…Impact Marketing Solutions and Chuck
Like the financial world, the marketing world has changed too…
Marketing guru Peter Drucker once said:
“The aim of marketing is to make selling superfluous.”
My sole purpose with Impact Marketing Solutions is not simply to create “marketing” copy, but connections between financial professionals and their clients. To build a bigger and better clientele by re-establishing the bonds of trust. To ensure more enduring and more rewarding relationships for everyone.
Not to sell a financial service, but help you fill a vital need in investors lives.
To make you more than just a financial professional in your client’s eyes… to make you a hero. Babe Ruth to a Yankees fan… Braveheart to a Scotsman.
What I Do
Creating a message and simply putting it “out there” isn’t enough today. Because you can’t be sure who will see it or how it will be received.
Let me give you a “for instance.”
Say I tell you a story about a rich real estate developer who got screwed in a bad business deal and was forced into bankruptcy. How would you react to that story?
Depending on your perception, you might say “What a shame, he was a really giving and generous guy.” Or you could think, “Screw him. The money-grubbing jerk deserved it.” Or maybe even, “Well that’s what happens when you get careless. I’m sure he’ll be back in no time.”
One story. Three completely different reactions.
Marketing today has evolved to the point where you must ensure your prospects understand the unique advantages, benefits and guidance you offer as a financial professional — and make sure they understand them in terms of their needs. You can’t let them spin their own conclusions out of a too-broad message.
In a word. You have to make sure they “get it”
That’s what Impact Marketing Solutions does.
Creates messages tailored to your prospects using direct response marketing techniques and an approach I call “Perception Architecture” – a unique system of analysis, diagnosis, targeting and delivery.
It uncovers and targets the elements that influence your prospect’s perception, so you can deliver your message with the most impact.
What I Don’t Do
I don’t write “ads.” And I don’t work to assignment (“I need a new brochure.”)
You can’t know how to improve your message, until you fully take stock of your goals and what you’re doing to achieve them. Doing anything else is like playing darts blindfolded.
These days information overload has forced many people to either become zombies — tuning everything out — or cynics, distrusting and skeptical of everyone and everything. They build barriers, often unintentionally.
Haphazard messages in this sea of “too much information” only increase those barriers.
Sameness and volume are the enemies of good marketing. Boring messages, unbelievable promises, incomprehensible lingo all barrier-building turnoffs for your prospect.
That is the reality of the world we live in today. There’s no changing it.
Impact Marketing Solutions’ aim is to shatter those barriers by creating a message that is uniquely tailored to your target audience’s perceptions, using media channels that will make you stand out in your market’s eyes.
Why you must overcome the constraints of this new economy
The challenge of marketing today is to rise above the noise and sameness, and deliver a valuable message…
It’s especially important in a financial professional’s world.
The truth is, most people really don’t know how to invest for the long term. They can pick stocks or funds or get on board the hot trend du jour. But that won’t cut it for a lifetime program.
And the DIY tools that they’re offered on the Internet can cause more harm than good.
Think of it like swimming laps in a pool vs crossing the Atlantic ocean. One is easy, straight forward. It’s back and forth in calm waters.
The other is a massive undertaking. Fraught with complications, unexpected risks. You have to anticipate the unforeseeable… protect against the unimaginable. This is what a good financial pro does.
You make your clients more secure, more independent, more free.
My goal is to help you do that. To grow your client base and strengthen the bonds between you. To ensure long term relationships — through ups and downs, volatility and smooth sailing. To create a mutually beneficial bond of trust and loyalty that will be its own rewards.
And since you’re here, that’s probably what you’re looking to do. This website is one tool I’ve put together to help you.
It has techniques, tips and strategies that will help you reach your market.
You can make the most of what it offers you by signing up for my FREE e-letter. And bookmark my blog for even more thoughts, ideas and tactics.
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