PEOPLE DON’T TRUST YOU.**
It’s not specifically you. The problem is that you’re a Financial Advisor and most consumers have a distrust of the industry. (Darth Vader post)
It is an established “worldview”, a belief or bias, and it’s not something you can change, no matter how many facts and figures you present to clients and prospects.
You don’t have to believe me – take it from Hall of Fame marketing guru Seth Godin, “Don’t try to change someone’s worldview… Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. If your message is framed in a way that conflicts with their worldview, you’re invisible.”
But speaking respectfully to someone’s worldview is the price of entry to get their attention and is the most incredible growth multiplier.
You address this worldview by understanding the position that people have and creating a marketing story that subtly addresses this worldview (if it’s too obvious, it won’t move them – they’ll think you’re telling them what they want to hear in order to sell them).
Of course, creating this story isn’t easy. For starters some Advisors have been trained to sell and always be closing. Other Advisors are more service oriented but are thinking about “the close.” You need to lose that muscle memory.
Also, don’t barrage clients and prospects with facts and figures about your performance history. They either won’t care, or they won’t believe you. But a passionate, carefully crafted marketing story that subtlety addresses their worldview will help give them a reason to believe in you.
When the focus is on what they really want and need from you, many of your most qualified clients and qualified prospects will become your best and most productive centers of influence. Your quality activity will dramatically increase and as will revenue.
** (edited from 11/24/15 blog post)
Client Centric Marketing Worldview Centric