Get inside the Conversation “Going on in their Head”
In the first few days of the Biden administration, 30 executive orders were signed. Some were admittedly non-controversial and just a continuation of the various Pandemic efforts, such as establishing a committee to expand testing, wearing masks in airports, or developing (continuing to) develop better data and more.
Others are more controversial and likely to have more of an impact.
Things like a reversal with our relationships with Canada by canceling the Keystone Pipeline, expanding union control in the federal government, changes in unemployment, and expanding immigration from countries with unfriendly or non-existing governmental authority to give us background information. Rejoining the World Health Organization and rejoining the Paris Accords. Oh, and executive orders affecting the Trump administrations efforts to reduce the prices of insulin and other.
I know that common wisdom is to avoid religion and politics.
Well, maybe. In some contexts. Depends in part on who your clients and prospective clients are and whether it’s helpful or counter productive.
A very important concept is to “Get inside the conversation going on in their head.” Part of that is to leap frog off of the headlines. Especially those that are directly, or that you can make the argument are directly, related to your client’s outcomes.
If you aren’t already doing it, why aren’t you having a series of client and prospect meetings on the implications of the Biden administration’s various efforts and promises?
What’s likely to happen with oil prices?
How’s the future of “Green Energy” impacted.
Where are taxes likely to go in the near future.
As an advisor, you should always be positioning yourself as the expert. Positioning yourself to explain the implication, to read the implication of the headlines. To explain to clients how to evaluate policy implications and how to adjust their strategies accordingly.
I’ve been reviewing hundreds of advisor websites and thousands of “LinkedIn” profiles.
With a client I was pointing out several LinkedIn profiles that among other things included their “preferred pronouns” in their description.
Is that a good or bad idea?
Well, again it depends.
Located in Seattle, networking through and becoming “the go to expert” among various LGBTQ groups. Focusing on younger audiences. Very liberal leaning audiences. Probably great positioning.
On the other hand, dealing with mostly 55 year old plus soon to be retirees, Southern Baptists in Oklahoma. Oops. Missed the target.
In general, I think it’s best to polarize rather than not make a stand.
Better to pick a battle and “own it.”
Same thing on advisor websites.
Talk about BORING.
They all look the same. Use the same “trite” phrases. Totally lack personality.
A friend of mine, who’s “THE Expert” on google advertising goes to the website for Cosmopolitan Magazine” to look at covers for inspiration on headlines. He uses structure and language (obviously changing “sex positions” or whatever with product specific descriptions.)
Your website, your advertising, your materials should be more “in your face.”
They should jump out and demand attention.
Again, think in the past “National Enquirer” or “Cosmopolitan Magazine” headlines. Think “click-bait” news headlines that you see everywhere now.
Nowhere am I suggesting that you offend anyone without purpose or evaluation. Also I’m not suggesting that you make false statements or anything similar.
However, to attract attention and get an audience you’ve got to focus on being REALLY attractive to some which will be repellant to others.
Mostly, focus your marketing on human-to-human communication. Eliminate corporate speak. Eliminate the bland and the boring.
