I was recently visiting with an advisor and his team, discussing their lack of process regarding a drip campaign to prospective clients, when we stumbled upon an interesting fact. It wasn’t a lack of process that was the issue. Rather, they didn’t know who to send it to, and they had no materials anyway!
As we looked over the brochure and on-boarding information they shared with a prospective client in that first discovery meeting, it became clear that they had two problems.
First, they lacked drip material because they were not focused on who they wanted to reach and what topics would be of interest.
Second, their on-boarding materials were confusing and the language wasn’t client-friendly.
Immediately we began to prioritize by deciding which potential groups of people in their community fit their Ideal Client. We agreed that three groups, rather than the eight currently on the list, made sense.
Next we determined that one piece could be a “who we are” description that all would receive, followed by two pieces specific to their interest.
Once we got organized, the team could see that by narrowing the focus and reaching out to the centers of influence they already had in place, a timely article on how to assess your insurance needs and a free 401(k) plan diagnostic to providers would be perfect. In fact, because of their relationship with these partners, they could even co-brand the material!
If you suspect that you might have a similar problem, click here for our Ideal Client Checklist to help you in this exercise.
Next we set our sights on the “who we are” piece, which led us to the second problem we identified earlier. As I read it over, I was reminded of the issues described in last week’s blog, “Did You Know?” Theirs was so full of industry jargon and big, fancy words that even I, who have been in the business 15 years, was unclear about what they were trying to say. Not only was the potential client going to be lost, but anyone receiving it via a drip campaign would most likely toss it out.
Here’s a tip—hand your material to some friends or family members who are not in our industry nor your current clients. Ask them to read it over, and then ask if they can explain what you do and why someone should work with you over any other advisor. If they can’t answer those two questions—it might be time for a rewrite!