Ideas From -- And For -- Smart Financial Advisors.

Financial Planning.com, Blog: The Marketing Maven – October 27, 2011
Financial advisors are constantly on the lookout for new, more engaging and effective ways to market their services to prospective clients. Here’s a compilation of all the latest and most effective marketing tips, techniques and first-hand accounts you and your firm will need to raise your profile and increase your assets under management. Marie Swift shares her Marketing Tips, Techniques for Financial Advisors.

Financial Planning.com, Blog: The Marketing Maven – October 17, 2011
Sometimes it's the little things that make all the difference. If you’re like most financial advisors, you are ultra-busy serving your clients and generating new business. But have you handled the marketing fundamentals? Columnist and marketing expert Marie Swift delves into two marketing fundamentals that should not be ignored: the power bio and the prospect profile. Ignore them and suffer the consequences. Read more at Positioning Essentials for Financial Advisors.

Financial Planning.com, Blog: The Marketing Maven – October 11, 2011
Among financial planners’ greatest concerns in this turbulent environment is retaining valued clients. In this high-tech era, marketing expert Marie Swift says planners should balance high-tech communications with truly “high-touch” communications. Learn how at Retaining Valued Clients in Tough Times.

Financial Planning.com, Blog: The Marketing Maven – October 4, 2011
Marketing expert Marie Swift details a strategy that works for financial advisors and allied professionals who are interested in serving families with significant wealth. While this strategy works especially well for that demographic, the truly high-net-worth crowd, there are also applications for advisors who serve the middle-market millionaire and mass affluent. Marketing That Works for Today's Financial Advisors.

Financial Planning.com, Blog: The Marketing Maven – September 26, 2011
Professional marketers and smart advisors always tackle the “The 3 M’s” of marketing before they do any serious outreach. The 3 M’s are the foundational elements of all good marketing. However, according to marketing expert Marie Swift, it’s a very common error for many entrepreneurs and small business people to start with the wrong “M.” The problem with that is, it rarely, if ever works. Follow The 3 M's Process For Marketing Success.

Financial Planning.com, Blog: The Marketing Maven – September 19, 2011
Using a LifeBio Event can help financial advisors strengthen client bonds and connect with their heirs. Here is how one advisor created a “Norman Rockwell” experience for his very best clients and their special guests. It’s a smart way to build bridges and engage the next generation while positioning yourself as the advisor of choice. You can do it too. The Amish Kitchen Strategy.

Financial Planning.com, Blog: The Marketing Maven – September 12, 2011
If your logo is more than a dozen years old, chances are it's time for a makeover. Tired, dated materials won't reassure prospective clients that you're progressive and will constantly update the knowledge and services you offer. Your branding essentials may not need a complete overhaul, just a simple facelift. Read on: Logo Logic for Financial Advisors.

Financial Planning.com, Blog: The Marketing Maven – September 6, 2011
As a financial advisor, you are always looking for ways to add value and bond with your clients. One of the most unique and innovative ways that also drives referrals years into the future and provides a wealth of insight about their individual goals and values is a legacy profile. Read more at: When Clients Become ‘Family Stars': 5 Ways Advisors Benefit.

Financial Advisor (FA-mag.com)– September 2011
In this article, Marie Swift describes how her firm, Impact Communications can help with the book writing process as well as the other marketing and media consultation services offered by Impact. Find out more at: Author! Author!.

Financial Planning.com, Blog: The Marketing Maven – August 29, 2011
Many financial advisors are able to successfully pitch their own story ideas, place their own bylined content with reputable media outlets and navigate the PR waters on their own without the help of a professional PR firm or marketing consultant. But if you want to generate more interviews and media success, you’ll want to steer clear of these harmful (and potentially fatal) rookie blunders. Learn How to Alienate a Journalist: 13 Blunders Advisors Need to Avoid.

Financial Planning.com, Blog: The Marketing Maven – August 22, 2011
You’ve worked long and hard and now you’ve finally been quoted in the Wall Street Journal or had a bylined article published in the local newspaper. Perhaps you’ve just done a radio or television interview. Now what?  Tips to Help Advisors Maximize Their Newfound Media Presence.

Financial Planning.com, Blog: The Marketing Maven – August 15, 2011
Marie Swift says: “Since I’m such a big proponent of using free publicity versus paid advertising as a business growth strategy, advisors often ask me if it ever makes sense to advertise. In a word, yes”. Learn When Advertising Pays.

Financial Planning.com, Blog: The Marketing Maven – August 8, 2011
The problem for many sole practitioners and small planning firms is that working with a PR firm in any way, shape or form is generally too expensive to even consider. A more affordable option: Group Training and Empowerment Programs – which can be a very attractive option if you can find the right group.PR On a Financial Advisor's Budget.

Financial Planning.com, Blog: The Marketing Maven –August 1, 2011
Most public relations firms cite studies that claim the services they provide are at least three times more credible than advertising. But for financial advisors, the question often is how do you measure the return on your PR investment? Measuring PR and Paying for Results.

Financial-Planning.com, Blog: The Marketing Maven – July 25, 2011
Creating good PR is important for any advisor and should be part of an ongoing marketing plan, but when an advisor has a unique initiative such as the publication of a book, or a major community event, then they should take advantage of the opportunities for recognition that a good PR firm can provide. Find out how a PR firm can help with Creating Buzz with a Book or Big Community Event.

Financial-Planning.com, Blog: The Marketing Maven – July 18, 2011
Continuing her discussion of how PR firms work and how they can benefit advisors, Marie Swift writes about ways that advisors can get the most out of the relationship. Most public relations firms offer a variety of services to meet the needs of advisors at all stages of their career.  Read Marie’s Answers to Advisors' Biggest PR Questions.

Financial-Planning.com, Blog: The Marketing Maven – July 11, 2011
Public Relations (the PR in PR firms) are vital for any business, especially for financial advisors who depend upon building a quality reputation. Marie Swift breaks down the ways that a good PR firm can help advisors promote themselves and their practice. She covers the ins and outs of how PR firms work and how Advisors Can Benefit From Proactive Public Relations in her monthly column for Financial-Planning.com.

Financial-Planning.com, Blog: The Marketing Maven – July 5, 2011
Continuing her blog for Financial-Planning.com, The Marketing Maven, Marie Swift describes the difference between advertising, where you “push” your message out to prospects, and public relations where you “pull” interest to you for your expertise and credibility. Read Get Exposed: A Primer on PR – Part Two.

Financial-Planning.com, Blog: The Marketing Maven – June 27, 2011
In her column for Financial-Planning.com, Marie Swift launched a new series with an overview of PR. Advisors need to be visible and credible. Keep reading to find out how to Get Exposed: A Primer on PR – Part One.

WomenAdvisors forum – May 23, 2011
In her online column for the WomenAdvisors forum, Marie Swift broke down getting started in social media into manageable steps and discussed its value in an ongoing series.  Read Article #3: Rules of Engagement – Part One and be sure to check out her other columns for the WomenAdvisors forum.

Financial-Planning.com, Blog: The Marketing Maven – May 23, 2011
Echoing on the topics she discussed in her recent article in Financial Planning magazine, Marie Swift offers tips from Dr. Don Heilbuth on really addressing clients’ fears and deepening relationships. Read Seven Great Things to Add to Your Client Communications Tool Belt.

Financial-Planning.com, Blog: The Marketing Maven – May 16, 2011
Continuing with the theme of her recent article in Financial Planning magazine, Marie Swift discusses how the new clients are media savvy and they expect more contact and interaction with their advisor. Read her new post, Connecting with Clients in a Wired World.

Financial Planning magazine – May 11, 2011
Marie Swift, a regular columnist for Financial Planning magazine and author of The Marketing Maven blog on www.financial-planning.com spoke with several advisors to gather their tips on how to reach out and stay connected with their clients who are social media savvy.  Read these valuable ideas in Client Communications 2.0.

Financial-Planning.com, Blog: The Marketing Maven – May 2, 2011
In this blog, Marie Swift continues her series on how to grab your readers’ attention.  This time she talks about the visual elements that make will make people read your message.  Read more in The Eyes Have It.

RIAbiz – April 27, 2011
Marie Swift guest blogged for RIAbiz, “Eavesdropping on the Tiburon CEO Summit.” She gives an excellent rundown on the topics that were discussed.  Impact Communications handled the onsite logistics and media relations for this important conference.  Here are her observations of the Tiburon CEO Summit.

Financial-Planning.com, Blog: The Marketing Maven – April 25, 2011
In her blog, The Marketing Maven, Marie Swift addresses how advisors can best communicate with their clients in their marketing material.  She discusses the best way to grab your audience with good headlines and to engage with good content and your own personal tone.   Read her tips at Using the Right Words and Tone to Connect with People.

Financial-Planning.com, Blog: The Marketing Maven – April 18, 2011
In her blog for the Financial Planning Magazine, Marie Swift explains how every communication from an advisor’s office, whether written or spoken in person, is a form of marketing and should be treated as an important part of your personal brand.  Read more about Writing Successful Marketing Communications.

Forbes Advisor Magazine – April 11, 2011
Marie Swift comments on the pros and cons of advisors launching their own show either on the radio or television. Read Edelman Show to Reach 20 Million.

Financial-Planning.com, Blog: The Marketing Maven – April 11, 2011
In her ongoing series of blogs at Financial-Planning.com, Marie Swift discusses the many different types of social media—Blogs, Twitter, LinkedIn—and how advisors need to learn to write for each in their own way.   Find out How to Write Compelling Content for the Web.

Financial-Planning.com, Blog: The Marketing Maven – April 4, 2011
In her online column for Financial Planning Magazine, Marie Swift gives advice to advisors on how they can write compelling content. Read her Tips in How Advisors Can Break Up Writer's Block.

Financial-Planning.com, Blog: The Marketing Maven – March 28, 2011
Advisors often say that they worry about writing the content that they need to write to market themselves and communicate with their clients.  In her blog for Financial Planning Magazine, Marie Swift offers step-by-step tips on how to “Write Compelling Content in Half Time.”

Investment Executive – March 28, 2011
Fiona Collie of Investment Executive spoke to Marie Swift about how advisors can use webcasting to reach out to their clients and prospective clients, and some ways to get started.  Read about how to Embrace Webcasting in Five Steps.

Investment Executive – March 24, 2011
Marie Swift spoke with Fiona Collie of Investment Executive about how important and how easy it is for advisors to increase their SEO and online visibility.  Read how to Rev up the Search Engines.

Investment Executive – March 23, 2011
In its series on web presence Fiona Collie of Investment Executive spoke to Marie Swift about how to make sure that your website is showing up on the search engines in Getting Googled.

InvestmentExecutive.com — March 22, 2011
In "Six questions to ask before going online: Design a strategy that focuses on your ideal client," writer Fiona Collie provides insights from Marie Swift and other industry consultants. "Ask yourself: Am I using the right tone? If you know who your ideal clients are, anything you write for your website — or for publication in any medium — should be written with them in mind, says Marie Swift, president and CEO of Impact Communications Inc. in Leawood, KS. "Make your website your hub. It should look professional and include links to articles you’ve written," Swift says, "or news sites in which you have been quoted. The site should have video and the graphics should be professionally designed. Read more.

Financial-Planning.com — March 21, 2011
Marie Swift is now writing The Marketing Maven column for Financial Planning magazine's online portal. In her first of six installments on "How Advisors Can Use Client-Centered Communications to Build a Better Business," Marie provides a number of tips to help with client correspondence, content creation, and marketing communications. Read now.

Financial Planning magazine – March 14, 2011
Marie Swift spoke with several successful advisors after a session at the FPA Business Solutions 2011, appropriately titled “Role Reversal, Making Your Clients Your Advisors.”  Find out their thoughts on the importance and value of a Client Advisory Board in The Client-Driven Practice: Make Your Clients Your Advisors.

FA-Mag.com – March 8, 2011
In "Become A Recognized Expert Online" writer Mike Byrnes detailed what experts at the 2011 FPA Business Solutions conference talked about, including why social media will continue to become more important and how advisors can capitalize on it. See what Impact Communications' CEO Marie Swift and other experts had to say. Read the article now.

FA-Mag.com – March 7, 2011
In "Six Technology Tips From The FPA Conference" writer Mike Byrnes provides a recap of some of the best ideas for advisors on integrating technology to improve their businesses. Hear what Marie Swift of Impact Communications had to say when she spoke at the FPA Business Solutions Conference in Boston, Marc 2-5, 2011.

Financial-Planning.com Thought Leader Blog – March 6, 2011
In "Using the Web to Land More Clients," Marie Swift provides great details from Sam Richter's presentation at FPA Business Solutions 2011 in Boston, March 2-4. Richter is the author of "Take the Cold Out of Cold Calling: Web Search Secrets" (www.samrichter.com) and a SVP with Actifi (www.actifi.com), a leading software and solutions provider in the financial services industry. "One of the most useful presentations I've seen in many years," Swift said. Read her report now.

InvestmentExecutive.com – March 4, 2011
In "Seven ways to get the most from social media", Investment Executive magazine's Grant McIntyre quotes Marie Swift from her presentation at the FPA Business Solutions Conference in Boston, March 2-4, 2011. At a minimum Swift says advisors should adhere to these best practices. Get her quick tips now.

Financial Planning – February 18, 2011
Marie Swift presented to a room full of advisors at the T3 Conference in Florida on how they can maximize their online presence by effectively using social media. The two main reasons to use social media are to deepen existing relationships and to acquire new clients. "Advisors who are not learning about and engaging targeted groups through social media will get left behind," she said. "Social networking online is a perfect complement to their traditional business networking and marketing efforts -- especially when coupled with a good PR and media relations strategy". Read How Advisors Can Better Utilize Social Media by Mike Byrnes.

RIAbiz – February 08, 2011
Impact Communications client Gordon Bernhardt was invited to be a guest blogger in RIAbiz’s feature, “Eavesdropping on the TD Ameritrade Conference.  He had high praise for Marie Swift’s session, “Building Your Online Presence,” which gave advisors valuable tips on using Web 2.0 and social media in building a business.   Swift provided dozens of valuable insights and ways to wrap our arms around using Web 2.0 and social media to build business.   Read his interesting posts in Eavesdropping on the TD Ameritrade Conference.

RIAbiz – February 08, 2011
Marie Swift moderated a breakout session at the TD Ameritrade Conference with three of the top journalists in the industry, “Get Exposed – Tips and Advice for Working with the Media.”  RIAbiz asked her to guest blog about some of the key points. The journalists included:

• Sydney LeBlanc, a 35-year financial services industry journalist, author, publisher and marketer who as founding editor helped establish Registered Rep magazine, the nation’s first trade magazine for stockbrokers in 1976
• Liz Weston, personal finance columnist for MSN Money and author of four books
• Joe Giannone, a senior correspondent for Reuters

They offered key tips on how to best work with journalists and keep them coming back to you as an expert resource.  Learn some of their tips at the blog, Eavesdropping on the TD Ameritrade Conference.

RIABiz—December 14, 2010
Sourcemedia’s Indpendent Advisor’s Group recently hosted its Women’s Advisors Forum.  Among the approximately 120 attendees (including some interested men) was Impact Communication’s Marie Swift.  Marie was invited to guest blog at RIABiz on the events of the day.  Marie focused on the “Ah-ha” moments when the women attendees realized what they really wanted to focus on.  Denise Villanueva, managing director of American Financial Network spoke about her company’s commitment to teamwork when working in their niche of middle-market corporate America.  Read more from Denise, Marie and the other attendees at Eavesdropping on the Women Advisors Forum: Rainmakers share their secrets. Hint: They revolve around finding a niche.

Advisor TV – December 2010
Marie Swift’s Social Media Boot Camp for the FPA was a great success with its hands on approach that had advisors up and online by the end of the camp.Hear Marie and several attendees discuss social media in this video from Advisor TV.

RIA Biz – October, 2010
Marie Swift blogs for RIA Biz on her pre-conference event, ‘Managing and Leveraging Your Social Media Strategy.’  The event featured several notable speakers, including Marie herself, discussing the importance of the new Social Media and Web 2.0 technologies for the modern financial planner.  Find out some of the topics at Eavesdropping on the FPA Conference.

Advisor One – October 10, 2010
Marie Swift moderated a lively panel at the FPA annual conference on the impact of the new fiduciary standards on the industry and the individual practice.  Read what the experts had to say At FPA Denver, Defining Advisor Value and Rebuilding Trust.

Financial Advisor  – November 2010
Financial advisors are testing the waters of social media marketing. Whether or not you're interested or allowed to use social media, now's the time to learn the trends, tools and technology so you can know what your options and opportunities are, says Marie Swift, president and CEO of Impact Communications. Swift, who conducted Web 2.0 and Social Media Boot Camp at the Financial Planning Association's annual conference in October offers her advice for advisors thinking of joining a social network. Read Social Discretion Advised by Jerilyn Klein Bier.

RIA Biz – October, 2010
Marie Swift blogs for RIA Biz on her pre-conference event, ‘Managing and Leveraging Your Social Media Strategy.’  The event featured several notable speakers, including Marie herself, discussing the importance of the new Social Media and Web 2.0 technologies for the modern financial planner.  Find out some of the topics at Eavesdropping on the FPA Conference.

Financial Planning magazine – July 2010
In "What Have You Done for Me Lately?", one of the two featured articles in the July issue of Financial Planning magazine, Marie Swift of Impact Communications shares insights from industry thought leaders Bob Veres, Chip Roame, Steve Saenz, Andy Klausner, Mark Tibergien, George Kinder, Sue Stevens, Blaine Aiken and Peter Boland. "Articulating your value as a financial advisor is more complex after two years of market turmoil, and more necessary," Swift says. Read what these industry thought leaders have to say.

Copernicus Radio – June 17, 2010
Nicole Coulter and Marie Swift talk about challenges and opportunities for advisors today in this fast, fun 30-minute recorded interview. Grab a sandwich and listen now.

Research magazine – June 2010
In How to Build Client Loyalty – Part 2, author Marie Swift shares easy (and inexpensive) ways advisors can sharpen their client communications and marketing programs. Read more.

NAPFA Advisor magazine – June 2010
In Multiple Channels Can Bring Marketing Success, NAPFA magazine editor Kevin Adler provides an overview of all the marketing sessions presented at this year's national conference, held in May 2010 in Chicago. Marie Swift's session, What's Working Now, is covered on pages 16 - 17. Read it now.

Research magazine – May 2010
In How to Build Client Loyalty – Part 1, author Marie Swift provides easy and effective ways to stay in front of your clients, prospects and strategic partners. Read more.

Reuters – April 6, 2010
In an article discussing the pros and cons of blogging, in addition to the compliance regulations that advisors face, Marie Swift gives advice on what financial advisors should include in blogs and the benefits of blogging. Read the article Wealth Manager: To blog or not to blog.

Research magazine – April 2010
In How to Grab a Market Niche, author Marie Swift shares how Scott Hanson and Pat McClain, co-founders of Hanson McClain Advisors, an RIA in Sacramento, Calif., have built their business by targeting employees of telecommunications and utilities companies. Read more.

InvestmentNews – March 7, 2010
In the article, “At Boot Camp, Advisers Learn Social-Media Tools”,  Davis Janowski reviews a social-media workshop held by Marie Swift the day prior to the FPA Business Solutions 2010 conference.  The hands-on session taught 20 advisers how to increase their exposure on the internet through media outlets such as setting up blogs, recording video posts and audio podcasts and effectively using Twitter. Read more now.

Research magazine – March 2010
In RIA Starter Kit, author Marie Swift takes a look at the major issues worth considering, before an advisor makes a move to independent RIA status. Read more.

Financial Planning magazine – March 2010
In a special Practice Management Report, author Marie Swift tackles the question How Do I Make Myself Stand Out?. She offers three steps to creating a successful and authentic brand. Read more.

Advisor Perspectives – February 9, 2010
Marie Swift and some of Impact Communication’s clients are interviewed about valuable changes one can make to their website to make it a more effective marketing piece for their firm.  Read more of 6 Ways to Make the Most of your Web Site.

Financial Planning.com – February 5, 2010
Writer Stacy Schultz continues her 3-part series on Social Media, providing additional comments from Marie Swift and another PR practitioner. This piece focuses on building and maintaining a strong Google presence online.  Read In The Game: New Rules for Social Media – Part 2.

Financial Planning and Bank Investment Consultant magazines – January 29, 2010
Marie Swift and other industry coaches provide relevant, enlightening tips on ways to incorporate social media into your practice while staying within the boundaries of FINRA’s new guidance.  Read In the Game: New Rules for Social Media for insightful guidelines on social media outlets such as Twitter and LinkedIn.

Research magazine – January 2010
In Ramp Up Your Marketing Plans in 2010, author Marie Swift shares three resolutions FAs should tackle in 2010 to improve the market share of their newly independent and other advisory practices. Read more.

Research Magazine – December 15, 2009
Tom McCarthy, an FA affiliated with Commonwealth Financial, uses the LifeBio system to build rapport with current clients and special guests. It's a great “next generation” strategy for smart advisors nationwide. If you are looking for a new way to generate better conversations with your clients, read Marie Swift's article now: Time for Transition IV - Using Special Events to Boost Business.

Financial Planning magazine – December 2009
Leslie Swid and Marie Swift of Impact Communications provide advice on how to use Web 2.0 and social media strategies online to build relationships and market your business. Written by social media expert, Chris Hall of Securities America (www.SecuritiesAmerica.com), this article contains dozens of great tips on how to think about - and use - the worldwide web to your advantage. Hall is also the creator of an innovative new practice management site - www.advisorpod.com. Read Socially Adept by Chris Hall now.

Researchmag.com – November 2009
In “This is TIme for Transition III - Niche Marketing” the third of a three-part series, Marie Swift writes about how marketing to a niche can increase momentum and growth. Sammie Gatti of Dallas-based Navigation Financial Group (www.navigationfinancial.com) is expanding her existing practice by targeting women working for Texas Instruments. Learn more in this final article in the series.

Morningstar Advisor – October 2009
In a companion article, Create a Five-Touch Marketing Campaign, Marie Swift provided five tips to improve an advisor's marketing plan. While PR and media placements can certainly play a part in your overall marketing plan, crafting a five-touch campaign is a good way to attract attention and build share of mind right now.

These days, as many competitors are cutting costs, one way to stand out from the crowd is to invest in direct mail and supplement it with electronic communications and phone outreach.

Researchmag.com – October 2009
In “Time for a Transition II - Aquisition Time?” the second of a three-part series, Marie Swift writes about expanding through acquisition -- or, on the flip side, how prudent pruning of your client list can facilitate growth by freeing up time for you to focus on your best clients. Marie shares valuable insight through her interviews with Donald J. Patrick, CFP®, managing director of Integrated Financial Group in Atlanta, Ga. (www.integrated-financial-group.com) and Patricia Hinds, CFP®, Granite Financial, Saint Cloud, Minn (www.granitefinancial.net). Read more now.

Advisor Perspectives – September 2009
In “Seven Ways to Reach Prospects in the New World,” writer Nancy Opiela stresses that advisors need to rethink their marketing programs to be consistent with the clients’ expectations in this “New Normal” market of lower returns from capital markets. Despite the current hubbub surrounding social media and the online world, it’s important to create opportunities to have face time with your clients, according to Marie Swift, who was interviewed for this article. Marie reminds advisors that they need to continue to make a personal connection with clients in less formal, interactive gatherings and town hall meetings, which are more appropriate for this unsettled market.

Bank Investment Consultant magazine – September 2009
In her article, Marketing on a Shoestring, Marie Swift suggests now is the time to take advantage of marketing your practice and distinguishing yourself from other advisors. According to Marie, the good news is you don't need to pay big bucks to promote yourself. There are all kinds of low-cost ways to spread your message via the Internet, as well as the tried-and-true low-tech, high-touch strategies of the past. Read Marie’s article for a wide range of budget-friendly ideas on getting your name out now.

Transitions Magazine – September 2009
Marie Swift writes about the importance of differentiating yourself from other advisors in her article, Stand Out with Purposeful Planning.  Marie interviews 30-year industry veteran, Barbara Culver and creator of the Purposeful Planning System to learn how she successfully carved a niche for herself, working with high net worth individuals and families.  Read more to learn how she differentiates herself by working with clients to ensure that the wealth creator’s legacy will survive for subsequent generations.

Researchmag.com – September 2009
In “Time for a Transition?” the first of a three-part series, Marie Swift writes that now might be the perfect time for advisors to consider making a change in business affiliations. Her article offers solid advice on either switching broker/dealers or going independent. Marie shares valuable insight through her interviews with Securities America’s Gregg Johnson, senior vice president and director of branch development, training and support (www.securitiesamerica.com) and Daniel G. Gensler, CFP®, owner of San Diego-based RIA The Gensler Group, branch manager for LPL Financial (www.genslergroup.com). Read article now.

Financial Planning magazine – September 2009
In her cover story What’s Next, Marie Swift takes a look at what successful advisors are doing to position themselves, now that the economic situation has stabilized somewhat. A follow-up to her article in the March, 2009 issue (What Works Now), this article explores a variety of approaches, including improved communications, dynamic Web content, strategic alliances, niche strategies, empowering staff, optimizing systems, etc.

Financial Planning magazine – September 2009
In his article Outsourcing Change, industry veteran Bob Veres addressed the impact of last year's meltdown on financial planning practices and the necessity of being able to adjust to change. He discussed the value of utilizing coaching services to help make shifts in thinking and implementation, and specifically mentioned Impact Communications’ Marie Swift as the only Marketing and PR Coach. Read the article.

Financial Planning magazine – October 2008
The Big Ask
As the financial planning industry has evolved over the years, so have the relationships you enter into with clients. The way you conduct business has probably changed, and with it, perhaps without your even noticing, so has the way you engage new clients. How do you begin an advisory relationship that starts, not with a small transaction, but with asking someone to trust your leadership regarding his or her financial life? How do you ask for and win all of your clients' business—and teach others who may be partners, staff members or successors to do the same? Read this article by Marie Swift’s and find out how some of the best and brightest advisors in the industry approach The Big Ask.

Practical Accountant magazine – September 2008
Marketing Financial Planning Services
Here's why marketing financial planning is different. Accounting firms that decide to branch out into financial planning are also competing against non-CPA financial planners and companies, actively promoting the services to existing clients of traditional services, as well as trying to attract new clients. Editor Howard Wolosky interviews Marie Swift, president of Impact Communications, who says the beginning of a marketing effort is client education. For new clients, the key, according to Swift, is gaining credibility from external sources, generally community influencers and the media.

Morningstar Advisor – August 2008
Engage Your Clients and Enlarge Your Practice
Marie Swift speaks with Julie Littlechild, president and founder of Advisor Impact.  According to Littlechild, the growth of your practice depends not on satisfied clients sticking with you, but on engaged clients who actively recruit new prospects.  These engaged clients don’t refer their friends and colleagues as a favor to you, but they have been served and refer you as a favor to their friends and collegues.  Learn how to engage your clients and enlarge your practice.

Researchmag.com – July 2008
Getting Engaged
Marie Swift asks if satisfied clients are enough to build your practice.  Not according to a comprehensive study, “The Economics of Loyalty” conducted by Toronto-based Advisor Impact which is focused on helping advisors gather and use client feedback across North America and Britain, which says an engaged client is one who understand your unique market niche and actively recruits new prospects.  Julie Littlechild, president of Advisor Impact, says the distinction between a satisfied client and an engaged client is best illustrated in the differences in how they make referrals.

Financial Planning magazine – April 2008
Website Tuneup
Marie Swift tells the story of advisor, Elizabeth Potts Weinstein, who added Web 2.0 technologies to her marketing plan -- and benefitted handsomely from her efforts.  Swift provides a number of good ideas on how other advisors can improve their online presence and client communications strategy.

You Tube Video – February 2008
Web 2.0 Technologies 
Upswing CRM interviews Marie Swift of Impact Communications about Web 2.0 for financial advisors at the T3 Technology Tools for Today conference. Learn more about the T3 conference at www.TechnologyToolsForToday.com.

Inside Information – December 2007
Get With The Program
Bob Veres gives Marie Swift's article in Financial Planning magazine a "High Relevancy" rating in his article reviews, provided as a service to subscribers of his Inside Information newsletter.  In "Get With the Program," Marie Swift recaps one of her speeches at FPA Seattle 2007 and provides some tips on how to start, or enhance, your marketing program quickly and efficiently.

Morningstar Advisor – December 2007
Technology 2007: The Year in Review
Technology Editor Joel Bruckenstein gives Marie Swift and Impact Communications a nod in his article recapping the best of 2007.  You can also read Joel's other comments and recommendations in his look at the year in review.

Asset Magazine – July 2007
Marketing U.S. Style
Marie Swift was featured in this Australian publication for financial advisors.  In “Marketing US Style” she shared tips for advisors.  Three of her clients who were also quoted were advisors Don Patrick, Bill Spalding and Dan Danford.

Financial Planning magazine – July 2007
Beyond Mars and Venus
Marie Swift explores the changing demographics in the market served by financial advisors.  According to Swift, “Sixty percent of high-net-worth women have earned their own fortunes; 75% of women executives in the Fortune 500 out earn their husbands.”  So advisors who aren’t mindful of how they are marketing to a huge, and growing, target market are missing the boat.  The article is chock full of important tips and statistics.

Planning a meeting? Invite Marie Swift to present “Beyond Mars and Venus: What You Must Know about Marketing to Women” to your group!

Financial Planning magazine – June 2007
Great Communicators
Marie Swift shares her thoughts on marketing communications.  She says, “Marketing is everything you do to attract and retain business. . . . But, above all, successful marketing depends on good communication.”

Inside Information – June 2007
Bob Veres gives Marie Swift's article called “Great Communicators” a high relevance rating. Here is his review:

"The point here is that great communication is great marketing; that communication skills are a key differentiator in all aspects of growing and managing your business.  Swift says that the most powerful shift you can make is to focus on other people rather than on yourself, learning to be a good listener and making a consistent connection".

To achieve greater clarity of thought and ease of expression, some advisors are writing every day. Doing the research and preparing the information makes it easier to communicate the subject verbally--and you'll have something to hand the client after you're finished talking".

Swift cites the example of an advisor who makes it a practice to engage in conversation anybody he runs into: grocery clerks, waiters, tellers, janitors, receptionists, fellow dog walkers in the park.  It builds confidence, listening skills, quick thinking, humor and empathy--and it can brighten someone's day in the process".

MorningstarAdvisor.com – June 2006
Looking Good in Print – Part One
So you have a great logo and stunning business cards.  Your brand is developed so now you can relax and not worry about that again until you run out of cards or need to update the information on your letterhead, right?  Wrong!  In part one of “Looking Good in Print”: Managing Your Brand, Marie Swift says that marketing savvy advisors oversee their visual brand on a daily basis.  Find out how and why.

MorningstarAdvisor.com – February 2007    
Looking Good in Print – Part Two
While today's technology gives you lots of ways to do your own design and output right in the comfort of your own office, steer clear of the deadly "amateur mistakes" some unwitting firms make if you want to build and maintain strong public perceptions. Read part two of "Looking Good in Print": 7 Essential Steps to good Layout and Document Design.

Morningstar Advisor – May 2007
Looking Good in Print – Part Three
Two award-winning marketers give tips on when to abandon the do-it-yourself approach and put your design project into the hands of a professional in part three of “Looking Good in Print”: Questions to Answer Before Hiring a Professional, by Marie Swift and Christy Barron, both of Impact Communications. 

Inside Information – May 2007
Opportunities Lost
Bob Veres asked his 2000 subscribers if they'd had any experience working with a PR professional.  He received 3 ringing endorsements for Marie Swift and Impact Communications - and no others!  Find out what Veres and Swift had to say.

Solutions magazine – May 2007 
The Power of a Well Crafted Tagline
Developing a tag line that accurately depicts your company or services can be tricky business.  In her article "The Power of a Well Crafted Tagline," Nancy Opiela provided words of wisdom from Impact's Marie Swift.

NAPFA Advisor magazine – April 2007                                         
So You Wanna Write a Book?
Writing a book can be a satisfying venture and help you achieve "famous planner" status with clients, media and peers.  In the cover story article "So You Wanna Write a Book?" Marie Swift tells you what to consider before putting pen to paper.

Horsesmouth.com – April 2007        
How 3 Advisors Stoked Local PR Buzz to Win New Prospects
In their article "How 3 Advisors Stoked Local PR Buzz to Win New Prospects" Impact's founder, Marie Swift, and Senior Strategist, Leslie Swid, share ways to generate visibility through community involvement.

Financial Advisor magazine – November 2006
Who Needs to Market?
“Who needs to market?” asks writer David J. Drucker in this article that explores the question.  "Marketing is something everyone thinks is essential-everyone except advisors, that is.  Not every advisor wants to market, nor do they need to market".  Read what Marie Swift and a number of tenured advisors say – including Impact clients Ron Kelemen and Pat Hinds – in this informative article.

Financial Planning magazine – November 2006
Down-Home PR
In “Down-Home PR” Marie Swift says you don't need a big budget to compete with big institutions.  Just use the right resources and play up your hometown advantage.

Investment News – October 2006
Article
News release
Securities America and Impact Communications have teamed to introduce a new public relations and coaching program to help advisors improve upon their media relations and local marketing efforts.  The PR Mastermind Program provides personalized service and hands-on assistance from industry marketing communications guru Marie Swift and her team.  The program brings together 10 like-minded advisors who split a monthly retainer fee.  The 10 advisors share custom content created especially for the group. Monthly strategy calls and media training are also a part of the program.  Read the news release and/or the article in Investment News now.

Financial Planning magazine – October 2006
12 Media Don’ts
Marie Swift and Sandra Gary tell advisors the many ways not to work with the media.  Swift’s list of how to “Do It Right” will show you how to actively promote good media relations.

MorningstarAdvisor.com – August 2006
Niche Marketing Strategies Can Contribute to Your Success
In her article, Niche Marketing Strategies Can Contribute to Your Success, Marie Swift suggests several different niches and ways to target a particular profession, affinity group, or association.  Niche marketing makes sense.  Read the article to see if there are niches you’re overlooking.

MorningstarAdvisor.com – April  2006
Turning Ink into Gold
Every time you write, you have an opportunity to reinforce your positioning and your brand; that’s an opportunity you don’t want to miss.  The challenge is in how to make your marketing copy work for you.  Some basic guidelines are outlined in this article by Marie Swift.

Financial Planning magazine – February 2006
When Advertising Pays
Placing ads in print media isn't always a good idea.  But if you must advertise, here’s how.  Read about it in this article by Marie Swift.

Financial Planning magazine – November 2005
The Patient Gardener
Ever notice how a dripping faucet gets your attention slowly over time?  You may walk past it for days without noticing it--let alone taking action.  Finally, you stop and pay attention to the soft repetitive noise, and respond.  Drip marketing works much the same way.  Find out how you can keep your name in front of current and potential clients and build share of mind so that they look forward to seeing your name in their mailbox.

Inside Information – November 2005
Industry guru Bob Veres gives Marie Swift’s article “The Patient Gardener” in the November issue of Financial Planning magazine a good review.  The basis of drip marketing is that people don't know who you are until they've gotten multiple impressions and received multiple messages.   Marie Swift tells you how to do it right.

MorningstarAdvisor.com – November  2005
Holiday Remembrances
Holiday Remembrances Reinforce the Client-Advisor Connection – If you Do them Right.  With the holidays fast approaching, financial advisors across the country are planning on how to remember their clients and other VIP’s in a thoughtful, timely way.  Marie Swift tells you of many ideas and resources that may be helpful to remember your clients, prospects and strategic partners.

Financial Planning magazine – October 2005
The Right Stuff
Are your marketing materials stale?  If your logo is more than a dozen years old, it may be time to get a makeover and then make e-mail announcements to all prospects touting your new brand and clearer marketing message.  Marie Swift also recommends that you take a second look at how you ask for referrals.  One of her clients, Dan Danford who is mentioned in the article, created an Ideal Client Profile, which he shares with clients and local professionals who may need a handy reference guide for who the advisor is looking for and how to facilitate an introduction.

Inside Information – October 2005
Industry guru Bob Veres gives Marie Swift’s article on “The Right Stuff” in the October issue of Financial Planning magazine a good review.  The article says that you should make incremental improvements in your marketing activities which, over time, will have significant effects. 

MorningstarAdvisor.com – August  2005
Writing Made Simple (or At Least Simpler)
Many readers were motivated by last month’s article by Marie Swift on How to Write Compelling Content in Half the Time and called or wrote in to share their ideas and experiences.  Read this article where readers share their personal tips and strategies for how to be efficient and effective with their writing.

MorningstarAdvisor.com – June  2005
How to Write Compelling Content in Half the Time
More than ever, financial advisors must be adept communicators, both in person and in print.  If you struggle with the written word, Marie Swift has a blueprint for success.  In this month’s article, Marie shares her formula for writing compelling content in half the time. 

MorningstarAdvisor.com – April 2005
Writers’ Workshop: Using Client-Centered Communications to Build Your Business
Being others-centered is always a good thing.  So how does your writing stack up?  Is it all about you, wonderful you?  Shift your focus and improve your marketing results with this six-step strategy.  Marie Swift addresses the topic of what baby boomers must do to adequately prepare for retirement.

Horsesmouth – February 2005          
Put Your Best Face Forward With a Great Photo
The old adage that “a picture is worth a thousand words” is very true in an industry that is totally dependent on trust and relationships.  “The image you project can reassure prospective clients and help you earn their business,” says writer Marie Swift.  In this month’s article she offers tips on how to put your best face forward, how to think outside the box, and use your photos in creative ways.

Horsesmouth – Advisors' Pick: Top 5 for 2005
Put Your Best Face Forward With a Great Photo
Marie Swift makes Top 5 List for marketing articles in 2005 with her 11 Photo Fiascoes to Avoid.

MorningstarAdvisor.com – February 2005
Magic Fairy Dust and Other Marketing Myths
Even the best advisors struggle with marketing and prospecting.  Learning to separate truth from hype can help.  “No single marketing tool will magically produce quality, long-lasting relationships. The magic is in you; the friendships you cultivate, the people you serve, and the approach you take to doing business and providing your services.  While your products and services can be duplicated, you are the one element that cannot be cloned,” says Marie Swift.

Financial Planning magazine – January 1, 2005
Practice Tips – Make Your Photo as Pretty as a Picture
Companion Slide Show
“Your professional photograph is absolutely critical to the success of your advisory business.  If your photo is more than two years old or wasn't that good to begin with, it's time to reshoot,” advises writer Marie Swift in this quick-tip article that tells you how, and when, to prepare for your professional photograph.  View the companion slide show for great examples of How to Use Your Professional Photos in Creative Ways.

MorningStarAdvisor.com – January 2005
Extraordinary Conversations: Sage Advice from Accomplished Peers
As an industry writer and marketing consultant, Marie Swift traveled around the country in 2004 speaking with financial advisors and addressing various industry groups.  In this article, she summarizes personal conversations she had with dozens of accomplished advisors, and she shares some of their thoughts, what they say about  the techniques that have made them successful, and what they would do “if they could do it all over again.”


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