View more on these topics

David Shelton: How to make marketing effective


If your business has a marketing budget and you are intending to adopt an organised approach to marketing you should consider the following:

  • Give the job of “marketing” to someone who has time to do it – it simply will not happen if it is added to an already busy schedule
  • Give them some training on marketing communications if they do not have a marketing background – it will make an immediate difference
  • Take time to plan ahead – as with client service, less is more
  • Work through the detail of individual marketing activities, particularly how and when prospective clients will be followed up
  • Use the right marketing techniques for the job
  • Measure the outcome of all marketing exercises and use this to improve future campaigns
  • Test all marketing ideas (from brochures through to mailshots) with a good set of criteria before you approve them

David Shelton is the author of The Business of Advice book and website



Advisers back FCA U-turn on independent advice and referrals

Advisers have welcomed the FCA’s decision to reverse its stance on independent advice and referrals following repeated concerns from the industry. In a thematic review published in March, the FCA said advisers cannot call themselves independent where they refer cases to specialists, whether internal or external. The only exception would have been where they are […]


Tom Baigrie: Change is being obstructed by vested interests

In protection, we all agree we need to simplify our application processes for intermediaries and consumers alike and that the best way to do that is to ensure the quote given is the real one, not one just for the perfectly healthy. We now believe consumers are happy enough to answer questions if those questions […]


Bank of England wants co-ordination on regulatory fines

Bank of England deputy governor and Prudential Regulation Authority chief executive Andrew Bailey has warned firms’ operations could be restricted if regulatory fines are too high, and wants global regulators to consult each other before handing down fines. Bailey says officials at regulators need to put their “cards on the table” to allow other watchdogs […]


Old Mutual Wealth scraps Skandia brand

The Skandia platform and all UK operations have rebranded to Old Mutual Wealth with effect from today Skandia, which launched in the UK in 1979, was acquired by Old Mutual in 2006. Old Mutual Wealth includes the 3000-strong adviser network Intrinsic, which was acquired in February, the platform business, and its asset management arm Old […]

The Merchants Trust PLC – April 2017

Welcome to the latest update for The Merchants Trust PLC from the Trust’s portfolio manager, Simon Gergel. Portfolio Review The Merchants Trust reported results this month and the directors were pleased to announce a 35th consecutive year of dividend growth (subject to shareholder approval at the AGM). The Company is proud to be highlighted as […]


News and expert analysis straight to your inbox

Sign up


    Leave a comment


    Why register with Money Marketing ?

    Providing trusted insight for professional advisers.  Since 1985 Money Marketing has helped promote and analyse the financial adviser community in the UK and continues to be the trusted industry brand for independent insight and advice.

    News & analysis delivered directly to your inbox
    Register today to receive our range of news alerts including daily and weekly briefings

    Money Marketing Events
    Be the first to hear about our industry leading conferences, awards, roundtables and more.

    Research and insight
    Take part in and see the results of Money Marketing's flagship investigations into industry trends.

    Have your say
    Only registered users can post comments. As the voice of the adviser community, our content generates robust debate. Sign up today and make your voice heard.

    Register now

    Having problems?

    Contact us on +44 (0)20 7292 3712

    Lines are open Monday to Friday 9:00am -5.00pm