When she sent me the compliance revisions I had to laugh; these weren’t compliance issues at all but simply someone from the old school trying to prod this advisor back in line. The advisor (my client) and I spent months crafting her message, scrutinizing every word and sentence to make it just right. We culled it down to the most essential words which would reflect her true mission and meaning in order to attract her ideal client. For the first time in her career she became more focused, excited and passionate about her future and role as a financial advisor. Then compliance tried to squelch her enthusiasm and individuality, I think NOT.
The purpose of my coaching is to help advisors make a connection with their tribal market and then craft a message that is consistent in all aspects of their marketing whether it is used as a verbal or written message. Their work needs to reflect their own personal style and most importantly what is important to their tribal market. This is a more personalized approach that female clients LOVE and is a refreshing change to a typical cookie cutter message commonly emphasizing diversification and asset allocation. Both clients and prospects love the authenticity something sorely lacking in today’s financial arena.
Much of our work is converted to become core components to the advisors website with a clear understanding; a website does not sell you or your product, a website is a way of connecting and reaching out to the reader and showing you understand them, especially when you are trying to connect with the female client. A website is a tool to inspire readers to reach out and call you. Yet in this situation what did compliance suggest? They said her message was too emotional and she should talk more about the products and services she provides. That’s exactly what we are trying to avoid!!!
The industry still struggles with change but you don’t have to. The environment is changing, the paradigm has shifted, go with it, embrace it and you too will make better connections, attract more clients and uncover that passion you too once had for the business.
My one piece of advice? DLTBGYD (Don’t let the bastards get you down)
Looking for more? Join Adri’s LIVE workshop Keys to the Ladies Room 2013: