Andrew from RA here with another ShortCUT. Today I want to talk to you about whether or not it’s better to have one meal a year, a big huge feast or eat every single day.

Kind of obvious, I know. Of course it’s better to eat consistently, it’s healthier to eat consistently but really the reason this came up, we were talking with another financial advisor who is considering us for his marketing plans next year. He mentioned that when he first started, results were high and converted for less.

I mean, it’s a silly analogy, but when I was talking to this advisor and he told me his issue, I said, “Man, it sounds to me like you got a couple of feasts early in the year. You had these huge meals that you were able to enjoy but haven’t really had anything to eat since. How do you think that’s going to work out for you? Do you think it’s better to eat consistent small portions throughout the year rather than one huge feast at the beginning?” He said, “Well of course, that makes a lot of sense.” So when we talk about territory responsibility, it’s not because we’re cheap, it’s not because we’re trying to kind of shortchange anybody. What we’re trying to do is make it possible for you to have sustainable marketing all year round rather than one huge campaign right at the beginning.

Just remember, the next time you’re working with a marketing company, if they get you these enormous results and they promise you hundreds of registrations every single time that they run a campaign for you, just know that unless you’re in a huge, huge market, that’s probably not possible. And you need to exercise some territory responsibility and make sure that you kind of portion out your marketing throughout the year as opposed to blasting the territory a few times early in the year and then seeing some significant drop off later on here.

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