Not a single financial planner wants to scare his potential clients off when telling the story about their business. Yet, very few financial planners dare to really attract their clients with the real reason they are in business. But what if that reason is a story that makes you more believable, trustworthy and gets you more clients (and maybe even some raving fans)?
In 1997, a young CEO was launching a new product, and here’s what he said to his team:
“Marketing is about values. Our clients want to know what it is that we stand for. And what we’re about isn’t making boxes for people to get their jobs done, although we do that well. We’re about something more than that. We believe that people with passion can change the world for the better.”
The he played the “Think Different” advertising campaign video, which began with the words, “Here’s to the crazy ones …..”
The ad, of course, was for the Apple computer, and the “crazy ones” were people who dared to think that they could change the world. Steve Jobs changed how we buy and listen to music and the way we work and shop. Apple forever changed how we feel about technology by becoming part of our story.
How do you win your client’s heart (and even get some raving fans)?
What if the Apple ad would go on like this:
“Here’s to the crazy ones. We make great computers. They are beautifully designed, simple to use and user friendly. Wanna buy one?
Do you think this is a compelling ad? I think not.
Unfortunately, that’s how most financial planners communicate. They say for example:
“I’m a financial planner, I give advice to high net worth people so that they can reach their financial goals. I’m a fee-only CFP with specialization in wealth management. Wanna buy my service?”
The real Apple ad goes like this:
“Here’s to the crazy ones. In everything we do, we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Wanna buy one?”
Do you think this is a compelling ad? I believe it is.
Apple reversed the order of their business story. Apple didn’t tell us first what they were selling. No, first they told us why they were in business. Apple sells computers to challenge the status quo. Apple told us why they did what they did. And that helped them to speak to what really matters to the people. So that ’the crazy ones’ had a real and personal connection with the story of Apple.
What Steve Jobs knew
As we all know Steve Jobs was a brilliant marketer. He knew that people don’t buy what you do, they buy why you do it. He knew that if he would tell the world what he was selling, he wouldn’t be really compelling or different than any other computer company.
So what if the financial planner would communicate like Apple? So that your client will have a true connection with your story?
What if you start your story with why? Then maybe you’ll also get raving fans, just like Apple.
If you want A Story That Inspires Clients And That You Can Use to Inspire Yourself, I’ll send you the PDF. All you have to do is to answer this question:
What is your biggest problem in persuading your client to do (more) business with you?
Please, leave your answer here below in the comment field. You’ll receive (within 24 hours) a personal email from me with A Story That Inspires Clients And That You Can Use to Inspire Yourself. With your comment you’ll help me and other readers of this blog with insights. So that we can inspire each other and think together to improve and innovate our financial planning business.
To your success,
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