That’s the number of commercial messages Americans are assaulted by each day, according to Jonah Sachs in his marketing book, Winning the Story Wars.
How can you make your message to the market stand out among thousands of others clamoring for consumer attention?
You know what this is like.
Most of your mail is junk and never gets a second look before being tossed in the trash.
Emails are mostly spam.
Number you don’t recognize? Send it to voicemail.
Click on a link for an interesting story only to be redirected to an ad.
Download a free program to clean your computer, and instead you download a virus.
We’ve become quite skilled at tuning out the vast majority of this information. And we’re all skeptical at this point.
As I’ve said in the past, you are not just battling your competitors for your prospects’ attention. You’re battling the world for their attention.
So how do you forge through that swamp of noise and stand out to your prospective clients?
How do you prove –in the few seconds of attention they’re willing to give your message- that YOU are THE financial advisor for their needs?
Add the fact that most CMOs (Chief Marketing Officers) –who are supposed to be the experts at this type of thing!- last an average of less than two years at their jobs, and you are faced with a daunting task.
Daunting, but not impossible.
We are certainly not lacking in mediums to reach prospects. But even that is backfiring.
According to former advertising chief Brad Jakeman, “The irony is that while there have never been more ways to reach consumers, it’s never been harder to connect with consumers.”
I want to emphasize the word “connect.”
You are not looking for likes or shares or smiles. You are looking for a connection.
Connections are based on TRUST. A HUGE component of our Scaling Up program is learning how to build trust quickly.
One of the common mistakes I see financial advisors making is jumping right into numbers.
“Mr. Smith, you need $X saved by age Y or else (insert doomsday scenario here).”
Remember, people are skeptical.
Who hasn’t gone in for a simple oil change only to have the mechanic tell you that your two-year-old car is basically on its last legs and needs a zillion dollars in repairs?
It’s all just more of the same, further jading prospects to push back against any “help” a business might offer them.
You need to connect. And what better way to stand out and connect to people than by stories?
Stories humanize your and your practice. They cause prospects to connect, trust, and remember you.
In 20 years, I’m certain my son won’t remember the capital of Kentucky or how to play Hot Cross Buns on the recorder (if you have kids, the struggle is real).
But he’ll never forget Spider-Man or Luke Skywalker.
As Sachs puts it, “Great stories, well told, will rule the wilds of the media marketplace now emerging.”
I am not saying you need to be a literary genius. In fact, writing isn’t even the main focus here.
What I’m saying is that you must connect with your prospects and clients in ways that go beyond numbers, facts, and data –all of which are not their primary concern anyway.
Focus on the tension between where they are and where they need to be. Let them know that you alone can bridge that gap. Be human and connect.
Like I said earlier, this is a lynchpin in our program. If you’d like to see how to incorporate this into your financial services business, check out our FREE training on how this works by clicking below: