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THE 60 DAY RULE IS YOUR KEY


Financial Advisors tell us and industry surveys indicate that Advisors are frustrated because nothing they try or do creates a consistent stream of qualified warm introductions and qualified first appointments.
 

They say they want a marketing approach that is uncomplicated and efficient. One that enables them to consistently achieve significant and measurable increases in new warm qualified activity and first appointments… so they can be in control of their business, instead of the other way around.

Well, it’s doable. It can happen within 60 days.

The 60 Day Rule Specific Measurable Achievable Realistic Timely

Maybe this will help:

The first step is focusing on activating and energizing your existing network of warm, potential advocates, rather than spending time on “cold” prospects.

So, who are an Advisor’s potential advocates? They are your current qualified clients – the clients you want to duplicate. And you’ll find that many are very open to becoming your biggest champions and will help you identify and connect to warm qualified prospects. (Post 1/19)

Key to this first step is how you address your clients’ overwhelmingly predominant “worldview”.

This worldview refers to the fact that people are generally skeptical of Financial Advisors.  Most marketing approaches don’t recognize the impact of this worldview or are not effective dealing with it. 

The next step is to develop your marketing story around this worldview. (Post 2/8)

Then, tell your marketing story to the clients you’d like to duplicate. (Post 3/15)

Put these steps together properly and you’ll be on your way.

However remember  “The 60 Day Rule”. 

Any marketing program worth it’s salt should feel right and create positive, measurable results within 60 days. If it doesn’t, you should stop what you’re doing.

Don’t waste your time and don’t waste your money.

Look for another answer. It’s out there.

The Bellis Method™
If you need help.

FINANCIAL ADVISORS – DOES YOUR STORY INSPIRE? DO YOU STAND OUT FROM THE CROWD? ARE THEY TALKING ABOUT YOU?

people want to have faith in you, your goals, your success. Your story!

We have to take the time to develop a great “story” [post 2/8/16] & [post 1/19/16].    A “story” that subtly addresses the “worldview” of our tribe. A “story” that is really about the tribe, not us.
It sounds so simple… and it really is.

To have a tribe, you must have a leader first.

Can you be a leader?
Well, a leader must have a following of people that respect and like you enough to pass your story onto other people that they know.
If you want to be a leader – you need  followers.

According to Godin, there are 2 things that turn a group of people into a tribe:
1. a shared interest
2. and a way to communicate

As a small business owner you already have these.

A group of people with a shared interest are a some or all of your current qualified clients, the clients you’d like to duplicate – and their qualified friends, colleagues and family.

So, you start reaching a few people by telling your story to your clients. If your story resonates, they “follow” you.

They interact with you – and you interact with them.

And a funny thing happens. They find other people that are also members of your tribe and they start talking.

And then, they spread the word to even more people that don’t know anything about you.
Pretty soon you have a tribe of your own.

We call this “building from the inside, out”.
This really isn’t hard. It can happen fast.

WHERE MOST LEADERS FAIL

A tribe begins with a connection, a conversation and it grows because of relationships and communication.

Godin makes a distinction between crowds and tribes. He says that crowds are tribes without leaders and without communication. He says that most companies, big and small, market to the crowd – not to the tribe and that is a mistake.

So, with a great marketing story and a group of qualified clients with whom you have a great relationship, there is a huge opportunity for financial advisors.

(Edited from post by NEENA NANDAGOPA)
The Bellis Method™
We develop great marketing stories.

Ditch the Elevator Pitch

Ryan Foland is an entrepreneur who oversees digital marketing for 25 programs at the University of California, Irvine.

His revolutionary concept for communicating a story quickly is called the 3-1-3.

Here is how it works:

Step 1: Tell your story in 3 sentences.

Ryan identified the 3 most important elements:

• Problem
• Solution
• Market

What makes Ryan’s approach unique is the limitations he puts in place. He challenges people to explain each of these 3 components in  1 sentence.

Ryan helps clients discover the biggest problem they are solving, then works to explain that issue in only 1 sentence. The same process goes for describing the solution and the target market.

If you can limit yourself to explaining each in 1 sentence, it will help you get your core message to your audience without overwhelming them with unnecessary information.

If the person you are talking to is truly interested in your idea, he or she will then start to ask questions.

Step 2: Refine your story to 1 sentence

Ryan shares that the way to shrink your story from 3 sentences to 1 sentence is easy. You take the problem (P), solution (S) and market (M) and combine them into one sentence.

Here’s an example of a 1 sentence pitch:

I help career driven people (M) build their personal brand through teaching them how to gain more social proof (S), so they stop getting overlooked for jobs (P).

Ditch the elevator pitch...

Ryan is disenchanted with the popular concept of an “elevator” pitch. He is on a mission to eliminate it. He feels that it makes entrepreneurs seem rehearsed and disingenuous.

On the other hand, the 1 sentence story has been tested hundreds of times. It has never failed to pique someone’s curiosity.

When you only share the essence of your idea, people are are curious and want to learn more.

Step 3. Refine your story to 3 words.

Yes, 3 words!

If you can find words, ideas, or even companies that have already invested millions in a marketing message, or that are easily recognizable by your audience, you can use them to describe your idea or business in relational terms.

Here’s some examples of a 3 word story:

• Blacksmith of Branding
• Carpenter of Surfboards
• Uber of Massages
• Oprah of Blogs

The biggest advantage of describing your idea in 3 words is how quickly your idea resonates with the person you are talking to and most people have a really low attention span.

Ryan’s 3-1-3 process allows the listener to keep asking questions and keeps them hooked on learning more.

(Edited from post by Leonard Kim)

 

The Bellis Method™
Simple & Effective Marketing 

Reciprocity Can Be A Commanding Aide In Driving Business Growth For Financial Advisors

When done right, the principle of reciprocity is a powerful tool in the acquisition of new clients as well as in the development of existing customers. It can facilitate stronger, deeper, and longer lasting relationships with clients and advocates alike.

Reciprocity is the recipe for prosperity

The principle of reciprocity speaks to the human need to want to give something back when something is received. People feel a sense of obligation to do something for you when you’ve done something for them.
Have you ever: Invited someone to your wedding because they invited you to theirs?; bought a Christmas gift for someone because they bought one for you?

When clients/prospects are singled out and made to feel that they’re special, the likelihood is that they’ll respond more favorably increases dramatically.
Dr. Robert Cialdini in his book Influence: The Psychology of Persuasion shares a case study in which a waiter’s tips increased by 3% when diners are given a mint, and 14% when they’re given two mints. When the waiter left one mint with the bill but quickly returned to offer a second mint, the tips increased by 23%.

The principle of reciprocity, when implemented correctly, can be a commanding aid for businesses in driving not just referrals but personal warm introductions and revenue. It can also backfire when executed poorly.
The principle of authenticity must go hand-in-hand with the principle of reciprocity. What marketers need to understand about our tendency to want to give back is that it’s often strongest when the recipient feels that the gesture is sincere in its attempt to thank or serve, and that there’s no expectation of a return gesture.

5 Reciprocity Tips For Businesses

1. Make clients/prospects feel special and unique. Give them something for free.
“What!?!? This is madness!! I can’t just give my product/ service away for free!” If you are thinking like that, you have failed to understand the rule. Giving something away for free is your way of “investing” in a new client/prospect. If you are already engaging in marketing of any sorts, you are spending good amounts of money/time to acquire new clients. This means that you are already “investing” in them. Why not try a new tactic? Giving something to them can serve many purposes. It can be a sign of goodwill, it can them to try out your product/service when they otherwise may not have been inclined to, and, of course, it initiates the reciprocation rule.

2. Give them a gift of value that benefits their lives
Gifts like time, expertise or conversation can sometimes be just as valuable for generating goodwill with clients/prospects as physical gifts

3. Suggest ways that client/prospects may reciprocate.

4. Be the first to give.

5. Don’t let the circle end; keep the relationship going.

 

(An edited summary from Sam Fiorella “The Principal of Reciprocity and Influence Marketing”)

Relationship Marketing: Create a Human Connection

Sonia Simone writes in her blog “Remarkable Communication” that relationship marketing focuses on nurturing ongoing relationships with customers, instead of strip-mining prospects for one-time purchases.

Relationship Marketing: Create a Human Connection

There have been dozens of riffs on this over the last 15 years or so, with labels including one-to-one marketing, permission marketing, share of customer, and referral & retention marketing. They all boil down to the same idea-create a stronger emotional connection with existing clients and turn them into loyal advocates.

Not only is this more fun, it’s much more profitable. Selling to someone who knows, trusts, and likes you takes a lot fewer resources than selling to strangers.

If you’re a small business, it’s vital. Most small businesses don’t have the capital to burn or the momentum to attract an unlimited number of new prospects. Fortunately, it’s also a lot easier for  small businesses to relate to clients on a human scale.

Forget about looking big. If you’re a one-person shop, you can get tremendous mileage out of turning your human individuality into your remarkable brand.

The Bellis Method™
Relationship Marketing & Client Advocates

Elite Advisors Dream of a Pipeline Filled With Great Prospects

Warm Qualified Prospects
Some Advisors are living the dream because they are “givers” who did some research and took a small risk in hopes of a big reward.

They made the decision to quickly test a simple business strategy and to share the vision of a “giving business”, reciprocity and permission:

1. To transform many of their existing best clients into a tribe of client advocates*
2. And grow the tribe by continually developing new generations of client advocates

*Client Advocates warmly and personally introduce Advisors to their qualified friends and colleagues.

The Bellis Method™
Building a tribe of client advocates

A Quick 6 Step No Nonsense Guide For CONSISTENT, CONTROLLABLE & PREDICTABLE GROWTH

We are taking “blog break” to reiterate our “no nonsense guide ” for consistent, controllable and predictable growth.

Take The Bellis Method for a test drive!

It’s low risk, high reward and Financial Advisors can take it for a test drive without disrupting their business.

  1. If you are an experienced Financial Advisor, you can have consistent quality productivity when you focus on creating “qualified” client advocates.
  2. These advocates are “qualified” because they’re clients you’d love to duplicate and they agree to warmly introduce ( not refer) you to their qualified friends, colleagues and family members. They are consistent and productive centers of influence.
  3. These introductions are “new warm qualified introductions”.
  4. What would your business look like if you could get in front of one new, warm qualified prospect every 1-4 weeks?
  5. With this focus, any experienced advisor, regardless of income, can easily and permanently improve the trajectory of their business in 2-3 months.
  6. You probably have questions that require answers.

As a result of our posts, we’ve been having interesting phone and email conversations with many of you who have been following. These conversations are focused on productivity, marketing, and growth. It’s what’s on everyone’s minds. And we love it! Thank you for reaching out and please keep your calls and emails coming.

As mentors, we love taking the time to talk one-on-one with Advisors and productivity is our favorite discussion topic.

The Bellis Method™
Creating Client Advocates and Warm Qualified Introductions

POWERFUL QUOTES FROM SETH GODIN – The Brilliant Hall of Fame Marketer & Business Guru

“Smart organizations assemble the Tribe.”
“It takes only two things to turn a group of people into a tribe: A shared interest and a way to communicate”

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.”

“A crowd is a tribe without communication. Most organizations spend their time marketing to the crowd.”

You have everything you need to build something far bigger than yourself.

“Good marketers tell a story”
“Most of all, great stories agree with our worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”

“Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.”

“Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Talented marketers understand that allowing people to draw their own conclusions is far more effective than announcing the punch line.”

“The business that succeeds realizes that offering a remarkable service/product with a great story is more important and more profitable than doing what everyone else is doing.”

Worldview
“Your opportunity lies in finding a neglected worldview, framing your story in a way that your audience will focus on and going from there.”

“People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.”

“Don’t try to change someone’s worldview is the strategy smart marketers follow. 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. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.”

“Be remarkable”
“In a busy marketplace, not standing out is the same as being invisible.”

“Products or services that are remarkable get talked about.”

“Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.”

“Stop advertising and start innovating.”

“You have everything you need to build something far bigger than yourself.”
The Bellis Method™ 

HOW TO QUICKLY & PERMANENTLY OPTIMIZE GROWTH

What is the simple and effective strategy for Financial Advisors to increase and optimize their productivity and income while maintaining control of their time and their business?

Creating more warm qualified first appointments

Consistent warm qualified 1st appointments*

*A warm qualified 1st appointment is an appointment with a qualified friend, colleague or family member of clients the Advisor wishes to duplicate. In addition, the Advisor is warmly introduced (not referred) and endorsed by the client.

The Bellis Method tm & The Warm Introduction System™
Work smarter not harder.

IS IT A SECRET… THE IMPORTANCE OF “WORLDVIEW” – THE SIMPLE AND EFFECTIVE PATH TO GENERATE AMAZING GROWTH?

Are you hearing much discussion about “worldview” in your financial circles?

Are you hearing much discussion about “worldview” in your financial circles?

I’m asking because effectively addressing the “worldview” of your market is a qualified activity and business growth multiplier for all Advisors, no matter their income.

It’s a money saver as well, because it will eliminate most spending on advertising, prospecting, seminars, etc.

Here’s what we know:

We’ve interviewed the market, the various demographics and segments, over the years and found that people have a rather unflattering “worldview” of Financial Advisors and the industry, e.g., “in it for themselves” and “just want to get their hands on my money” and “used car salesman”. (Post December 9, 2015)

This “worldview” can be a conscious or subconscious feeling and is a major impediment to growth.

This “worldview” also applies to your clients too. It’s why many Advisors, no matter their income, have conducted so few first appointments with the qualified friends and colleagues of the clients they’d like to duplicate.

Our 60 Day Challenge

If you effectively address this “worldview” (Post November 24, 2015) in a subtle and carefully crafted story, here’s what will happen within 30-60 days.

  • This “worldview” will shape your new marketing story. This story is not about what you do. It’s about who you are. Your story focuses on your clients, not you
  • You will begin to tell your story to your current qualified clients, the clients you want to duplicate
  • Most, if not all, clients will immediately see you in a different light
  • They will open up to you – creating new type of connection and cooperation
  • This new connection will open the door real client advocacy and consistent introductions to your client’s qualified friends and colleagues
  • Your client’s qualified friends will be more willing to meet with you and they, too, will see you differently
  • This new connection will open the door real client advocacy and consistent introductions to your client’s qualified friends and colleagues
  • Many of them will become advocates as well
  • And the process repeats itself again and again

You will absolutely experience measurable results in warm qualified activity within 60 days. And you will begin to add new warm qualified introductions and 1st appointments into your pipeline. You will feel very good about process. You won’t want to stop.

If the numbers aren’t there and you don’t feel good… STOP.

It’s good business.
Low risk – high reward.

The Bellis Method™
The 60 Day Path To Continuous Growth.