Content and the Art of Persuasion

When compared to the marketing strategies of your average industry, financial advisors face a particular challenge. People hire financial advisors to avoid worrying about the very services you are trying to offer. For the average person, finances are confusing. Math is frustrating. Saving for retirement is stressful. Though Benjamin Franklin described Compound Interest as “the eighth wonder of the world,” the average American will yawn (or roll their eyes) if you start explaining it in detail. 

So how do you persuade your prospects that you’re the right person to hire…without diving into those boring and complicated numbers? Here are some other techniques you can use to make your services shine, taken from the true masters of persuasion: famous authors!

  1. A Tale Of Two Clients

Humans are naturally drawn to a compelling narrative. Our ancestors used to bond by sitting around this awesome new thing called “fire” and telling stories about the origins of the earth. Though you’re not working with anything this grandiose, you can still make a compelling argument by contrasting the stories of two very different clients. Client #1 is motivated and starts investing with you right at the start of their career. Client #2 dilly-dallies a little bit, buys a fancy sports car right out of college, and is struggling to catch up. Comparing the financial future of these two characters illustrates how your company can help people in different situations, and, if you tell the story well, prospects will see themselves in one of the characters you create.

  1. The Sound And The Fury

One of the quickest ways to unravel your argument is to use generic language that forces your reader to drift off. In the Financial Industry, there are certain cliches that your prospects have heard a thousand times. “Your dream retirement” and “Planning for your financial future” are some of the worst offenders. Try to think of hip new ways to describe these boring old concepts. After all, William Faulkner didn’t describe life as a “struggle” or a “challenge.” Instead, he rehashed one of Shakespeare’s most famous lines as a metaphor for his tragic novel. 

  1. One Fish, Two Fish, Red Fish, Blue Fish

Repetition is key for marketers in the modern world, so take a lesson from Dr. Seuss. We are constantly inundated with advertisements on our phones, on TV, and even splayed up on billboards as we drive to work. Most prospects won’t pay attention to your content until they recognize your logo and have a basic understanding of what you do. Sending content out into the world via email, social media, and other forms of advertising builds the first stages of “brand awareness” and primes your prospects for future interactions with your content. 

Using these persuasive techniques allows you to market your business…without falling back on those boring numbers. As you reach out to clients that are less mathematically-inclined, tell a compelling narrative to make your business stand out! 

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