In today’s environment there are just two things you need to be successful as a financial professional, a compelling message and a data base.
While most financial professionals can over time develop or even purchase a data base few are able to define their practice and articulate their value in a way that entices the listener to want to learn more. A compelling message is a way of describing what you do and who you do it for in a clear concise intriguing manner that entices the listener to want to know more. Without a clear message most advisors must rely on a brown bag marketing strategy generating less than stellar results.
A compelling message can be the single biggest factor in turning your brown bag marketing into a Tiffany’s Box strategy.
Picture a financial professional walking around with an old worn brown bag, it’s crumpled and worn and almost looks fuzzy after years of use. In that brown bag is everything he or she has to offer to as a financial professional, all his tools, services even resources.
When asked what they do they begin to scrounge around in that old brown bag looking for something that may interest the prospect. There message is always different depending on who is asking. As a result the financial professional ac ts more like a chameleon, changing their message never providing a consistent message.
But what if, when asked what you do you are able to present three Tiffany’s boxes, each box represents a different aspect of what you do. Your answer is intriguing, leaving the listener thirsting for more.
Your compelling message is what I call your Introductory Script. Introductory because this becomes the first message that you deliver to introduce and intrigue others to learn more about what you do.
This introductory script while written as a powerful networking script becomes the foundation to your web site Home page, introductions to your seminars and events and even your one on one presentations with prospective client. This introductory script becomes the foundation to all of your marketing strategies, consistently reiterating your clear message.
3 components to the introductory script:
- Intro paragraph: In this initial section when asked what do you do you now in just 2 to 3 (max) sentences will describe exactly who you work with what they do and what they want. As you develop these sentences you want to be clear and specific about who they are and what is happening in their lives and always makes sure you compliment them in the process:
EXAMPLE: Most of my clients are dynamic women who are passionate about what they do and successful in life and their careers. They are often balancing the pressures and demands of their job and personal life, leaving little time for anything else. They want a financial partner who understand their daily challenges, respects their personal goals and is committed to empowering them to achieve their vision
- The Needs: In this section you will clarify the 3 biggest issues that plaque your tribal market. These issues must be stated in a vocabulary that your tribal market would use if they were sitting right in front of you. The issues must be short and not overstated, less is more and generates more opportunities to intrigue the listener.
“Will I make it?”
“Will I actually achieve financial independence? “
“I want a game plan that works for me.”
They want to be held accountable to achieving their goals
- The Solutions: This is also what I call your Tiffany Boxes. Based on the three core issues we will rename what you do in a way that is of greater interest to your tribal market. If the need is they want consistent income then my first solution might be an Income Plan. While your planning process won’t change you are presenting the value of the plan based on the primary interests of your tribal market.
“We develop their Dynamic Wealth Plan that incorporates their unique desires and goals.”
“I create their Customized Investment Strategy that provides measurable progress.”
“I incorporate my Total Wealth Program which holds us all accountable to achieving their long term goals.”