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


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…

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