What is Lead-Generation Marketing? (most Financial Services Professionals get it Wrong!)
Are you aware of the biggest obstacles to lead generation and marketing success in your Financial Services Business?
Do you know what you must do to break through barriers that hold you back?
Many, in fact most, Financial Services Pros confuse Sales with Marketing.
To Make Your Marketing WORK, you gotta get clear about what Marketing truly is:
MARKETING is:
ATTRACTING... systematically, consistently and persistently... an Over-Abundance of Highly-Qualified, Targeted, On-Profile, Ideal Client Prospects...
Prospects with particular financial problems that YOU... and only YOU... are uniquely qualified to solve.
Now, I invite you to take a quick break and visit ...
Make Your Marketing Work Blog, written specifically for you... the Financial Services Pro looking to Make Your Marketing Work.
Then hustle on back here for your Auto-Pilot Lead Generation Secrets...
Make Your Marketing Work Blog
Your Daily Marketing "Slap-Upside-the-Head"
Click Here for a FREE E-Course
"7 Simple Secrets of Growth-Focused Entrepreneurs"
Fetching RSS feed... please stand byLead Generation MARKETING is all the information
... all the messages that you Deliver to Your Prospects that ATTRACTS them to YOU!
Information that includes:
* Free ebooks/White Papers
* E-Courses
* Tele-Seminars
* Videos
* Blogs
* In-Person Seminars
* Articles and Books
* Testimonials from Clients
* Follow-Up messages including emails, postcards, letters
Selling is what you tell your prospects individually, face-to-face, perhaps over the phone or in email follow-ups to convert them into a client.
"The aim of Marketing is to make Selling Superfluous." Peter Drucker
Now...
What's Your Biggest Obstacle that stands in the Way of Your Effective MARKETING?
Why Do You Need to "Think" Lead Generation Systems?
TIME and ATTENTION: Your prospects are in short supply of both...
ATTENTION...your prospects are Over-Loaded with Information.
Today, more information crosses our brains in a week than a person received during a lifetime in 1907.
"Paying Attention" is Rare because Time is Scarce.
Remember this:
When Prospects "Pay Attention", Cash Follows.
MARKETING fills your funnel with lots of prospects "PAYING Attention"
Now with so many options, so much noise seeking your prospects ATTENTION...
The question becomes:
"Whom Do I Trust?"
Your prospects have more choices than ever, but they have no clue, no idea WHO...
Or... How to Choose?
Prospects without TIME, lacking ATTENTION, are forced to look for a shortcut...
What do they typically do?
Find a Specialist, an Expert, who will do the Thinking and Decide for them.
Your Ultimate Financial Services Marketing and Lead Generation System
Be "THE EXPERT"
Your prospects are looking for a Financial Services Pro they Trust as an Expert to make Decisions for them--- To Tell Them What to Do.
How Do You POSITION Yourself as "THE Expert"?
"When have you ever heard of anybody going to see the wise man at the BOTTOM of the mountain?" Dan Kennedy
PERCEPTION
Your prospects' perception of you dictates behavior.
Being "The Expert" is not enough... you must be perceived as "THE Expert".
Here's the thing...
You are gonna be "Positioned" whether you want to be or not.
So, focus on:
* Being Pro-Active--- Create an image in the minds of your prospects that enhances your sales.
*Position Yourself as "THE Expert" who solves the biggest problem your Target market experiences.
Two Things That "Position" You and Creates the Perception as "THE Expert":
1. Writing
2. Public Speaking
(And now, with Web 2.0, you can do both inexpensively from the comfort of your office)
Your Financial Services Marketing and Lead Generation Advantage...
SPECIALIZE
* A Specialist knows more than The Generalist--- this may or may not be true... doesn't matter.
* Your Prospects equate Specialization with Quality.
(but, most Financial Services Pros seem to forget this...)
*On The Internet,(and when you tap into Web 2.0 Tactics) it's how search engines work. It's one of the factors in how sites rank.
SPECIALISTS=MIND-SPACE
* The Power of Marketing your Financial Services business doesn't come from your products, your web site, or even your services
* It come from your Position in your Prospects' minds.
* A Specialist, a focused Financial Services business, is in a much stronger position than The Generalist.
* Without focus, there is no long-term positioning.
Have you claimed your Specialty?
What's Your Specialty?
* What are the big problems in your market that no one has claimed yet?
* What are the big pain points that no one is addressing?
* What problem do you think you could continually improve with your focus?
Now... it's time to...
PROVE IT!
The More Information You Give Away, The More People Will Want to Buy from You
The Earlier You Ask for a Check, The Fewer the Zeros
* Make Acquiring and Growing Clients Easier and more Productive.
* The Biggest Myth in Financial Services Sales and Marketing Training:
The "Numbers Game" Approach
The Numbers Game is inefficient. It kills your ability to Grow.
Play a "Different Game"
Your Business-Building is a 4-Step Approach:
1. Client Attraction
2. Client Acquisition
3. Client Development
4. Client Retention
And it boils down to a simple 4-Step Process:
1. Have a Plan
2. Execute the Plan
3. Test, Measure, and Improve the Execution of the Plan
4. Systemize the Plan for efficient repetition
Check Out These Books on Financial Services Marketing and Lead Generation
Marketing Planning For Financial Services
Amazon Price: $144.95 (as of 10/12/2008)
Marketing Financial Services
Amazon Price: $44.05 (as of 10/12/2008)
Effort-Less Marketing for Financial Advisors
Amazon Price: $44.95 (as of 10/12/2008)
Need help with your Financial Services Marketing and Lead Generation Systems?
Share your thoughts, comments, and tell me what you need...
... if it's not here, I'll find it.
Or, point you in the right direction.
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whitedot
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AndrewD
Hey Walt, great lense. Posted March 31, 2008 |
