Go Beyond The Obvious-The One True Way To Get The Attention of the Rich

Let’s talk today about how to get the attention of the rich.

Look, we both know that there is no shortage of advice on how to market your services. If you read my stuff, my bet is that you read a lot of other people’s as well.

Maybe it’s because I’ve been doing this for a long time, and have developed multi-million dollar campaigns for clients in over 2 dozen different niche industries…but I’m a believer that there isn’t one “you must do this or die” strategy that will guarantee success.

I’ve had clients who were super successful with YouTube videos.

Others that just used emails.

Some that did a traditional sales funnel with a lead magnet-to an offer-and then multiple autoresponders.

A few who had phenomenal success just using direct mail.

And one dude who just absolutely loved cold calling. (I wrote him a script that he used unchanged for 6 years and eventually build up his organization to 18 cold callers all using the same pitch.) I’m glad I was able to be helpful to him, but you couldn’t get me to do that with a gun to my head.

Your “go to market” strategy should be based on largely on what you enjoy (or can at least tolerate) doing.

Here's why...

If you hate it, you’ll quit. Any type of marketing is always done in the face of continual rejection, so it’s easy to throw in the towel-especially if you never wanted to do that particular thing in the first place.

But that’s not what I want to impress upon you today.

Any of those tactics can work with getting you more affluent clients as long as you do this.

You’ve got to be INTERESTING.

On the one hand that’s kind of a “duh”…but that doesn’t negate the larger questions of, “OK, how do I do that?”

So let’s talk about that.

I’ve got a couple of ideas for you.?

Idea #1: Authentic voice.?

I want your marketing communication to sound like the real you. Not someone you think your prospect wants to hear from-but the real you. So much of the crap that I see sounds “institutional”.?

One company speaking very somberly…correctly…and dully…to another company.

When I worked at Kraft Foods, my boss Bob Morrison once gave me a brilliant piece of advice.

“Never forget that people don’t do business with companies. People do business with people.”

Communicate on your website…in your emails…on social media…in your sales letters…like you are one person talking to another.

Idea #2: Focus on what they desire. Go beyond the obvious

What do they want?

I know you have an immediate answer.

Let’s say you’re a financial advisor. Your stock answer to that question is likely, “Safety and security”…or…”Not outliving their money”.

You know all the stock answers. They are all “True But Obvious”.

But those…don’t get attention.

You’re not interesting-When you’re obvious.

Especially when marketing to the rich.

They’ve heard it all before.

So what’s the next level? What goes deeper than the obvious?

Maybe it’s having enough money so that their grandkids can have the financial security to pursue their dream, even if it happens to be something that doesn’t pay particularly well. (Like being a school teacher.)

Maybe it having enough money so they can endow a scholarship program at a school they went to. (Which is what Marian and I are doing for my prep school.)

Figure out what that might be and then…

Tell me a story.

Tell me about Larry James who went to BB&N on a scholarship and the experience launched him into a career and life that probably wouldn’t have been possible without that early transformational encouragement he got at school.

How one of his key goals was to endow a scholarship so other “Larry James” could get that same type of positive start on life.

“So let me ask you Prospective Client what was the transformative experience in your life and how can you leave a legacy that will ensure others benefit as you did?”

Even if his answer is “There really isn’t anything that comes to mind”, you’ve got his attention. You’ve got him interested.

And that’s a huge part of the battle.

Going beyond the obvious is what I discuss a lot in my Whales Not Minnows weekly video newsletter.

Take it for a test drive (or at least learn what it’s all about)…HERE.

See you on the next page

Mark