Be A Sales Magnet To Wealthy Seniors
People 60 and over control 77% of the assets in America, but these wealthy people wont respond to the tactics used by most financial advisors. In fact, the more you chase them, the more you repel them.
Here are 4 ways to become a magnet and have wealthy seniors come to you.
1. Get Interviewed. Many advisors forget how newspapers work. The people working for newspapers are journalists. They dont have a financial background. So where do they get the information to write articles in the business section? They interview people like you! So why shouldnt it be you? You have opinions and ideas just like the next advisor.
But how do you get them to interview you? You get attention from the press by sending them a continuous stream of your ideas in the form of articles or press releases. “Im not a writer,” you say. You dont even have to write a single word. It is possible to have others do the writing for you and many writers are set up to provide this service to advisors (e.g., www.guru.com). You provide the idea; they do the writing.
Once you have the article or press release written, send it to the business editor. Sometimes you get a response immediately, but dont panic if you dont. Most reporters will file your article for future reference. Keep sending new ideas at regular intervals and eventually, the editor will realize that you may have some useful ideas and will call you for an interview or request an article from you.
One mention in the newspaper wont make you rich. In fact, hardly anyone will see your name mentioned on page 16 that particular afternoon. The true power of getting published is that when you send prospects and clients copies, they quickly deduce that you must be an expert because your name is in print.
Seniors think that the newspaper is a source of truth and unbiased information (during the formative years of todays seniors, the newspaper and radio were the only sources of information and thus, are relied on as gospel). They will wonder why their current advisor has never been mentioned in the paper and you immediately seem superior.
Send copies to senior groups and associations as this may help to get you invited to be a speaker. Go ahead and send your article to a rented list of affluent seniors in your community. You will get calls as many seniors seek someone they can trust, and fewer people in the financial services industry seem worthy of their trust these days.
2. Write a Book. An even better way to establish yourself as the trusted expert is to write a book. To seniors, authors are the ultimate experts. You can accomplish this without writing a single word. Just as you can hire someone to express your ideas in a written article, you can also hire a writer to put them into book form. In fact, as little as 8 hours of dictating your ideas into an audio recorder can supply a financial writer with enough content to write your book. Thats basically how most busy people write books.
Send your senior-oriented book to the CPAs and estate attorneys in town and to the press. Then follow up with your monthly senior-oriented newsletter. Before long, you will get unsolicited referrals from these professionals and calls from the press for interviews. (Of course, you dont have to write the newsletter either as plenty of firms will be happy to supply it).