In their classic marketing book, “The 22 Immutable Laws of Marketing,” Al Ries and Jack Trout declared, “Be first. If you can’t be first, create a new category in which you can be first.”
Today in business — and especially in financial services or insurance — if you can’t be the biggest financial advisor in your community, be the first advisor in your category — the one your target market thinks of immediately when they need the help you provide.
Unfortunately, too many advisors are the best-kept secret in their community. And the one thing you don’t want to be is invisible.
The ‘invisible advisor’ problem
I can’t tell you how many times I’ve looked at an advisor’s presence online while preparing for a conversation with him or her only to find … nothing.
- No website
- No distinguishable presence on LinkedIn or Facebook
- Maybe a half-completed profile with a blurry selfie (if there’s even a photo at all)
- A generic title like “financial advisor” or “wealth manager” with no unique message
- Contact information that’s incomplete or hard to find
- A small network
And they’re wondering why their phone isn’t ringing and why their calendar isn’t filling up.
Let me be clear: You can be successful without an online presence. Many veteran advisors have built thriving practices through referrals and in-person networking. The reality of today’s marketplace is, though, that prospects confirm their decisions online.
It’s rare that clients who are thinking about hiring an advisor will find you because of your website or LinkedIn or Facebook profile. However, when someone hears about you — or meets you — the first thing they do is look you up online.
Prospects look online to confirm your credibility
Studies show that this is true for just about everyone these days, from boomers to Gen Z. If they don’t find you — or worse, if what they find is generic or unprofessional — the likelihood that they’ll make (or keep) an appointment with you drops dramatically.
Your online presence isn’t about getting found by strangers — it’s about confirming credibility when people are already considering you. And it either reinforces your credibility or raises doubts before you ever get the chance to speak.
5 steps to stop being invisible
If you’re not getting enough new appointments or introductions, fixing your digital footprint is one of the fastest levers you can pull. Here’s where to start on LinkedIn:
- Create a powerful banner.
Your LinkedIn banner is prime real estate. Use it to tell your target market exactly who you help and how. A simple, clean design with a clear message beats a blank space every time. - Post a professional-looking headshot.
A blurry selfie taken at a party doesn’t cut it. Your photo should be current, professional and welcoming. People want to see the face they’ll be trusting with their money or their future. - Replace generic titles with a specific tagline.
“Financial advisor” or “wealth manager” doesn’t set you apart. Which of these is more powerful:- Wealth manager
- Helping women who are their family’s financial decisionmakers make the best choices with confidence.
- Be easy to reach.
Include complete and current contact info — phone, email and scheduling links. Don’t make people work to connect with you. - Use your “About” section on your website to speak to them
Too many advisors start with “I have 20 years of experience …” Instead, open with your ideal clients and their biggest need, and only then talk about you and how you solve their problem.
The foundational questions
Don’t waste time, energy or money trying to generate more leads until you’ve answered three essential questions:
- Who is your ideal client?
- What do they want or need most?
- Why should they choose you over anyone else?
Once those are clear, every marketing effort you make will be specially designed for that target market and will land with greater impact.
Don’t let being invisible cost you the credibility and opportunities you deserve. Your clients are already looking you up online. Make sure what they find makes them say, “This is the advisor for me.”
Sandy Schussel is a performance acceleration coach who has been working with financial advisors for more than 20 years, helping them break through to higher production levels. Contact him to learn how he can help you make selling the least of your concerns.
For more ideas to help you be more visible to clients
- Read “Community-rooted marketing”
- Watch “Market your practice: Think strategically about your niche” (MDRT member-exclusive content)
- Read “MDRT social media guide” (MDRT member-exclusive content)
