Prospective clients are inundated with more marketing messages than ever, making it incredibly difficult to earn their attention. In a crowded marketplace, advisors who communicate with relevance and purpose are best positioned to build credibility. In today’s FA Alpha Daily, we examine how leveraging key messages can make communication more persuasive and drive client acquisition.
FA Alpha Daily:
Practice Management Insights
Powered by Valens Research
People often encounter all sorts of content in passing every day.
Most are ignored or forgotten.
Online ads, billboards, magazines, packaging, newspapers, signs, flyers…
Almost anywhere!
This presents you with a problem.
Even before your prospect hops on a discovery call or meeting with you, he or she is already bombarded with so much information.
That’s a problem.
If your prospect is already bombarded with so much information prior to meeting, how could you capture his or her attention effectively?
Well, the answer lies in a writing technique most copywriters make use of…
The Use of Key Messages
This is one of the rules pointed out in Joanna Wiebe’s CopyHackers Book 1 titled, “Where Stellar Messages Come From.”
Always remember to think about your prospects when you formulate the key messages in your pitch.
Key messages help you make sense of what you’re presenting to your prospect.
These help you organize your ideas into main points so that your pitch doesn’t come off as all over the place to your readers.
Chunking your content to key points helps you determine which concepts need a more in-depth explanation.
It’s the interesting points you make that keep your listeners at the edge of their seats and wanting more.
Simply said, you want them to stay focused and hooked until the very end.
It’s all a matter of narrowing down your ideas into key messages or points!
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Use key points that are familiar that tap on the interests of your prospects.
Consider the topics nowadays that already have existing discussions in place.
Build on this so that you get to add to the knowledge your prospects already have or want to have regarding a topic.
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See eye to eye with your prospects by structuring key messages pertaining to what’s in their minds.
Answer the question: What are my prospective clients looking for?
Doing so will help you create key messages that can cater to what they want to know and what you want them to learn.
Not only will you get to address their wants and needs but you also get the opportunity to convince them that your content can help them.
You also show them that you take their views and opinions into account in your presentations.
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Assure your prospects that their time is well spent by using supporting information as key content.
Besides considering the trends and people’s views, your key messages should also include support.
Make use of data, statistics, testimonials, anxiety reducers, and reviews to make your points stronger and impactful.
This helps you build yourself up as credible, reliable, and not full of empty statements.
The use of key messages helps you see things from your target audience’s point of view.
You get to organize your ideas based on what they want and get the opportunity to build on what they know.
Simply said, you want to make sure what you offer is useful. After all, who wouldn’t want to hire a financial advisor whose practice is credible, authoritative, and high value?
Best regards,
Joel Litman & Rob Spivey
Chief Investment Officer &
Director of Research
at Valens Research
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