Branding

[Anonymous]

Hi,

I’m attempting to re-brand from a Financial Coaching and DMM business to a DMM business that also provides Coaching.

Do you have any advice for targeting high-income young professionals while also opening arms to seniors?

I feel split personality issues thinking about how to appeal to both, and I’d really appreciate your insight.

Thanks,
Bill

[Anonymous]

My girlfriend is officially my branding coach. We’ve discussed not approaching target clients as age groups but rather as a neighborhood bar might – Who wants to drink and watch live music? (my parents owned a neighborhood bar)

So we’re working with this for the moment: “I help you free up time and energy to spend them on what really matters to you.”

[Karen Ethridge]

Hi Bill,

Good for you to be thinking about your brand. I commend you and your girlfriend/branding coach! I work primarily with seniors, veterans and their families but also did some financial coaching with younger people which was a very different animal. I did not include the coaching under my DMM brand as that might have been confusing to the referral partners in my network. I did a lot of Financial education seminars/workshops/ to build my brand as a financial expert (I always clarified that I am not a financial advisor, etc) and went to the senior centers, local senior programs (Alzheimers and Dementia) where my clients were being served. I’m also on the resource list for my county as a DMM for seniors and as a DMM vendor for a membership program for 55+. I recommend you reach out to some of the experienced DMMs/PDMMs in AADMM who work with high net worth individuals of all ages, but my best advice for working with seniors is earning their trust by listening, providing information of value (at no charge) so they get to know you as a trusted individual who understands their issues. Working with seniors requires a slower pace and relationship building that may not be necessary with other clients, so you may need to adjust your calendar accordingly. Wishing you all the best!
Barbara Boustead
608-515-4083
barbara@marysdaughterllc.com

[Anonymous]

Thank you, Barbara! This is very insightful!

[Author]

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