Client Attraction Action

Financial Advisor Marketing: Is Your Marketing Uncharted?

September 14th, 2009

Christopher Columbus speaks to financial advisors today. Here’s why . . .

For 7 years he tried to persuade the governments of Spain, Portugal, Venice, and Genoa to support his “foolish” scheme to sail west to reach Asia. To them, he held out the vision of discovering a New World along the way.

Through those tough 7 years Columbus called on his strengths.

A big one was his power of persuasion. The son of a weaver, and not well educated, the language barrier could have defeated him. To get a serious hearing, he needed to be able to speak the language of the educated upper classes at the royal courts.

Columbus realized that he had little chance of success unless he could relate to his audience in every possible way.

He went way beyond just learning their languages; he took on their dialects.

According to Michael Gelb in “Discover Your Genius,” he went the extra mile and absorbed the manners and body language of a courtier. Then, he flooded them with the most convincing arguments he could muster.

Another strength was what’s been called his “irrational optimism.” Refusing to take “no” for a answer, he found ways to continue to engage the royal courts.

You know the story: Finally, Spain agreed to fund Columbus’s voyage.

What’s In It For You?

How much of this story can help you build your financial advisory practice?

* How precisely have you identified your ideal prospects?

Columbus knew exactly who his target audience was: The royal courts of Spain, Portugal, Venice, and Genoa. His vision never wavered.

* Have you questioned and listened deeply so that you inhabit your prospect’s world?

Equally important, Columbus took extraordinary steps to relate to them: learning their dialects and taking on their manners and body language. In short, he became a courtier in four “languages” and flavors.

* Can you identify and intensify your strengths — perhaps by practice and noting outcomes, maybe by coaching, possibly by study?

Simply, Columbus drew on his strengths to an extraordinary degree.

What’s more Columbus never stopped learning so that he could become the brilliant navigator he needed to be. He was ready when he had to talk about the fine points of navigation at the Spanish court. He was prepared to make his uncharted voyage with a frightened crew.

For many advisors marketing is an unmapped, uncharted voyage. To create your own map you can go to

http://marketingplanfinancialadvisor.com/sample-marketing-plan.html

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