You Want Prospects to Pay Attention to You?  Take a Stand!

You are walking down the street when you come upon two homeless people.  Both hold signs, but the message is different on each:

  1. “Can you spare a few dollars? God bless you.”
  2. “I can’t afford to feed my 1-year-old son and 3-year-old daughter… I feel like a terrible dad. Can you please, help me be a better dad until I can find work?”

Would you treat or think about these people differently?  Which would you be more likely to give money to?

Most people would give a lot more money to the second person.  Why?  First, they are being specific as to why they need the money and what it will be used for.  Specificity equals believability.

Second, it is using the power of standing for something bigger than yourself.  It makes people care.  And when people care, they act. 

Here are some ways you can use this concept in your business… all while making the world a better place:

  • Take a stand on an important issue… tax reform, affordable housing, and senior hunger. Be passionate and logical in your argument.  Use that argument in letters to the editor, on blogs, in press releases, at your place of worship… become the rallying point for the issue.
  • Instead of offering the same thing, the same way as all your competitors… sell a philosophy. Create a book of heroic stories where you’ve changed people’s lives by solving problems or creating opportunities.  People get emotional over stories.  And we all know people’s decisions are based much more on their emotions than their logic.

Successful marketing comes down to igniting passion and emotion in your prospects.  Quit being like your competitors, who simply get lost in the noise with their logic and product pushing.

Posted in General | Tagged , , , , , , , , | Leave a comment

30 Emails to Get Your Prospect to Act

Your hot prospect ghosts you.  The deal you thought was closed gets stalled.  That terrific referral just will not respond to you.  We’ve all been there.

So, how do you get these people moving and taking action again?  Watch this video where I walk you through 30 effective emails you can send to get those people… and your business moving forward again!

Posted in General | Tagged , , , , , , , , | Leave a comment

Give More Than You Take… and Watch Your Business Grow

Our moms taught us to give before we get.  Ends up, that’s great advice for your business as well.  So, the question is how much should we give before expecting reciprocation?  Obviously, that varies from person to person. 

Many advisors assume it is a 1:1 ratio.  If they give a prospect something and the prospect does not buy it, well, then they move on.  I recommend the 8:1 ratio.  Give people 8 value touches on average before you should expect engagement from a prospect.  The great thing is that these valuable touches don’t have to cost you much if done right.

Value touches could be voice mails, digital or snail mail newsletters, postcards, videos, online or in-person workshops… any of these will work, as long as you give them helpful, actionable information.

So, if you want to create a reliable stream of incoming appointments… reset your give-to-get expectations:

  • If you want an appointment… touch them 8 times with valuable information… BEFORE you even hint at them coming in for an appointment.
  • If you want a testimonial… give them 8 value-added touches before you suggest they give you a testimonial.
  • Looking for a referral?  I’d bump it up to 16 value-added touches before you suggest they refer somebody to you.

Does this sound like a lot of work?  Yes, but if you have automated systems in place, your workload can be cut by 80%.  AND… you already spent the money to get that person where they are right now, whether they are a client or prospect, why not spend a tiny bit more money and some elbow grease to make the relationship pay off for you and them.  Your only other option is to flush the money and effort you’ve already invested down the drain.

Give… Give… Give (at least 8 times) before asking for anything back.  Do this and you will reap heaps of benefit.

Posted in General | Tagged , , , , , , , , | Leave a comment

How to Make Clients Love You and Bring in New Clients at the Same Time!

Summer is almost upon us.  Are you ready to capitalize on it and bring in more business… while having a great time?

Every summer I hosted a client/prospect BBQ, and I always made way more money back than the cost of the event.  For many years, I would have over 90% of my clients show up!  It’s such a great way to bond with your clients and give them a reason to introduce you to their friends… because of course, you encourage them to bring their friends!

To make it easy for you, I’m giving you our step-by-step guide on how to create a fantastic experience effectively and economically for your clients.

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

Posted in General | Tagged , , , , , , , , | Leave a comment

How Do You Get a Do-It-Yourselfer to Move Their Money?

Like it or not… more and more people are deciding to handle their own money.  However, they are still OK with seeking what they see as free advice whenever they can.  They will come to your seminar… respond to your advertising… accept your advice… for free.  They just won’t move their money.  Or will they?

For over 23 years I have been using the same formula and template to get DIYers to move ½ of their assets to me.  I walk you through exactly how to do the same in this video… start at 27:29 to jump to this technique.

Posted in General | Tagged , , , , , , , , | Leave a comment

Quick, Easy Way to Find Business Right Under Your Nose

Would you rather have 100% of nothing… or 50% of something good?  I hope you said, 50% of something good.  If that is the case, then you just might be sitting on a ton of new business.

I had a colleague who had a wonderful assistant.  He offered you 30% of the compensation he received on any new business she referred.  She promptly referred an uncle of hers, and the business ended up producing over $15,000 in commissions and fees.  Was the advisor happy? Nope, he stiffed the assistant and only gave her $1,000.  He told her that he did all the work and was taking all the responsibility for the client, so he, in good conscience, couldn’t give her the $5,000 (30% of the $15,000) he owed her.

Well, I knew this woman and knew she was a fantastic assistant, so want to guess what I did?  I poached her away from the colleague.  Now, fortunately, she had known me for some time and knew that I was honest and a straight shooter.  So, when I offered her… not 30% of any business she referred, but 50%… she trusted that I would not welch on the promise as the advisor she just left did.

Results?  Over the next year, she referred me three new clients.  The gross profit from those 3 clients was $62,000.  I HAPPILY paid her $31,000 and pocketed the other $31,000.  She continued to refer people to me under the same arrangement over the next two years before she retired. 

Have you made this offer to your staff?  If you haven’t, you are missing the boat.  If costs you nothing… it is pre-sold because your staff member has talked you up… and it makes your staff that much more loyal to you.

Posted in General | Tagged , , , , , , , , | Leave a comment

Here’s How You Can Have Some of the Smartest Minds Create a Sales Script for You

Artificial intelligence and more specifically ChatGPT has been all the rage in the news lately.  It’s writing children’s books… taking law school entrance exams… and just about any other task people are throwing at it.

What it is doing is scouring the internet for information based on your questions.  It then organizes that information into a logical, effective answer. So, why not use it to create a script that is based on your most important offering to your clients.

Interested in how to do this?  Read this How-to article from Entrepreneur Magazine

Posted in General | Tagged , , , , , , , , | Leave a comment

This Tool, Offered to Clients and Prospects Can Take Your Practice to the Next Level

You want more clients and referrals?  Then you better look different than all of your competitors.  So, with that said… what do you offer or what value do you provide to your clients that your competitors are not offering?

My advisor clients use 21 such tools to grow their businesses.  I thought I’d give you one, easy tool this month that you can use to start your journey into creating a thriving practice by making yourself standout from all of the competitors in your area.

Watch this coaching video that will:

  • Give you the tool
  • Walk you through why it is so important to your clients
  • Give you the script on how to present it to your prospects, to leverage it most effectively
Posted in General | Tagged , , , , , , , , | 2 Comments

How to Get People to Pay Attention to Your Marketing

You are wasting money on your marketing unless people actually pay attention to it.  It doesn’t matter whether it is online, on the radio, or by direct mail.  People in the U.S. today are hit with thousands of marketing messages each day.  So, how do you cut through the clutter? 

You have to grab their attention and interest.  There are many ways you can attempt to do this, but the easiest way is by using surprising and thought-provoking statistics. 

Leverage the fact that people are really interested in themselves… how they compare to others… are they better or worse… what do other people who like them think, etc.

How can you do this?  First, decide on the subject manner.  Are you interested in attracting retirees?  Tax clients? Doctors? Divorcees? Whatever.

Then simply Google—Interesting statistics about ______.

Here’s one of the lists that came up:

March 30th is National Doctors Day, since 1933 a day to recognize and appreciate doctors. Here are 10 surprising facts you might not know about doctors.

  1. The average doctor has 40,000 hours of training.
  2. There are about 1,062,205 doctors in the United States.
  3. 65% of those doctors are male.
  4. However, there are more female pediatricians than male pediatricians.
  5. Experts predict that by 2030 the United States will have 122,000 unfilled jobs for doctors.
  6. There are 26 officially approved medical specialties. However, there are many more sub-specialties.
  7. The average age for graduation from medical school is 28. 
  8. The age group with the largest number of practicing doctors in the U.S. is 55-64.
  9. U.S. doctors support a wide range of other workers across the country. The total wages of those doctor-supported jobs? More than one trillion dollars per year.
  10. Most popular car brand among American doctors: Toyota.

I guarantee you that if you send a marketing piece to doctors leveraging some of these statistics in the form of questions or a quiz, most are going to read it out of curiosity.  Once they begin reading, you have now overcome the biggest obstacle that marketing has today… not being ignored! 

Now, if you have a truly interesting unique selling proposition for the demographic you are targeting, they are going to at least see… and contemplate that proposition!

Posted in General | Tagged , , , , , , , , | 2 Comments

Create an Avalanche of Business

Successful marketing can be looked at as creating an avalanche.  How do you do that?  You go to the top of the mountain… find the biggest boulder you can find… then grunt and groan… push and sweat…  and move that boulder inch by inch to the edge.  Then push that boulder over the edge and watch as it starts slowly… and then gains both momentum and volume… until eventually the whole side of the mountain begins to move and it’s unstoppable.

What this means is that if you want to create an avalanche with your marketing, you need to understand that the setup or the process of getting that big boulder to the edge is difficult.  Setting up marketing that runs by itself and gets more successful as time goes on… requires a lot of effort and time upfront, but once it’s running, you simply sit back and rake in the new clients and money.

So what are some ways to create avalanches?

  • Create a relationship with the head of HR in a local large company
  • Create a relationship with the editor of your local newspaper or producer of your local radio or tv station.
  • Become friends with a popular local blogger
  • Creating a relationship or a network group with
    • Accountants, P&C agents, Medicare insurance agents, and attorneys
  • Get 3 or 4 of your city’s movers and shakers as clients… wonder how? Read How to Get a Meeting with Anyone by Stu Heinecke

These are top-down strategies vs. the bottom-up strategies most advisors use.  Yes, you are swinging for the fences with these people, so you are going to strike out a lot. But, when you finally connect your marketing, it’s going to become an avalanche that continues to grow with very little effort on your part.

Posted in General | Tagged , , , , , , , , | Leave a comment