Most people aren’t looking for financial advisors. They’re looking for financial advisors who share their point of view.
About the economy. About the president. About the future of our country. About an investment philosophy. Or even about God.
We all find a comfort level when we speak with or connect to others who share our basic worldview. And yet, financial advisors, who have only a few moments to make some sort of meaningful connection with prospects who flit across their websites, opt for bland.
My company ghostwrites mini-books—fifty- to hundred-page custom-written books — as marketing tools for financial advisors. I am repeatedly struck by the utter disconnect between the strongly held beliefs of my financial advisor clients and the tepid, almost fearful self-presentation on their websites.
I help them recognize the fact that not everyone in the world, and not everyone within the parameters of their ideal client, really is a prospect for their firm.
Instead, the real prospects are those who not only fit the financial parameters but also share the worldview, the politics, and often the deeply held religious beliefs of the advisor.
Real Client Example
Recently, a financial advisor with deeply held beliefs about the nearly $20 trillion of debt our government has incurred hired us to write a book for his firm to use as a marketing tool. Throughout our initial conversations, including our first meeting, he could barely contain himself about the structural issues facing our economy and his deep-seated sense of upset that most financial advisors were completely ignoring the burgeoning deficit.
Now, people can disagree about the importance of those numbers. The point is that my client was incredibly passionate about these things, but you couldn’t find a word about them on his website.
The book we are writing for him, therefore, is seventy percent about politics and only thirty percent about financial advice. Why? Because what makes him unique and distinctive in the marketplace is the fact that he cares so deeply about these issues. He understands that his most likely prospects are people who feel the same way he does. If he can convince them through his book that he shares their deep concerns, they will hire him.
They’ll hire him not because he’s a brilliant financial advisor. He is, but so are his top competitors. He’ll win because he’s willing to display the guts that it takes to put his political viewpoint into the marketplace, he will command the respect of like-minded individuals.
Will he lose other prospects who don’t share his views? Not likely. There was nothing in his prior, generic marketing that would have made him any more or less attractive to them than those of his many competitors.
You Need Guts
At the end of the day, guts matter. You are asking a total stranger—a prospect who may know nothing more about you than the fact that Joe at the club said good things about you—to turn his financial future over to you. You’re asking for an enormous display of guts on his or her part. Shouldn’t you make the first move and demonstrate your own courage by sharing with your prospects the way you think and feel and believe?
If financial advisors are going to succeed in today’s unbelievably competitive marketplace, they have to be something that they may never have had the courage to be in the past.
Contact us today to set up an appointment or to learn more about how we can help your business grow.