How To Tell A Great Story… That Clients Retell To Friends And Colleagues

Great stories succeed and spread because they are able to capture the imagination of your audience.**

^ A great story is true.
Not necessarily because it’s factual, but because it’s consistent and authentic. People are too good at sniffing out inconsistencies for a you to get away with a story that’s just slapped on.

^ Great stories make a promise.
The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.

^ Great stories are trusted and you must have earned credibility to tell it.
No one trusts anyone. People don’t trust the spokespeople on commercials. And they certainly don’t trust the companies that make pharmaceuticals.

^ Great stories are subtle.
Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Allowing people to draw their own conclusions is far more effective than announcing the punch line.

^ Great stories happen fast.
First impressions are far more powerful than we think.

^ Great stories don’t always need eight-page color brochures…
Or a face-to-face meeting. Either people are ready to listen or they aren’t.

^ Great stories don’t appeal to logic….
But they often appeal to our senses. People decide if they like someone after just a sniff.

^ Great stories are rarely aimed at everyone.
The most effective stories match the world view of a tiny audience (your best clients)—and then that tiny audience spreads the story to people like them.

^ Great stories don’t contradict themselves.
People are clever and they’ll see through your deceit at once.

^ Most of all, great stories agree with the worldview of your audience…
The people who are open to listening to you.

The best stories agree with what your audience already believes. It makes the members of the audience feel smart.


(**edited from Seth Godin: World-renowned author, Hall of Fame Marketer)
 Client Centric Marketing
 Creating Great Stories that clients repeat

Ignoring This Worldview Is A Mistake: People Don’t Trust You

It’s not specifically you. The problem is that you’re a Financial Advisor and most consumers have a distrust of the industry. (Darth Vader post)

It is an established “worldview”, a belief or bias, and it’s not something you can change, no matter how many facts and figures you present to clients and prospects.

You don’t have to believe me – take it from Hall of Fame marketing guru Seth Godin, “Don’t try to change someone’s worldview… 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. If your message is framed in a way that conflicts with their worldview, you’re invisible.”

But speaking respectfully to someone’s worldview is the price of entry to get their attention and is the most incredible growth multiplier.

You address this worldview by understanding the position that people have and creating a marketing story that subtly addresses this worldview (if it’s too obvious, it won’t move them – they’ll think you’re telling them what they want to hear in order to sell them).

Of course, creating this story isn’t easy. For starters some Advisors have been trained to sell and always be closing. Other Advisors are more service oriented but are thinking about “the close.” You need to lose that muscle memory.

Also, don’t barrage clients and prospects with facts and figures about your performance history. They either won’t care, or they won’t believe you. But a passionate, carefully crafted marketing story that subtlety addresses their worldview will help give them a reason to believe in you.

When the focus is on what they really want and need from you, many of your most qualified clients and qualified prospects will become your best and most productive centers of influence. Your quality activity will dramatically increase and as will revenue.


** (edited from 11/24/15 blog post)

Client Centric Marketing
 Worldview Centric

The way to quickly and consistently develop new warm high quality appointments is …

Tell a Great Marketing Story.

A Great Marketing Story separates you from your competitors.

It makes a promise – the more audacious, the better.

It agrees with what the audience already believes. It validates them.

A Great Marketing Story matches your market’s worldview. For example: most people don’t trust Financial Advisors and the Industry.

It is framed around your Clients’ worldview, so they are more likely to be open to it believe it, and listen.

A simple solution to consistently create warm, highly qualified and personally endorsed introductions and first appointments with the quality friends and colleagues of your best clients.

Client Centric Marketing
 The 60 Day Blueprint


A ‘referral’ is like a lead. It’s a name. It is typically bare, impersonal, and unqualified. Referrals rarely convert to clients – even more rarely, quality clients. Not just because of the lack of relationship with the referred but also because a cold situation feels like selling.

In contrast, a warm personal introduction from a best client is an endorsement wherein your client is explicitly standing behind the value, authenticity and character of the person being introduced… you. It’s an entirely different dynamic. A personal introduction grants you ease and entry. It is based on the established trusting relationship that not only already exists between you and your client but also your client and your client’s friend.

A personal introduction is at its inception a relationship – comfortable and easy – because you are endorsed and trusted.

Referrals don’t even come close to these introductions.

Client Centric Marketing
 Simple and effective