What do they really want?

The process of developing effective benefit-driven marketing messages consists of two important steps:

• First, “listen to the marketplace” to develop a real understanding of their needs, concerns and purchase criteria. For example, is this client price-sensitive or more concerned with getting the most comprehensive coverage?
• Then, describe your products and coverage solutions in terms that directly address their concerns and preferences. Tailor your discussion to focus on the items that matter to the customer. With only a little practice you can become quite adept at honing effective messaging that can completely change the appeal of a product or service offering by simply focusing on different benefits and attributes.

There is no doubt that messaging — with its ability to shape client perceptions — can make a major contribution to the long-term success of your practice.

This article is adapted from a new book, The Professional’s Guide to Financial Services Marketing: Bite-Sized Insights for Creating Effective Approaches (Wiley Publishing), by Jay Nagdeman. For more information, visit www.FinancialServicesMarketingBook.com.