Tuesday, January 15, 2008

The Memorable 30 Second Commercial - Wow them with the Benefits!

Entrepreneurs are in the business of selling themselves.


Learning how to do this authentically and in a way that's memorable is one of the keys to business success. There are tons of Financial Advisors, Bankers, Realtors, Insurance Brokers, Mortgage Brokers, and Business Coaches. How do you stand out in the crowd?

Start by creating a 30 second commercial that gives you some oomph! Aim to really wow them! Begin to think like your target client. Get into their head. What are the benefits you provide your clients?

Let's start with Ted's example: he's an independent Financial Advisor

Ted: I'm a CFP with ten years in the business. I work with people to create a long term investment strategy.

Make it memorable: I'm a Certified Financial Planner and I help middle to upper income families, especially engineers and college professors build wealth and stability so that they can sleep at night.

Notice how this time Ted explains his designation and calls attention to his target client. Why? People need to know your qualifications and your target client. You are much more likely to get referrals if you state who you really help. That way people you meet will remember you. They'll realize that their brother Bob is an engineer and could use a financial advisor. Or their sister Sally is a college professor and might be interested in Ted's service.

What Benefit is Ted providing? WEALTH!! STABILITY!! Wealth is a "want" and stability is a "need". Don't forget to speak to wants and needs.

So, in putting together your new 30 second commercial, what is it you truly offer? What is the pain you are helping your clients avoid?

Click here to work through an exercise I wrote about how to Write Your 30 Second Commercial

Grow Your Business and Prosper!
Suzanne Muusers
Business Coach for Entrepreneurs and Financial Advisors

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