Are your clients and prospects tuning you out? Try shutting off your inner “nerd” and focus on the basics.
Admit it: If you’re a financial advisor, agent, broker, or CPA, you most likely have a nerd side to you. I mean, you love your clients, and you genuinely want to help them. Ours is, after all, a people business.
Many advisors don’t understand about the psychological and emotional factors that drive money decisions. In typical nerd fashion, many advisors create marketing that tries to “blind with science,” subjecting prospects and clients to a battery of bewildering facts, numbers, charts, pie graphs, illustrations, indexes, and all manner of science-y things designed to impress.
Yet, even after this onslaught of data, even when you follow up with slick brochures and impressive technology, many of your clients continue to defy your advice and make bad decisions with their money.
Perhaps you should seriously consider returning to the fundamentals of retirement and income planning and build your marketing message around the real reasons your prospects and clients decided to engage with you in the first place. While charts, graphs, and math do have a place in the marketing mix, make sure that at least some of your content taps into the three biggest fears of Americans getting ready to retire.
So, what are the three main concerns that drive prospects and clients into your universe and upon which you need to place the core of your marketing message?
1. Fear of Outliving Their Money
Running out of money in retirement is the number one fear of Americans over 50. Not having enough cash to last you until you die is a well-founded fear.