Both verbal and nonverbal communication play a critical role in the success of a financial advisory practice.

High performance comes from understanding just how integral communication is throughout every part of your practice.

Communication shapes thoughts, and the thoughts of the people around you (clients, employees, vendors, partners, and the public at large) will ultimately determine whether your practice succeeds or fails.

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That’s why it’s important that every interaction, especially those that have to do with client acquisitions, ends up with prospects being convinced of what you have to offer.

More importantly, you want to make sure that the prospects you engage with think good thoughts about your practice.

How do you do those things? 

The answer to that question can be found in a highly-acclaimed TV show…

Mad Men and Killer Communications

“Mad Men” is a highly acclaimed TV show that ran from 2007 to 2015. Set in the 1960s, the show follows the career of Don Draper, an ambitious ad executive.

The show has been praised for the entertainment quality of its storylines. It also happens to be a gold mine for lessons in communications and marketing.

Let’s take a look at one example from the “Mad Men” series…

In a season 7 episode titled, “Time Zones,” Sterling Cooper’s Senior Copywriter Freddy Rumsen gave a pitch on Draper’s copy for Accutron Swiss Watches.

Here’s what Draper wrote:

“Accutron. It’s not a timepiece. It’s a conversation piece.”

Rumsen liked Draper’s suggested tagline because with only a few words, it effectively expresses the message the brand wants to convey―that Accutron is not just a watch, but also a product that tells a story.

See? Even though “Mad Men” is a fictional story, it didn’t fail to amaze viewers with brilliant lessons that have some applicability in real life.

It’s no wonder the show captured the attention of numerous business leaders, marketers, copywriters, and other industry professionals!

Let’s now move on to another guru in the real world…

Delivering Killer Copies

Joanna Wiebe, copywriter and creator of CopyHackers, has interesting and helpful tips on how to write great copy.

(Copywriting is usually associated with marketing, but as we’ve said before, financial advisors need to think like marketers too.)

One of these tips?

The WIIFM (“What’s In It For Me?”) statement!

According to Wiebe, when writing copy, you must “pinpoint the greatest value your recipient will receive.”

You can do that by answering these questions:

• What do they want?
• What is one problem they’re facing that your products or services could solve?
• How can you compel them to buy your brand’s offerings?

Having answers to these questions will enable you to sell your target market the “best version of themselves,” or the vision that they can have a more convenient life, process, system, or activity when they hire you for your financial advisory service.

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Landing clients today is much more challenging than ever before.

With individuals bombarded with so many pieces of information on a daily basis, it’s easy for your message to not get across. In some cases, this could even make convincing prospects even more difficult.

That’s why if you want to truly stand out, you have to ensure that you communicate with your prospects and clients effectively… and this involves writing killer copies that not only informs but also converts.

Best regards,

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

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