In New York City not long ago, 11-time International Best Selling Author and Marketing Guru, Seth Godin, told us, “Attention is the new scarcity. Attention from those interested and able to buy is worth more now than ever before.”
Once you’re clear about “who” are your Right Fit Clients, it’s time to move to the second area of clarity: the “what.”
The “what” is what you want Right Fit Prospects to think about you!
Here’s the thing: people don’t think about you based on what you hope they will think about you. Fortunately or unfortunately, perception is reality.
Prospects don’t know what to think about you, unless you teach them. So, if you’re not clear, how do you expect them to be clear?
They will default to the easiest thing to think about you. It’s what they think about every other advisor. How much time and effort are you investing in teaching your clients and ideal prospects what to think about you?
The first step is your own clarity.
By the way, your clarity must include both sides of the coin.
Try this with your team. Start by making a list of what you don’t want Right Fit Prospects to think about you. What things turn the affluent off? What things make you look just like every other advisor?
Then, make a list of what you do want Right Fit Prospects to think.
Next, check your marketing materials to see how you are teaching prospects to choose you using your three words. Do they appear at all in your marketing? Are they words that resonate with your Right Fit Prospects? Best way to find out… ask you’re A Clients.