John Melchinger The Marketing Coach

Articles by John H. Melchinger
found at various sites across the web

I have written hundreds of how to articles on financial practice marketing, and many are on the web. Find a title you like among these 30+ and click the link to read it.

Some titles are in more than one place.
* indicates there is a printable version also.

	Attracting the Affluent: Evolution and Revolution A proven way to excel in this desired marketplace http://fsc.fsonline.com/fsj/archive/040100melc.html

	How to Explain What You Do...so people will want to do it with you In this fast-paced world of bottom-line decision making and "I can get it for you cheaper" competition mentality, how do you explain to prospects what you do and why they should be doing this with you? http://www.myassurenet.com/articles/explainwhatyoudo.html

	Winter Holidays: Do Your Own Planning - a simple way to sort your clients and priorities http://www.journalfp.net/fpajournal/upload/4160_1.pdf

	Fees as a Marketing Tool Not simply "fees for service." I distinguish clearly between fees for service, fees for advice, and fees for managing assets. (Duplicates) http://fsc.fsonline.com/fsj/archive/010199melc.html

	Opinions Count Survey your clients http://fsc.fsonline.com/fsj/articles/100102melch.shtml

	Explain Life Insurance as a Sinking Fund http://fsc.fsonline.com/fsj/messages120101.html

	The Profit A serious look at the industry from a satirical view, thanks to The Prophet by Kahlil Gibran click here

	From the Church of What's Happening Now Present-day realities relating to one important message coming from the financial services business: insurers aren't the only ones looking for alternative distribution systems. http://fsc.fsonline.com/fsj/archive/021597melc.html

	What's Happening (in consumer attitudes and interests)? Of the changes going on in the financial services marketplace, none is greater than the change in consumer attitudes and interests. . . http://fsc.fsonline.com/fsj/archive/040197melc.html

	Visual Marketing Using visuals to help people remember what should be memorable for them about you. (Different versions) http://fsc.fsonline.com/fsj/archive/120198melc.html

	Questions: a most compelling marketing tool Socrates refined several in a series that finally killed him, and the phrase Socratic method was coined in his honor. Mae West broke ground in Hollywood with two grand ones that were each at least inviting if not outright compelling. . . (Duplicates) http://fsc.fsonline.com/fsj/archive/110198melc.html

	Why Relationship Marketing? If you know only selling techniques but not the marketing rationale behind them, then you will become brittle and break when your markets and clients change and you cannot read the changes. http://fsc.fsonline.com/fsj/archive/100198melc.html

	Assessing Your Competition When you understand your competition, you are better able to understand your clients' and prospects' questions and concerns as they compare opportunities in the course of making their buying decisions. http://fsc.fsonline.com/fsj/archive/090197melc.html

	The Times They Are a' Changin' It isn't what you don't know that hurts you. It's what you know for sure...that just ain't so. http://fsc.fsonline.com/fsj/archive/100197melc.html

	What I Did on Summer Vacation Lean back, put your feet up and think about your business and how to make it more productive. http://fsc.fsonline.com/fsj/archive/090198melc.html

	Due Care #1- Marketing Due Care A very short history of Due Care from a marketing practitioner's perspective, followed by a few clear calls how to do something about it in today's era of rich opportunity for brokers who understand the issues. http://fsc.fsonline.com/fsj/archive/011597melc.html

	Due Care #2 - If You Don't Understand This. . . ? If you don't understand what you are selling based on true and accurate information from the insurers whose products you sell, and then inform your clients of the risks they face downstream with the contracts you recommend, you are going to be dragged feet first into the fire. http://fsc.fsonline.com/fsj/archive/010198melc.html

	Marketing Is a Contact Sport Why and how electronically based contact management using market-specific intelligence should be a routine aspect of your practice. (long version) http://fsc.fsonline.com/fsj/archive/020198melc.html (short version)

	Building Relationships: Helping people see themselves better When people feel good about themselves, they are more receptive to others. Extend this thinking. When you help people feel good about themselves, they will be more receptive to you. The more deeply you help them appreciate themselves, the more appreciative they will be. http://fsc.fsonline.com/fsj/archive/050198melc.html

	Promote Yourself For individuals who want to promote their seminars and workshops in specific market segments. http://fsc.fsonline.com/fsj/archive/060197melc.html

	Marketing Yourself as a Professional Examining what we've learned over the years, whether it is still true today, and if new thinking "formulas" should be developed. http://fsc.fsonline.com/fsj/archive/060198melc.html

	First, think market. . .THEN think marketing Unblemished and in no way disguised as "reporting", I offer my view of what it means today to market yourself as an in-practice "professional." http://fsc.fsonline.com/fsj/archive/040198melc.html

	Vicinal Marketing: where the road to riches are footprints It's a lovely day in the neighborhood... and that's what vicinal marketing is all about -- developing the local area and the people in it as a market. http://fsc.fsonline.com/fsj/articles/120197melc.html