In this series, I’m addressing the seven deadly financial advisor marketing sins that continue to cost advisors like you tons of money. In this article, I’ll cover sins two through four.
These marketing sins pertain to all marketing channels, not just digital marketing. However, a majority of them pertain to Internet marketing, merely because I have found that to be the future of marketing in this industry.
The great news is that all of these can be corrected quickly. The big question is, will you make the changes and implement them where needed?
2. Offering a solution without clearly stating the problem and explaining how it will affect their life if they don’t fix it.
What Your Peers Are Reading
I recently worked to help an advisor craft a solid one-page sales letter that he would send to prospects in his area to get them into his seminar where he covers tax and estate planning. I asked him to draft up a few paragraphs on what he thought was a decent letter using his main points that he wanted to get across to the baby boomer prospects.
When I received the letter, I noticed that the entire first paragraph was about him and his firm’s services. Not a mention of the benefits prospects would receive for coming to his workshop or anything about the problems that his ideal prospects are facing.
It wasn’t until the third paragraph that he finally started stating the problems and his solutions.
The bad news is that most people won’t read past the first two lines if they can’t immediately see what’s in it for them.
Would you stick around and read something in your mailbox, email inbox, or on a website if it didn’t immediately state what was in it for you?
My bet is most of you would not.
So start telling them right off the bat how you can transform their life. Always add the “What’s in it for me?” (WIIFM) in the very beginning of any sales or marketing piece.
3. Sending emails with no link back to your website
This is another deadly marketing sin that is costing many of you lots of business. The great news is that it’s incredibly simple to fix.
Here is all you have to remember: Do not ever send out an email blast to your list or database without a live hyperlink that brings them back to your site.
Ideally, you give them just enough in the email to explain the benefits that you are offering, get them excited and then have them click a link to learn more. This link takes them directly to your website, where you now have them on your homeland.
Trust me, your website is a much better place to have your prospects than an email, any day of the week.