By John Capuano, Co-Founder of Simplicity Lone Beacon
When it comes to financial planning, all consumers care about is themselves – and thatโs all they should care about! So, why is it so hard to break through? Here is some advice for how to break throughโฆ
๐๐ฒ ๐๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ. Solve a specific problem for a specific type of person in your marketing efforts. Unless youโre doing general branding, DONโT get caught in the trap of casting too wide a net for fear of missing someone. This is especially true when so many firms are marketing on the same general premise about the stock market that we all share.
๐ช๐ฟ๐ถ๐๐ฒ ๐ฎ ๐๐๐ผ๐ฟ๐ ๐ณ๐ผ๐ฟ ๐๐ผ๐๐ฟ ๐ฝ๐ฟ๐ผ๐๐ฝ๐ฒ๐ฐ๐๐. People care more about their own story than your story. While sharing a founderโs story is important, people really want to know about how you can articulate their aspirational story. Everybodyโs different and have different aspirational needs…how are you telling them the story that they want to hear?
๐ ๐ฎ๐ธ๐ฒ ๐ถ๐ ๐ฒ๐ฎ๐๐ ๐ณ๐ผ๐ฟ ๐ฝ๐ฒ๐ผ๐ฝ๐น๐ฒ. Let them know how important they are to you and your firm. Think about the last big purchase you madeโฆ How easy was the transaction? Whether youโre buying a car, or a house, or furniture, or a new suit…the easier the transaction-the better the experience.
Youโre more likely to do business with a firm who makes things super simple compared to the ones who donโt. We live in a wildly busy and competitive time. The more you understand these nuances the more time you will save for yourself…and the easier it will be for you to break through.
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.
