That’s right. Oxytocin.
Whether you are marketing to financial advisors or affluent families, your marketing needs a good dose of oxytocin.
If you a looking for more sales activity, more profitable conversions and less pressure to discount your value; then oxytocin is what you need.
Oxytocin is a neurotransmitter that produces feelings of connectedness and bonding. In short, emotion.
This is how powerful brands are built.
Adrenaline is a neurotransmitter that increases blood flow to the muscles during times of excitement and creates involuntary recall of events.
When there is adrenaline in the blood, you are more likely to remember the moment. This is why advertisers try to make their ads sound exciting.
Sadly, most ads are built on logic and adrenaline. “Act now! Save money! Don’t miss this event!” But the best marketing is built on stories that trigger the release of oxytocin.
Your story matters.
Bonding and loyalty are triggered by the stories you share in your ads, videos, podcasts, and blog posts.
Stories matter when you’re trying to cut through the 5000 marketing messages Yankelovich says the average consumer receives each day.
The most memorable Super Bowls ads tell a story.
What’s the story your ideal prospects are hearing from you?
About the author
Jack Martin has been an enthusiastic activist for independent financial advisors. His view is that advisors do great and important work for the families they serve. They face a vortex of changes and his thought leadership has helped them navigate those changes and deliver better retirement outcomes. With his team at EAG, he has acted as a Sherpa for financial institutions seeking to grow their financial advisor distribution. In the process, he and the team have pioneered marketing to advisors built on a bed rock of intelligent content and digital technology.