Why your marketing pitch could be out of focus

03/18/2012 | AdvisorOne

For some planners, offering fewer services might be better for business, Michael Kitces says. Firms that offer comprehensive planning can find it more difficult to get referrals than those that offer niche services. That's because niche firms have an identifiable value proposition that is easy to explain to others, Kitces says. "Doing everything for everyone means nobody refers you to anyone."

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