Financial Services Marketing & Copywriting
By Robert Henderson | September 14, 2011
There really is no big secret to financial services marketing.
If you have an financial advisory service that makes your clients money consistently, it can sell itself. All you need are three elements:
(1) a believable track record;
(2) a rationale for why your track record is so good (its method or approach); and
(3) an explanation for why you’re offering your financial services to the public at this time, in this market.
Bill Bonner of Agora used to insist that the third leg of this stool was a freebie or “sample” — such as a stock recommendation or something that can actually make people money immediately — but I disagree.
After years of testing, I’ve found that prospects will overlook the lack of a “sample,” in fact may even be suspicious when you do provide a sample; but they truly need a explanation for why you are offering your financial services to the general public.
The attitude seems to be: If you’re so smart and you make so much money trading, then why are you willing to give it all away for $1,250… $2,500… or even $5,000? That is a question that simply must be answered in any winning promotion… even if the answer is a very frank, “To make more money!”
Topics: Financial Services Marketing | Comments Off
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