Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.

1. Starting Promptly
at Noon EST
PLEASE
• have an open
mind
• be ready to
participate
Hosted By:
• Todd Strobel
• Kim Butler

2. Modern Marketing Challenge
• Current marketing programs being sold
and taught are simply NOT working.
– Some NEVER worked
– Some NO LONGER Work
• Marketing is only effective if it
connects you to the desired number of
qualified and ready to purchase
consumers. You must be the best
possible solution to their problem
and serving them is the fulfillment
of your soul purpose.

3. Examples
• Tripling visitors to your website
considered successful campaign?
• Loading your calendar with
appointments that close at
anything less than 33%-50%.
Require you to discuss a wide
range of strategies that are
outside your soul purpose
• Load your website with free
reports and videos that do not
feature you

4. Why Now Todd?
• Globalization- India, China and ??
are getting into the US Financial
Sales market. They are offering a lot
of money for US Sales and Marketing
people to train their workforces to
use these techniques.
• Their workforce costs 60-90% LESS
than you!
• Their marketing budget is 10,000 -
100,000 x larger than yours!
• Do you REALLY want to play this
game??

5. Why These Companies Can’t
Compete With You!
Current Marketing Prosperity Economics
• Value is in the • Value is in the
transaction relationship
• Power in the product • Power is in the
• Sales process creates producer
doubt • Sales process creates
• Celebrates conformity certainty
• Advisors serve the • Celebrates diversity
company • Advisors serve the
client

6. “Marketing may be defined as a set of
human activities directed at facilitating
and consummating exchanges”
• Does marketing locate and serve
the needs of the customer? Or
• Does marketing seek to create
the need in the mind of the
consumer?

7. Overall Marketing Message
• The consumer is perfect, whole
and complete and we are here to
serve their needs?
• The consumer is imperfect, not
enough, and incomplete and we
are here to save them?
• Validation Through Consumption

8. Examples:
• Diet Industry
• Cosmetic Surgery
• Automobile Industry
• Jewelry
• Real Estate
• Fashion/Clothing
• Electronics-Computers/Cell
Phones

9. Message to Advisors
• You are awesome, qualified and
knowledgeable and we are here to
assist when needed. or
• You lack knowledge, are
incomplete and the only chance
you have of succeeding is by
buying, becoming, joining…

10. Examples
• Associations
• Accreditations
• Affiliations
• Product Training
• Sales Training
• Marketing Training
• Done for You that features who?

11. Success today is much more about
who you are than what you do.
The lack of confidence and focus
on trying to gain approval and
acceptance makes it difficult to
create client relationships,
especially with confident and
wealthy investors.

12. Popular Advisor Marketing
• Canned Websites
– Great for compliance
– Lot’s of reports, information
– Generic, no personality
– Built to appeal to advisor not
consumer
• If you get client to your site
you have 30-60 seconds maximum to
keep them. Overloaded on info
already so not likely to convert.
No emotional appeal. Do you care?

13. Popular Advisor Marketing
• Prerecorded Videos
– Video is popular
– Information based
– Who is on the video
• Information overload and does not
answer “do you care?”, “why?”,
“how do you know I need this?”.
Those who respond are attracted
to person on video, and it’s NOT
you.

14. Popular Advisor Marketing
• SEO
– Direct attempt to cheat Google
system and trick your way to
getting to Google clients
– Saturated-Hundreds of advisors
buying products/services to be
page 1 Google?
– Results temporary and risk Google
Slap

15. Popular Advisor Marketing
• Following Systems or Campaigns
– How long ago did they work?
– Worked for them, you are a copy?
– Many Based on Psychological
Reciprocity
• Do people feel gratitude and indebted
to advisors who feed them and/or
educated them?
• Do they now feel entitled?

16. Now How to Do It Right!
• There is ONE area you can dominate the
market.
– No one in the entire world compete with you.
– Keeps you motivated and inspired.
– Produces amazing results for your clients.
– Makes you unlimited income.
• Requires you to establish yourself as the
trusted authority and expert on…

17. Requires you to establish yourself as the
trusted authority and expert on…
BEING YOU

18. Your Marketing
• Must engage clients mind and
emotions and move them toward an
obvious conclusion.
• Must relate your uniqueness and
know how.
• Must clearly state why you care?
• Must clearly define who is your
client and not your client.
• Must take a stand
– Great marketing attracts and repels

19. Step 1
• What is your message?
– Get specific. Do not think
dollars.
• Who are you called to serve?
• Look at your existing client
base. Which clients do your
enjoy working with and energize
you?
– Can be more than group

20. Step 2
• Your Niches
– Specific campaign for each
• Where are they?
• What are their challenges?
• How do you relate?
– I recommend grouping by vertical or
why they are in the same group vs.
horizontal or by geographical
location.
– Examples: Parents with kids race
stock cars, horses or other
expensive hobbies.

21. Step 3
• Simple Simple Website for each niche.
– Keyword Optimize URL and Site.
– Long tail Keyword can be great.
• Ex. DoublingYourDental PracticeProfits.com
– 1 short video(3 min. max.) on front page
• Who you are
• Why you care
• Who you serve
• Personal invitation to send them info to see
if you are good for for each other
– Link to blog if you will keep updated
– MUST be Mobile Optimized

22. Step 4
• Build a Funnel
– Survey. Diagnosis before
treatment.
• Determines order of content delivery.
– Videos 10-15 minute maximum
• Start emotional
• Tell a story
• Teach a principle
– Deliver daily content but break
patterns(skip day 4 delivery etc.)

23. Step 4 Cont.
• Can Include PDF, links to articles
you published, books written etc.
• Invitation for One on One Meeting
starting
• After week 1 you can include other
peoples content as long as you
curate.
• Use tracking software to verify
consumption.
• Include time sensitive info for sense
of urgency
• Can close into small sale if possible

24. Step 5
• Finding Prospects
– Partners
• Joint webinars, events
– Internet Radio Show
– Record everything and create library
– Get Active Where They Are
• Trade Shows, Events-Speaking Opps
• Write Articles and Press Releases
– Today Supreme Court Upheld Obama
Care. How does this effect each of
your niches

25. Step 6
• Reach Out to Help Community
– Non Profits that attract your niche
– How can you serve-time, talent,
money
– Get a reputation for non sales
pressure
– Create a branded education library
online for the non profit. Under
their name not your company with
just you as author/speaker.

26. Step 7
• Consider creating product for
sale
– Educates buyer
– Delivers best customers
– Can help clients you do not want to
• Paid Marketing
– Needs to be really specific
– You Must be listed on all search
engines
– Consider Mobile Marketing-Best
Value

27. Other Ideas
• Bundle Services with Partners
• Educate and Train Best Customers to
refer you
– Find you speaking engagements
• Simple Webinar Strategy
– Anyone you do business with links to your
target
– Free webinar. Only pitch is access to your
membership site in exchange for contact
info
– Membership site is recordings of all
webinars
– Upsell into paid relationship

28. Ideas/Questions

29. Offer for You
• Sorry to say I can no longer do
the free 1 hour appointments as
before-I hope many of you took
advantage of this offer.
• Will answer up to 3 questions
via email
– todds@partners4prosperity.com
– Can be general or specific to your
office