18 Principles of Effective Marketing Messaging
Early in your career – odds are you were taught how to prospect.
You made cold calls. You contacted your natural market. You went to events in search of prospective clients. You did what you had to do to bring in clients and gain momentum.
Prospecting is important and will always play a role in client acquisition.
But were you also trained on how to market? Most financial professionals never receive much marketing education or training.
Both are important. All prospecting with no marketing can lead to burnout and inferior results. All marketing and no prospecting can lead to lots of activity, but fewer new clients.
A Helpful Analogy
Think of the difference between prospecting and marketing as similar to the difference between hunting and trapping. Hunting is about pursuing, and typically a shorter-term approach.
Trapping is about attracting with “bait.” It’s typically a longer-term approach.
I contend that asking for referrals and securing introductions is a high form of prospecting and – if done correctly – very effective in helping you multiply your best clients.
Establishing a reputation in a clearly defined target market will help you attract prospective clients into your world. This is a tried-and-true form of marketing. You still need to be proactive once they raise their hand and say, “I’m interested.” However, the pursuit part of the relationship is usually a shorter time frame.
Principles Versus Strategies Versus Tactics
Principles almost never change. They are virtually timeless. An example of a principle would be that to get more referrals, you have to be referable.
Strategies and tactics change based on context. Strategies and tactics are products of following the correct principles. In my book, Radical Relevance, I draw a distinction between strategic relevance (picking a good target market) and tactical relevance (explaining how you are different than other advisors.)
The 18 Immutable Laws of Effective Marketing Messaging
Are you ready for a crash course in marketing? Follow these 18 Immutable Laws of Effective Marketing Messaging and you’ll be able to grow your business in the direction of your choosing, as efficiently as possible.
- Be Authentic and Relatable
Show empathy and understanding of your clients’ situations. Empathy is key. They need to see themselves in your messaging or you’ll be ignored. And no one likes to be ignored. Nothing happens without relevance. - Know Your Audience Really Well
You must fully understand your prospective clients’ aspirations, challenges, and financial objectives to create messaging that is relevant enough to capture their interest, and compelling enough to motivate action. - Prioritize Clarity Over Creativity
Clear, straightforward messaging always outperforms complexity or cleverness. - Connect Emotionally
Every human decision is rooted in emotion. A story or anecdote creates emotion. So do charts, statistics, and illustrations. Both get our prospect thinking and feeling. - Highlight Benefits Over Features
Emphasize how your services will enhance their financial well-being, rather than just listing features of your business or a specific product. - Be Precise and Credible
Use specific examples, illustrations, and (yes) statistics to build trust, offer proof, and expose potential gaps in their planning. - Illustrate Your Value
Use stories and real-life examples to show, not just tell, the impact of your services. A blend of very short stories, examples, and case studies along with research and/or illustrations is a powerful combination. - Utilize Social Proof
Share testimonials and case studies to establish trust through social proof. Referrals are a high form of social proof. - Address Financial Pain Points
Focus on solving one or more specific financial challenges that your clients face. Some prospects will act based upon an aspiration. Many more will act based upon fixing a problem. - Make a Recommendation – Have a Call to Action
Almost without exception, your prospects and clients will “buy” what you recommend. Never assume the recipient of your message will know the best next step for them. Tell them. - Maintain Consistency Across Channels
Ensure your messaging is consistent across all platforms to build recognition and trust. Monitor how you message your value on your website, LinkedIn profile, and other platforms. Inconsistent messaging might confuse. A confused mind rarely takes the right action. - Speak Their Financial Language
Use terminology, concepts, and words that are already known to them. If you must introduce a term that may be foreign to them, define it immediately. - Focus on One Key Message (Whenever Possible)
Deliver a single, powerful message to avoid overwhelming your audience. Driving home one or two clear points is almost always more effective than a huge list of points. - Create a Sense of Urgency
Encourage prompt action by highlighting timely opportunities or the risks of delay. One of the easiest and most honest ways to create urgency or action is to discuss “the cost of doing nothing.” - Position Yourself as the Guide, Not the Hero
Let your clients be the heroes of their own stories. Your role is to guide them to financial success. Be Yoda to their Luke Skywalker (Star Wars). Be their Haymitch Abernathy to their Katniss Everdeen (Hunger Games). - Present Your Clear, Well-Defined Process
When your prospects know the exact steps to deciding to work with you, they will be more likely to follow that process. When your clients are clear about where they are in your process, they will feel more confident and happy. - Continuously Refine Your Messaging
One of the most important rules of effective marketing is testing. Test, test, test, is to marketing as location, location, location is to real estate. Test different approaches and refine them based on feedback and results. - Tailor Your Message to the Medium
Adapt your communication style to fit the platform, whether it’s email, video, or social media. Some mediums allow more expansive communication of your value. Others require concise clarity.
Don’t forget ALL of our resources – many of them free – are waiting for you at www.ReferralCoach.com/resources.
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