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November 13, 2023 at 09:47 PM
What You Need to Know
- Apples fall.
- People move toward what they want.
- Shape the conversation to make the ball go where you want it to go.
Don’t sell insurance. Don’t sell financial planning Don’t sell investments.
And here are three other sales and marketing mistakes to avoid…
1. Selling Drills
Selling these is the first marketing mistake and one of the biggest.
You’re selling the tools, not the results your prospects and clients want.
When someone goes to the hardware store to buy a drill, he doesn’t need a drill. He needs to make a hole.
Selling the drill’s features won’t work as well as selling the way to make a perfect hole.
Stop selling drills. Sell the results people want:
- Protecting their families from financial ruin.
- Having a worry-free retirement.
- Having a way to make money without all the hard work.
- Having a way to pay less in taxes in retirement.
2. Selling Everything
A second big marketing mistake is having a vague niche that encompasses everyone and everything.
“I work with families and businesses to help them with all their financial needs” is not a niche, and it will not make you appear to be different than every other financial and insurance professional in your community.
Yet, when I look at advisors’ LinkedIn profiles, I see some variation of this from hundreds of them who think they’re differentiating themselves from other advisors.
People want a specific solution, designed for them, to address their specific problem.
They want an expert.
And, interestingly enough, there’s a great deal of proof out there that suggests you become more attractive to people who are not in your niche when they perceive you as an expert for someone else.
3. Selling Something Meh
A third marketing mistake is not having an “Easy Yes” offer that sets you apart.
“Helping people plan for their future” is not an offer.
