Market What Your Prospect Wants

One of the biggest mistakes I see advisors make is that they try to communicate a message that is focused on what they want for the prospect instead of what the prospect wants for themselves. For example, the advisor says, “We develop a portfolio based on your risk tolerance.” But the prospect is thinking, “Do I have enough money saved up to retire?”

When marketing to a prospect, always focus your message on what their immediate pain point is. Speak in their language. And don’t try to promote messages for things they aren’t even aware they need yet (e.g., we make sure your beneficiaries are up to date.