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Dear [first name], Wishing You The Best In Success, |
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Are you wondering with all of the financial problems, bad publicity and our lean economy, what will be the best ways for you to consistently attract new prospects and bring in new sales in 2008? Whether you are new to the industry, or you’ve been in the industry for 40 years or more, the lead generation methods you’ll use will be basically the same. However, if you want them to work in 2008, you’re going to have to learn some ‘little secrets’ and start doing things a little differently. If you want to succeed in generating leads today, you are going to have to start really connecting with people. Today, it’s about staying in constant touch with people, (your clients, prospects and everyone you know) to build your credibility and trust. It’s showing people you understand their fears and aspirations. It’s guiding people down the road that will lead them to financial security and peace of mind. People are much more skeptical today! They do not trust sales people. They are looking for an advisor. They want unbiased information and real help to improve their financial situation. To attract the best prospects in 2008, you must become a better marketer than your competition. And, that is about delivering… ‘The Right Message, to the Right People, at the Right Time!’ Here are four ‘Little Secrets’ that will help you to out market your competition… 1. Define your strengths
Ask yourself these questions:
The answers to these questions are your competitive advantages. They are what enable you to stand out from your competition! These competitive advantages may be related to your professional skills, attitude, responsiveness, services or problems you solve. 2. Identify your best customers (your target market) To effectively promote your business you should focus on people who see the value in what you do. Your strengths (competitive advantages) will help you focus on who will most value your service or product.
Example: If your strength is your specialized knowledge of how to reduce, or eliminate debts, then your customers should be people who have problems with or concerns about too much debt. They will be the people who can benefit the most from your specialized knowledge. If saving for retirement is your strength, then your customers should be people who are concerned about their retirement. To get an idea of who your target market is, take look at your current customers. Look at your natural market: vocational, geographic, social or ethnic. Look at the people that you have the most in common with. You might have several target markets because you have several services and a variety of strengths. Bottom line: You must focus on people who will place a high value on what you can do for them. These are the people who will benefit the most from your knowledge. They are the people who will be your most loyal and profitable customers.
3. Deliver a unique meaningful message The key to out marketing your competition is to deliver the ‘right message’ to the ‘right people’ at the ‘right time’! You need a message that tells these people why they should do business with you, instead of your competition. And, because ‘People buy when they are ready to buy, and not when you are ready to sell,’ you must make sure you deliver your message in everything you do.
Your message should reflect your strengths, because they are what you do best. And, your message should be in terms that your target market is interested in. In other words, speak in their language and say what they want to hear.
Example: Your strength is, you help people to reduce and eliminate consumer debt. And, your target market is Middle Income Families who want to get rid of their debts. Then your message might be:
"Helping Middle Income Families to Live Debt Free and Truly Wealthy!"
And, you can give them some details to demonstrate how you can help them better than anyone else in town… Using statistics and testimonials!
Note: You can have more than one message. Each marketing focus (based on your target market and a strength) should have its own message. However, to start, work on just one message. Then, as you develop a system that works, add others to your marketing system. Don't overwhelm yourself right away by trying to do too much.
4. Deliver your message as often as you can Now you have to find the appropriate delivery vehicles for your marketing messages.
There are three things to remember as you plan how to deliver your message:
Unless your budget is unlimited, you need to choose delivery vehicles that focus your message.
Example: If you know that your best prospects live within two miles of you, then you will want to focus your message delivery on people who live within two miles. This gives you the ability to repeat your message to them multiple times, putting the power of repetition to work for you.
There are many ways to deliver your unique meaningful message: advertising, direct mail, networking, joint ventures, phone calls or personal visits. Or, you can teach classes, or offer educational seminars on topics that relate to your product or service. Or you could sponsor events or offer informational sessions about what you do. Or, you might partner with a nonprofit organization.
Whatever you do, try to achieve a balanced mix of media when delivering your message. This increases awareness of your business and multiplies the impact of your message. Does all of this sound complicated and like a lot of hard work? Maybe! But, if you want to have an effective lead generation system in 2008, and you want to out market your competition, then you must… Define your strengths, Identify your best customers, Deliver a unique meaningful message and Deliver your message as often as you can, Starting Today! Want an easier way… Then, invest in one of our Annuity or Life Insurance Marketing & Sales Systems! We’ve already done all of the preparation and hard work for you!!!
You may also want to take a look at our ‘Found Money Management’ Financial Advisor Boot Camp’! This 2 day, intensive marketing training will help you gain the specialized knowledge you need. It will teach you how to deliver your special message! And, you’ll be able to out market your competition. This boot camp could be the key to making 2008 your best year ever. By Lew Nason
© 2007
Lew Nason, RFC, FMM, LUTC Graduate -
All rights
reserved |
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