“Even they have an advertising then sales perspective, not a true marketing one.”

An interesting conversation I was having with Dan Kennedy last week.??

I was in Boise, ID at Russell Brunson’s headquarters for “Click Funnels” helping with a launch for Dan Kennedy’s company (recently acquired by Russell) “Magnetic Marketing.”??

We were discussing the huge gap in knowledge that exists among 6 and 7 figure Wealth Managers and Financial Advisors.

He made a distinction what I though interesting.

I was talking about Fisher Investments and noted that even they, who are very aggressive and effective at online and offline direct response advertising seem to do a very poor job with follow-up upon generating a new lead.

Having played prospect and listened to Ken Fisher (both live in a small event with Kennedy) and, via interviews and his very good book that discusses building his business he’s obviously very attuned to direct response advertising.??However, as playing prospect it seems that all leads are “thrown over the wall” to whichever advisor is “up next” and left to their own industriousness to follow-up.

I’m shocked that their little or no email, text, direct mail or other follow-up.??There really doesn’t even seem to be context specific retargeting, ie “you’re information is on the way, let’s set a time to talk.”

If you didn’t know you can sequentially stage your retargeting so that once someone has gone through the stages of submitting the information you can follow-up via Google and their various properties, Facebook and their various properties, and even LinkedIn with something like a video from Ken – hey, thank you for submitting your information your next step is…..

This could be variable based upon what information they provide.?For instance as separate message if they said they had over $10,000,000 in assets or, a different message if they were under 45 and various iterations.??You probably get the idea.

In their case I saw none of that.

Only thrown to an advisor.?Some of them pretty good at initiating a call pretty quickly and then following up a few times.??Others (MOST) pathetic in their follow-up.

Anyway, Dan’s comment was:?“Even they have an advertising then sales perspective, not a true marketing one.”

What he meant is that anyone really worth the effort understands that much of the magic likes between them “raising their hand” and, the point of actually closing the sale.???It’s the whole premise of “click funnels” business and a key element of what I teach my clients.

Once you get their attention you next educate them, impress them, drip on them, and give them adequate reason to pick up the phone (or, answer the phone) and take the next step in the relationship.???You also make sure that they are truly impressed and see you as “THE EXPERT” prior to ever talking to them.

There are many ways to accomplish that, which I’ll address later but, know that follow-up is key and, credibility tools are extremely valuable in building to a productive relationship.

Pick it up at Amazon.com or at Barnes and Noble