Sixth Article in the Series:
Attracting Your Ideal Client
The title of this week’s newsletter is a play on words. It is the end of this series on attracting your Ideal Client. Yet, it also represents a concept you need to embrace (I am full of word play today!) in working with your Ideal Client.
The idea of embracing — wrapping up your Ideal Client — is what I am talking about here. No, I am not getting all warm and fuzzy on you, suggesting you hug all your clients, but hey, if it works for you…! Instead, it is to emphasize the live-in-it, breathe-in-it concept that working with a specific, Ideal Client requires.
Where I see advisors fail is:
- They are not specific, and I mean very specific, about their Ideal Client. They pay lip-service to whom they say they serve.
- They do not understand the challenges, fears and concerns their Ideal Client has regarding their finances and their future.
- They do not speak the client’s language. More than just English here, if you get #2, then you know how to speak in your client’s language.
- They do not know the communities their Ideal Client inhabits.
- They do not cultivate the deep relationships that provide word-of-mouth marketing through client referrals and Centers of Influence.
Marketing continues to be a struggle for advisors, yet those who embrace their Ideal Client know:
- Exactly who they serve well
- Are valued for knowing their client so well
- Put prospects at ease and build trust easily by speaking their language
- Dwell in the communities their clients inhabit
- Enjoy strong relationships with clients and influencers that provide the best marketing that one cannot buy, that of a strong referral
What will you choose? To struggle in mediocrity, wondering what the secret is? Or to make work play and attract the clients you serve best? The choice is up to you!