Client Attraction Action

Marketing Without Assumptions

September 28th, 2010

This article is by Bob Hanson

Sometimes we take marketing for granted.

We think we know what prospects NEED and therefore what they WANT. After all, marketing that works appeals to emotions, hopes, dreams, and fears.

Most people buy based on emotion and justify with facts. Hence powerful emotions such as fear and greed drive market movements.

Consider…

A new retiree may fear running out of money, so needs a lifetime income stream.

An affluent accumulator may desire to support his or her lifestyle with retirement savings and so needs financial planning.

A wealthy business owner may want to protect his money from risks and predators, so he needs asset protection and estate and insurance planning.

A big mistake virtually every financial advisor makes in their marketing communications is talking only about Needs. As a result, they wonder why they attract few leads from their website or get low response rates to mailers or seminar invitations.

So what’s a simple way out of this trap? Throw all assumptions out the window!

Imagine you are Marketing to Sasquatch, a creature with wants and needs — but one no (sane) financial advisor has ever met. You can’t just assume this prospect will know the value of, say, a 401(k) Rollover or a diversified investment portfolio.

It forces you to ask questions such as . . .

What does my prospect, in this case, Sasquatch, fear most about this financial situation?

What are the financial frustrations he or she would like to leave behind?

What is stopping my prospects from taking action now?

What questions will they ask to solve this problem?

How will they feel once they have solved this financial issue?

For answers:

- Ask your prospects and people who are close to them,

- Listen thoughtfully,

- Read publications they respect,

- Attend meetings filled with your prospects, and

- Follow blogs and influencers your prospects admire..

That’s how you’ll be able to tap into the dreams, frustrations, and emotions of your prospects with your communications (while keeping compliance in mind).

We invite you to a New, Live Webinar for Financial Advisors

More Assets, Clients in the New CNBC 24/7, Web 2.0 Economy

https://www2.gotomeeting.com/register/793377739

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