A Modern Story simplifies prospecting for new clients, client acquisition, client endorsed warm introductions, and recruit acquisition
I’ve talked with countless Financial Advisors and, for the most part, their traditional stories are basically the same. There is nothing remarkable about them.
These traditional stories focus on where they went to school, the degrees they’ve earned, their expertise, their charitable work, their family, etc.
If your best clients aren’t warmly referring or personally introducing you regularly to their quality relationships, it’s probably because your traditional story iisn’t being talked about.
Traditional stories are not remarkable, so consistent quality client acquisition is difficult, as is growing a large book of quality clients.
A Modern Story “IS” remarkable because it is framed to address the predominant worldview of the market… the well-documented distrust of Advisors and the Financial Industry.
(See The Darth Vader Complex)
This conscious or subconscious mistrust is the reason most Financial Advisor’s marketing efforts only produce slow growth and it’s the reason the framing of your story is so important. It must be subtle.
Any form of hype or selling will generally shut the door of opportunity.
When you convey this worldview the right way, not only will your best clients respond to you, they will also talk about you and personally endorse and introduce you to their network of quality relationships… consistently.
So, to rapidly and consistently increase your quality client acquisition, your book of quality clients, and the number of quality recruits test a Modern Story.