Today, Ive got a
financial advisor marketing strategy for you that I call The Hook. What is your hook?
You of course are familiar with Federal Expresss USP their unique selling proposition that states, When it absolutely, positively has to be there overnight. Dominos Pizza built a billion-dollar company on the slogan fresh, Hot pizza delivered in 30 minutes or less or its free. Papa Johns is building a billion-dollar company on their claim, Better ingredients, better pizza, Papa Johns. Every big company has a hook, a saying, a slogan or a tagline that doubles as their USP. What hook do you have that makes you and your practice better or different from every toher financial advisor practice in your city?
What can your clients sink their teeth into, what can they embrace that enables them to spread a positive word about you. This is going to take some time, but I encourage you to sit down, stay disciplined and think about what you can say thats a short, sweet and concise slogan or tagline that identifies what makes you and your practice different. Let me warn you, however, dont say that you care about your clients because everybody cares about their clients. Think about what you do, specifically, that truly identifies you or positions you as being better/different from everybody else. And again, this tagline or this USP is huge. If a pizza company can do it, so can you.
Sit down. Be consistent with this effort even though it might take a weekend or even a week. Let this all simmer; let this manifest. Because when you nail it, youre going to feel it, youre going to know it, and then youre going to run with it. Make it about everything that you do. Put this slogan, tagline or USP on every piece of literature, every brochure, and absolutely everything that goes out of your office because it will differentiate you in the publics eye. Do this! Its important and it works!
