A financial planner wrote me recently with a challenge. He had read PyroMarketing and believed in its principles, but wasn't sure how to apply them to his business. In particular, he was having trouble touching people with the match (giving them an experience). He had a great success rate when he could meet with clients, but getting the meeting proved difficult. The advice I gave him is below. How can you apply it to your business?
1. Who is your driest tinder, really? Is it couples interested in finance or couples interested in their marriage? Find the true motivation and you'll find success.
Married couples fight over money more than any other reason. If those fights threaten their marriage, they may seek the help of their pastor or a marriage counselor when what they really need is an investment expert. Pastors and counselors want to help the couple, but lack the expertise.
--Connect with pastors and marriage counselors in your area and offer to provide a free financial session for their clients struggling with money issues. Suggest the pastor or counselor attend the session too. The counselor will be more comfortable with your suggestion if they can attend., the couple won't feel threatened if their counselor is there, and you can touch THREE people with the match.
--Provide pastors and counselors with materials that help them refer clients to you for financial advice. ("Save your marriage while you save some money")
--Most churches require engaged couples to attend premarriage classes. Those classes always include a financial section usually taught by the pastor or lay-person leading the class. Contact large local churches and offer to teach that session yourself. Be willing to use their existing materials and supplement them with your own where appropriate. Fan the flames by giving couples materials that help them tell their parents or engaged friends about your session.
2. People may be afraid of meeting with you because they don't know what goes on in such meetings, because they don't want to share their personal financial information with a stranger, or because they are embarrassed by the mess their finances are in.
To help people experience a meeting with you BEFORE they experience a meeting with you consider video taping a meeting with another client (with their permission) that you can send to people as an example. Once they experience it on video tape, they may be more willing to experience it in person.
To help people avoid sharing their personal data offer to conduct your first meeting using example data. Simply as couples about their goals or areas where they need help and then show them how your advice fixes that problem using an imaginary couple's data to demonstrate your principles. Once they see the sense of your advice, they may be willing to try it with their own data.
3. Because most local cable systems have a monopoly their charter requires them to offer a community access cable channel. People like you are free to create shows that the cable system MUST air. There are restrictions on commercial use but that won't matter to you.
Talk to your cable company about creating a financial advice program. Let viewers send you email with their questions (save the coals) that you answer on air (touching them with the match). If you give good advice and a way to contact you with questions (your email) then very soon people will be sending you messages requesting meetings.
4. When people struggle to repay their debts, creditors often turn them over to debt collection agencies. What a bad idea. Creditors get pennies on the dollar and lose a customer for life. Why not turn them over to a financial advisor instead? They could help the person repay their entire debt dollar-for-dollar, get their finances in order, and keep them as a grateful customer for life. Are there companies in your area struggling to get payment from their customers? If they let them choose between meeting with you or being turned over for collections, I bet you'd find yourself counseling many people.
Good luck and spread the fire. GS