Grab Their Emotions

A Stanford University Study found scientific evidence that emotionally compelling messages work better than just presenting straight facts.  Yes, we all know people buy on emotion vs. facts… but when I look at advisor’s advertising… guess what it is full of?  Facts.

A very successful Carnival Cruise magazine ad campaign featured a couple embracing on the deck of a cruise ship.  It was shot so that the only part of the ship you saw was the railing they were leaning on… and the beautiful blue sea and sky beyond.

It had NO headline… but instead just a list of phrases:

  • Mike and Sandy Moore
  • Thrill seekers
  • Piano bar regulars
  • Dancing fools
  • Fine dining aficionados
  • Underwater explorers
  • Sun lovers by day
  • Star gazers by night

These are 7 emotionally motivating reasons to take a cruise.  Not a factoid to be seen.

So, how do you advertise?  Facts or emotions… 

Here is a few ideas to get you started:

  • Best grandparents in the universe… took their grandkids to Disney World
  • World explorers
  • Conquerors of their own destiny
  • Sleep easy every night
  • Not a care in the world… when others are fretting over retirement
  • Excited that they found a way to take a 6-month European trip and it didn’t put a dent in their retirement… they found the money!
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Find Money for People and You’ve Got a New Client

Leading advisors find creative solutions to their clients (prospects) problems.  They create plausible avenues of escape from financial shortcomings.  Very successful advisory firms have been built around this concept.

How can you do this?  One idea is to develop strategies that can help clients liquidate nontraditional assets to help those struggling with retirement.  Focus and become an expert on ways to creatively convert assets into retirement income and you’ll have people seeking you out and then sending friends and family.

Here are some ideas to get your creative juices flowing…

  • Become an expert on Reverse Mortgages and how they can boost people’s income by 25% or more
  • How to take loans against anticipated inheritances
  • Converting unneeded life insurance into needed retirement income
  • Family business succession planning or sale
  • Farmland and undeveloped land conversion
  • Estate sales planning and assistance

Find a niche… become your area’s foremost expert… and you’ll never struggle for new clients

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You Gotta See the Big Picture

Movie theaters are big.  Movie theaters are empty.  Movie theaters are hungry.  And your clients are longing for something to do.  Yes!  I know we are having a Pandemic, but theaters are big, and it is easy to social distance.

Theaters are offering an entire movie theater for $99!  AMC theaters… Marcus theaters… (just Google—”rent movie theater”). Give your local theater a call and tell them you’d like to host a movie for a small group of clients and their families.  Ask about some oldies but goodies… Jaws… Babe… Close Encounters… Fidler on the Roof.  Most theaters are going to bend over backwards to help you.

Then, contact your best clients and tell them that you’ve rented a theater just for them and 4 or 5 other clients and their friends.  Let them know how many seats there are, how many people will be attending, and that you’ll be obeying all social distancing criteria. 

Also, let them know there will be free popcorn… candy… and drinks!  They are welcome to bring friends that are in their bubble as well, but you are limiting them to just one other couple.

This will not be everyone’s cup of tea, but you will find many of your clients will jump at this fun idea.  AND, they will bring their friends.  Now guess what you’ve done?  You’ve shown your client’s friends that you are the kind of advisor THEY want, because their guy doesn’t do anything like this. 

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Be Music to Their Ears

Want your marketing message to resonate with retirees?  There is a simple way to reel them in, almost immediately.  They respond to inspiring images and words, communicated simply.

Can you finish these phrases?

  • With a little help from my ________
  • Turn on, tune in, drop ____________
  • Only the good die _________
  • Burn baby, ________
  • Do you believe in ________
  • You’ve come a long way ________
  • The thrill of victory, the agony of _________
  • Like a bridge over troubled _________
  • I’d like to teach the world to sing in perfect _____
  • Does anybody really know what ______ it is
  • Born to be ______

Most of these phrases are from iconic boomer songs.  If you want to get their attention quickly… and grab them emotionally… wrap your marketing message around the phrase of a song that gets immediate recognition and reaction.  Rock and Roll is the unifying thread of the boomer generation. 

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Give Yourself the Gift of More Business

Several years back a good friend of mine, Tom, gave me the book Gift-ology.  I respect Tom’s opinion because in the 35 years I’ve been in the Financial Services business, I have yet to find someone that does better follow-up than Tom.  No one escapes his grasp… they become a client now… or they become a client 2-years from now… but they DO become a client.

The book is packed with wisdom and ideas that will grow your business manifold in a fun and effective way.  If you aren’t a reader, you can instead go to as it is packed full of great ideas and free resources on how to grow your business and become the talk of your town!

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It’s a Gut Feeling

By the time someone has reached retirement they have made a million decisions.  They have a lot of experience.  Weirdly, this doesn’t make them better decision makers… it makes them worse.  Why?  Because they start making more decisions with their gut… than with their head.  Their emotions… instead of the facts.

So, you must make sure both your marketing and your sales process is leveraging emotions… far more than facts.  Emotions… far more than features, advantages, and benefits.

The process that my advisor coaching clients and I have used for the last 20 years to close 94% of tire kickers and plate lickers… for all of their money, utilizes this concept.

We all want to get in front of the mass affluent.  So, let’s talk about them.  Are they able to go out to eat whenever and wherever they want (pre and post COVID of course)?  Yes.  Go on vacation where they want?  Drive the car they want?  Yes!

So, how much of their pinky finger will they lift for a good idea?  NONE!  They already have everything they want… and the only thing that could screw that up is making a change of any type.  If you approach them with facts and figures they’ll say, “You are probably right, but I think I’ll just keep doing what I’m doing.”

Has that ever happened to you?

So, the solution I use with my 5Q Group advisors is a process where we get the client to tell us, in their own words, that their current advisor is taking advantage of them… padding their own pockets at the client’s expense.  WE don’t tell them this.  THEY tell themselves. We do this with a series of 21 questions that gets them to say it.

But here’s the magic, when a client tells themselves 21 times that their guy is screwing them… sometimes in little ways… sometimes in big ways… their decision is made for a hugely EMOTIONAL reason… not because of facts and figures.  And the kicker is, when they loathe their current advisor… that advisor becomes helpless to retain the client.  You win every time.

Make your marketing and sales process about EMOTION… not facts.

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Big or Small… this is How and Why you should be saying things

We are in the communication business.  If we do not communicate well, our success will suffer, regardless of our skills and expertise in wealth management.

As advisors, we all must have one-on-one conversations with people.  Depending on your practice and how you market, you may also speak to larger groups.  You need to be fluent in the skills to speak in both situations, in order to present a message that persuades your audience.

Investing a total of 29 minutes in watching two Ted Talks will go a long way in improving your communications in both situations.

In Celeste Headlee, “10 Ways to Have a Better Conversation” (11 min) explores 10 strategies that make even the most difficult conversations better… even when talking to someone that believes the exact OPPOSITE of what you believe.

Nancy Duarte’s, “The Secret to Great Talks” (18 min) walks through what the great speeches in history do that make them “great”.  There IS a formula.  Using the formula will make your future talks both compelling and persuasive.


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Make it Rain Clients

As advisors, we sell the intangible.  Much of the sales training out there is for sales people that sell the tangible, and that training is not transferrable to the intangible sales process.

Mike Schultz and John Doerr have written a masterful 13-page guide that completely maps out the best way for consultants (advisors being one of them) to best create an environment where bringing on new clients becomes easy.

They say that when it comes to the intangible, you should use RAIN.

Rapport—You must develop strong rapport.  The entire selling process hinges on whether the client trusts and likes you.

Aspirations/Afflictions—Dig deep and ask the right questions to uncover BOTH the buyers afflictions AND their aspirations.

Impact—You must get the buyer to understand the impact of both their aspirations and afflictions if they do not follow your solution.

New Reality—Paint a compelling picture of what their lives will be like after they move forward with you and your solutions.

You can find the entire 13-page guide courtesy of Hubspot.  It is a must read in today’s advisory selling environment.

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Leveraging Segments and Traits will put Your Marketing on Steroids

Merrill Lynch conducted a large study of Baby Boomers and found they consisted of five distinct segments:

Empowered Trailblazers—people that believe they have the world by the tail, and they have an almost god-like power to make things happen.

Wealth Builders—people that have done well and thus believe they are experts on investing because of the performance they have experienced in the last 10 years.

Leisure Lifers—people that live for leisure… six months at their summer place and 6 months at their winter place.

Idealists—people that want to make the world a better place before they leave this earth.

Stretched and Stressed—caregivers… people with little assets… grandparents who are parenting their grandchildren…

In, addition Boomers have been noted to have 6 distinctive traits:

  1. Entitlement—the world owes me a great life
  2. Personal gratification—I want it and I want it now
  3. Work ethic—hard work got me here and I’m not stopping now
  4. Control—I’m never giving up my independence
  5. Optimism—why worry?  Everything always turns out ok
  6. Won’t accept status quo—I don’t care if that’s the way it was always done, this is different

How do you use this information to bring on more clients? Leverage it. 

When it comes to Entitlement and Personal Gratification… what kind of experiences are you offering your clients and prospects?  Are you treating them like gold?  Are you creating an experience that makes them feel like they are the most important people in the world?  Or, are you treating them like just another client?

Are you offering them the chance to wield more Control over their future?  Do you give them the tools and education to make them feel like they have control over their financial future?  Do you offer them a plan to mitigate the ravages that unexpected healthcare costs can cause to their financial independence?

Are you Optimistic when you talk to them?  Or do you sell with doom and gloom?  Telling a Boomer that they have to save for a rainy day is wasted as they know the sun will come up tomorrow.

Do you push the Status Quo? Boomers don’t want to know how it has always been done… they want to know how it can be done better.  To heck with limitations… there are no limitations.  You and I know there are, but Boomers don’t want to believe it.  Our job is to help them educate themselves about why some limitations exist, but it has to be their conclusion, not ours.

Want marketing that works?  Put on your thinking cap and figure out unique ways to leverage these segments and traits.  If you do, you will be fabulously successful.  Why?  Because how many of your competitors have a game plan to leverage these things?  Virtually none.  Do the work… do the thinking… and you will own your marketplace.

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How Healthy is Your Marketing?

Tie into the #1 concern of Affluent Boomers—their health.  Create marketing around the bundling of their physical and financial health.  For example, you could put together a health care kit that you give people when they allow you to check on the health of their finances.

A finger oxygen monitor, which many people have become familiar with during the Covid pandemic, only costs $11.99 at Walmart.  A digital blood pressure monitor costs as low as $16.65 at Walmart.  So, for around $30 you have created a great little health perk for anyone that wants you to give their finances a 2nd opinion!

People love getting “things”.  Anyone that has had a booth at a Senior Expo, can attest to that. 

Why not leverage their love for things with their #1 concern, to create a novel marketing tool.

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