Financial advisers rely on word-of-mouth marketing to win new business -- but that doesn't mean they should just leave their customers to do all the work, says Michael White, director of marketing at Raymond James. Advisers should think like ad agencies, carefully building up their brand to amplify the effect of word-of-mouth referrals. "Your brand ... should be reflected in every referral you get. ... If you've done a good job at building your brand, those referrals will be much more impactful," White says.