digital native or digitally naÏve?...life insurance aged care wills debit card debt tax planning...
TRANSCRIPT
DIGITAL NATIVE OR DIGITALLY NAÏVE?
Kim Payne IFA BUSINESS STRATEGY DAY | MARCH 2019
the best way to get your message across to your clients
IMPACT INCOME LEGACY
BEING REALLY
COMPETENT IS NOT ENOUGH
WHAT YOU DO ISREALLYCONFUSING
CLIENTS ARE NOT
RATIONAL CREATURES
YOU SUFFER FROM A REAL CONDITION…
CLARIFY YOUR
MESSAGE
HVP
I DON’T WANT YOU
A BETTER LIFE
life advice
P E R S O N A L / F A M I LY
MarriageSeparationDivorcePregnancyMaternity LeaveNew BabyGrandchildChildren leaving homeAgeing parentsKids educationDay careGiftingLegal decisionsA deceased estateHonoring family’s wishesFuneral costsLeaving a legacy
P H Y S I C A L / H E A LT H
Health, wellbeing & fitnessIllnessInjuryDisablementDeathMedical decisions
L I F E S T Y L E
TravelHolidaysSpecial occasionsMilestonesCelebrationsRelocatingMoving overseasStudying
M O N E Y A N D F I N A N C E
BudgetingBuying or selling your homeRenovatingInvestment propertyRefinancingPersonal debtBuying things ie. car, holiday house, boat, wine, art etc.InheritanceFinancial windfallGovernment benefitsCharitable giving
B U S I N E S S O R W O R K
Buying, starting or selling a businessCareer changeBusiness debtRedundancyRetiringChanged working conditionsRaise / bonus/promotionEducation/trainingWork entitlementsLong service leaveSabbatical
YOUR LIFE
A HAPPY
LIFELife Insurance Aged Care Wills Debit card debt Tax Planning
Income Protection
Buy/Sell Insurance
SMSF Gearing Superannuation
Savings Plan Critical Illness Estate Planning
Investment Powers of Attorney
Business planning
Key Person Insurance
Budgeting
TPD
Refinancing
Mortgage Succession Planning Business
expense insurance
Life Goals Retirement planning
Centrelink
MESSAGE MAKEOVER
WHAT DO YOU DO?
ARE YOU FOR ME?
REALLY CLEAR…
USE RELEVANT
CLIENT SPECIFIC
LINGO
WANTED
APPEAL
NEUTRAL
REPEL
We pride ourselves being fee for service and deliver comprehensive advice to help our clients achieve their goals and objectives and enjoy peace of mind.
By drawing on our extensive experience and providing excellent customer service, we build lasting relationships to meet our clients needs.
We are a leading, privately owned, locally based financial planning
business operating since 1987.
LOGO
Investment Planning Superannuation Insurance
Retirement planning Budgeting Estate Planning
OUR SERVICES:
WHAT THEY DO
WHO THEY HELP
NEXT STEP
WHAT THEY DO
NEXT STEP
WHAT THEY DO
WHO IS HE FOR?
#Get Your Financial Sh*t Together
H.E.N.R.Y.s ~ #High Earners. Not Rich YetWHO THEY HELP
WHAT THEY
DO
WHAT THEY DO
NEXT STEP
Enjoy better profit, better cashflow and better quality time with the family
PROBLEMS THEY SOLVE
ANALOGY TO MAKE THE UNKNOWN,
KNOWN
VIDEO TO EXPLAIN IT
WHO
WHAT
MAKE IT STICK
STORIESANALOGIESMETAPHORS
CASE STUDIESTESTIMONIALS
RELEVANT COMUNICATION
IS KEY
WIRED DIFFERENTLY…
TRADITONAL1928-1944
hard-working
BOOMERS1945-1964
workaholics
GEN X1965-1979
work life balance
GEN Y1980-1994
work on their terms
GEN Z1995+
work???
TRADITIONALS BOOMERS GEN X GEN Y
REACHING CLIENTS IN GENERAL…
GEN Z
THE RULES CAN BE BROKEN
1 : 1
NETWORKING:General (BNI)ConferencesBDM’sCommunity events
SOCIAL MEDIA: PostsProfilesConnections Ads
PRESENTATIONS / SPONSORSHIP:PD sessionsConferences / eventsInternal teams
EDUCATION:VideoBlogs/articlesInfographicsWebinars
RESEARCH:Validation interviewsClient surveys
PROMOTION:WebsiteLead magnets / freemiumsCompelling offerGifts
SOCIAL PROOF:Case studiesTestimonials
MEDIA \ PR:InterviewsArticles
EMAIL CAMPAIGNS:ProspectsExisting clientsReferral partners
INTRODUCTIONSEmailsPhone callsSocial media
MEET & GREET:In personPersonal video
EDUCATIONAL CONTENT:VideoBlogs/articlesInfographicsWebinars
PROMOTION:Co-branded contentGiftsGuest blogging
COLLATERAL:Compelling offer
INVITES:SeminarsEvents
SOCIAL PROOF:Case studiesTestimonials
1.
APPRECIATION:SeminarsWorkshopsEvents
EDUCATION:VideoBlogs/articlesInfographics
EMAIL CAMPAIGNS:Existing clientsReferral partners
EMAIL CAMPAIGNS:Existing clientsReferral partners
SOCIAL PROOF:Case studiesTestimonials
GRATITUDE:Feedback Gifts
SOCIAL PROOF:Case studiesTestimonials
EVALUATE:Track & measureReport
AWARENESS
2.
ESTABLISH RELATIONSHIP
3. COMMITTED
4. APPRECIATE
5. ENGAGED
Le
ve
l o
f U
nd
ers
tan
din
g
0
10ADVOCATES1 : MANY
Suspects
(awareness)
Prospects
(interested)
New Client
(commitment)
Ongoing Client
(relationship)
Advocates
(loyalty)
A
B
C
D
Z
WHO ARE YOU?
TRADITONAL1928-1944
BOOMER1945-1964
GEN X1965-1979
GEN Y1980-1994
GEN Z1995+
Q: How would you like to receive: educational content?
a. written (read)b. video (watch)c. podcast (listen)
Q: How would you like to receive: general updates?
a. phone callb. emailc. newsletterd. video messagee. direct message (on a social tool)f. social media post
Q: How would you like to receive: specific updates?
a. phone callb. emailc. personal video d. letter in maile. meeting
Q: How would you like: progress / review meetings?
a. face to face (in office)b. face to face (offsite ie. café)c. virtual (zoom / skype) d. phone call
Q: How would you like: to learn something?
a. webinar (interactive on line)b. seminar (live in person)c. on line course (diy)
Q: How would you like to: receive notifications?
a. phone callb. email c. smsd. direct message (on a social tool)e. letter in mail
ASK
SPICE IT UP
REALISTICALLY CHOOSE HOW TO
GET YOUR MESSAGE
HEARD
CALLS / PODCASTS
WEBINARS / SEMINARS
MEETINGS: REAL / VIRTUAL
SOCIAL MEDIA
IMAGES / INFOGRAPHICS
VIDEOS / VLOGS
BLOGS / NEWSLETTERS / ARTICLES
EMAILS / LETTERS
WHAT’S THE PURPOSE?
RESULT
CONVERSATION
LEVERAGABILITY
REACH CLIENTS WITH CHOICE
VIDEO
COMMUNICATION WILL BECOME 80% OR 90% VIDEO
80%’ersWHOEXPLAINERSSOCIAL PROOFDIRECT COMMSREPEAT OFFENDERS
MARKETING DOESN’T FINISH WHEN THE SALE IS MADE
REALLY CLEVER… do everything
REMAIN COMFORTABLE… do nothing
REAL CHALLENGE… focus and get results
YOU HAVE 3 OPTIONS:
Clarify your message and inject it into all you do starting with the ‘what, who, why, how’
Review your communications strategy based on what your clients value – ask them
Expand your repertoire to include relevant tools that help get your message heard
NODDED OFF… OR WANT MORE?
TEXT the word… IFA to: 0488 824 706
or
go to www.9rok.com.au/ifa
ONE OF THE MOST POWERFUL HAND HELD DEVICES FOR REINFORCING CONNECTIONS
