Are You Marketing Your Financial Business Like a Bottle of Pomegranate Juice?

How are you marketing your financial business, when financial advisers are commodities?

We all sell the same products.
We all sell them for the same price.
We all offer our clients good service.
We all have a good handle on how to help our clients best.

So how do we get a prospect to choose us over someone else?

How to Get Prospects to Choose You

Well, we can all take a great lesson from how billionaires Stewart and Lynda Resnick marketed over hundred acres of unwanted pomegranates. All the way up to 2002, pomegranates were rarely eaten in the US. Less than one in 20 had ever bought a pomegranate, and most of those people use them for decorations instead of eating them.

So the Resnick’s had a problem…

They had lots of a fruit that very few people wanted.

So what did they do?

They created a fantastic USP.

Five years ago, they began selling their pomegranates as juice in unique double bulb bottles, at four dollars a bottle. It was a smash hit! They took a fruit from utter obscurity to charging four dollars a bottle and have people buying it by the case.


They simply did their homework. They framed the pomegranate juice as the healthiest drink available to the US public. I don’t know if you’ve tasted it, but the stuff is awful.

The Resnick’s flooded the market with information about how healthy pomegranate juice was. It cures heart disease, ED and more. You name it. Pomegranate cured it. It became the new, must have “super food”.

So what can you learn from this example?

Go out and give advice that is the completely opposite of what everyone else is providing in your industry? Yes, if you can.

Unfortunately, that is probably not an option.

The advice the financial industry gives, is generally very good advice. But let’s think about this for a second. All fruits are good for you. You can find the “super food” characteristics in any type of fruit. All the Resnicks did with pomegranate, was showcase pomegranate’s particular attributes, versus trying to be the “me too” of fruits.

So, here’s what you should be doing now.

How to Find Your Unique Selling Proposition

You need to find the thing that makes you better than your competitors.

Maybe you are an expert on “green” funds.
Maybe you’re an expert on the stocks of companies run by women.
Maybe you understand the need for financial planning for families with special needs.
Maybe you are an expert on the retirement plans of a large corporation in your city.
Maybe you’re an expert on Medicare part D

There’s a high likelihood, you are already an expert on a particular topic. You may not require a whole heck of a lot more research than you’ve already done. Sit down and figure out what it is that you know more about, than your competition.

It doesn’t matter what it is, just become an expert.

3 Ways to Become an Expert and Gain Instant Celebrity Status

1. Write articles and submit them to targeted print and online publication. For submitting articles to the top websites, ezines and article directories, I recommend using PR Leads Article Marketing Experts. They also have a great A to Z product that will teach you how to write articles at

2. Issue press releases to your local paper, radio and TV stations. You can also submit press releases online using services like

3. Make sure groups that may be interested in your expertise know that you and your expertise exists.

By being the expert on any issue, you tell your prospects that you are different from your competition. You give both your clients and prospects something to hold onto, a handhold that describes who you are as a financial planner.

Your Next Steps

Take a hard look at your practice and ask yourself the question, “Why would someone work with me, versus my competitor?”

If you don’t have a very specific answer to this question, you are doomed to mediocrity. You are always going to be looking for your next client. You’re always going to be spending money on marketing. You’re always going to be losing some of your clients to competitors.

The only way off, the gerbil wheel is to become an expert. When you are an expert people seek you out, rather than you endlessly seeking them out.

How a Financial Business Plan Will Assist With the Management of Cash Flow

The management of cash flow is perhaps the most important issue that a business executive must grapple with in order for the business to remain competitive. Cash flow represents a business’ operating activities and how this influences the movement of cash inside and outside the business at certain periods. This article will address the importance of cash flow, explaining its uses and highlighting how this component of the financial Business Plan is designed to accurately forecast and present the pattern of income and spending in a business to ensure that it is capable of settling its bills on time.

Firstly it is important to distinguish between cash and profit. A profitable business year is still susceptible to upsetting stakeholders at certain points when and if the business is unable to pay its bills resulting in a negative cash flow. Profit is usually assessed over a longer trading period (1-year) and fails to take in to account the cash flow slumps. A business to customer relationship built on the exchange of cash for a product or service – often final payment is made once the product/service is completed to the customer’s satisfaction, known as a consignment agreement. However this bears no impact on cash outflow – the production and investments that go into the goods still require funding and the business is still liable to settle payments on fixed dates – overheads, employee wages and loan repayments. What is the business dependency on the collection of payments? If a customer is behind schedule with payment how will this affect your cash flow and the ability to meet these deadlines? Have you thought about implementing a contingency structure to extend the duration your business can afford to go without payment?

Available cash included in the cash flow will not include long-term deposits that cannot be immediately withdrawn (i.e. bonds), money owed by customers and stock. A cash flow forecast is mapped on a single spread sheet and will help you to forecast and identify potential system or operational improvements. Would it be more economical to hire another member of staff and purchase another fork lift to increase production or to operate additionally on a Saturday?

The cash flow forecast is incorporated in the Financial Business Plan and will also identify if a business could adopt staged forecast payments to better manage cash balances. Further methods of tighter control of payments may be achieved through issuing invoices more promptly, extending credit with suppliers, extending overdraft facilities and leasing equipment rather than buying it. General business practice is to stop work if the customer breeches payment agreements. Allocate your resources elsewhere and let the administration or third-party companies in place willing to buy your debt in return for a percentage of the debt chase those late payments.

The financial plan will also highlight the benefits of changing your supplier management and the most suitable payment schedule based on your outgoings. If an infrequent high supplier cost is an issue, consider adopting a just-in-time strategy which reduces risk through smaller orders and fewer inventories.

It is therefore important every business considers its business planning requirements and assesses the benefits of drawing up a financial plan, especially those businesses who may have problems with current or future cash flow.

Game Review – Fire Pro Wrestling Returns

The North America release of Fire Pro Wrestling Returns was November the Thirteenth. That’s a little over two years after the Japanese release. Having spent about two solid weeks with the game in my possession, I think I am able to give a non bias review. I am a long time fan of this series, but I can still recognize it’s faults. How does Fire pro Wrestling Returns stack up against the more popular competition? Where to start…

There are no drastic changes to the core Fire Pro game play. It’s the same solid grappling system long time fans have grown accustomed to. Those who are new to Fire Pro will need to spend some time getting used to the timing. The fighting system punishes button mashers. I would advice newbies to set COM difficulty to 1 and work their way up to a harder level. This is one of those games where appreciation is only gained after learning the ins and outs.

The series’ trademark features are tight game play and a huge roster. FPR boasts a total of 327 real life competitors. To avoid copyright issues, everyone has been given a name modification. Vader is named “Saber”, Kenta Kobashi is “Keiji Togashi”, etc. Feel free to rename everyone accordingly. You also have the option of changing the attire for default characters. You don’t have to sacrifice one of your 500 edit(CAW) slots when your favorite wrestler changes gimmicks.

FPR’s all-star roster features wrestlers, boxers and mixed martial artists from around the world. Puroresu legends like Giant Baba, Satoru Sayama(original Tiger Mask) and Jushin “Thunder” Lyger are selecible. As always the default roster is dominated by Puro wrestlers. Some of the fighters well known to American wrestling/UFC fans include Bret Hart, Sting, Andre the Giant, Petey Williams, Mirco Cro Cop and Quinton “Rampage” Jackson.

A new addition to the series is a “corner to center” attack. When your opponent is knocked down in the middle of the ring, you can hunker down in the corner to set up a spear, super kick or a few other maneuvers. This adds a bit more drama and accuracy to matches that feature characters who set up these attacks a certain way. Because of this new feature, you can create an accurate Shawn Michaels or Bill Goldberg if you were inclined to do so.

A traditional steel cage match has finally been added. Players can use weapons like barbed wire bats, or the cage it’s self to inflict pain upon others. Other match types include S-1(boxing, punches only), Gruesome( a 12 sided UFC inspired cage) and the Electrified Barbed Wire Exploding Deathmatch. While the has Hell in a Cell, The Japanese hardcore wrestlers hurl each other on electrified boards covered in skin shredding barbed wired. It’s different, but fun none the less

Buzz worthy features include Ref edit, Belt Edit, and Ring/Logo Edit. There is a GM mode called “Match Maker”, but is it very limited. All you do is set up matches between fighters and get graded by the percentage of crowd reaction of the match. There strange special events that happen during match maker do very little to expand beyond it’s limitations. For some inconceivable reason, created wrestlers are barred from use in Match Maker.

Presentation is nothing special. Menus are serviceable, but accessing some features can be a chore at times FPR’s 2D graphics remind me of arcade games like Wrestlefest. Character sprites are not hi resolution, but they are large and detailed. Spike could have easily recycled graphics from Fire Pro Wrestling Z. They instead created new sprites and reanimated some pre existing moves. Some animations seem a bit robotic, but are pretty smooth.

I’m sad to say Spike has once again mapped the pick up weapons button to the run button. Want to get a fluorescent tube from the corner while playing in an exploding barbed wire match? Make sure you are close enough to said tubes. Otherwise you’ll go running into the barbed wire ropes, thus end up looking like a complete fool. It doesn’t ruin the game or anything, but such neglect of the R2 button has me dumbfounded. Overall that is one of my biggest gripes with FPR.

I don’t give numeric scores or grades in my reviews. If I were the type to do that, Fire Pro Wrestling Returns would probably receive a 91. It’s the best in the series, but like any other game it has flaws. Even so called classic games that get perfect scores from other reviewers have a few faults or glitches. I recommend this game to anyone who is into pro wrestling or the UFC. You don’t have to be into Puro to like FPR, the unique game play and customization options are more than enough to peak ones interest.