Want a terrific AND totally compliant way to use testimonials?

We all know testimonials are VERY effective… but Registered Reps have to be very careful about using them… and RIAs aren’t allowed to use them at all…

OR ARE THEY?

You should have a small group of client Ambassadors that you treat like gold.  You should identify your most influential and persuasive clients.  Meet with them and ask if they’d like to become a member of your Ambassador’s Club.  Of course they will want details…

Ambassador’s Club is an exclusive club of who you feel are your very best clients.  Because they are your best clients you’d like to have regular private events and get-togethers with them…

  • Wine tastings
  • Dinners at nice restaurants
  • Party bus to the ball game, concert or play
  • Private backyard barbecues
  • Etc.

If they are interested, you ask them if they would be willing… as an “Ambassador” to take occasional emails or phone calls from prospective clients who want a reference.

First, it is completely fine to give the name and contact information when someone asks for a reference (which is now a legal testimonial)… AND what do you think these people that you treat like gold are going to say about you?

Second, these are folks that could rotate through any seminar you do to tout your incredible service and trustworthiness at the end of the seminar to boost appointment ratios.

Lastly, some of your Ambassadors will give you referrals all on their own… and, we can never get enough referrals.

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Get Your Mail Read… and, make a killer case for your offer

Advisors have two problems… their marketing is ignored by great prospects… and the few that look at it are not impressed.  You can solve both problems with a little ingenuity.

Combine 3 things:

  1. Technology
  2. Personalization
  3. And expand your message with brilliant proof and pictures

Find your target market and then…

  • Hand address an envelope to them (if you are too busy to do this, there are lots of services that will hand write them for you.
  • Insert a blank card with a VERY small message on it… include a small cheap magnifying glass (you can get a pack of 144 for only $7.42 on Amazon). The message should be small enough that they need the magnifying glass to read it.
    • You can create your own message but for an example you could use…
      • A domain like, Youaregettingscrewed.com (buy domain for 99 cents on GoDaddy)
      • Create personal URLs for each person you will send this mailing to, so the teeny weeny message would say—They could be paying you 10X more on your account… instead, they are keeping it… look here youaregettingscrewed.com/bobsmith
      • You would then have a landing page that would demonstrate… in this case… that cash accounts in brokerages generally are paying 0.1%… and you could get him/her more than 1% in your cash account.
      • Then track who goes on line and immediately call them… don’t wait for them to call you.

A firm that used this concept (though not the same message) landed appointments with 12% of the recipients!  Is that worth jumping through a few hoops?

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Make it really “Sticky”

Business cards are a waste of money… UNLESS you make them sticky (more about that in a second).

Think about it… what percentage of business cards do you hold onto.  Okay, now divide that number by 10… and that’s the percentage of people that will hold onto your business card.

So, how DO you get people to hold onto your cards?  Make them sticky, by making them different.  You can do this a number of ways:

  • Put information on them they will want to keep (if that means you need to make your card bigger… EVEN BETTER! It means it will stand out from the rest.)
  • Make it something they can use
    • A multi-function survival tool
    • Coasters for tables
    • A puzzle
    • A mini flashlight
    • A ready made herb garden
    • Or a surprise they will want to keep sharing (check out the two links below for some fabulous ideas!)
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Grab Your Prospects by the Nose

Do you want people to actually keep your mailers, letters and postcards… instead of throwing them away?  And maybe even share it with their friend, neighbor or relative?  Because… the longer they keep it around… the more likely they are to act on it.

Here’s a way to do it for free.

Instead of putting a normal stamp on your mail… opt for the USPO’s new “scratch and sniff” stamp.  It costs just a bit more, but makes it more memorable once they realize you sent them scratch and sniff.  When  you scratch the stamps it smells just as the picture shows… various popsicles… from mango and orange to root beer and cola.

You can tie it together to your offer with things like…

  • Better than an ice cream headache
  • Things aren’t always as they seem
  • Sometimes you need to pay attention to the extra value inside

These are just a few ideas… or come up with one of your own!  To find the stamps simply Google the phrase “scratch and sniff first class stamps”.

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Unique Invitation Gets Investors Attention

If everyone’s marketing looks the same… you are going to get diminishing returns on your marketing.  You’ve GOT to do something different to catch people’s eye.  That’s why I love this mailer!  It taps into what’s happening in the news… throws in an interesting tidbit that will get people talking… and has people re-evaluating their current investor relationships.

You can get it here, courtesy of 5Q Group.

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Quick Way to Boost Inquiries from Your Website

There is a simple, easy and free way to move yourself up the search page for when somebody searches for financial help online.  What do you do?  You simply put your address on every single page of your website… not just the contact page.

The more the search engines see your address… the more likely it will move you up the list when people either ask for “nearby” help… or when their computer or phone has their location identifier on (which is most times).

There you go simple and no-cost!

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More than Triple Your Prospects Rate of Return… INSTANTLY

Most brokerage cash accounts are paying 0.1 to 0.3% interest. It is very simple, even in the low interest rate environment that we are in to find an FDIC insured savings account paying around 2% interest. Presto! You’ve given them a 1000% boost on their income.

You can now use the distrust you’ve instilled, in that their current advisor has been taking advantage of them to get the money moved to you.

To take advantage of this… create a postcard with the message on the front side…

Your broker doesn’t want you to see this postcard

And then on the backside write a handwritten note…

Hi [Name], if you have a cash just sitting in a stock brokerage account, there is an easy way to get triple the interest on it using an FDIC insured account.  Give me a quick call and I can fill you in.

Thanks! And look forward to speaking with you.

[Your Signature]

When they call, ask them what they are earning on their cash account.  If they don’t know, it’s almost guaranteed that it is a pittance.  Tell them you have a way them you have a way to triple what they make on their cash account… with FDIC and you’d love to show them how.

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Package Your Offer the Right Way…literally

It is more and more difficult to get people’s attention… and if you don’t get their attention, you aren’t going to be able to show them how much what you offer, can help them.

So, why not package your offer differently…literally.  This idea is fantastic for booths at investment, community or senior expos.  Find an unusual little container…it’s easy to do.  Just Google “unique small containers” and many suppliers will come up.  These containers usually run about 30 cents each, so not a huge investment.

Here’s a couple of ideas on how to use this (warning: these are corny BUT they will get your message read!

  • Buy heart shaped containers (30 cents) and put candy hearts in them with a note on top asking, “Want your clients to love you? Take just one minute and read the 3 things they’ll get when you offer them [your product or technique].
  • Buy empty lipstick tubes (15 cents) and roll up both a dollar bill and a message and put it into the lipstick tubes… then glue stick it to a flyer with your Unique Selling Proposition. The message should read, “Lipstick on a pig CAN be a good thing!  Take just a minute to look at [Your unique product of offer] and you’ll soon smell the bacon because your clients will love it!”
  • Or if you are willing to spend a bit more, Google “cheap Aladdin’s lamps” and you can find them for $3. Then put your folded up offer and a “golden” Sacagawea $1 dollar coin in the lamp.  Have a banner “Make Your Wishes Come True By Rubbing the Lantern!”  People will be lining up at your booth to get theirs.
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Sing for Your Sale

Have you ever had a prospect ghost you after saying they wanted to move forward?  After a few polite, professional voicemails are you starting to get the feeling they are avoiding you?

You’ve got to do something to get their attention… and maybe even chuckle a bit.  I had an advisor leave this message on his 4th attempt to get the prospective client to call him back…

“Bob and Mary, I know you are busy… or maybe even putting off speaking with me for a bit.  So, it’s time for drastic measures… all future calls will be me singing my messages.  Save yourselves! Don’t put yourself through the agony of listening to my singing voice!  Give me a holler back, even if it is to tell me you’ve changed your minds… cuz’ that’s OK too! It’s your money, I just don’t want you to fall through the cracks.”

He says this works quite often… and YES!  He does follow through with a couple of “singing” voicemails after that… and he says that works even better!

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8 Ways to Get More People to Respond to Marketing

You should keep these 8 things in mind with all your marketing:

  1. Make it easy for people to respond. Allow your prospects to respond by phone, text, email, mail… or even walk in for your offer (whitepaper, free report, etc.)
  2. Make it an offer they can’t refuse. You NEED to have a Unique Selling Proposition.  If you don’t have one… don’t spend a dime on any more marketing until you get one.  If you want some help you can get my free step-by-step manual on how to create one that will make you stand out… courtesy of 5Q Group.
  3. A picture paints a thousand words. Make sure your graphics do the same.
  4. Use clear, concise and snappy copy. Make sure a person with a 7th grade education would get the point you are making.
  5. Action! Get them doing something.  You can do this with stickers, tear-aways, peel-offs, or even quizzes or riddles.  Get them involved in your ad.
  6. Are you easy to find? Make sure your contact information is both complete AND easy to find on all the pieces in your advertising.
  7. Give them a guarantee. Yes, I know in our business we can’t guarantee returns or product performance… but get creative and come up with a guarantee that is enforceable for meeting with you or coming to a seminar.
  8. Give them a dead line. Yes, they are skeptical of deadlines… so make yours real and don’t waffle… and people won’t take the risk of missing your deadline again
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