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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.


	

YOUR GAME CHANGER – Immediately Create Productive Centers of Influence

Transforming your best clients into productive centers of influence has always been the obvious path to quickly, efficiently, and sustainably grow your business… but has it ever been a reality?

A simple “5 minute call,” comfortable for you and your best clients, will give you permission to discuss warm, personally endorsed introductions to their quality friends and colleagues… on a follow up call with them several days later.

These high quality, personal introductions are not referrals.  

At their core, they are an endorsement where your client explicitly recommends you and your value, authenticity, and character. 

They will eliminate or significantly reduce the cost and time you spend prospecting for quality clients.

You have good relationships with your best clients. These relationships will quickly set the stage for reliable, significant growth on an ongoing basis. 

Learn more about Client Centric Marketing (CCM) and discover: 

  • How the “5 minute call” with your best clients immediately provides you with permission to discuss warm, personally endorsed introductions to their quality friends and colleagues.

THE FIRST STEP FOR YOU – DISCOVERY

THE SIMPLE WARM INTRODUCTION APPROACH (SWIA)… is Word of Mouth Marketing

The Simple Warm Introduction Approach is Client Centric Marketing’s simple and effective approach that transforms best clients into productive centers of influence. It has always been the obvious path to quickly, efficiently, and sustainably grow your business… but it has never been a reality, until now.

The best thing SWIA can be learned and integrated into your practice within 30 days or less, and produces measurable, positive results immediately.

It comfortably builds on an Advisor’s “best client” relationships and quickly provides warm, personally endorsed introductions to and appointments with the quality friends and colleagues of their best clients.

Because SWIA’s approach seamlessly integrates with your financial practice, you market as you work. So you can learn and test SWIA while conducting your daily business activities.

What Happens When You Adopt CCM and the Simple Warm Introduction Approach?

What can you expect from this excellent, new, quality client development strategy for Financial Advisors?

  • Your new high-quality warm introductions and new first appointments will increase significantly.
  • You will create quality client advocates who are productive centers of influence.
  • Your productivity and revenue will substantially increase on an ongoing basis.
  • You will be differentiated from the competition.
  • You will market while you work.
  • You will do more of the work you love with the people you love to work with: quality clients and their quality friends and colleagues.
  • You will have less stress and more success!

The Proof 

The CCM program and the Simple Warm Introduction Approach is structured with a complimentary coaching component, specifically to provide proof-of-concept.

To learn more about Client Centric Marketing and SWIA, book your 30-minute call with Matt Bellis today:

Click to Book

Developing Social Capital Is Incredibly Important

Social Capital is the key to developing Client Advocates. It’s an asset Advisors already possess, but when left unused, it represents a significant opportunity loss.

The best way to understand Social Capital is by thinking about your relationships with your clients.

Your clients trust you with their financial assets. However, do they trust you enough to go far beyond referrals, to warmly and personally introduce you to their circle of friends and colleagues, people who are just like them?

That’s Social Capital, the outcome of the strong relationships you already have with most of your best clients.

So, how do you activate your Social Capital?

It’s driven by having a compelling marketing story (see post – The Bad News. Your Marketing Story Sucks!) that subtly addresses your clients’ worldview of Financial Advisors and the Financial Industry. (see Darth Vader post)

A compelling marketing story is what differentiates you and makes you remarkable.  It’s what will move many of your qualified clients to become Client Introducers, advocates who will share your story with their qualified circle – sharing with them who you are, not telling them what you do.

ClientCentricMarketing
Simple and Effective

The Key Benefit Of A Great Marketing Story – Dramatic Growth!

When it’s right,  you are a standout. When it isn’t,  you’re invisible.

To create a great marketing story you must first understand that most people don’t fully trust the Financial Industry or Financial Advisors. (See our “People Don’t Trust You” post)

This is their worldview, their bias that focuses on bad experiences and bad news. This is what makes it extremely difficult for Financial Advisors to get prospects and clients to listen and open up.

Most Advisors fail to effectively address this bias. As a result, they fail to make solid, meaningful connections with their prospects and clients.

Successfully addressing this worldview begins when you craft and tell your marketing story. 

A marketing story is very different from garden variety storytelling. It is told in an “other focused” way, a way that addresses what’s important to your prospects and your clients – not to you. 

It’s not about your numbers, facts and figures. And it’s not telling them what you think they want to hear. That will just shut them down, they won’t listen. 

The most important difference between a marketing story and simple storytelling is that a great marketing story is not designed to win business. 

Instead, it’s intended to convey who you are, not just what you do. Not just some of the time, all the time. It effectively addresses biases and puts you in sync with your clients – and  creates real opportunities for growth.

Creating and sharing a great marketing story is the foundation for meaningful business growth. It’s absolutely imperative that you get it right. 


	

The 5 Minute Call – Create Productive Client Introducers Now

The concepts of permission, social capital, worldview, modern story development, and freely giving, when effectively addressed and framed in a way that is comfortable for an Advisor, create consistent increases in productivity and revenue, well beyond the norm.

The 5 Minute Call is a simple, comfortable phone call made to your quality best clients. They are the friendly, cooperative clients you would like to duplicate. On this call, these clients will agree to meet with you to discuss endorsing and personally introducing you to their quality friends and colleagues for a three-way meeting or a three-way phone call.

This 5 Minute Call has a huge impact on revenue and business growth …because the way you’re currently conducting business – freely giving your knowledge and your time – is framed in a new and effective way.

Clients and prospects will notice something that sets your service and you apart from the rest.  It builds a construct for growth where clients will want to reciprocate and advocate for you.

Ever Wonder Why Creating Client Advocates Is So Ridiculously Difficult?

It’s either because Financial Advisors don’t understand the worldview of the market or they don’t address it effectively. However, some Financial Advisor’s behavior does show that there is at least a subconscious awareness of this issue.

Case in point: I’ve conducted many workshops with Financial Advisors. I always began the workshop by introducing myself and what I do for a living. I ask each of the participants to stand and introduce themselves as if I were a prospect. They proceed to describe themselves with some very “creative” names for what they do for a living. “I’m a Wealth Enhancement Specialist”. “I’m an Innovative Financial Solutions Provider”. If you could have been a fly on the wall you would have seen and heard each Advisor, one by one, introduce themselves to the group, not one calling themselves a Financial Advisor. By the end of the introductions we were all chuckling. When I asked why – and this took some thoughtful searching – they all agreed that it was due to consumer “attitude”, as they called it.

This “attitude” is the worldview commonly shared by most of the public, a broad distrust of the industry at large. It’s not something you can change and we find that most Advisors don’t have a strategy to address and move beyond this barrier.

The key is to develop your marketing story. When you truly understand the way clients and prospects think and feel, you can create a marketing story that subtly and effectively addresses this worldview.

Creating this story will be different from anything you’ve ever done in the past and  you may need to erase some muscle memory.  Presenting facts and figures about your performance history doesn’t work. What does work is a passionate story that is about them, not about you. It’s the reason they will believe in you.

When you do this you’ll find your qualified clients will become your best “client advocates”, the most productive centers of influence a Financial Advisor can have.


	

Dormant Assets: The Low Hanging Fruit

Dormant Asset Development is the key to consistent, long lasting growth.

It’s a simple and effective way for Advisors to create and maintain dramatic increases in productivity, revenue, and growth on an ongoing basis… and it can be quickly learned without interrupting their daily routine.

What are Dormant Assets?

They are the personally endorsed, new, warm introductions and first appointments with the high quality friends and colleagues of an Advisor’s current and future best clients… the very clients Advisors dream of duplicating.

So, how does an Advisor activate their Dormant Assets?

Advisors identify and develop their Dormant Assets by leveraging their relationships with their best clients.

Develop Dormant Assets.

Every Advisor, no matter their annual revenue, has them.  These assets dwarf the assets Advisors have in hand.

It begins by having a compelling marketing story (see post – The Bad News. Your Marketing Story May Suck!)

A compelling marketing story differentiates you and makes you remarkable.

I Know We Said Your Marketing Story Sucks…

I know we said your marketing story sucks… (SEE POST) But that doesn’t mean it can’t easily be great. And it must be great. Because a great remarkable marketing story is the foundation of a successful practice. It’s the key to developing a consistent stream of warm, qualified introductions.

Here are some of best-selling author Seth Godin’s thoughts about great stories. He is “the” story guru and one of our personal heroes. He writes about marketing and the way ideas spread. Ponder and we’ll go deeper next time.

“Great stories succeed because they are able to capture the imagination of large or important audiences.”

Tell a story that your clients can identify withA 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 marketer to get away with a story that’s just slapped on.

Great stories make a promise. It’s either exceptional or it’s not worth listening to.

Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story.

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.

Most of all, great stories agree with our listener’s 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.

Marketing for Financial Advisors

Client Centric Marketing (CCM) for Financial Advisors is an innovative, simple, and effective approach for new, quality client development. It will quickly, efficiently, and sustainably grow your business.

The best thing? It can be learned and integrated into your practice within 30 days, producing measurable positive results.

Also, because CCM’s coaching approach seamlessly integrates with your financial practice, you market as you work. So you can learn and test CCM while conducting your daily business activities.

What Happens When You Adopt CCM?

What can you expect from this excellent, new, quality client development strategy for Financial Advisors?

  • Your new high-quality, warm introductions and new first appointments will increase dramatically.
  • You will create quality client advocates who are productive centers of influence.
  • Your productivity and revenue will significantly increase.
  • You will be differentiated from the competition.
  • You will market while you work: a win-win situation.
  • You will do more of the work you love with the people you love to work with: your quality clients and their quality friends and colleagues.
  • You will have less stress and more success!

Learn More About CCM for Yourself

Learn more about how CCM can benefit your practice.

You can have a complimentary 30-minute one-on-one call with Matt Bellis. 

You will learn about Client Centric Marketing and how it simply enables you to effectively create new warm, high-quality, personally endorsed introductions and first appointments on an ongoing basis with the quality friends and colleagues of your current and future best clients. You don’t have to change your daily routine. You just speak with your clients.