Too many advisors take a disorganized or inconsistent approach to marketing, then give up on it altogether when things don’t work out. Here are some tips to help you develop a consistent, targeted marketing plan that delivers results:

> Go in for the long haul. It can take up to a year and a half for a marketing plan to have a noticeable effect on your business. Once you have your marketing plan in place, be patient and see it through.

> Delegate. You’re a financial advisor, not an advertising executive. Delegate the marketing program to a team member who possesses the appropriate skills, or hire a marketing firm to handle the program. Your role is to set the tone of the message you want to get across to the audience you want to reach.

> Make sure all your messages are consistent. If you offer high-end tax and estate planning services in an up-market magazine ad, avoid contradicting that with a newspaper ad offering low-priced insurance products.