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Stop Doing This – and Start Winning More Clients
Do you know someone who tells the most long-winded stories and often fails to get to the point? Or maybe they have a bad habit of leaving out the most interesting parts until the very end?
Hiding the most relevant pieces of a story within other distracting information is called burying the lede and can be fatal in advisor marketing. The phrase “don’t bury the lede” was originally used in journalism to teach writers how to grab the attention of their audience, but today I’m using it in marketing for the same reason.
All too often financial advisors suffer from burying the lede when describing who they are, what they do, and why others should work with them.
For instance, you share your certifications and credibility. The fact is that people make decisions on a financial advisor based on facts –and– intuition. And intuition almost always supersedes the rest. “I just like and trust him.” How do you win the intuition battle?
You may win the prospect over when you share your high level of service, financial planning capabilities, and streamlined processes designed to help them reach their goals. Is that why people choose you? Or is it the relationships you create and the feeling they get about who you are and what you will do for them?
What truly is the most amazing thing you do? If it is your service and process then talk about it. If it is about the relationship – well, don’t tell them you are great at relationships. Prove it. Be a relationship person by sharing more about you so they understand you, get a feeling of the type of person you are, and your personal values. And then ask them about them and let them talk and talk. That will help you win the intuition battle for sure.
Related: From Generic to Magnetic: How To Create a Unique Marketing Position That Converts