Most people don’t fully trust the financial industry or Financial Advisors. (See our “People Don’t Trust You” post) This is their worldview, their bias that focuses on bad experiences, bad news. This is what makes it extremely difficult for Financial Advisors to get prospects and clients to listen and open up. And yet, most Financial Advisors fail to effectively address this bias. As a result, they fail to make solid, meaningful connections with their prospects and clients.
Successfully addressing this worldview begins when you craft and tell your marketing story. A marketing story is very different from garden variety storytelling. It is told in an “other focused” way, a way that addresses what’s important to your prospects and your clients – not to you. It’s not about your numbers, facts and figures. And it’s not telling them what you think they want to hear. That will just shut them down, they won’t listen.
The most important difference between a marketing story and simple storytelling is that a great marketing story is not designed to win business. Instead, it’s intended to convey who you are, not just what you do. Not just some of the time, all the time. It effectively addresses biases and puts you in sync with your clients.
Creating and sharing a great marketing story is the foundation for meaningful business growth. It’s absolutely imperative that you get it right. When it’s right you are a standout. When it isn’t you’re invisible.