Kitces and Carl - Real Talk for Real Financial Advisors Explaining The Full Value Of (Life) Planning By Unlocking The Emotional Job To Be Done: Kitces & Carl Ep 145
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Aug 22, 2024 Carl Richards, a client communication expert renowned for his insights on financial planning, joins the discussion on effectively conveying the value of life planning. They explore how financial advisors can market their unique approach before investing in client meetings. The conversation highlights the importance of understanding clients' emotional needs and crafting exceptional experiences that foster positive referrals. They delve into niche marketing strategies for attracting ideal clients, emphasizing tailored conversations for those navigating significant life transitions.
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Publish A Minimum Fee
- Put a clear minimum fee on your website to filter out prospects who cannot afford your services.
- Use a minimum that is lower than your typical fee so you don't scare away ideal clients.
Show The Experience, Don’t Just Claim It
- Show, don't just tell: give prospects a remarkable sample of the planning experience so they can recognize the value.
- Create shareable stories or content that let clients spread what the experience feels like.
Pair Persona With A Minimum
- Combine an ideal-client description with a stated minimum fee so prospects know both who you serve and the basic investment required.
- Phrase it as: 'We typically help X, and our minimum for that work is Y.'