Unless you’ve been hiding under a rock lately, you most likely have heard all of the banter and issues going back and forth between Democrats and Republicans. On a daily basis – at all times of the day…it’s all over TV, Radio, Newspapers, and Social Media outlets. These National Media are doing Financial Advisors and Estate Planning Attorneys an incredible favor. Regardless of who you side with politically, there is a great opportunity for you to be the “local” calming force and “go-to” expert for many individuals starting to worry about how the outcome of the election will affect their retirement/life savings and estates.
Whether Clinton or Trump wins, changes will be taking place and confusion levels will be heightened for 6 to 8 months. What will happen in the economy? Taxes? Healthcare? The Market? Social Security? Investments? Probate? Cost of Living? Real Estate? The list goes on and on…
Financial advice and possible solutions for these and many other challenges will be top of mind for anyone who has money saved up to protect, donate, pass on to their heirs, or invest. With proper planning, you can get in front of that wave of “need” that will be so prevalent in 2017.
Here is what you will need to create impact, demand attention, and stand above your competitors (who will also be going after the same motivated audience).
- Insight and demographic data of the surrounding zip codes in your market area
- A Smart Approach
- Powerful Messaging
- A Marketing Offer to Motivate
Easy enough to understand right? Makes sense, huh? Seems obvious, no?
With all that said, many companies will freeze-up and procrastinate because it’s human nature to look at marketing (prospecting) as an expense or to reflect back on something they did once or twice, but received little response.
The big difference is knowing what variables, formulas, and criteria are important and needed to get in front of those valuable prospective clients. You are targeting the most guarded and sought after audience in America. Yes, these individuals and couples 50 years and older with money, worried about protecting it, wanting to invest it and use it to live out their retirement. Every company and product wants their attention. Their demographic and personal information is easily accessible more than ever due to the enormous amount of data gathered through the internet, via commerce, and social media. We now know more about their backgrounds and behavior than we ever did. With that information in hand, you have to be responsible and clearly understand how to approach them in today’s sensitive environment. They are deeply concerned about their assets and family. They seek happiness and solutions to their concerns. They have to trust you, like you and respect you before they turn over their personal information and finances. Many have been procrastinating on taking action with their finances. They may be getting bad advice from someone else and don’t know how to leave. They would love a second opinion but don’t know where to start, and they may be embarrassed to meet with an attorney because they might not have been diligent with their money and their assets. Finally, most have not been approached the correct way to make them want to meet with anyone. I have marketed for Financial Advisors and Estate Planners for over 22 years and they have given me all of these same reasons that came directly from their clients when they first met with them.
The solution then?
Get face to face with your audience…live and in person. Tell your story and vividly explain that you know and understand the reasons why they have been procrastinating. Make them truly feel comfortable not knowing what to do with their money or their estate. Listen to their wishes, dreams and sacrifices. Connect with folks who are worried sick about their financial security. Understand what their life and background is, what got them where they are today, what they want for their family and loved ones…it’s all about their NEEDS, not yours.
That is when the trust, like and respect will blossom.
A proven approach?
Start the delicate process either by having them come to one of your educational events, a public seminar presentation, or to a ‘client-bring-a-friend’ event. The very same social approach you’ve all used to meet friends, family, your wife or your husband. Reach out to them with personalized invitations with relevant messaging and a preview of your potential solutions to their concerns. You have to first meet them halfway where you can start that private relationship.
Stop procrastinating…smart marketing works, over and over. Do things right and they will come.
Jorge Villar is President of RME360, with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that for the last 17 years has accounted for more than 65% of the events being held in the nation, with over 17 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Succession Planning and Asset Protection. RME360’s marketing programs are presently being utilized by over 10,000 clients, including: top producing financial advisors, estate planning attorneys, large financial organizations, health care organizations, franchises, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and marketing training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
Latest posts by Jorge Villar (see all)
- Does It Matter Why Your Prospects Came to See You? - March 5, 2018
- The Powerful “What If” Factor in Marketing and How It Can Generate Sales - November 6, 2017
- Add Impact to Your Message Using the Power of “Personalized” Direct Mail - October 2, 2017