More Productivity, Less Stress, & More Fun – An Advisor’s Best Business Plan

If you drill down with Financial Advisors, even very successful Advisors, most will say that business would be much more efficient and productive, less stressful, and much more fun if they could consistently schedule and complete new quality first appointments… a filled pipeline.

Ask Advisors to give the characteristics of a quality new first appointment, they ultimately profile people like their best clients.

This “stress, productivity, fun problem” has been around as long as there have been Financial Advisors.

So, two things are for certain.
Advisors have been using ‘inside the Industry thinking’ for solutions.
Advisors are not getting the results they really want.

And you know what Albert Einstein said the definition of insanity is.

So, what if you could shift away from traditional inside the industry approach by doing things just a little differently? By testing small but very significant changes.

sometimes the smallest step in the right direction...

Limited risk, for the big reward where your problem is solved.

Coming Soon! Client Centric Marketing
An 8 week course.

Your Brand Is What Other People Say About You When You Are Not In The Room*

 Brand building is the deliberate effort to create the desired perception in someone else’s mind.

“A Simple Blueprint For A Successful Brand.” **

Brand building is the deliberate effort to create the desired perception in someone else’s mind.

It’s been said that “A Brand is not just a logo, a website, or your business cards… It’s an experience.”

To build a great brand you need the right blueprint for shaping perceptions about your service or your product.

The best blueprint begins with just three components: what, how and feeling.

Consider the example of Southwest airlines. What service do they provide? Well, it’s pretty simple: they move you from here to there.

That is Southwest’s what.

The what of a brand is typically straightforward. The most successful brands tend to represent only one what in their customers’ minds.

After what comes how.

Understanding the how of a brand begins with seeing that for every product or service, there can be many ways of delivering the what. “Overnight,” “cheaper,” “organic” – these are the types of words used to signal the specific how for which a business wants their product or services to be known.
For the most part, hows tend to travel into twos. One how is not quite enough, but more than two is unnecessary.

For Southwest Airlines, the first how is: “by air.”

Southwest began flying its first passengers on short hauls to and from second-tier airports in Texas where the competition was more likely a Greyhound than another airline.

There is a deep branding lesson. The customer is trying to accomplish a specific result – a specific what. The hows compete with one another. Nothing else does.

Southwest has a second how: “at a low price.”

Take away either of Southwest’s two distinct hows, or their performance aspects, and the brand – that is our perception of Southwest – starts to fall apart. Only Southwest is offering the entire package at once- the what and how that differentiate their brand in the minds of the customers.

What and how are the fundamentals of a sound brand blueprint, but the most successful brands include a third component: feeling.

Customers want to do business with people they like. Who doesn’t? Similarly, we prefer to consume products and services we feel good about. Southwest customers like the Southwest brand. The brand is fun and laid-back; it makes people feel good.

So, to summarize: brand building is the deliberate effort to create the desired perception in the mind of another person. The blueprint for creating the perception has three basic elements: what, how, and feeling.

**Edited from a post on Forbes.com by Jerry McLaughlin
*Quote from Jeff Bezos
The Bellis Method™
Simple and effective brand building

A Question For All CFPs, RIAs, & FAs – what would make your practice more stress free and fun… more productive and efficient too?

“THE ANSWER”. A constant stream of warm, quality 1st Appointments personally introduced to you and endorsed by the grateful, friendly, quality clients in your client book – for the remainder of your career.

We have interviewed countless numbers of Advisors over the years and not one Advisor gave us “the answer”.

We heard responses like dinner seminars, educational workshops, lead groups, free reports, community networking, Facebook, Google, newspaper articles, cold calling, direct mail, newspaper and magazine ads, buying preset appointments, buying leads, enhanced web design and LinkedIn.

However, upon discussion and reflection, Advisors agreed that their answer really didn’t the question. In addition, they felt the responses above didn’t answer the question either.

Most Advisors said something like, “of course I’d want “the answer” but it’s not real. It’s a pie in the sky answer.”

But, if it’s not pie in the sky, isn’t it worth talking about?

Isn’t it a conversation worth having?

If you can dream it, you can do it!

The Bellis Method™
Trust "The 60 Day Rule" Process

ACTIVATE PEOPLE WHO ARE READY TO BE ACTIVATED

Rare indeed is a market where everyone is active. Almost no one buys the bestselling book, almost no one watches the Tonight Show.

We think we’re designing and selling to everyone, but that doesn’t match reality. It makes no sense at all to alter your best work to appeal to the longtime bystander, because the bystander isn’t interested. And it certainly makes no sense to try to convert your biggest critics, because they’ve got a lot at stake in their role of being your critic.

Growth comes from person-to-person communication. And from activating people who are ready to be activated.

The most recent Presidential election makes this clear: It’s the non-voting bystanders who are in the majority:

Growth comes from person-to-person communication

(Edited from blog post by Seth Godin)
The Bellis Method™
Build a community of true fans

A “great” marketing story has “The Secret Sauce”. It increases productivity and revenue because it easily leverages your relationships with your best clients –

The best way to understand social capital is by thinking about your relationships with your best clients. They trust you with their financial assets. But do they trust you enough to bring you into their circle by personally and warmly introducing you to the qualified people they know, people who are just like them? That’s social capital. It leverages your relationship with one great client into a relationship with many new great clients.

Ask yourself, do you conduct 1-4 first appointments with new warm qualified prospects every month – prospects who are friends, colleagues or family members of your best qualified clients, the clients you want to duplicate?

Over the years we’ve asked this question to Advisors of every level, including MDRT and high income Advisors. The answer we usually get is “no” or “very few”.

So, Social Capital is the outcome of the strong, permission based relationships you can have with most of your best clients. It’s where you can ask and most of these clients agree to make introductions to their qualified friends, colleagues and family. Because they want to. Social capital introductions bear no resemblance to standard referrals. These qualified introductions are given because you’ve established a unique connection. They are warm and personally introduced.

But, how do you acquire social capital?  

Ingredients for a good story

With a marketing story that has the “Secret Sauce”. If you’re not consistently getting a lot of qualified introductions and 1st appointments from your best clients, then your story doesn’t have it.

The “Secret Sauce” in your marketing story differentiates you and makes you remarkable.  It’s what moves your qualified clients to share your story with their qualified circle – talking to them about who and what you are, not what you do. With it you will create a consistent stream of warm qualified introductions and quality growth month after month, year after year.

The Bellis Method™
Stories with "The Secret Sauce"