If you are an Advisor you undoubtedly have a group of best clients. Clients who are friendly, appreciative and cooperative. And they generate great revenue.
Wouldn’t business be easier, more profitable and more fun if these clients regularly and personally introduced you to their qualified friends and colleagues?
Advisors come to us wondering why these best clients will sometimes give a referral name but are not making quality personal introductions. When we ask how many first appointments they’ve had with quality friends of the best clients over the last year or two, the answer generally is “very few”.
The very first thing we look at is their story. Because for starters, if their story isn’t “remarkable”, it really isn’t worth talking about.
A remarkable story is about who you are, not what you do. It’s not about your facts and figures. That’s just the same old talk and it doesn’t stick.
We’ve spoken with countless Financial Advisors whose stories are basically all the same; how their firm is different, where they went to school, the degrees they’ve earned, how great their numbers are, their charitable work, their families. There is nothing about their story that clients feel in their gut.
When you have the right marketing story your clients will respond to you far differently. We have found that as soon as an Advisor moves away from their old (read: tedious) marketing story to an effective client centric story – one that has meaning to the listener – everything begins to shift. Their qualified activity goes way up, their confidence goes up, and their revenue upticks.
Developing an effective story is a deliberate process that shows you understand your market and how to address their predominant worldview… a well documented general distrust of the entire industry, including advisors. (See Darth Vader Post) That’s why puffery works against you.
If your story is not authentic (and you don’t live it every day), your clients and prospects will not be fooled. But when it’s done well, it’s what will make your clients dedicated advocates who want to tell everyone about you. Because they see you as remarkable.
So, ask yourself this question. Do you have a lot of quality warm prospect meetings and first appointments warmly introduced to you by your best clients? If not, take a good, hard look at your story.
Client Centric Marketing Great Marketing Stories