The tendency, when something is not working, is to do more, work harder, and go faster. But the best thing to do is slow down, take a step back to see the problem as it is.
This is especially true in marketing where the smallest detail can make the difference between failure and success.
The biggest marketing mistake you can make, as a financial advisor, is talking about what you do.
News flash!
Nobody cares about what you do.
What everyone does care about is how you solve their problem.
Nobody cares that you build portfolios that have these factors or adapt to different markets, etc…
What they would care about is what the next big market down-turn could do to their portfolio, and what they can do about it.
In your marketing, if you haven’t identified a problem, people won’t know what problem you solve. There are not enough features and benefits in the world to get the attention of someone who doesn’t know the problem you solve, or that they have a problem.
In the chaos of a product launch our the repetition of a portfolio update, it is easy to get too close to see that you have forgotten to include your client’s problem in your message.
So, if your marketing is not working, before you start doing more, working harder, and going faster, take a step back to see the problem as it is.
Maybe the problem is, there isn’t a problem (in your marketing message).
