Looking for a refreshing torrent of ideas
to differentiate your Financial Service?
Some of the best marketing ideas for differentiation
come from the world-class marketers of financial newsletters.
Such an array of newsletters! How do you choose? Whom do
you listen to? Where do you put your money?
There’s very little difference between one piece
of popcorn in a box and another. Financial newsletters could
be as much alike as popcorn…IF they
opted for the widest possible appeal and talked generalities.
Here’s how such a “Popcorn” version of
a newsletter might look: Maybe they’d give an overview
of the federal reserve and a broad look at mergers and acquisitions
or the upcoming elections. And then they’d portray
the author simply as a “financial planner.”
Differentiation: Stand Out Like The Pros
So what do the copywriting pros and the savvy business
people behind selling subscriptions to financial newsletters
do to stand out?
World-class marketers of financial newsletters:
Differentiate,
Distinguish, and
Demonstrate.
1. Differentiate Your Financial Services Practice
With A Sharply Defined Niche
Consider “The Independent Advisor for Vanguard Investors.”
Here’s how the owner describes his newsletter:
“My name is Dan Wiener and I am chairman of the
largest independent research operation in the world dedicated
to keeping Vanguard investors like you SAFE and helping
you INCREASE your profits.
“I’m an impartial watchdog . . . .”
Note three faces of differentiation in
those two sentences:
- He names his target market (Vanguard investors),
- Positions himself as the largest provider of unbiased
research for them, and
- Underscores the major benefits of both safety and
growth.
The top marketers of Financial Newsletters excel in carving
out a Category of One. How can you create differentiation
with such clarity and impact?
2. Distinguish Your Financial Services Practice
By Slicing Your Field Into Segments
Your niche can be a selected segment and, then, the target
market simply becomes everyone interested in the particular
opportunity. (Of course, you build a case for your segment.)
“J Taylor’s Energy & Energy Tech Stocks,”
for instance, focuses solely on the energy sector.
Another one, “The Stock Analyst Journal,”
looks at small cap opportunities only.
Yet another newsletter creates differentiation with the
advantages people want: growth with minimum risk. It’s
positioned as “The #1 Authority for Low-Risk Growth.”
3. Demonstrate In Marketing Your Financial Services
For Greater Differentiation
By “demonstrate” I mean to arm your marketing
messages with believability boosters and credibility builders.
Three powerful ways to demonstrate when marketing your
financial services are:
Call On Authoritative Publications For Your Differentiation
Investopedia, the financial education website, gains
validation from The Wall Street Journal like
this . . .
“The Wall Street Journal commented: “It’s
about money, and co-founders Cory Wagner and Cory Janssen,
known as ‘The Investing Guys,’ love it and
want to talk about their passion.”
Robert C. Carlson, the retirement specialist, used this
quote from “The Washington Post”
“Smart, savvy advice…”
Then, he goes on to mention that he’s been quoted
in publications such as the Wall Street Journal, International
Herald Tribune,
Barron’s, Financial Planning, Money, Kiplinger’s
Personal Finance, Reader’s Digest, Physicians’
Money Digest, and hundreds of newspapers.
Your authoritative publication may be your local newspaper
or the magazines, journals, or even websites popular in
your area. Or they could be publications influential with
your target market.
Expose Evidence Of Satisfaction For Differentiation
Robert Carlson reveals that he attracts loyal subscribers,
proving this by pointing out that some even prepaid 8
years ahead.
“The most important reviews come from my loyal,
satisfied subscribers. I have subscribers who have prepaid
through 2014."
In marketing your financial services you could reveal your
retention rate. Here’s an example that is persuasive:
"Over the 14 years I have practiced I have a client
retention rate of 98 percent."
(Of course, financial advisors can use credibility builders
only within the bounds of Compliance.)
Disclose Your Personal Qualifications: Don’t
Be Bashful
And when you do, be sure to pile on evidence of your background
as the expert for powerful differentiation.
From “J Taylor’s Energy & Energy Tech
Stocks”
He describes himself as a former Wall Street investment
analyst. And he adds a note of serious commitment to the
energy field with “extensive geological studies
and completed virtually all of the required coursework
for a B.A.in geology from Hunter College.”
Robert Carlson, this time on the popularity of his Retirement
Tax Guide as it went through five editions, said:
“So I wrote the first edition of my Retirement
Tax Guide. This contained the fruits of my research and
addressed the tough tax issues of retirement. It’s
been wildly popular, and has gone through five editions.”
G.M., Ford, and Chrysler are discovering what financial
newsletter publishers knew all along. It’s NOT profitable
to try to be all things to all people. Instead, find a niche,
refine it and own it. And that’s shrewd advice for
differentiating when marketing financial services.
Want to be in your own category of one
and leave the pack behind?
To find out more about differentiation in marketing
your financial services business send
an email to Shirley Hanson or call her at 215-753-2620
