If you’ve read “Building a Story Brand” by Donald Miller, you understand the power of using a brand message that provides your audience a journey with you and your financial advisory company. They should feel comfortable with you and trust that you are an expert in your field, have their best interests at heart, and provide exceptional service.
This is especially true in the financial services industry. When you’re handling other people’s money and providing them with advice and guidance on investments, retirement funds, and other financial products, the client needs to know that you’re honest and trustworthy. Your brand story has to reflect this message throughout your website and any other marketing materials you use to gain their trust.
Here are some proven methods for attracting and keeping customers when it comes to your financial services company.
Craft Your Financial Advisor Story
Every story has a character who wants something. The hero is introduced early on in books, movies, and short stories, and you soon know what they want. To develop a compelling story, you need to know what the one thing is that you offer that no one else can. Your story has to be compelling and lead the customer through the journey of learning about you and getting to the happy ending of purchasing.
When creating your website and marketing materials, present the information clearly and concisely. Customers want to know what you do, how you do it, and how it will help them, and they want to see this information within just a few words. If you get right to the point and provide the solution to your customer’s problem, you foster trust and confidence that you are a person that can offer the right type of service they need.
Be The Narrator of Your Story
Every story has a way of narrating it, leading you through the story and its struggles. Sometimes it’s an actual voice, but sometimes it’s just the way the characters interact. Either way, you’re the narrator of this story. You’re guiding your customer down a path.
To narrate your story, you need to identify the customer’s problem and show them how to get to the solution. You know at the end of the day, you’re the person who can help, but do they? When you craft the right story, your purpose and service come first, the next step is to keep them reading.
Here is where you get into the specifics of your service. Provide your customer with information that addresses their problem and how your service offers a solution. In the financial services world, the problem may be funding the customer’s retirement. You know there are multiple avenues to accomplish this goal depending on just a few questions. Be the guide who shows them how you tailor your service to their needs.
Create A Financial Advisor Plan
You’ve identified what the customer wants, the problem that has led them to you, and you’re offering to guide them through the process. What comes next? Most people may think that the sale happens here, but it doesn’t. If you ask for a sale, you may scare the customer away because they feel rushed or not yet confident in your services.
The most effective way to continue to guide your customer on the journey is to create a plan that helps them. The plan should be straightforward. Walk the customer through the steps you use to work with them and solve the problem.
An example of this plan may be:
- We have an informal meeting, either in person or on the phone.
- You and I discuss your goals.
- Once we know your goals, I create a customized strategy to help you accomplish your goal. And I’ll keep adjusting and implementing this strategy for the rest of your life.
Creating and implementing a plan helps your customer overcome barriers to hiring you. Your plan creates an opening for you to show off your expertise and how you are the person to solve the problem. Offering to continue the service after the first strategy gives them a sense of security that you have their best interests at heart.
See Your Plan In Action
Still not sure if this is the right way to go about building your financial advisory business? Let’s take a look at a couple of success stories. These financial companies used the StoryBrand methods and have seen great success.
CSH Investment Management, LLC
As soon as you see the CSH Investment Management website, you see the ideal customer, and in a way you can relate to them. In addition, the three main goals of the company are stated clearly.
Stability, Protection, and Growth. These words provide the viewer with the feeling of trust and that this company provides the financial services to help them retire with confidence.
As you scroll down on the page, CSH Investment Management provides the question the customer has when it comes to protecting and managing their money. The first part, protecting, is something that everyone looking for financial services wants.
Their website shows a step-by-step approach to working with the customer. They keep it short and sweet but offer the customer a way to learn more about each step. When the customer reads each section, it always ends with a tailored solution to each client.
As you can see, they create the story and guide the customer through all the parts of their problem and solution. Everything is upfront and transparent, inviting the customer to learn more about what can be done for their specific concern or problem.
Amy Scott Financial Coaching
Amy Scott Financial Coaching specializes in money management for married couples. When you first look at her website, the financial story begins. She caters to married couples looking to gain financial stability together.
Amy knows that couples want to create a financial plan that benefits them now and in the future. She emphasizes the togetherness it takes to master the customer’s money.
The next section of the website provides the story that she understands that finances are a pain point for most couples and that it’s difficult to have serious conversations about money. Amy Scott provides an understanding of the unique challenges married couples face and how money can be a huge stressor.
The following section shows results from her two-hour discussion with her clients. Because she knows that people want to see the value of what they’re looking at, she links to the plan for them to read further. Once the story and narrative have hooked them, they then research what her two-hour discussion looks like.
By providing a defined story, Amy Scott Financial Coaching attracts the specific type of customer she’s looking for and offers a detailed look into why. Her narrative offers evidence that she is uniquely qualified to help couples master their money.
Both of these examples show how a story, narrative, and plan can elevate your business and marketing strategies to attract your perfect customer and show them that you’re the best match for the solution to their problem.