Financial Advisors, The Pen is Mightier Than The Sword

by Bob Hanson

“The pen is mightier than the sword.”
– Edward G. Bulwer-Lytton

What is the simple and successful communications formula we find in the Declaration of Independence?

Dear ~Contact.FirstName~,

As we approach the Independence Day holiday and the birth of the U.S. as a nation, this quote from the 19th century captures one of the key reasons that a ragtag bunch of colonists were able to topple the world’s richest power and create a nation that centuries later remains a “shining city on the hill.”

With relatively minimal manpower and resources at their disposal, Ben Franklin, Thomas Jefferson, and the other Founding Fathers used “the pen” to galvanize the colonists and help them succeed against the might of the British and long odds.

This lesson of the power of compelling communications and tapping into people’s hopes, dreams and fears is too often lost on advisors (hopefully your competition).

Partly because a compliant environment makes it attractive to go with the lower common denominator, many advisors simply use communications created by others that focus strongly on investments and markets.

This is wrong on many levels:

– You are building up the credentials of others,
– You don’t control your practice’s message, and
– Too often, as a result, you send out hit-or-miss content.

In addition, most of the advisors we work with prefer to target delegators as clients. The LAST thing most want from you every week is a simple market update. After all, the reason they hired you is because you are willing and able to stay on top of the investing climate. Also, they trust you to act on their behalf.

So, if you’d like to build more loyalty, assets, and referrals from your current clients, consider communicating your own point-of-view and expertise through writing and other media — at least some of the time.

And when you do, learn from the Founding Fathers.

Discover more about the winning, KFD formula, the one we see in the Declaration of Independence. It’s here in this article from MarketingProfs

Yours for more production and income in 2015 and beyond!

Bob Hanson

Partner, Client Attraction System for Financial Advisors
Co-Author, Marketing Power for Financial Advisors

Bob’s Phone: 617-901-6886

About Shirley Hanson

Co-Author "Marketing Power for Financial Advisors"
In 1991 Shirley Hanson co-founded the Hanson Marketing Group, a direct marketing firm. Since 2005 she has focused her work on helping financial advisors take advantage of the same strategies and tactics that high-growth firms count on year after year. Advisors are able to attract more of their ideal clients, reach a Category of One, and raise their production. She collaborates with advisors to unlock their vision for their practice sooner with less hassle.

Contact Shirley
Phone: 215-753-2620 | Fax: 215-754-4165
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