With so much happening in the industry, getting back to basics seems so comforting. Everywhere you look there’s new ‘things’ we can be using from technology platforms to overseas outsourcing solutions – all great ideas to help promote our businesses but there’s one marketing tactic that’s tried and tested and doesn’t need much thinking about or investment and that’s good old fashioned story telling. I was in a meeting last week with a web designer and an Adviser and as much as the Adviser was telling the designer about what he did, the web designer didn’t really understand the value – a scenario many have experienced before. Whilst it still amazes me today that not everyone understands what a Financial Adviser does it’s something we need to be aware of and constantly tackle. What happened in this meeting? The Adviser said the golden words, “Let me tell you a story” and with that he explained exactly what he did – the outcome, an aha moment! The web designer totally understood what the Adviser did; the value he adds to peoples lives everyday – it was perfect! “Right, I totally get it now, I never really understood what a Financial Adviser did, everyone needs one don’t they?’ said the web designer!
But, there’s a way to tell a story that can help spread the word about what it is you actually do and it’s really simple [anything in marketing that’s complex, isn’t worth doing!]. Three steps.
Step One – Explain the situation before the client met with you. How did their finances look, how did they feel, what were they experiencing. Emotion and facts.
Step Two – What did you do? High level, three points. Taking away the pain and confusion and replacing it with confidence and so forth. Again facts and emotions.
Step Three – The happy ending! How does the client feel now having taken your advice?
One more tip! If you want to improve your word of mouth marketing, once you’ve told your story actually give the person permission to share that story with others. Such a small point but such a critical one. Why? The fact that you have given someone the permission to share that story increases the chance that they will. People love to share stories not so much secrets!
Who do you tell stories to? Everyone, everyday. Everyday most people will be asked the question, “How are you, what’s news?” or something similar. Most respond with the comment, “You know busy as always” instead of responding like that, explain that you’ve been busy doing [insert example in the form of a story]. It doesn’t need to be War & Peace, just a nice sharp story to help explain your value.
Please, go ahead and share this story………..