Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Practice Management > Marketing and Communications > Social Media

The psychology of selling: Using positive phrases

Your article was successfully shared with the contacts you provided.

As you promote and sell your services as a financial advisor, you may feel your clients are mysterious and complex. Fortunately, you can rest assured that effective selling is based on psychology. And much of the success of selling has to do with the phrases you use in your sales copy in email newsletters, blogs, Web content and sales pages.

  • People are emotionally driven: Clients decide to purchase your services based on a need, feeling or emotion — not necessarily a logical thought. This is why the content you write must express intangible benefits to the reader to persuade them to buy from you. As you write your content, ask yourself what emotions you are hoping to stir up in your reader in order to write the most effective sales copy.
  • Use positive and recognizable phrases: To let you in on little trick, you can turn to social media to access positive phrases that entice your clients to purchase your services. Observe firsthand the type of language and phrases that they use when discussing your industry. Then use these exact phrases in your content to perfectly identify with your clients. This is a subconscious way of establishing a bond with your clients to attract them to choose you over your competition.
  • Always provide value: Value does not have to encompass a price. However, the content you provide to your clients should always be valuable to attract them to the credibility of your business. Whether this is offering a free downloadable report, online videos or compelling content, your clients must see value in order to even consider purchasing your services. And once you offer value to gain clients, these same clients are highly likely to pass along this valuable information to their own friends and family to do your marketing work for you.

Have you checked it out yet? Vote on 2011′s Best Sales and Marketing Ideas!

Sign up for The Lead and get a new tip in your inbox every day! More tips:

Bethany Ramos focuses on Internet and social media marketing, and she also co-owns her own e-commerce website,


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.