It has always has been about YOU and then four other important variables that can make a difference in your success and growth. In all the years that I’ve been involved in marketing for top professionals of different industries, I have identified some traits, features and trends that differentiate them from so many others in their field.
In most cases, they invest in themselves, their business, and in marketing, to get in front of more prospects than their competition. However, that simple trait seems easy to replicate for anyone who wants to increase their production or add new clients. There’s actually more to just doing that. It’s all about five tactics and strategies that you will also need to take into consideration.
- It’s about YOU
You need to deliver the correct and compelling message when you reach out and get in front of those interested prospects. Are YOU connecting with them? Are YOU gaining trust? Are YOU providing real solutions to their concerns? Does your advice resonate with them? Don’t ever forget, they are all buying YOU.
How often are you in front of your ideal audience? I have witnessed this specific feature trump many other variables. Frequency typically wins out because consistency drives results (like in so many other disciplines). The goal here is to continually be in front of people when “they” are ready to take action not when you need to make sales. I have seen too many give up right before they turn that proverbial corner.
Content is king. What are you promoting? What solutions make the most sense to your audience? What is your unique message? Is it compatible and relevant to current events or financial issues or family matters? Does your type of advice or offering match their most immediate needs? They don’t understand your industry so you need to make sense to them and make your recommendations very easy to comprehend. They will shy away from complexity and things they don’t understand.
Creativity will matter when you promote yourself and your business. People will always compare you with others. Crafting your message and your brand story will help you stand out. Develop a memorable reference point that identifies you and helps you be recognizable. Many use sayings or catchy tag lines that will help people associate them with you. There are too many examples to mention, but I’m sure you have heard a few.
- Value Proposition
A big difference is also how you promote your value proposition in your area. Everything I mentioned above will help you, but it must all be anchored to a perception of value. Not only the added value of your services but also your overall personal value system. People do business and build relationships with people they like, look up to, respect and share similar beliefs with. Your image, reputation and credibility will be judged by those that are looking to maybe entrust you with protecting their life savings and finances. In today’s social media environment, they will look you up and try to assess who you are and what you are all about. Be mindful of your and your friend’s posts on your networks and pages.
In summary, in this pandemic period, people’s financial concerns will be in a heightened state for quite a while. Many will now be highly motivated, more than ever, to adjust, settle or make arrangements to not only protect their legacy, but also align all of their financial matters with their personal goals. A local and trustworthy voice will be their guide to seek that peace of mind. YOU can be the solution if you position and present all of the above in an orderly, creative and consistent way. Be prepared, I predict a big wave of opportunity in the months to come.
Jorge Villar is the President and Founder of LeadingResponse (formerly RME360), a $24 million-dollar marketing powerhouse. With more than 26 years of direct marketing experience, he is known in several industries for his ability to create campaigns that garner the highest response rates. He is the innovator of the National Seminar Success program that for the last 17 years has accounted for more than 65% of the seminar events being held nationwide, with over 17 million attendees. Mr. Villar has also been very successful marketing to physicians and business owners regarding Succession Planning and Asset Protection. LeadingResponse’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: (858) 453-2128
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