I would like to begin my contribution by underscoring the instrumental role that effective messaging plays in helping you attract and retain business.
What distinguishes highly successful advisers from less successful ones, regardless of their skills and industry knowledge, is their ability to communicate the true value of their service offerings to their key constituencies. This is achieved by crafting clear messages that effectively convey the significance of the role that you and your expertise play in the lives of your clients. In order for these messages to resonate with your key target audiences, you must ensure that they clearly demonstrate your unique skills, capabilities and differentiating factors. It is also imperative that these messages are consistent across all the marketing pieces you use, including your brochure, newsletter, Web site, etc.
Strong, targeted, high-impact messages are crucial to creating and effectively projecting an image for your practice that unquestionably conveys credibility, knowledge and trust. Articulate your core message by employing clear, unambiguous language that is easily understood. This allows you to provide your clients and prospects with valuable information that engages, informs and motivates them, so that investors seek your services when a triggering event takes place.
Here are the FOUR pillars that should support your communication efforts:
- Determine Your Target Audience. Identify and attain an intimate understanding of your target audiences and deliver your message to them. Based on the size of your practice, this could entail surveying your current client base or conducting and in-depth analysis of your current and potential target markets. Once you have your audience profile, you need to define your service from the client’s point of view.
- Identify Your Core Messages. Although you may come up with an extensive list of motivations why an investor should engage your practice, identify the most compelling reasons why he or she should chose it. This should become your PRIMARY message. Back it up with a couple of strong support points that reiterate the value of your services.
- Personalize Your Message. Since you are not a household name with an established brand, make your messages resonate on a personal level. Constantly communicating your fundamental beliefs through every facet of your business will enable you to create a positive and lasting impression on your target audiences.
- Stay with the Message. Resist the temptation to change your messages if immediate results are not achieved. Building your brand takes time and patience. Sticking with well-conceived messages is similar to adhering to an investment plan—the primary goal is to reap long-term results. You must commit to your messages and realize that in the long run this is the core strategy that will enable you to build credibility and brand recognition for your business.
Are your messages working for you? What are your communication challenges? I look forward to your input to continue this conversation.
i-Impact Group, Inc.