If you’re not getting introduced to a lot of your best clients’ best friends and colleagues, it’s because your marketing story is not worth talking about. It’s not remarkable.
Being remarkable means two things.
One, it means it’s cool, it’s neat.
Two, it means it’s worth making a remark about.
If you or your service is worth making a remark about you are 99% of the way there.
However, we’ve talked with countless Financial Advisors and for the most part, their stories are the basically the same. They mention 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 and prospects feel is remarkable.
As soon as an Advisor moves away from their old marketing story to a new client centric story, everything changes. They’re qualified activity goes way up. So does revenue.
Because when you have a great marketing story, not only will your clients respond to you, they will also talk about you and your service to their friends.
Developing an effective story is a detailed process that shows you understand your market and their predominant worldview… distrust of Advisors and the Industry. (See Darth Vader Post) So, any form of puffery or selling razzle-dazzle will literally or figuratively slam the door.
An effective marketing story reveals your true authenticity. If your story is not authentic (and you don’t live your story every day), your clients and prospects will not be fooled.
Done well, it’s what will make your clients dedicated advocates, trumpeters who want to tell the world about your service. In their eyes it’s remarkable and so are you.
So, think about it. Have you completed a lot of warm, personally introduced meetings and first appointments with quality friends and colleagues of your best clients?
Client Centric Marketing Tell Us Your Marketing Story