Once, I suggested to a financial services client, that their advisors use Internet search engines to discover what others in their industry are doing and saying to promote their products, services and solutions.
For example, I recommended they consider doing searches for:
- fee based planners
- investment advisors
- financial advisors
- fee-only planners
- financial planners, etc.
How come? Because they, like you, can quickly use the web, as a direct and indirect source of inspiration. For language. Concepts. And phraseology.
Often, when you search for stuff that’s merely related to your business, you can discover some powerful possibilities.
Here’s a similar strategy. I constantly scour magazines, (online and hardcopy), for articles and ads with captivating communication I can easily adapt for potential use.
The following three examples, may even have direct application to you and your business. They can influence how you communicate in print, as well as, during client meetings or prospect conversations.
1. From an old issue of BusinessWeek, excerpts from a Duke Energy ad:
“We didn’t become a leader by wearing blinders. We see the subtleties. The opportunities overlooked by others. It is this intimacy with detail, and the ability to step back and see beyond, which give us perspective.”
How can you adapt the preceding? Imagine a prospect asks, “So what makes you so special?”
You might answer:
“Extremely happy clients like, (name drop), tell us we’re focused on the details and the subtleties of their business. They feel this ability gives us and them a unique perspective to capitalize on opportunities that might be overlooked or missed by others.”
2. Excerpts from an ad for Novartis, (a drug therapy for eyesight deterioration):
“…an innovative force that’s bringing new optimism and hope…think what’s possible”
You might stress, “Clients like, (name drop) tell us we’re an innovative partner and creative force, helping them achieve new results and possibilities. Like the time we, (refer to case studies, metrics, goals met and exceeded, stats, testimonials, etc.)”
3. Excerpts from an ad for Lufthansa:
“Wherever you want to go, we make it easier for you to get there.”
You could emphasize, “Our clients, (name drop) especially value the easy or hassle-free way we…”
As you can tell, the possibilities are huge. So be willing to take the direct, indirect and side roads to results.
Search. Discover. Adapt. Profit!
