One of the best ways to capture your prospects’ attention is to talk about their pain points and present them with a solution.

Why?

Most, if not all, types of audience search for solutions that can help them address their needs, wants, and pain points effectively.

The same can be said for financial advice.

Prospects and clients have financial pain points they want addressed. That’s why many financial advisors and marketers build strategies that put those pain points front and center.

Key to this strategy is the use of the PASO Formula.

PASO stands for Problem, Agitation, Solution, and Outcome.

This formula, typically used in marketing and sales copies, highlights a target audience’s unmet needs and convinces them to act on a call-to-action.

The PASO Formula is effective in surfacing a target customer’s pain points.

… and while it typically works, the problem lies in it being widely used.

With today’s market filled with narratives and headlines warning of an AI bubble, the S&P 500 being dangerously overvalued, digging into your prospects’ potential problems may not be the best way of communicating with them.

So, if you want to stand out, you should consider making use of the DOS Formula!

Photo from Unsplash

Negativity Everywhere All at Once

These days, social media platforms and the rest of the Internet are filled with so much negativity.

In fact, everyone who uses both on a daily basis is bombarded with content that’s designed to evoke negative emotions such as panic and anxiety.

While it’s easy to just jump on this bandwagon when pursuing leads and marketing to prospects, it also makes it harder to stand out since every competitor is taking advantage of the same trend.

So, how exactly can you stand out?

That’s where the DOS Formula comes in.

• D – Desire

  This is the part of your marketing or social media copy where you talk about your prospects’ desires. Here, you hook them with what they want or need the most.

• O – Obstacle

  After you’ve talked about what your prospects and clients want, this is where you discuss the challenges preventing them from getting what they want or need.

• S – Solution

  This is where you tell your prospects how they can overcome the obstacles they are facing.

  This is also the part of your copy where you present your service as the solution your prospects can use to get what they want or need.

Put simply, copies and messaging that use the DOS Formula dwell heavily on the unmet needs or wants of prospects.

When this formula is used properly, you’ll be able to communicate in a way that not only grabs the attention of your prospects, but also convince them to act on your call-to-action or hire your services.

Getting the attention of prospects is getting harder and harder these days.

That’s why knowing about formulas like DOS are helpful in crafting your messaging and how you position yourself and your advisory practice.

Supercharging your financial advisory practice is no longer just about analyzing data better than everyone else; it’s also about understanding how your prospects think and how to best communicate with them.

To do that, you’ll need to think like a marketer and use the tools they have at their disposal to supercharge your financial advisory practice.

Best regards,

Joel Litman & Rob Spivey
Chief Investment Officer &
Director of Research
at Valens Research

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