Ask anyone running their own practice what they want to achieve, and their answer will most likely lead back to growing their business and engaging with clients and prospects. Think about your own goals. Do they fit into either of those two categories?
When it comes to success, the “what” you want to accomplish is easy. It’s the “how” that requires more effort. Even without the pandemic, it’s harder to connect with clients today than it was just five or 10 years ago. And, as your clients have evolved, our prospecting must evolve as well.
So many practices are functioning with strained resources, and it can seem daunting to develop an efficient marketing strategy. The key word here is efficient. The goal is to figure out how to make your prospecting simple and repeatable. When we’re talking with advisers about how to grow their business, we find a tendency to complicate the process. Think about who you want to attract to your business. And then consider the value you can bring them.
Your value needs to be visible enough for them to give up their email address to hear what you have to say.
Once you figure out what your clients want to hear, repeat that message for your new prospects. After all, your A-list prospects most likely have similar goals and circumstances as your A-list clients. This is where the hard work comes in.
Regardless of whether you have a lead generator or not, there are some simple messaging tricks you can use to get the most out of your messaging:
The most important take away here is that the topic needs to be interesting to your audience. If it’s not, it won’t matter how catchy your title is or how many search words you use. First and foremost, your messaging needs to connect you to your prospects. It needs to show them how you will bring them solutions to their obstacles.
If your target market is young homeowners, for example, consider offering a checklist of five ways to build curb appeal. Or, if you want to reach asset managers, talk about five lessons learned from self-made millionaires.
And once you’ve figured out what topics have the biggest impact, repeat that messaging with all your clients. After all, if the messaging enticed them to share their email, it stands to reasons they will be open to more information on similar topics.
If you need help tweaking (or building) your lead generator, creating messaging that hits your target audience, or just brainstorming about the type of clients you want to attract, feel free to give us a call at (800) 589-3000. Your retirement income consultant can help you with any part of the sales funnel you have questions about.
Prospecting doesn’t have to be complicated to be effective. The key is to develop an efficient, repeatable process.
© 2018 Ash Brokerage LLC.