Sometimes you should SLAP your clients….but only in print!
Quick Tips Videos & Sales & Marketing for Professional Services & Sales Tips

Sometimes you should SLAP your clients....but only in print!

May 14, 2014

by Tony Vidler

There are three basic emotions that drive most client purchases, or actions, in financial services:

1. Fear

2. Greed

3. Love

The one we often shy away from is the first one: Fear.

It is a powerful motivator for many clients however and while it shouldn’t be the primary driver in your marketing to clients, it shouldn’t be ignored either.

There is a simple formula that works well if you are addressing issues or topics from a “fear” perspective:  S.L.A.P.

Scare: The heading should address the fear up-front, and scare slightly

Lowdown: Give the lowdown on the fear…facts, figures, data….

And… 

Perturb: positively disturb at the end of the article…and show the way ahead.

watch the video to learn more about how to address “fear” in your marketing to clients…

© 2013 Tony Vidler.  All rights reserved.
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