Marketing Corner – Life Insurance Awareness Month

September is Life Insurance Awareness Month

handshakeliamSeptember is Life Insurance Awareness Month. This is a great opportunity for advisors to discuss life insurance solutions with prospects and clients. Many consumers, and even some advisors themselves, are unaware of the variety of needs life insurance can meet.

The modern life insurance landscape goes far beyond securing a death benefit. With accessible cash value policies, life insurance can be used to protect an investable sum from market volatility, to generate an alternative source of retirement income, to help a business survive the death of a key partner, and so forth.

Consumers consistently overestimate the cost of life insurance. The 2016 Insurance Barometer Study conducted by Life Happens and LIMRA—the main organizations behind LIAM—found that the median estimated yearly cost for a 250,000 term policy for a 30 year-old non-smoker was more that double the actual cost. Other key barriers include other financial priorities, consumers feeling they have as much as they need, or confusion on what types of insurance to buy. These are all barriers that can be broken, through education and care.

Life insurance awareness month is your chance to refresh or learn creative uses of life insurance that can help you bring in a stream of clients. With many programs from carriers and trade groups, you have access to a wealth of resources to do this.

In fact Legacy Financial Partners has a comprehensive LIAM package available for agents and advisors. This complimentary kit includes:

  • Marketing Guide of Leveraging Social Media
  • Customizable Fact Finders
  • Customizable Prospecting Letters
  • Customizable Marketing Flyers
  • Life Insurance Prospecting Ideas
  • Over 15 FINRA Approved Concept and Presentation Pieces
  • Life insurance Powerpoint Seminar Presentations
  • Much more.

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Marketing Corner – More Tips For Content Marketing

Marketing Corner – Wednesday, August 10th, 2016

More Tips for Content Marketing 

Advisors, especially older ones, often struggle with making heads or tails of content marketing. With so many platforms and channels, each with their own style of engagement, it can seem daunting. While there can be advanced technical strategies, the core of content marketing is pretty simple. Used in an efficient manner, content marketing can be a valuable strategy that doesn’t take too much of your time to maintain.

Here are seven simple tips for developing your content marketing strategy:

businessmancompBe Consistent

One of the key ways advisors fail with content marketing is consistency. It will generally be better to have regular posts spread over a larger time period than a short burst of content. Advisors that do the latter often find that they don’t have enough topics or material to maintain a consistent flow. If you wait to be inspired, you’ll find that you won’t be able to engage with your audience regularly. This can kill any momentum with the audience you have built or prevent your audience from growing further.

Have A Mix of Styles and Formats

Your content can be a simple update, a short summary of a relevant article, an in-depth piece explaining a solution, or a list of things your audience needs to know. While having a few standard styles can be helpful to plan your content strategy and let consumers know what to expect, mixing in posts that are shorter, longer, or composed in a different style, helps to ration your content. It also may help to reach a wider variety of consumers—those that like longer articles, those that like lists, or those that like short status updates, etc.

Demonstrate Your Expertise and Experience

Your content should reflect your skills and knowledge, with consistency. You don’t know what might trigger a reader to call you for an appointment, so discuss a variety of topics with competency and meaning. Even if a topic isn’t relevant to one type of consumer, the fact that you write about it truthfully and can relate it to those consumers for which it does matter, demonstrates the breadth of your knowledge.

businesstieDon’t Be Afraid of Personality

Obviously you want to present content that is professional and compliance friendly. But within these guidelines there is a way to write in your voice. Personality goes a long way to making complicated topics go down smooth. People relate to you more, because you are not just a robot churning out boring copy, but rather a human being composing relatable content.

Use Clear Photos and Branding

You will likely use a variety of platforms to distribute content and build an audience base. This is your website, LinkedIn (great for advisors), Twitter, email distros, and even Facebook (becoming more and more relevant for advisors). Ensure that supporting elements such as profile photos, headers, and logos, are sized correctly. Have a decent headshot. Be honest with yourself. If the profile photo you use on LinkedIn makes you look like vampire, get a better shot. If the photo you use is great, but shows up pixelated, use a higher resolution.

Don’t Be Too Aggressive With Those That Engage With Your Content

So you’ve been using a content marketing strategy for a while, getting engagements such as likes or comments. Your instinct is probably to turn these consumers into clients. This is, after all, the ultimate goal. But being too aggressive can turn off a consumer. The difficulty with engaging people through your content marketing channels is knowing when you cross the line from business to personal. With Facebook and Twitter, you generally shouldn’t send an inbox message to a consumer that responds to a public post. In LinkedIn, it may be appropriate. The difference is that LinkedIn is primarily used for building business relations, while Facebook and Twitter have large user bases that are personal. Engage consumers where they engage you and be satisfied that people are responding to the content you are putting out.

Manage Expectations

Content marketing won’t likely give you immediate results. It takes time to build and maintain an audience. This can be very frustrating for advisors because it may seem like your efforts aren’t being rewarded. Understand that using content to promote yourself will take a while to pay off. But the benefits are there. You never know what will inspire a consumer to call you. With constant, fresh content, you are helping your SEO appearance.

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Marketing Corner – Business Valuation

The Value of Business Valuations

businessv3Financial advisors all know that a good business owner presents many planning opportunities. Not only is there opportunity for the business as an entity, but for the owner’s individual needs, as well as any staff. A financial advisor is not only useful to protect a small business owner’s assets; they can encourage growth through any number of strategies. But, like many client types, business owners often only seek out financial services when there’s a need. This is why building relationships with owners early can lead to a lifetime planning of opportunities.

Business valuations can be a meaningful way to connect with business owners before there’s a need and to be there when a need arises. This is because a business valuation comes into play in many situations, such as:

• Estate Planning
• Succession Planning
• Selling The Business
• Securing Loans
• Asset Protection
• Scaling Up/Down
• Key Man Insurance

Owners often underestimate the importance (and, ahem, value) of a business valuation. When you are dealing with the everyday concerns of running a company, longer goals tend to be sidelined and business valuation is typically seen as something done before the company is sold or transferred.

But business valuations can be helpful to chart progress and inform short-term decisions, which may lead to long-term growth or mitigate poor business choices. Knowing what your business is worth on any given day is important for managing risks and understanding how you track with your vision.

Here are three ideas for targeting businesses and using business valuations:

Target Bellwether Businesses

Every community has those classic businesses that have been around for a while and are beloved by many in the area. This could be a restaurant, coffeeshop, bookstore, manufacturing plant, what-have-you. businessv1Businesses that have been around more than five years have proven their viability and are likely entering into other phases of their life, bringing more complexity and weightier decisions to be made. Many small businesses aren’t equipped to handle rapid success or to maximize their opportunities. They may not even be aware of opportunities. In truth, many small businesses–even popular ones–don’t have long-term planning goals outlined, let alone know what their business is worth.

Connect with the owners of these businesses and offer a free or reduced business valuation. Ask them when the last time they had their business valuated. These businesses could be places you already visit in your day-to-day. Do a little research, meet the owners, and explain what you do.

businessv2Target New Businesses

While new businesses have a high-folding rate, getting in early and proving your skills can lead to a lifetime client. When a new business catches your eye, one you think has viability, or one you believe can provide sustained value to your community, don’t be shy. Introduce yourself and what you can do for them.

Organize a Business Owner Specific Seminar

Rather than go after specific business owners, let them come to you with a business owner specific seminar. Just like you would with any other audience in a seminar setting, address common concerns and important concepts that your target market needs to know. Offer a business valuation at the end of the workshop and start booking appointments.

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Marketing Corner – 12 Best Practices For Sponsoring Community Events

12 Best Practices for Sponsoring Community Events

Community events are great marketing opportunities that advisors often fail to take advantage of. This is a shame because community events allow consumers to see a friendly, personal side of your business. Rather than meeting you or engaging with your brand through normal business channels, consumers become aware of you in settings that add enjoyment to their daily life. Here are 12 best practices with sponsoring a community event.

Choose an Event That Is Visible And Draws Crowds Within the Community

Consider the community activities that occur in your area. Are they popular enough to draw significant crowds? Do they bring together different strands of your target market?

Choose Events That Occur Regularly

While sponsoring a new event or a one-off activity can certainly be helpful to your brand, finding events that occur regularly may lead to a long-lasting relationship with organizers. This provides you more opportunities in the future, granting your name a strong association with the event, and helping you to plan far in advance.

Select Events That Align With Your Passions and Hobbies

You can certainly sponsor an activity just for the sake of brand awareness, but if you choose an event that reflects your personal tastes and hobbies, you will be more invested into it. These may also give you chances to showcase parts of your life not related to your business. For example, let’s say you are great at cooking BBQ. Sponsoring a BBQ cook-off would allow you to be a part of an event that attracts people in your community as well as participate.

Give Your Audience A Unique Experience

Align yourself with events that provide your target market with a unique, fun experience. Avoid boring, information-style activities, and think of things that the entire family can enjoy.

Identify Activities You Can Directly Participate In

Getting your branding in front of consumers is great, but directly interacting with consumers is a better way for them to get a sense of you. So don’t just sponsor the art walk, or beer fest, or block party—directly participate and mingle.

Don’t Overwhelm The Event With A Pitch

It’s fine to discuss your services and area of expertise, but avoid trying to sell. Explain who you are, what you do, maybe even give a business card, and then focus on having fun and interacting with attendees.

Promote The Event

Don’t simply count on organizers to promote the event. Promote through your social media channels and newsletters. Let current clients know about the event, as this can be a form of client appreciation and referral gathering all in the same activity. Use your regular marketing channels to market the event, i.e. e-blasts, phone calls, and even direct mail. Understand how the event fits within your other marketing activities. What marketing will you do before and after the event? How will you use these to highlight the activity?

Consider A Range of Events to Reach Multiple Types of Consumers

Younger consumers may be responsive to a summer concert series or a food fest, while older consumers may respond more to leisurely activities like crafts. If budget allows, strategically place yourself within both types of events.

Coordinate With Organizers On Your Level of Responsibility

Make sure your role is clearly defined and that you don’t overstep the bounds of those doing the brunt of putting on the event. Offer your help where needed, but don’t overwhelm them and make the event all about you.

Create Your Own Events

If you are unable to find a suitable event that aligns with your hobbies or passions, create your own. While this means that organization falls an you and your staff’s shoulders, creating your own event, especially if it is unique, can set apart from your competitors.

Document Tastefully

Without being narcissistic or disturbing the spirit of the event, document it through photos and videos. Place these on your website or social media platforms.

Define What You Want To Get Out Of The Event

Make sure you have a clear idea of what your business gets out of the activity. Are you looking purely for brand awareness? Or will you try to capture leads?

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Marketing Corner – Ramp Up For Fall

Ramp Up For Fall

planfallmcWhile we are smack in the middle of the dog days of summer (it was 96 degrees with a heat index of 108 here at LFP HQ) fall isn’t too far away. September is only six weeks from now and autumn will creep up faster than you know it. Whether you are dealing with a downturn due to a summer slump or clearing high production, now is a good time to think about the next quarter of your business.

This is because with each season, comes new opportunities. Here is a list of things to consider as you ramp up for the fall:

Your Marketing Plan

Many advisors don’t have a marketing plan to begin with it. Even if you do, you are likely focused on very short-term (weeks) or very long-term (years) marketing activities. But having a marketing plan that aligns with the seasons (months) can be a good way to establish goals and take advantage of opportunities that occur during this time period. Don’t ignore your daily marketing activities nor your long-term goals; simply add another timeframe to consider how you can leverage your value proposition.


We discussed before the enduring value that seminars have as a marketing tool. Because of summer can both hurt attendance as much as it can help, some advisors reduce their seminar activities during this time period. If you are one of them, now is the time to plan your fall seminars, with presentations often taking six weeks or more to prepare, coordinate, and advertise.

Back to School Marketing Opportunities

You may not think that back-to-school season offers opportunities for reaching new clients, but it does. You can align you marketing around the concept of “back-to-school” or even look at school publications. In areas where high-school sports are popular, look at sponsorship or booster opportunities.

Industry Specific Opportunities

The fall has two big industry specific marketing opportunities: life insurance awareness month (September) and critical illness awareness month (October). As you head into the fall, consider how you will take advantage of these awareness months, contact specific carriers to request collateral, and ask what your eventsmcbrokerage or FMO is going to do to help you market during this timeframe.

Community Events

The spring and summer months are full of community events, with more people seeking outdoor or social activities. Autumn likely has several events in your area that draw regular crowds. Look into sponsoring these events or even creating your own.

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Marketing Corner – 5 Tips For Story Selling

Marketing Corner – 5 Tips For Story Selling

Storyselling is an important and valuable concept for financial advisors—really any profession that uses personal interactions to clear business. Good storyselling turns a pitch into a dynamic process that helps consumers to emotionally connect with a product or strategy. Here are five key tips for good storyselling.

[su_divider top=”no” size=”2″]

personalDon’t Mix Your Metaphors

Using metaphors and analogies can be an efficient way to package large concepts into digestible nuggets. A metaphor can clarify a complex strategy or solution and keep the consumer interested. There are many kinds of metaphors and analogies we already use; think “home run,” “bogie,” “bulletproof,” etc. However, you should keep metaphors relevant, focused on the consumer or their benefit, and consistent. Mixing metaphors can confuse, rather than illuminate.

Use Personal Details To Sell The Story

The more you can draw personal details into your pitch, the more the consumer will be engaged. Use your profiling and sense of the prospect to craft relevant metaphors. Use names of spouses and family members to highlight who will benefit from the strategy, for example, “With this strategy, you and Bob can retire in Boca, with enough money for little Julie’s college.” Being specific and personal reinforces the benefit of the strategy for their unique situation.

Focus on the Goals/Results

Your story-sell may involve a lot of pieces and detours, but you should always bring it to the end goal. What does this particular strategy or solution solve? Why is this solution more appropriate than others? Follow the classic story arc of beginning-middle-end to keep the pitch on track of focused on the problem it solves.

balanceBalance the Story

With storyselling you do run the risk of eliding or overpowering important details about a strategy. Ensure that your client fully understands the consequences and responsibilities of the strategy you are selling them. A client who feels misled can wreak havoc on your practice with negative reviews, chargebacks, and legal action. So as you sell to your prospect, take moments to check for understanding.

Use Visual Aids/Yellow Pads

A simple yellow-pad concept or illustration can enhance your storyselling. As you pitch, draw out important details or use visual metaphors to convey the crux of your solution. Better yet, have the consumer draw based on your instruction.

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Marketing Corner – The Value of Lead Magnets

The Value of Lead Magnets

compyEvery business needs a stream of qualified leads. For financial advisors this is a unique challenge. While a neighborhood bakery, autoshop, or boutique clothing store provides tangible goods and services, the benefits of working with a financial advisor may not be as instantly gratifying. Many consumers only seek out financial advisors when there’s a pressing need, meaning it’s often too late to properly address the issue. One way to address this is to incorporate lead magnets into your marketing plan.

What is a lead magnet?

A lead magnet is anything that drives a consumer to a specific action. You can think of it similar to a call-to-action or a give. What a lead magnet does is attract consumers with a tangible offer or unique experience. This is often thought of in terms of digital marketing. For example, a consumer responds to a digital ad, routing them to a landing page which has a form submittal to receive a complimentary kit, rate report, or retirement analysis. There are many different versions of this structure and advisors can implement a digital lead magnet system to reach many types of consumers.

While it’s good to focus on the digital, lead magnets can be very effective in traditional formats. For instance, we’ve seen success with agents offering a free round of golf or a free tennis lesson. Instead of (or in addition to) using digital ads to promote this offer, the agent places a high-quality, eye-catching ad at the target venue. This can, to an extent, pre-qualify the audience, based on the venue where the ad is placed . The consumer gets a unique experience of value and is able to learn more about you in a casual, low-pressure manner. Another benefit is that you can build a relationship with the venue, which can open you to business owners and advocates.

What Makes a Good Lead Magnet?

meetingwclientsA good lead magnet:

Offers an experience or product of real value

A rate report or retirement analysis represents a real value for your time and expertise. For some consumers, this may be enough. But to really attract high-value consumers, offer something that is immediately gratifying.

Is pitched toward a specific target market

You can use a lead magnet any number of ways, which is why you should have a clear idea of the type of consumer you wish to attract.

Gives you an opportunity to interact with the consumer

Dangling out an Outback gift-card for an introductory phone call at best gives you an impersonal interaction with a consumer and at worse attracts plate-lickers. If your lead magnet involves an experience like a lesson with a golf pro, this is an event that you and the consumer can share together. This gives you opportunities to interact with the consumer and for them to get a sense of you.

Aligns you with businesses that support you and your efforts

Since you are likely to use another business’ products or services as a carrot to attract consumers, it’s important to develop a good relationship with the business. As mentioned above, this can gain you advocates and access to business planning opportunities. On a smaller level, however, having a good relationship ensures that you are able to continue to use the business for your lead magnet. Make sure that the relationship is mutually beneficial.

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Marketing Corner – 6 Key Challenges Advisors Face Today

Marketing Corner – Wednesday June 29th, 2016

6 Key Challenges Advisors Face Today

Advisors and Agents face many challenges throughout their career. From establishing a practice, building a client base, marketing, and dealing with downturns, the zigs and zags of an agent’s career can be erratic. Here are six key challenges advisors face today.

Shifting Demographics and Client Bases

America is on the cusp of the largest transfer of generational wealth, ever. Over the next 30 years, some $30 trillion will be transferred from Boomers to Gen-Xers and Millennials. That’s a pretty good opportunity for advisors, except for two things:

Nearly 66% of children release their parent’s advisor
Most advisors only focus on a particular age segment

Retaining clients across familial generations requires skill. Although there is no such thing as “easy money,” focusing only on Boomers does simplify your practice. You are able to understand the key needs of this population segment and positions to continually enhance your expertise. But doing this cuts you off from the next wave, which is going to arrive sooner than you think. Some demarcations put the outer edge of Gen-Xers around 1960, which means that in five-ten years, these will be the new Boomers. Plus many Gen-Xers and Millennials (yes, Millennials) represent planning opportunities now. Take some time understand the key issues facing each generation and expand your target market.

marketingMarketing and Prospecting

Marketing and prospecting will always be a challenge in any business. Financial advisors are in especially prone position, however, when it comes to generating leads and converting new clients, since the service they provide is not a tangible object and often involves long time-frames. As generations shift, so too does the effective means to reach new clients. This is where having an array of marketing solutions is helpful. While you may have one core marketing activity (seminars, social media, referrals, etc.) having many different marketing tools will help you adapt to changing target markets. It’s not digital versus traditional or push versus pull marketing. It’s digital and traditional, push and pull marketing.


One immediate challenge facing the financial service industry at large is the DOL fiduciary rule. While advisors can expound endlessly on the potential impact of this rule, it does raise some concerns about regulation in general and the changing perceptions of what it is financial professionals actually do. We’ll see how this change plays out before full implementation (already there are many lawsuits set to argue against the rule) but it points to the importance of staying abreast of industry-wide changes and being diversified in your offerings.

Balancing Being A Good Advisor and A Good Businessperson

A good advisor provides custom-tailored service and excellent care. A good businessperson understands the true cost of profit and has a vision for the company on several different time scales. The challenge many advisors have is that they have to be both a good advisor and a good businessperson. Independent advisors may pull enough in production to hire a support staff, but the responsibilities of dealing with consumers and protecting the business’s growth fall squarely on their shoulders. Time spent as an advisor can take away time needed to ensure business needs are met. Time focused on the numbers takes away from time that could be spent with consumers, which at the end of the day, helps support the vision of the business.

How do you balance this? It may help to establish a distinct marketing and business plan periodically. You may also wish to align with another producer or agency. Or you might seek out a FMO to handle marketing and back office tasks, as well as help shape the scope of your business. However you do it, never forget that you are a business owner and need time to focus on business needs as much as client needs.

marketvolatileMarket Volatility

The market is unpredictable. While there are best practices, solutions, and strategies that work within and outside the market, the market still casts a large shadow over financial services. Market volatility presents a challenge to advisors in a few interesting ways. Advisors need to have some idea of how products and solutions will perform in the ecosystem of the stock market. Consumers, watching key stock figures and measurements, come armed with their own perceptions, fears, and concerns. This can lead to behavioral finance biases. While you can’t control the market, you can help people address their specific needs. Having a good understanding of consumers’ biases and issues can go a long way to selling your market-tough solutions.

Generalization v. Specialization

The problem many professionals face is to generalize or specialize. This is true of doctors, lawyers, and certainly financial advisors. If you are too generalized, you may miss opportunities to land advance-market, high net-worth clients. If you are too specialized, you may be vulnerable to changes with your specialty and target market. One possible approach for success is similar to the point we made about marketing: have one core offering, with an array of other offerings. This will allow you to go after niche clients, with a sustaining set of services.

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Marketing Corner – 15 Ways To Ruin A First Appointment

An advisor’s first face-to-face meeting with a prospect is, like all first impressions, very important. Your prospect gains a sense of you as a professional and service provider. If they leave the appointment confused or with a bad taste, they probably won’t park their retirement with you, no matter your years of experience or credentials. While some advisors are naturally proficient at nailing initial meetings with prospects, there are many easy ways advisors—even the best—can tank first appointments. Such as:

selYou Are Too Eager To Sell

One of the easiest ways to ruin a first appointment is to sell right away or sell too hard. First appointments are really about getting to know each other and focusing on products will make you more of a salesperson, rather than a financial professional. Instead of focusing on products, focus on solutions and results. Products are just tools that solve problems.

You Talk About Yourself Too Much

It’s good to build rapport and explain your background/qualifications, but going on about yourself will make you seem egotistical, narcissistic, and take away time that your prospect can use to voice their specific concerns.

You Don’t Engage The Consumer

Even with a two-way conversation, it’s possible for you to not engage with your consumer properly. Ask them questions and relate information back to their specific goals or vision for retirement.

clockYou Don’t Give The Consumer Time To Process Information

In the course of the appointment, you may delve into complex financial topics or discuss important options. Give the consumer time to process this information and ask clarifying questions. Guide them through their options and help them piece together for themselves the ideal solution.

You Don’t Ask Probing Questions

There may be other factors outside of a fact-finder sheet that determine if a product or solution is appropriate. Ask probing questions to get a better sense of your prospect and the full picture of their unique situation.

You Ignore Key Details And Goals

The prospect will likely outline their needs and retirement goals. Pay attention to this information. Discussing solutions that ignore these goals will alienate the consumer, leaving them with an impression that you aren’t listening.

You Don’t Take Notes

Taking notes throughout the appointment not only helps you keep track of important details, it also demonstrates your care and professionalism to the consumer.

handshakYou Fail To Demonstrate Empathy

One of that main reasons people seek financial advisors, over say, a robo-advisor, is the sense of care and connection they get working with a real human being. This really comes down to being an empathetic professional, meaning that you demonstrate your awareness of how important the consumer’s goals are. Being able to read and respond to emotions, such as confusion, fear, and frustration, is very helpful as you work through the appointment. Remember that for most consumers money is only as good as the security and protection it provides. You may also deal with consumers who recently lost spouses or parents.

You Over Explain

Key financial concepts and solutions can require detailed explanations. However, using too much technical jargon or bringing in unnecessary information outside the topic at hand can overwhelm the consumer.

You Under Explain

On the other hand, not providing a clear, full explanation of a process or product inhibits the consumer’s ability to see how it might be appropriate for them.

confusedpaperworkYou Are Boring

Financial services involve numbers, processes, and details that may not be the most exciting, even if they serve to illustrate exactly what the consumer needs. Most people don’t care about the internal mechanisms or economic theory behind a solution; they care about a secure retirement. So what is exciting or compelling to you, a person who lives and breathes in the financial world, may not be to the consumer. Always bring solutions to the consumer’s level and make it come to life through relatable metaphors. Break up long instances of speech with questions or checks for knowledge. Use visuals.

You Dominate The Conversation

While you are the expert and will likely have a lot to say regarding a consumer’s situation, dominating the conversation makes the consumer feel invalidated. Allow your consumer time to interject. Make them feel comfortable to ask questions.

Your Lose Control Of The Session

You certainly shouldn’t dominate the conversation, but you should also not lose control of the session by letting a prospect go on and on. Keep the conversation focused on a specific need or goal. This goal, may involve many individual concerns or considerations, but having an ultimate goal that they all move toward can help keep the session focused and help you maintain control over the appointment.

goodadviceYour Explanations And Solutions Are All Over The Place

Your explanations and solutions should move in a structured manner. Approaching solutions from all angles at once causes the consumer to withdraw.

You Don’t Relate Information Back To The Needs or Goals

What does your prospect ultimately need or want? A secure retirement? Upside potential? College funding? All three? Every solution is going to involve detailed processes and specific considerations. Bring your prospect in closer by relating the solution back to their goal. For example, after explaining an overfunding IUL strategy, say, “This allows you to retire safely and send little Jenna to college.”

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Marketing Corner – Six Ways to Be More Personal in Your Practice

Marketing Corner – Thursday, June 9th, 2016

Six Ways To Be More Personal In Your Practice

The best advisors know they don’t sell products—they sell themselves. With the rise of robo-advisors and increasingly competitive markets, one of the easiest ways to gain a foothold with your consumer base is to be a personable professional. For some advisors, this is common sense and natural. Others may not be aware of the ways they could sell themselves better. Here are six simple ways to put your best foot forward.

Professional Headshots

Too many times we see advisors that have decent looking websites with poorly shot profile photos, if they have photos of themselves at all. A well-shot photograph allows consumers to put a face to the services or bio they are reading about. Using your image on other marketing materials like fliers or mailers can also serve to make a personal connection.


Statistics show that video can increase linger time and conversions for websites. You might find that some advisor websites have explainer videos on every concept or product line. This is great, however you can bring video to your website without huge expense by providing a short introduction clip on your home page. In this clip you should address the consumer, give your mission statement and a summary of your skills/experience. This allows the consumer to see and hear you, further connecting your practice to a real person.

Community/Charity Events

Sponsoring community events can be a great way to get your name out in your area. But to get the most out of this strategy you should actually attend the event and meet members of your community. Consider also creating regular charity events that tie the community together, such as a food or clothing drive, charity sports tournament, or volunteer blitz. This aligns with your passions outside of work and helps you to become a known quantity in your local area.

leadgeneration1Track Details

When you meet a new prospect, you likely have casual small talk before delving into products and solutions. Conversation topics like family, goals, experiences, etc. This information is
helpful to provide a personal touch later on as you drip on an unconverted lead and to reinforce your relationship once they become a client. Within your CRM capture this information and use as you interact with the consumer.

Personalize Marketing

We’ve discussed the importance (and ease) of personalizing emails/subject lines before, but it’s worth repeating here. This is such a simple, low-effort way to provide a personal touch with something that is somewhat impersonal. If possible, personalize mailers and form letters as well.

Tastefully Demonstrate Your Personality In Your Collateral

Striking the right balance between personality and professionalism is a skill. Done well, it demonstrates that you are a human being with a family and interests, not a suit trying to sell
insurance. There are many ways to do this. For example, in the copy on your website or newsletters, use language that has a bit of your voice, while still providing professional and compliant details. You can also consider a hobby or passion and use this as imagery or metaphor in your marketing collateral. Again the key is balance. A little bit of personality makes you relatable and distinguished; too much turns you into a clown.

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