How to Reach an Audience of Message Scanners

How to Reach an Audience of Message Scanners

Transforming your business requires a marketing strategy that works. Over the past few months, I’ve talked about the importance of clear and concise messaging, the advantages of automating where you can, and how to earn free marketing reach from news sources.

I believe in the value of marketing. It’s a great way to open the door and start building a strong, lasting relationship. If you’ve started implementing some of these suggestions, but haven’t noticed a change yet, it’s important to examine why.

When I talk to advisors about their marketing and client acquisition plans for 2020, I hear more discouragement and frustration than anything else. Do any of these answers sound familiar?

  • My website is not creating enough qualified leads for me.
  • Buying lists are too expensive today.
  • I can’t get enough people to my seminars.
  • The response to my mailers remains low.
  • It’s too expensive to engage in digital advertising.


Marketing and prospecting have always been a challenge in our industry. For everyone. But instead of letting it discourage you, let’s step back and examine pieces that might make a difference. It’s not necessarily new information, but it is extremely relevant to your plans for 2020.


  1. Simplify and Clarify Your Message


People are distracted. This isn’t the first time you’ve heard that, and it surely won’t be the last. To be heard above the noise, you must make your message extremely clear. Most likely, you are catering to prospects, not to clients. Your message needs to be so simple, so thematic and so compelling that the prospect wants to engage with your personal brand.

Think about how you use the internet. Today’s audience likes to scan, not read. Your business has seconds to get a point across – not minutes. As consumers, we stay on a webpage for fewer and fewer seconds every year, less with every added distraction.

Your brand must speak to the emotional transformation that your prospect wants to create in their financial life.

You know what they are looking for. Confidence. Knowledge. Security. Organization. Peace of mind. You need to be writing the story with your prospect as the main character — the hero. Too often, we make ourselves the hero and lose the prospect during the initial interactions.

So, how do you do that? How do you make your client the hero and guide them to their goals? Most clients are looking for someone to guide them through the complexities of their financial decisions with a simple and clear path.


Think about avoiding analysis paralysis. If the information is too much, the person will simply not do anything and save embarrassment, fees and time. And they won’t find out how bad their situation might be. That’s extremely frustrating for everyone when a professional (YOU!) can help rectify the problem.


Clients are seeking advice. Specifically, they want to engage with a professional in a low-risk manner. One of the best ways to do this is to get a feel for the advisor before agreeing to meet. Many would prefer to see their prospective planner in action during a seminar. For them to do this, your website needs to clearly show them how to register, call or reserve a seat. They need a simple call to action to focus on, without a lot of other distractions. We’re scanners, after all. No one’s going to hunt and peck.


Simplifying and clarifying your message can keep prospects on the path, speed up your sales process, and save you thousands of dollars.


  1. Understand the Algorithms

Unless you live and breathe data and consider yourself to be one of the tech-savvy, the mention of algorithms probably takes you outside of your comfort zone. But stay with me for a minute. You can have the best site in the world — one that speaks to the heart of the problems your target market — and still not get results. Why? The rules of the internet search game change frequently.

In October 2019, Google changed its algorithm for searches. Their BERT algorithm is an expansion of their 2011 PANDA algorithm that scores clarity and quality higher than quantity.

This matters because it’s now more important than ever to be crystal clear. Understanding how searches value a site is critical to marketing. 93% of online relationships begin with an online search and Google controls 65%-70% of the searches.

Chances are, your site is not getting the exposure it deserves in a world of noise.

You must understand the rules of the game to succeed. It means staying on top of changes and making sure you have the right messaging to drive prospects to your site. Although it requires some hard work and diligence, it could be exactly what you need to distinguish yourself and attract clients.


Transformational Tactic: Take time to create a simple, clear brand message that resonates with your target audience and maximizes current algorithm searches.