Posts filed under 'Marketing Maestros'
Just got a call for help from an advisor in Oregon who took a look at a new brochure for his firm, and it left him cold.
“It looks like every other financial advisor’s brochure,” he complained. So Andy (not his real name) went surfing on the web and found us.
Deadly Brochures
What’s wrong with the typical brochure? Three big myths are perpetuated in producing the usual advisor brochure.
Myth #1 - An Eye-Catching Brochure Makes Things Happen
You need more than a drop-dead gorgeous design to get the pay-off you are looking for from your brochure. Or to say it another way, design alone cannot rocket your brochure to the results you want.
Myth #2 - The Ultimate Goal Of My Brochure Is To Showcase My Professional Status.
Two costly mistakes here:
1 - It’s all about me, the advisor.
2 - It becomes a boring recitation of name, credentials, and experience.
Yes, you do need to present your best case. Yes, you do need to counter the suspicions and mistrust (some of it justified) about financial services that are epidemic. Yes, you do need to demonstrate how you put your clients’ interests first.
But you don’t need to bore them. With precision, select your desired audience(s) for your brochure. They won’t be bored if you can talk directly to them with concern about their stresses and anxieties. They will listen if you show them exactly how you can make their lives easier.
Myth #3 - My Readers Are Smart: They Will Figure Out What To Do Next After They See My Brochure
We call it relying on “Wishful Thinking.” What’s the answer?
Face the fact that your readers will not bother to figure out what action you want them to take next. You need to decide what that is ahead of time and spell it out in your brochure.
Then, you must do what it takes to prompt them to take that action.
Warning: These myths are failures that are most common in template brochures, brochures left to your printer to produce, or brochures created by a graphic designer who is not a savvy marketer.
So when we work with Andy, we will steer him away from these fatal flaws.
How To Avoid A Deadbeat Website
And Andy’s brief message introduces a failure we find in most advisor websites. It’s rampant not only in template websites but also in those produced by many web designers and developers.
How did Andy find us on the web? He’s in Oregon, we’re in Philadelphia. He’s never heard of us, we never contacted him.
So he did a search for financial advisor brochures. Out of “about 1,300,000 results (0.17 seconds),” according to Google, we came up first in a natural search (not paid advertising).
Wow! Was that lucky?
Well, no. We’ve been intense students of Search Engine Optimization since we put up our first website in 1996. We knew exactly what to do to attract financial advisors to the page on our site that talks about brochures that can pay off for you.
Again, this is not on the same planet with a template site that puts only your company name in the title tag on every single page and calls it Search Engine Optimization. We can’t tell you how many websites we’ve seen that fit that description. There is much more to SEO than that.
While surfing the web, Andy found us in first place and checked us out. Our website met his expectations (that takes more than Search Engine Optimization), and he made the call immediately!
For a brochure and website that pay off, contact us at 215.753.2620 or Shirley@marketingplanfinancialadvisor.com.
January 31st, 2012
As a financial advisor, you want to fit in by being professional, “normal,” upright, and dependable, so you would not be happy if someone described you as “weird.” At least, you’re not happy yet.
But what if “weird” is really typical? What if calling you “weird” is a compliment? What if your best prospects are “weird?”
That’s how Seth Godin looks at it in his provocative book, We Are All Weird. Let him explain.
This book is his “manifesto about the end of the mass market.” He adds, “The way of the world is now more information, more choices, more freedom, and more interaction. and, yes, more weird.”
Seth Godin defines “weird” as: “Weird by choice, people who have chosen to avoid conforming to the masses, at least in some parts of their lives.” Or said another way, weird is a “tribe — belonging to the small circle of people who share interests.”
It is a reason why trying to be all things to all people fails — whether it’s in your message, in your “I can help everyone” attitude, or in your fear of missing an opportunity. The alternative is to become essential to a few. And here are three ways financial advisors can do that:
Go Deeper Than A Niche
Think beyond niches to narrow your sights to the level of the “tribe.”
In following my spirit of being enticed daily by learning something new, I’ve been listening to Frank Kern (who enjoys being weird). Several years ago he started selling dog training courses on the Internet, and his success made him an Internet marketing legend.
His rewards did not arrive from selling the ultimate course to the mass of dog owners, but in selling a dog training course for owners of labs, one for poodles, one for Rhodesian ridgebacks, another for collies, etc.– about 600 courses in all.
An example for financial advisors comes from a client who, when we began working with him, thought of his niche (his desired audience) as people in transition. His audience is now collections of people in specific life-changing situations. They are inheritors, the divorced or divorcing, the bereaved, business owners ready to sell, and others.
Each is experiencing different pains, different needs, different choices. Each gets a distinct message.
Prove That You Understand
You can call it a case study, a scenario, a case history, or something else. Within the confines of Compliance you can let a “tribe” know that, yes, you understand and empathize with their problems and you can help. Further, you and they share the same desired outcome.
Clients, a talented husband and wife team, described a scenario where they worked with a business owner who was looking at retirement and business succession issues. That’s the tribe they are helping. They demonstrated their expertise further by being able to develop what they called a “Recovery Plan” to counter the damage of the continuing downturn on that business to make it much more salable.
They can help business owners in this situation take control of their future by addressing their lack of sufficient retirement income and helping them generate a road map for an orderly, more rewarding business succession.
Follow a Fast, Easy Route To Reach Your Tribes
The fastest connection is the Internet. It can be through your website which speaks to your tribe(s). And only them. Forget everyone else. Or it can be by email or through a webinar or a video on YouTube. Or through a print ad that sends them to your website, or by other routes.
Ultimately, what are you giving your tribes? A choice.
The choice could be as simple and as profound as your Realization Process, which helps them define and realize their desired future.
And you explain how more than 30 years of experience contributed to creating and refining the process. You reveal the exact 4 steps that give them their path to successful living. And you show how you back up the process with a caring staff, sound business systems, and organizational ability along with a limited client list.
Bob and I give thanks to you for the amazing abilities and dedication you contribute to your clients’ lives and for your power to stretch our capabilities.
For more information contact me at
Shirley@MarketingPlanFinancialAdvisor.com
215-753-2620
November 23rd, 2011
This article is by Bob Hanson
Too many marketing campaigns are ready to fail before they launch.
Why?
I used to teach a course called, “How to Make Your Advertising Up to 500% More Effective.”
Attendees would often bring to the course an existing ad, or an ad they were thinking of running, and we would complete an exercise that was always a favorite.
Let’s say you are about to launch a campaign for a mailing or an event. Here’s how you can benefit from this powerful exercise.
Try to “future-pace” as if the marketing campaign had already run and did not meet your expectations.
Ask why it disappointed you. Then, review your campaign to be sure you are not about to make those same costly mistakes.
What Makes A Campaign Successful?
Looking at the key components of a marketing campaign - the ones that help you generate a response - can enable you to figure out why it might not have worked. (And in the process enable you to save the campaign you are about to run.)
1. First, the List or Media Used
The more you can hit responsive lists and avoid compiled ones, the more likely you are to get a high ROI from your marketing and move closer to your ideal practice.
Generally, if you ‘buy’ a list of names, it is compiled, and not very likely to be responsive to your offer, no matter how compelling. (Remember, marketing campaigns are like art, beauty is in the eye of the beholder. Here you need the right beholder.)
Also, read through the list of who is getting your campaign. Does it represent the kind of prospects who have the potential to be ideal clients? If not, the campaign will likely miss the mark.
2. The Headline
This is your ad for an ad. In an email it would be the subject line.
Is it both compelling and compliant? Do I have the primary benefit clearly spelled out?
3. The Offer
What do you want the prospect to do? Request a report, register for an event, request a meeting? Make it clear exactly what you want them to do. People are busy. Don’t make them guess what to do next because they won’t bother.
4. The Benefits
You must present the advantages or ‘reasons why’ of your offer. A simple example for an event is completing the statement, “You will discover . . . .”
5. The Urgency
When you are asking for a response to your campaign, do so with urgency. It’s no time to be wishy-washy.
Is there a respond-by date? Are there a limited number of places? Are you at risk of selling out and want them to avoid the waiting list?
These are quality ingredients that go into an effective marketing recipe.
So what are 6 more “Marketing Habits of Top Producers?” You will find them here.
“Marketing Insights of Top Producers” — On Demand
https://www2.gotomeeting.com/register/531935242
May 28th, 2011
This blog is by Bob Hanson
copyright 2010
The end of a year, or decade, is a great time to look back and reflect on the progress we have made.
Almost exactly 10 years ago today, I was spending 6 months helping install a new CRM system at a major mid-west financial services firm (one of the first to offer mutual funds).
When I think back on the features this firm paid 7 figures for, and compare that to what is offered today to an individual advisor or small firm (better technology at less than 1% of the price), this amazing leap is one reason CRM, or Customer Management Systems as they are known (even though they do a lot more than help manage customers) is my choice for Marketing Innovation of the Decade for Financial Professionals.
To explain, let me outline the capabilities available today for people like you and me:
Contact and Marketing Database Management —
Your basic ability to keep all your contacts in one spot. You can also organize them into groups like “A Clients” and “Seminar Attendees.”
Sales Opportunity Management —
You can manage and track individual sales opportunities along with the current sales pipeline and report on how sales conversions have gone historically.
Email Communications —
The ability to send individual emails to prospects or clients and batch marketing emails to groups such as All Clients, All Prospects, or, for example, all prospects who are business owners.
Marketing Campaign Management —
A marketing campaign could be a seminar program, direct mail piece, or Marketing effort over a period of time focused on different audiences or objectives.
Automated Marketing Follow-Up —
A sequence of contacts to a group within a Campaign. White Paper downloaders, for example, may get a series of 5 emails over 10 days to prompt their requesting an individual meeting at your office.
A Full System Delivered Over the Web —
There is no reason to have to install and manage a program locally anymore. You won’t have to worry about making sure you back-up to prepare for inevitable disasters.
And web delivery means access from anywhere including your local Starbucks and, also, cheaper prices. The technical whizzes at your chosen system will manage and improve the system while you sleep.
Once you have a robust Marketing System up and running, you probably will not want to manage multiple CRM systems or even a marketing database plus an email program. You’ll save time by not having to keep the systems up-to-date with the latest data.
This type of all-in-one system is available for generally well under $50 a month and a high of, say, $299 a month for a system which does it all.
The Marketing Innovation of the Next Decade awaits you . . .
So that’s my choice and those are my reasons. What’s your choice?
Bob Hanson
bhanson@marketingplanfinancialadvisor.com
www.marketingplanfinancialadvisor.com
+1-617-901-6886
January 8th, 2010
Tom Peters supports branding with this striking do-or-die quote: “distinct…or extinct.”
I agree: a successful survival strategy is to be “distinct,” to put yourself in a Category of One. I part company with Peters in how to do it. Let me explain:
Branding According To Tom Peters
Way back in 1997 in Fast Company magazine, Peters introduced “The Brand Called You” concept. He described it like this:
— “figuring out how to deliver value to the customer” and
— creating “a distinctive role for yourself.”
So far, so good. Then, he adds:
— generating “a message and a strategy to promote the Brand Called You.”
Here’s where “The Brand Called You” gets off track.
Too often, the “strategy” is constructed around design, a logo, and a glossy brochure. Branding, then, becomes more about broadcasting your name and less about resonating with your desired audience. Simply, it becomes an end in itself rather than a way to fortify your uniqueness.
Exactly what do you stand for that would cause your desired prospects to choose you over every other possibility? Design, a logo, and your glossy brochure too often become a self-centered exercise that fails to provide a compelling answer.
“A Brand Called You” Brochure
I have a real-life “Brand Called You” brochure in front of me. It sounds off about “we,” the financial advisor. The text talks at the audience with phrases such as “we can offer,” “we believe,” “we aim to,” “we continue to,” “our focus is,” etc.
The tagline in the logo in tiny, easy-to-ignore print states, “The Financial Planning Specialist for Owners of Family Business.” That’s the last time we hear about owners of family businesses. The brochure never touches on the specific problems and needs of these business owners. It could be for anyone and everyone . . . and no one.
A Brochure For Results
In contrast, we think of a brochure as a conveyor belt from beginning to end smoothly carrying your reader to a result: to say “yes” to your desired action. And along the way you position yourself as a unique and inevitable choice for them and only them.
So, be wary of “The Brand Called You” if it mostly promotes you and your name. Stay away if it produces a logo, a brochure, a business card, and consistent design and doesn’t reach the core of your target audience’s deep concerns and their dreams and desires.
What are your experiences with branding?
For more marketing ideas for financial advisors you can sign up for my free report “7 Client-Attraction Secrets of Highly Successful Financial Advisors” at this web site.
August 29th, 2009
Of course, I bought Jay Abraham’s new book The Sticking Point as soon as it was published. You see, Jay was my husband’s and my first marketing coach. About 20 years ago we attended his $15,000 Protege training and several workshops afterwards.
I believe part of Jay Abraham’s genius is zeroing in on the proven principles that can propel a business or professional practice forward. And his training was the perfect starting point for Bob (Sr.) and me to forge our brand new consulting practice.
Don”t Let A Bad Economy Frighten You
Jay begins his book, “I love a bad economy.” Here’s why: It “allows us to discover that areas of growth are actually more plentiful in hard times than in boom times.”
The Sticking Point is for businesses and professional practices that are “stuck, struggling, stalled or spiraling downward.”
Not surprisingly Jay lists reasons for being stuck. One is “not having a detailed, strategic marketing plan with specific performance growth expectations.”
>>> Strategic Marketing To The Rescue
Here’s where the article I began took an unexpected path. I had intended to give you examples from Jay’s book — nuts and bolts strategies and tactics you could call on at once. But what grabbed my thoughts was a slide from our Bob Jr.’s webinar. (Bob, too, was trained by Jay Abraham 19 years ago.)
Bob, (now my partner in the Client-Attraction System) illustrated the power of a strategic marketing plan in his webinar “Double Your Assets Under Management In 36 Months Or Less.” His answer was committing to a simple marketing plan over 36 months.
For the illustration he revealed how modest results each year with 3 carefully chosen marketing tools can double your assets. The first year you select and try out the tactics and make improvements. The next two years you benefit from an improved system.
In addition, you can intensify your efforts within each marketing tool. What’s more, you can add tactics — maybe a fourth campaign in year 2 and a fifth in year 3. That means that you can double your AUM sooner.
>>> “Talk does not cook rice” (Chinese proverb)
It all comes down to taking action. And I see 5 key STEPS in the road map:
1 - SIMPLIFY and let all the extraneous marketing opportunities, salespeople, and worthless ideas tugging at your attention fall away.
2 - SELECT the activities that will reach your top-tier prospects.
3 - SYSTEMIZE so that you can maximize results from each of your tactics.
4 - TRACK your numbers so that you can measure where you are and where you are heading.
5 - COMMIT to consistent marketing over 3 years.
To discover more you might be interested in Bob’s complimentary recorded webinar “Double Your Assets Under Management In 36 Months Or Less.” It’s at
https://www2.gotomeeting.com/register/322322251
Yours for greater production,
Shirley Hanson
Shirley@MarketingPlanFinancialAdvisor.com
www.marketingplanfinancialadvisor.com
215-753-2620
July 30th, 2009
This blog is by Bob Hanson.
I look to Bill Gates - one of the most extraordinary business people ever - for inspiration
My favorite quote from Gates goes something like this: “We tend to over-estimate what can be done in the short-term (under a year), but underestimate what we can do in the long-term (18 months or more).
One of our key strategies to get more prospects, clients, and income over the long-term is to figure out the LITTLE things that made a BIG Marketing difference and try to make sure they are used over time.
To qualify as “little,” I’ve included only strategies that take less than 15 minutes to do, but could have a major impact on your fees and income.
Four Little Marketing Tactics
That Can Make A Huge Difference
I. Strategic or Warm Introductions
By warm we mean from a referral, a connection, a center of influence, etc. While cold calling is inefficient and generally frustrating, a welcome call with a purpose can yield tremendous results.
There are really two steps here. First, initiate that contact to set up a warm introduction. Then, go ahead and make that call.
II. 15 Minutes Today Saves You 12-1/2 Hours A Year
Take a great marketing tactic that worked once, or requires manual effort, and systemize it so that it happens on an ongoing basis.
You could, for example, train an assistant to spend 15 minutes a week on something you normally do to carry out this marketing tactic, and over 50 weeks (2 weeks out for vacation) this can save you 12-1/2 hours a year.
More important than hours saved, though, is the ongoing marketing effort that’s getting done.
III. Review Your Headlines
Simply, a headline is an ad for an ad. That’s why it’s vital to wring every ounce of power that you can from those few words.
A headline appears on all of your marketing documents. It’s there at the top of every page on your website, it’s the title of your new article or seminar, it’s the subject line of an email, and there it is as the first line of a letter.
Turning a boring headline into something of great interest, curiosity, or benefit for your prospects can literally increase readership or prospect attention by 200 percent, or much more.
IV. One Thank-You Call
Expressing gratitude feels wonderful and wins friends. Besides, it can also be a powerful long-term relationship-building strategy.
We invite you to discover more articles like this at
http://www.marketingplanfinancialadvisor.com/
November 26th, 2008
“Focus is magical.”
Richard Koch in “16x: Real Simple
Innovation for 16 Times Better Results”
A financial advisor client, we’ll call him Glenn, told this story. Recently, he attended a workshop where Ed Slott spoke. No ordinary CPA who prepares taxes! Slott is the go-to guy in an important specialty. He was named as “The Best” source for IRA advice by The Wall Street Journal and called “America’s IRA Expert” by Mutual Funds Magazine.
Glenn was more fascinated, though, by how Slott placed himself in this “Category of One” than in his advice about IRAs. We have a word for it: Focus. Slott chose a specialty where he could shine, and he concentrated on marketing that specialty with all his might.
Missing Focus
As we talk with financial advisors, we find many suffer from lack of focus that can take many forms.
From One Extreme . . .
There’s the financial advisor who immerses himself in every one of the details of his business — all being equal. The pesky client with a few thousand dollars in stocks gets the same care as his “A” clients. Marketing doesn’t fit into the picture because no one is clamoring for his marketing attention.
Year after year he takes care of the “urgent” details, and the important ones never get done. He relies on the momentum of the marketplace to stay in business. Prospects arrive by chance not from deliberate, focused action.
To The Other Extreme
There is the committed financial advisor who reacts to an avalanche of marketing opportunities. Lack of focus shows up when he is unable to select his prime options and just let the others go. The choices he sees in front of him include participating in a radio show, networking in groups made up of his target market, creating his own monthly newsletter, writing a brochure, organizing talks for his clients and their friends, expanding his website, and more. This is an exercise in being overwhelmed — the opposite of focus.
Planning On Marketing Focus
A plan brings marketing into the daily routine of someone too “busy” to market. And a plan helps to select marketing tools with the highest priority for the hyper-committed marketer so that he doesn’t waste his time.
In the words of a client . . .
Before A Marketing Plan:
“Developing my marketing was a big task, and sometimes it seemed overwhelming. All these ideas were swimming around, and I didn’t know whether they were good and worth pursuing or a waste of time. I just reacted to ideas without having any clear direction.
Afterwards:
“The marketing ideas that weren’t worthwhile just fell away. Now I have a focused system, and my production is up a bunch!”
Marketing Focus is about both: Taking up the very few marketing actions (We always recommend more than one) that will make the most difference and letting go of those with less power.
Our Sample Marketing Plan focuses on what goes in and what stays out of a marketing plan. You’ll find it at:
http://www.marketingplanfinancialadvisor.com/sample-marketing-plan.html
March 29th, 2008
It’s treacherous out there. And scary headlines don’t help. Are we heading for a repeat of 1929? Are we in an earth-shaking bear market?
Your clients may be calling with troubling questions - questions that are at odds: One may ask, Why aren’t we buying now? Another challenges, Shouldn’t we be selling? Still, others argue for or against staying the course.
Times like these are not for the faint of heart. The solution we talk about today may provide safe passage for your financial advisory practice.
We could call it Practice Insulation.
It may be something you’ll want to think about as you plan your marketing to make a difference in2008. Here’s why: It protects your practice from turbulent financial waters and makes competition irrelevant, to boot.
To make this remedy real we begin with an example from a client (We’ll call him Matt):
When he came to us, Matt had started a new financial services business - new in the sense of a being only a year old and new because he blasted away from other businesses in his field to open up “untapped marketing space.”
Matt’s background is this: As Vice President of a national firm, he designed and copyrighted a system that took the company from $80 million in 2001 to more than $250 million in 2003. Two years later he left the company to start his own firm and took several top producers with him.
Matt’s Practice Insulation Has Three Differentiators:
1. One Stop Shopping
He collected a team to cover everything his clients need from medical planning and income stream needs to IRA needs, death probate documents, and Ethical Wills, to 401k rollovers and asset protection, and more. Simply, his firm coordinates legal (by an attorney) and non-legal
needs — financial services along with custom estate planning “in a unique package.”
2. One Fee For Life
What’s more his firm also offers knowledge and resources for a lifetime at a one-time reasonable cost. This includes free reviews once every 12-18 months along with free planning anytime. When a spouse dies, the remaining spouse has help and a plan and so do the children when the second spouse dies.
3. Endless Questions
And there’s another added service: The firm gets paid by lifetime service contracts and through transactions. But planning is free to everyone. Anyone with a particular question gets an answer quickly even those without a lifetime contract.
A couple comes to a seminar and, subsequently, meets with a financial advisor. They get answers and may bring in their children and grandchildren for the same help and assurance. Various generations of the family, then, become clients.
With Uncontested Marketing Space
Competition Vanishes
Matt’s uncontested marketing space comes from:
- Coordinated services that traditionally are separate,
- Attracted prospects into the sales funnel by providing free (and continuing to offer for free) consultations that others charge for to answer important questions, and
- Broadcast his differentiation through consistent marketing.
Three Key Questions Can Point To
Your Uncontested Marketing Space:
1. How completely can you solve the broad range of deep, troubling concerns your prospects and clients have?
2. What services can you add that will help to cement prospects and clients to your practice?
3. What can you provide free or as part of your package that others charge for?
Is “uncontested marketing space” in your marketing plan for 2008? You can differentiate through services that are geared to your target market. Then, let your differentiation shine through clear, focused marketing communications.
Yours for great marketing in ‘08!
Free access to our “7 Client-Attraction Secrets of Highly Successful Financial Advisors” is at http://www.marketingplanfinancialadvisor.com
January 23rd, 2008
“The Secret” is out - or at least the “secret” revealed in the #1 “New York Times” best-selling book or DVD and also on Oprah and Larry King Live. Dr. Joe Vitale is eloquent, persuasive, and memorable in the book and DVD.
I knew him before he became a “superhero,” when I approached him (a cold call) and asked him to contribute to my ebook, “12 Million Dollars Worth of Web Marketing Mistakes And Solutions.”
What he revealed in our interview goes beyond the web to all marketing messages wherever they appear.
So I’d like to pass along this “Secret” from Joe Vitale: How to find the right words to “hypnotize” your prospects.
This is a special talent of Joe’s and one that’s at the core of his money-making success. He revealed where the power came from that propelled results such as a sales letter that attracted a 91% response. If you’d like to find out more about Joe go to www.mrfire.com
The Problem
It’s really about the ego - whether you are coming from your own ego or from your prospect’s ego.
Joe said, “And my rule of thumb, my little motto, the little slogan that’s carried me through all my copywriting, marketing, web sites, books, email, and sales letters, is simply this: “Get out of your ego and get into the customer’s ego.
“And I have found that to be the fundamental key to success, but it is also the fundamental problem that most marketers have.”
So far so good. But how do you spot a self-centered egotistic message?
It shows up in words like ‘we,’ ‘our’ and ‘us.’ You are talking about yourself, not your prospect or customers.
“Most people,” Joe said, “will not sit there very long if the copy is focused on the person who wrote the copy. The copy, the web site - all of it - has to be targeted to the person who is browsing.”
Liberate Your Site With Your Own “Copy Translation Service”
His solution is what he calls a “Copy Translation Service.”
That’s when you take self-centered words like “we,” “mine,” “my,” and “our” and convert them so that you are talking about you, the prospect. He’s also wary of “words that speak about The Company (most corporate web sites make this mistake, but most individual sites also make the same error of being self-absorbed).”
Here’s how the “Copy Translation Service” works.
First, in your mind translate the words just as if you are having a conversation with the person reading the web site.
Next, put this translation on paper, and
Finally, change the wayward web site.
The Solution
Here is the compass that directs you to “hypnotic” marketing.
“I want to be so in tune with whoever is coming to look at my web site so that I know what their pain is, I know what their concerns are, I know what their dreams are. I’m going to translate everything into their language.
“I’m NOT going to tell them all about myself. To a little tiny extent I might explain how I came across whatever it is I’m offering; but, by and large, my focus is on the person looking at the web site.
“In contrast, most self-centered web sites will just list the features of their product. They may say something like, ‘I have a book. It’s 300 plus pages long and it’ll teach you how to make money fast.’
“Calling my ‘Copy Translation Service’ into action, I’ll translate that into the benefits which might sound something like: ‘This is an ebook so that you can read it anywhere, anytime, and download it to your Palm Pilot, or print it out, and walk away with it. It is more convenient than buying a printed book.’
“Or I might say, ‘This book will make it a breeze for you to make money when everybody else is struggling in a bad economic situation.’”
The Secret Plain And Simple
The Secret is to slip into what’s going on in your prospect’s mind. Know their pain, their problems, and their dreams. That’s how you’ll discover the advantages they care about most.
Then, saturate your copy with their thoughts and words so that they see themselves in your words.
P.S. Free access to our own “7 Client-Attraction Secrets of Highly Successful Financial Advisors” is at http://www.marketingplanfinancialadvisor
September 6th, 2007
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