Client Attraction Action

Einstein Lite For Financial Services Professionals

August 3rd, 2007

Where does creativity and marketing innovation come from?

“A person who never made a mistake never tried anything new.”
- Albert Einstein

Albert Einstein’s crisp and clever sayings, like this one, got me hooked. When Walter Isaacon”s new 641-page biography hit the bestseller list, I bought it. The long tome, especially for someone who never took a physics course, was not exactly look-forward-to reading.

Finally, I took it with me as the only option on a long flight from Philadelphia to vacation on a ranch in Jackson Hole, Wyoming. And, fortunately, the ranch unplugged me from TV, phones, newspapers, and email. More time to read! More time to consider Einstein’s tie in to marketing a financial services practice.

The questions I brought to my reading were why was Einstein so creative? How was he able to astonish the world with his theories? Multiple answers include his family, his native talents, and a rebellion against the rigid German culture - answers that are unique to him.

Three qualities came to light that financial professionals can draw on. Don’t worry it’s fast and easy reading. They won’t put you on the cover of “Time” magazine as the “Person of the Century.” They will, though, help you attract more clients and create a more rewarding financial advisory practice.

For the three qualities . . .

Call On These Three Qualities

They helped to make Einstein “Einstein.” They’ll give you an edge in shaping a more fulfilling practice.

>>> 1) Tenacity in Motion

The initial Einstein quote in the biography is “Life is like riding a bicycle. To keep your balance you must keep moving.”

For Einstein there were always puzzles that beckoned him to try to fill in the missing pieces. For financial professionals there are new areas in your practice to explore and different ways to market your practice.

If there is a corollary to this quality, it could be: Don’t Give Up Too Soon. That’s where “tenacity” comes in.

As he admitted, “I think and think for months and years. Ninety-nine times, the conclusion is false. The hundredth time I am right.” Some identify tenacity as the key to his genius.

>>> 2) Be Fully Present

Others noted with wonder how Einstein was able to concentrate amidst the din of life around him and while moved by the most turbulent personal situations.

My sister-in-law taught me what this means – and her way may be Einstein’s way . . . to be totally engaged.

So what does this have to do with your practice? After all, you are committed to handling the details of your practice day after day (maybe with assistance).

The connection is that deep engagement is fertile ground for imagination – asking questions that give you insight into where you want your practice to go and how to get there.

My sister-in-law and brother arrived in Philadelphia to tour the King Tut exhibit. Our timed tickets were for 10:30. I walked through the coffins, jewelry, dog collars, games, and barges at what I thought was a leisurely pace.

We were to meet outside the exhibit. Once you’re out, there’s no return. So I assumed my sister-in-law was ahead of me. I waited in the gift shop for about an hour. Still she didn’t appear. I checked downstairs at the information booth about connecting with missing persons. “Are they adults?” Yes. “Well, you’re on your own. We only announce missing children.”

When I returned to the gift shop, it was 12:30. I asked the “guard” if the others in my party haven’t appeared by now, could they still be in the exhibit. When she heard that we started our tour at 10:30, she said, “No way, They’re out!” I paced and fretted some more and checked the information lobby again. Finally, there she was in the gift shop.

Yes, she was in the exhibit all that time unaware of the thick, elbowing crowd. (My brother hung out with her.) There was only this: Every item in the collection and their descriptions. For each item she asked questions. About the elegant, elaborate and heavy necklaces. How could they be worn in comfort? About the knife. What was it made of? Where was it placed in King Tut’s coffin?

Mine was a path through the exhibit from point A to point B. Hers was a full, unique and deeply enriching experience.

“Joy in looking and comprehending is nature’s most beautiful gift.”
- Albert Einstein

>>> 3) Be Your Wonderful Self

We’re not trying to make you into someone else’s image. That’s the road to failure.

Einstein said, “Few are those who see with their own eyes and feel with their own hearts.” Get in touch with who you are. Express your own voice.

Too often we’re conditioned to be “professional” at all costs or to fit a mold. Be the one-of-a-kind mold. You are, anyway, whether you let it show . . . or not.

There you have them: Three ways Einstein ignited his creativity. How can you capitalize on one or more of these qualities to kindle innovation in your practice and in your life?

Get your complimentary report, “7 Client-Attraction Secrets Of Highly Successful Financial Advisors” at http://www.marketingplanfinancialadvisor.com

Entry Filed under: Financial Lead Generation, Direct Marketing, Financial Advisor Marketing Plan