Some marketing is simply not effective. In fact, marketing can actually have the opposite effect from what is desired. Case in point – the company brochure or even the website. Some firms work for months to create the perfect design with the best writing and layout. Yet later, they discover that a swear word could have been inside and no one would ever notice. Why?
A brochure, for example, is typically filled with perfectly created marketing phrases and pictures of models and ocean waves hitting the shore. Certainly aesthetically pleasing, but in order to compel people to read your brochure and find out more about your firm, your message must sound and be authentic. Why? Because people are smart enough to know why this “perfect” marketing is being presented to them – to “sell” them something!
Another marketing tool often having an opposite effect from what is desired is the elevator statement. An elevator statement is usually carefully crafted with the hope of describing what you do in a way that attracts attention. The premise of an elevator statement is right on, but there’s a problem. A perfectly crafted, memorized, and almost-sounds-like-you-are-reading-it statement is not authentic.
When something lacks authenticity, people are less likely to listen because they assume this has been created to . . . “sell” them something.
No one wants to be sold anything. In fact, a common reaction when someone smells that the pitch is on is to put up the defenses. They want to make their own decision.
So, what can you do?
The words you use in your marketing should be the words your clients and prospects would use to describe their challenges, needs and wants. Not perfect words and perfect pictures. People want to work with someone they are comfortable with and someone they can trust. It has been proven that in prospecting, less of the pitch and more of the informal conversational approach is more successful. This is what we need more of today.
We are attracted to real, authentic marketing and portrayals of what you do and who you are. So, take out the perfectness of your marketing and focus instead on making your marketing more engaging to THEM.
Instead of an Elevator Statement, How About an “Engaging Statement.”
Here’s an example:
Engaging Statement: “I’m a financial advisor and we work with individuals getting ready to retire. In fact, we’ve helped more than 50 people retire successfully from your company, Abbott Labs.”
When creating an Engaging Statement, it may seem obvious, but the key is to think about the other person and why they would care about what you are saying. The other person needs to see themselves in your statement and find it to be of interest to them.
Consider creating a handful of “Engaging Statements” that you can draw upon to engage the specific person you’re talking with. Focus on who you work with (it helps if you have an idea of who they are – ask them first) and on the benefits of the work you do. Let them see themselves in your statements.
The biggest mistake in marketing for financial advisors is that they do not do a great job verbalizing why someone should work with them or be interested in what they have to say. When you make your written and verbal words more authentic and focused on what the other person may really want (not just what they need), the results are markedly better!