Last month, we had the great fortune of having our regular Marketing Playbook columnist, Kerry Johnson, kick off Senior Market Advisor Expo as our opening keynote speaker.

Johnson, a former professional tennis player and a coach to advisors, is an exciting public speaker, to say the least. He takes an interactive approach. To put it another way, there’s not a lot of sleeping or yawning in one of his power sessions on “How to increase your sales by 80 percent in 8 weeks.”

As we reported in our Show Daily, which was distributed to all of the attendees: “One of the most hands-on strategies Johnson suggested was the amazing influence a simple touch on the underside of your prospect’s arm has in emphasizing a point: As he said, 89 percent of clients surveyed are more
interested in their relationship with their advisor than the financial returns.”

That makes for a golden opportunity for you to focus on the human connection. Once that is established, as Johnson said, the money will follow. One other thing Johnson talked about was the 12 most influential words people respond to in advertising and in human interaction.

See how many of these you use with your clients:
1. Discover
2. Easy
3. Guaranteed
4. Health
5. Love
6. Money
7. New
8. Proven
9. Results
10. Safety
11. Save
12. You