The Power of the Nine-Word Email
Why Short Content Rarely Works
How to Avoid Common Marketing Pitfalls
Bridging the Gap: Marketing for Financial Advisors
The Power of the Nine-Word Email
One of the simplest yet most effective marketing strategies you can implement today is the nine-word email. It may seem unusual, but top marketing professionals swear by it. The structure is straightforward:
- Subject line: The recipient’s first name
- Email body: A direct question, such as:
- Are you still looking to improve your retirement plan?
- Are you still looking for better investment strategies?
- Are you still looking for tax-efficient solutions?
This format generates high engagement because it feels personal, direct, and conversational. Major marketing firms rely on this tactic when they need a boost in sales – because it works.
Why Short Content Rarely Works (Except for Video)
A common misconception is that shorter content is better because of declining attention spans. However, when it comes to financial marketing, short content doesn’t perform well – except in video format.
Here’s why:
- Emotional connection is key. Facts alone won’t persuade clients; emotions drive decisions.
- Text requires multiple touchpoints. A prospect needs to read at least 5-7 emails before they engage.
- Video fast-tracks engagement. A well-crafted video can establish trust and credibility much faster than text.
How to Avoid Common Marketing Pitfalls
Many financial advisors struggle with marketing because they approach it without a structured plan. Here are the most common mistakes and how to avoid them:
Mistake #1: Relying solely on social media
- Social media requires consistent effort and rarely leads to direct client acquisition. Instead, focus on email and targeted content.
Mistake #2: Treating marketing as a “side project”
- Marketing is a skill that requires learning and strategic execution – not just sporadic efforts.
Mistake #3: Expecting immediate results
- Online marketing takes time. Consistency is more important than instant success.
Mistake #4: Ignoring customization and personalization
- One-size-fits-all approaches don’t work. Use tools that allow for customized messaging to engage clients more effectively.
Bridging the Gap: Marketing for Financial Advisors
As a fiduciary, you may feel that marketing is outside your skill set – and even at odds with your primary role. However, marketing doesn’t have to be something you love; it just needs to be effective.
I know this firsthand. Despite being a numbers guy and researcher, I had to master marketing because my business depended on it. The key is to approach it with the right tools and mindset, so you can generate results without wasting time.
What’s Next?
If you want to implement high-impact marketing strategies without becoming a full-time marketer, start by using the nine-word email and focusing on customization. Stay tuned – because in the next video, we’ll dive into cutting-edge video personalization that will take your client engagement to the next level.
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