So what do Financial Advisor Websites, Niches, and Private Islands all have in common?
Turns out, quite a bit. In this epic backdrop for a live Google Hangout, Luke and I discuss the similarities of fishing with financial advisor websites. For instance, one of the days we pulled up the boat to a dock to get some goods and I stuck around to make sure all of our gear was safe on the boat. I ended up chatting it up with one local fisherman, and after asking him what he was fishing for he replied, “Anything that will bite”.
I instantly recalled numerous conversations with financial advisors who told me something similar after I asked them what was their niche and who was their ideal client. The answer I continue to hear many times to this day…”Anyone with money”.
To someone like myself who studies marketing, sales, and consumer buying behavior, those two answers sound ridiculously dumb. As a fisherman, I have the tackle and specific bait to target one or two fish. And that is it. Keep in mind there are hundreds of types of fish around the area that I fish. And many of them I would be irritated catching (like some of the “junk fish” the old fisherman at the dock was catching). Same goes for financial advisors: You MUST know your precise “Avatar” client, and it can’t just be anyone with money. In fact, you should start getting used to telling some prospects “No” altogether. Just like serious anglers throw back certain fish, the same thing needs to happen if you consider yourself a serious financial advisor.
Once you realize the power of a niche and only keeping your ideal “Avatar” clients, your sales will skyrocket. And then you take your message and put it on your website, in all of your marketing material, etc.
Make sure to check out the entire live Hangout as we really do give some awesome analogies that tie into digital marketing for financial advisors. And at the very end, I even take you over to see our campsite on the private island.