Client Attraction Action

Financial Advisor Marketing: Habits of Top Producers

May 28th, 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