by Tony Vidler
There are three basic emotions that drive most client purchases, or actions, in financial services:
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….
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…0