Is your marketing compelling or the same as every other financial advisor?
Grant Hicks, CIM
Practice Management Expert, President of Advisor Practice Management, Author, Speaker, Coach for Elite Financial Professionals. Are you looking to grow your practice in 2025?
The word “compelling” means having a powerful and irresistible effect, requiring acute admiration, attention or respect. It also means very exciting and interesting and makes you want to watch or listen. Are your offers to ideal high-net-worth prospects compelling? Elite financial advisors know they have to offer something compelling to get high-net-worth people's attention.
What are you offering?
Every financial advisor website I go to offers the same thing, in the same way, and is NOT compelling. Compelling offers come in many ways. One way is to ask really deep engaging questions to high-net-worth people to engage them. Another way may be to share a picture which is worth more than words. Let me share one example. See the graphic. How many people do you know that are completely organized in all 7 areas of their financial life with a comprehensive plan that covers all 7 areas?
Then if we add a link to a video that explains the offer and a signup or landing page ( all with compliance approval of course) to get a guide to organizing your finances along with a sample comprehensive plan, this can be one compelling offer. You combine different communications, email, picture, video, social media, websites, and landing pages to make this a simple offer into a compelling offer. The key to it is the effect. When we combine different mediums the effect increases. Finding the right media mix is the hard part and that takes time.
What are your offers?
Is it time to update your website, emails, or online offers? What are your offers and what do I get as a potential ideal client? Do you have one clear offer to your best prospects? If your offer is not clear and compelling, how about your other offers? It is time to ask yourself what is working. This is where most financial advisors get frustrated with marketing. They know that their marketing is not working as well as they would like. They end up talking to an elite financial advisor and discover that the offer is similar, but the elite advisor has several offers that are clear and compelling, and they know they need to change their offers. Then they never implement because it takes time effort and imagination. Guerrilla Marketing for Financial Advisors , ( Morgan James Publishing, written by myself and Jay Conrad Levinson) is all about investing the right time energy, and imagination not necessarily money into growing your business. Carve out 2 hours per week to work on your business, or delegate this to your team to do.
Elite advisors use their voice
Working with elite financial advisors, I know that they use video, podcasting, radio, or a medium to share their voice. This gives their clients confidence when they hear from their advisor, even without meeting with all of them one-on-one. This also gives prospects the opportunity to meet with someone who they might do business with in the future. Think this through. If I was an ideal prospect who was mildly happy with my current advisor, Why would I listen to you? Because you have an irresistible and compelling offer that I am not currently getting. Now I would want to know what I don’t know ( I did not know I am not currently organized and I have never seen a comprehensive plan covering all 7 areas) so I go from I don’t know what I don’t know to now I know what I don’t know. The next step is talking one one-on-one with you. How will I have an opportunity to do that? It may be as simple as an online calendar form, or invite you to an event to meet at such as an online Zoom or live event. Once I meet with you, and I learn more about what I am not getting from my current financial advisor, the decision to fire my current advisor is done, it is a matter of who I will hire as my new advisor. The odds are now in your favor to onboard a new ideal client.
Where do you want to be in three years??
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We are here to serve your practice, let’s talk
Contact us to help get clarity around your goals on paper, and have the goals conversation by contacting Grant at?[email protected] ?or click on the link to set up a no-obligation 20-minute discussion?https://my.timetrade.com/book/JMTNJ ?regardless if we work together, let’s have a chat and listen to your biggest practice management concerns to help you get clarity around your future business.
Grant Hicks, CIM, is President of Advisor Practice Management and co-author of “Guerrilla Marketing For Financial Advisors” 1st and 2nd editions.?www.advisorpracticemanagement.com ?for speaking, workshops, or coaching, contact Grant at?[email protected] ? Grants combined financial advisor clients manage over 7 billion AUM, and earn over $70 million dollars combined!?