4 Ways to Make Your Marketing Finally Work

People are hit with hundreds of marketing messages… every.single.day.  How do you cut through the clutter?  You must be different.  Here are 5 ways to do just that…

1. Shock the client and your rival!
   • Have this statement on your website, “Would you rather work with a firm that chooses to remain small to know each client as a person… or, a large firm with thousands of clients?”
   • Put this in the form of a question… and if they choose the large firm—here’s the shocker—have it hyperlink them direct to Merrill Lynch, Ed Jones, or any of the other big guys of your choice.
   • This points out to the client the big difference between you and the huge firms without having to slam your competitors!
2. Invite a ghost to dinner
   • Invite some great clients to dinner… along with some great prospects… but YOU DON’T ATTEND. Instead, have a spouse, client or friend “host” the dinner party. That way…
     • There’s no sales talk
     • It turns your clients into informal sales reps
     • And it builds loyalty with current clients
     • This process works surprisingly well for high end clients
3. Give yourself a public kick to your own heinie! People love to see other people’s mistakes… and they like people that admit to them.
   • Talk about something you or your firm did wrong… and what you learned from it.
4. Dare to be less professional. All your competitors look the same… why not be a little wild and crazy?  As an example… their was a huge industrial fan company named HVLS, Inc.  Ever hear of them?  Probably not.  They changed their name to Big Ass Fans.  Their sales instantly skyrocketed and have been going up year after year for a decade.
   • Dare to use a little irreverence. People smile and remember you!

What’s the one common characteristic running through all 4 of these ideas?  Be different!  You’ve got to be different to stand out in the commoditized financial arena!