As a qualified marketing professional I have learnt over the years that knowing not what to do is as important as knowing what to do! This is really important because when you incorporate value-based marketing into your business you realize it’s not about getting your name out there. It’s not about name recognition, it isn’t about bragging about how excellent you are. And it’s not about copying what every other Adviser is doing.
Marketing these days is often referred to as a science, which I think, can be true especially when you start delving into why someone makes a decision to buy and why he or she doesn’t – its positively exciting stuff for a marketing person!
Any Adviser can gauge their success. Any Adviser can gain their education [acknowledge some higher than others], the trick though is understanding the process a potential client goes through before making the decision to pay for your advice. Once you have a general idea of this, marketing becomes so much easier. By that, I mean it makes more sense to structure certain elements of your marketing in certain ways, constantly.
When a potential client is making a decision [and we pretty much all do this], they:
- They decide to act on the idea to seek advice or find another alternative.
- They start gathering information on an informal basis. Asking friends, asking for recommendations etc.
- They start the heavy-duty fact-finding – Internet searches, listening and seeing adverts they’ve never seen before!
- They narrow choices through their own process of elimination. They begin having favorites based on design; based on a ‘feeling’.
- They make the decision that they will seek advice, but not necessarily who from.
- They wait until its the ‘right time’.
- Money changes hands.
Most marketing pieces only appeal to now buyers. The problem with that is, that only 1-5% of prospects are ready to buy now! So how can you capture the moment and be in front of potential clients minds when they have gone through this process?
By creating and offering a low-risk high value offer. This gives the potential client more information; to become more educated and empowered. Human nature demands that we always want to make the best decision. Marketing’s job is to make sure you get the attention of the right target market, facilitate their decision making process, lower the risk of them taking the next step and empowering them to make a decision.
The following is a checklist you can use to see how well you are set up for value-based marketing:
- Find a niche (an inch wide and a mile deep).
- Get clear on your avatar.
- Match your message to the market by being the Adviser they would find credible and trust.
- Develop something about you and your business that is unique – typically it’s you!
- Focus on the why – don’t drag in the detail, they pay for that.
- Use a lead generation system.
- Always capture a website visitors email address.
- Use a marketing system that is automated and follows up – keeps educating that person in the value of your advice.
- Use Neuro marketing to support all your claims – that’s the social proof.
- Apply Cialdini’s laws of influence.
- Add massive value along the entire decision making process.
- Have call to actions everywhere – help the client navigate.
- Focus on the emotional element of what it is you can do for people – we make decisions based on emotion and reason with logic later.
If there are any points in that checklist that perhaps you would like further clarification with then please feel free to email me and ask. email@example.com
How is your marketing looking?