Watch the video or, read the post below.
In today’s world, we are surrounded by information, and we love it. We pride ourselves on making rational decisions because we can research services with a touch of a keyboard button or better still, voice command! We can even visit sites, type in our information once, and the site does all the searching work for us! However, what’s interesting to know is that while we can research until the cows come home, our buying decisions are based on our emotions first, and then we reason with logic later. So, we might be reading information or listening to something and increasing our knowledge, but, it is how these platforms make us feel that unconsciously helps make our decision to take the next step or not.
When we understand this more, it helps the way in which we can influence people. Some readers might not like to think that they are trying to influence someone, but at the end of the day, that’s what we are all trying to do. We are appealing to their emotional side to understand the advice that is being presented to them so that they make the informed decision they want to and take your expert professional advice.
While I know a lot of financial advisers like to educate their clients about the various solutions and options available and appeal to the rational part of the brain, I would like to suggest that you should focus on engaging with your client’s emotions too. It’s not as hard as you might imagine! Once you have persuaded a client emotionally [unconsciously], they will reason with logic later and be comfortable with the decision they have made. Not engaging them emotionally; you risk the chance of them leaving you empty handed, “I dunno, I just didn’t gel with him.”
Share the human story and increase your chance of engaging and influencing clients.
Four ways to achieve this:
1. Through real life images, not stock standard photos. Images that your ideal client can relate to and are not found on every other website.
2. Through sharing real life stories about other people, you have helped [just like them].
3. Relevant content marketing. We love information; we love to improve our knowledge – make sure it’s doing that and not your competition.
4. Subject headings that pose the questions that are on their minds. When you can articulate someone’s problem just like them or, better than them, they will credit you with knowing the solution.
L’Oreal, the beauty product provider, did an excellent job of using emotion and engaging with women with its brand, the statement, “Because I’m worth it.” Telstra has also done an excellent job of bringing the human element into their ad campaigns. You may have seen the commercials or video where the Grandfather reads a story to the child via the Internet? They recognise how their product/service can make people feel and they have created their message to be relevant and cut through all the noise.
As financial advisers, you can help people realise their dreams, so tell them. Share the human stories of other clients that you have helped by focusing on what it is they got from taking and implementing your advice. Did they retire earlier than they thought? Pay off their debt quicker? Get the peace of mind that their finances are all sorted now? Do they feel more confident about their future? Has it saved their marriage? Do they sleep better at night now?
By emotionally engaging with clients whether through creative content, videos or human stories you not only stand out from all the others but you increase your chance of being remembered, understood and referred.
Please, share more human stories!