By John Capuano, Co-Founder of Simplicity Lone Beacon
Hey – Every Financial Advisory: Itโs 2024… You can close more clients with a sound digital campaign than ๐ฎ๐ป๐ ๐ผ๐๐ต๐ฒ๐ฟ ๐ณ๐ผ๐ฟ๐บ ๐ผ๐ณ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด.
How do I know this?ย Because weโve been doing it for over 10 years. And hereโs exactly how the math works…
โ Spend $5,000/month for 12 months and include consistent email nurturing. (Thatโs $60,000 dollars for the year…donโt freak out – weโll get back to that)
โ Get 1,200 leads…plus ๐บ๐ถ๐น๐น๐ถ๐ผ๐ป๐ of impressions that will help build your brand.
โ We know that about 10% of those people will book an appointment…thatโs 120 appointments. BUT, you ๐ต๐ฎ๐๐ฒ to call them.
โ Assume you close just 25% of them…thatโs 30 closes.
โ Assume that each one has an average of $500,000 to invest… Thatโs $15 million dollars of annual new assets. Thatโs $2,000/closed client.
โ Plus you still have over 1,000 leads of your own to market to!
At this point you might say…”Yeah, but itโs still $60,000 dollars/year”…to that Iโd say three things:
1. ๐๐๐ฒ๐ฟ๐ ๐ป๐ฒ๐ ๐๐ฒ๐ป๐๐๐ฟ๐ฒ ๐ฟ๐ฒ๐พ๐๐ถ๐ฟ๐ฒ๐ ๐๐ถ๐บ๐ฒ to get the flywheel to work.
2. Do you really need to know that digital works? ๐๐ถ๐ด๐ถ๐๐ฎ๐น ๐ถ๐ ๐๐ต๐ฒ ๐ป๐ฒ๐ ๐๐ฟ๐ฎ๐ฑ๐ถ๐๐ถ๐ผ๐ป๐ฎ๐น marketing.
3. Youโre in the investment business…๐ฏ๐ฒ๐น๐ถ๐ฒ๐๐ฒ ๐ถ๐ป ๐๐ผ๐๐ฟ๐๐ฒ๐น๐ณ as an investible product.
About theย Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
