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.

Financial Advisors – It’s Not Just Storytelling, Try Storydoing*

Building your story into your business

“A company without a story is a company without a strategy”. **
Having a clear and distinctive story is critical in building your company’s brand.

However, there’s a difference between broadcasting your story–storytelling–and living your story, or storydoing.

Understanding the difference between the two and making that shift toward the latter is fundamental to building your business.***

From Storytelling to Storydoing
So, how do you effectively get the story of your brand and your service into the world?

Shift to storydoing.
It’s telling people what you do and then doing it. People talk about a service that is remarkable… a service that is worth remarking about.

90 percent of people trust a friend’s recommendation.
People are more influential than ever.
Those recommendations are based on great experiences.

The old adage continues to ring true: Actions speak louder than words.

What Makes a Great Storydoing Company

Storydoers are structured differently. They all put their story at the center of their Company and build it into their services and products.

They know what they are for and what they are against.

Great story-doing companies are on a quest. They define an ambition, beyond making money, that comes through in everything they do. Being the biggest or the most financially successful is not a quest. There has to be a fundamental generosity for a quest to inspire. It has to be something that inspires people to join and evangelize.

Zappos is on a quest to create an amazing customer experience regardless of cost. It makes that real in its culture, even offering money to customer service employees to leave after a couple of months if they don’t love their jobs.

The enemy is bad service … which brings us to the final story-doing attribute:

Great Storydoing Companies have a defined enemy.
JetBlue was created to fight against the bland and brutalist experience on the major national air carriers. Its stated quest was to “bring humanity back to airlines.” It didn’t do that through slogans asking you to “fly the friendly skies,” but rather expressed it through experience: one class of service. Leather seats for everyone. Satellite TV for everyone. Unlimited (and free) snacks for everyone.

In the networked world, shifting from storytelling to storydoing will make your business not only more efficient and effective but also fundamentally more rewarding–for your customers, your staff and your community… and for you.

(*edited Inc magazine article by Rosemarie Ryan)
(**Marc Andreessen, co-founder Netscape)
(***According to Brand Asset Valuator, overall scores of brand quality, brand loyalty, and brand trust are in decline, down 24 percent, 31 percent, and 50 percent, respectively. Perceived value is dropping as well.
Ask CEO’s whether their services or products are differentiated from the competition and 80 percent will say yes.
In stark contrast, just 10 percent of customer agree.)

The Bellis Method™
Storytelling and Storydoing

9 Tips For A Remarkable Financial Service Practice*

Is your business remarkable?

Remarkable always gets talked about. Marketing starts with having a service that is ‘better’ than the competition, giving clients what they really want, being remarkable and worthy of being discussed by your clients and potential clients.

1. Making promises and keeping them…
is a great way to build a brand. This is one of the ‘first and foremost’ branding lessons. Emphasis on making promises as well as keeping them is required.

2. Your best clients…
are worth far more than your average clients. It starts with knowing who your clients are, then knowing the best of the group.

3. Conversations among the members of your marketplace.
Conversations happen whether you like it or not. Good marketing encourages the right sort of conversations, the ones that create the basis for your word of mouth marketing.

4. You’re viewing marketing as an expense.
Good marketers realize that marketing is an investment.

5. Clients don’t buy what they need.
They buy what they want. Gather as many insights as possible by observing what they do.

6. New ways of spreading your messages and ideas.
Blogs, permission-based RSS information*, consumer fan clubs are quickly proving how well they work. Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness.

7. The best Marketers convey their messages by telling stories. 
It’s the best way. It’s not even close.

8. Always choose your clients.
They increase your ability to deliver the right story to the others.

9. Reminding the client.
Telling a story they know and trust is a powerful shortcut. The best clients and client knowledge is based on the best relationships.

*Edited from unattributed source. (It sounds like Seth Godin but not sure)
**RSS Stands for Really Simple Syndication. It’s a way to easily distribute a list of headlines update notices and sometimes content to a wide number of people.
The Bellis Method™
Build A Remarkable Business From The Inside Out