Jun 21, 2019
No one cares about your services
Let me absolutely blunt for a moment:
No one cares about your financial services.
I don’t say this to insult you, but to illustrate a point:
When your marketing focuses too much on what your services ARE, as opposed to the tangible result they deliver, it’s much less effective.
And the reason why is threefold:
1. Most of your customers and prospects don’t understand the intricacies of the services you offer; if they did they’d just be doing it themselves
2. Your standalone services don’t add much value without the end product
3. People care about what’s in it for them, and aren’t generally fussed on the process by which this is achieved
Financial services firms who understand this produce better, less insular marketing, because rather than focusing on what they do, their marketing focuses on how they help their customers.
In other words, the specifics of the services are relegated to short, snappy explanations, and the positive experiences for customers are promoted to the front and centre.
And when you do this, you move from just telling people about what you do to showing people how what you do improves their lives.
This probably all sounds good so far, but you might be wondering how you make this happen:
1. Use your customers in your marketing – rather than telling your prospects about the positive impact of your work, show them with stories about existing and past customers
2. Focus on end product, rather than process – whenever you create marketing collateral, audit it to see how much of it focuses on the fruits of your labour, as opposed to the labour itself
3. Get underneath the skin – understand why it is that clients select you, what their inner driver actually is and what the universal benefit for them is (i.e. not just more money, but more security, better sleep at night and so on)
To talk about how we can help you focus on solutions over services, please contact our branding team or email dave@financestream.co
