Client Attraction Action

“The Secret” To Financial Advisor Marketing

September 6th, 2007

“The Secret” is out - or at least the “secret” revealed in the #1 “New York Times” best-selling book or DVD and also on Oprah and Larry King Live. Dr. Joe Vitale is eloquent, persuasive, and memorable in the book and DVD.

I knew him before he became a “superhero,” when I approached him (a cold call) and asked him to contribute to my ebook, “12 Million Dollars Worth of Web Marketing Mistakes And Solutions.”

What he revealed in our interview goes beyond the web to all marketing messages wherever they appear.

So I’d like to pass along this “Secret” from Joe Vitale: How to find the right words to “hypnotize” your prospects.

This is a special talent of Joe’s and one that’s at the core of his money-making success. He revealed where the power came from that propelled results such as a sales letter that attracted a 91% response. If you’d like to find out more about Joe go to www.mrfire.com

The Problem

It’s really about the ego - whether you are coming from your own ego or from your prospect’s ego.

Joe said, “And my rule of thumb, my little motto, the little slogan that’s carried me through all my copywriting, marketing, web sites, books, email, and sales letters, is simply this: “Get out of your ego and get into the customer’s ego.

“And I have found that to be the fundamental key to success, but it is also the fundamental problem that most marketers have.”

So far so good. But how do you spot a self-centered egotistic message?

It shows up in words like ‘we,’ ‘our’ and ‘us.’ You are talking about yourself, not your prospect or customers.

“Most people,” Joe said, “will not sit there very long if the copy is focused on the person who wrote the copy. The copy, the web site - all of it - has to be targeted to the person who is browsing.”

Liberate Your Site With Your Own “Copy Translation Service”

His solution is what he calls a “Copy Translation Service.”

That’s when you take self-centered words like “we,” “mine,” “my,” and “our” and convert them so that you are talking about you, the prospect. He’s also wary of “words that speak about The Company (most corporate web sites make this mistake, but most individual sites also make the same error of being self-absorbed).”

Here’s how the “Copy Translation Service” works.

First, in your mind translate the words just as if you are having a conversation with the person reading the web site.

Next, put this translation on paper, and

Finally, change the wayward web site.

The Solution

Here is the compass that directs you to “hypnotic” marketing.

“I want to be so in tune with whoever is coming to look at my web site so that I know what their pain is, I know what their concerns are, I know what their dreams are. I’m going to translate everything into their language.

“I’m NOT going to tell them all about myself. To a little tiny extent I might explain how I came across whatever it is I’m offering; but, by and large, my focus is on the person looking at the web site.

“In contrast, most self-centered web sites will just list the features of their product. They may say something like, ‘I have a book. It’s 300 plus pages long and it’ll teach you how to make money fast.’

“Calling my ‘Copy Translation Service’ into action, I’ll translate that into the benefits which might sound something like: ‘This is an ebook so that you can read it anywhere, anytime, and download it to your Palm Pilot, or print it out, and walk away with it. It is more convenient than buying a printed book.’

“Or I might say, ‘This book will make it a breeze for you to make money when everybody else is struggling in a bad economic situation.’”

The Secret Plain And Simple

The Secret is to slip into what’s going on in your prospect’s mind. Know their pain, their problems, and their dreams. That’s how you’ll discover the advantages they care about most.

Then, saturate your copy with their thoughts and words so that they see themselves in your words.

P.S. Free access to our own “7 Client-Attraction Secrets of Highly Successful Financial Advisors” is at http://www.marketingplanfinancialadvisor

Entry Filed under: Financial Lead Generation, Marketing Maestros, Direct Marketing