Imagine going to the grocery store tomorrow and seeing that all the Coke bottles were suddenly blue. On some, the familiar script logo was replaced by a plain-Jane block font. On others, the typically uplifting brand messages were switched out with dire stats about global warming.
You’d walk away, eh? Maybe even buy a Pepsi?
As ridiculous as this sounds, it’s exactly what too many financial advisors are doing with their marketing. They’re delivering mixed messages to potential clients and losing to their competitors in the process. Most advisors are too busy to give their marketing the time and attention it requires. Meaningful, engaging content is replaced with whatever happens to be accessible, affordable or quick to deploy. But just because it’s easy doesn’t mean it’s good.
Your marketing shapes how potential clients feel about you, how they perceive the quality of your services and whether they will pick up the phone to make an appointment. When brand elements are out of harmony, prospects get confused and pick the other brand.
CONSISENTCY IS KING
Let’s talk about why.
Psychologists have proven that humans love consistency. Consistency makes our lives easier. It’s a shortcut to making decisions: Once we form an opinion about something, we never have to think about it again.
This is why consistency is so important in marketing. You need to make a prospect’s decision to hire you an easy one. They need to trust you. But when your social media posts relay one brand experience and your emails another, it undermines trust.
This is why I urge advisors to embrace automated omni-channel marketing, which is basically just a fancy way of saying you need to ensure people receive a consistent experience across all marketing channels and brand touch points automatically. Every interaction a client or prospect has with your brand should reinforce and build upon the last, instilling confidence and trust while simultaneously educating or entertaining.
Technology makes this possible.