When it comes to financial planning, all consumers care about is themselves – and that’s all they should care about! So, why is it so hard to break through?
Here is some advice for how to break through…
𝗕𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰. Solve a specific problem for a specific type of person in your marketing efforts. Unless you’re doing general branding, DON’T get caught in the trap of casting too wide a net for fear of missing someone. This is especially true when so many firms are marketing on the same general premise about the stock market that we all share.
𝗪𝗿𝗶𝘁𝗲 𝗮 𝘀𝘁𝗼𝗿𝘆 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀. People care more about their own story than your story. While sharing a founder’s story is important, people really want to know about how you can articulate their aspirational story. Everybody’s different and have different aspirational needs…how are you telling them the story that they want to hear?
𝗠𝗮𝗸𝗲 𝗶𝘁 𝗲𝗮𝘀𝘆 𝗳𝗼𝗿 𝗽𝗲𝗼𝗽𝗹𝗲. Let them know how important they are to you and your firm. Think about the last big purchase you made… How easy was the transaction? Whether you’re buying a car, or a house, or furniture, or a new suit…the easier the transaction-the better the experience. You’re more likely to do business with a firm who makes things super simple compared to the ones who don’t.
We live in a wildly busy and competitive time. The more you understand these nuances the more time you will save for yourself…and the easier it will be for you to break through.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.