The research that reveals proven secrets for driving more financial advisor business right now

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How do you persuade more affluent families or financial advisors to become customers?

Give them what they want.

This week we’re talking about a simple, step-by-step framework for driving new customers to your business.

FYI, you are still reading this because of a psychological trigger that is contained in the last sentence.

If you understand a little about psychology and how the mind works you can dramatically improve your marketing and sales results.

Why? Our minds are wired to respond to certain psychological triggers. You’re familiar with a couple of these triggers: fear and greed.

But let’s take this a step further.

Daniel Kahneman won the Nobel Prize for his work on behavioral finance. In his book Thinking Fast and Slow he explains, “A general ‘law of least effort’ applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal; people will eventually gravitate to the least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built into our nature.”

The strategy for using this trigger is to simplify your solution. One of the best-selling business books was Stephen Covey’s 7 Habits of Highly Effective People. It reduced the process of becoming  more effective to just 7 habits!

Review your marketing content and give your audience what they want: the easiest and simplest solution. Save the education for the back end.


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.