They Do Not Want Your Marketing
“The market” doesn’t want your marketing.
Have you read the marketing that is regularly published? I encourage you to open 10 advisors’ websites – it doesn’t matter whose – and read them. When you’re done, ask yourself, “Are any of these meaningfully different from the others?” and “Is this what future clients really need to hear?” It is highly likely that the answer is “No” to both. Most marketing is busy answering a bunch of questions that no one needs answered.
So what do we do about it?
What the market wants is the truth. Now, we don’t say that thinking that someone is telling an un-truth. We say that from the perspective of what questions they actually want answered. The market wants the veil pulled back. They don’t want “black boxes,” they want clear paths. They want to know what is possible. They want to know that you understand them, their world, their concerns and their opportunities. They are looking for a way forward that will help them get to a future that they have barely articulated to themselves, but that they have a sense of, and inkling about. They want the truth.
When you create some marketing, or you have it created, read it back to yourself and ask, “Does this sound like marketing?”
If it does, start again – no one wants it.
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Interesting perspective Chris, but marketing isn't a deliverable, its a process. Being different isn't a deliverable; it is a quest to determine what makes you distinct in communicating and engaging with your market so you can prove your ability satisfy the needs (real or imagined) of your existing and potential patrons. But I do agree, if your messaging sounds like marketing-speak, it is more than likely you have yet to find your voice...and it is probable you have not effectively established your brand.?