The Better Service Blog

I’ve been reminded over the past couple of weeks of the power of storytelling.

Last week I watched a presentation from Ben Self at the Australian Financial Planning Association’s national conference.  Ben was the man behind Obama’s marketing and social media strategy during the election period.  In his presentation he mentioned a number of ideas for marketing, but the comment that stuck out the most was “people like to hear great stories”.

He used a few examples from the Obama campaign where they focussed on an everyday person and told their story.  He challenged the financial planners to consider using stories more in their marketing.

I’ve also been reading a few articles online about marketing services, and they suggest the same thing.  Use examples of people to build ’social proof’.

This made me think about how I could do it in my financial planning business in Adelaide.  I’ve now made plans to use more case studies on our web site and blog.  In the past where I may have written about a strategy, I’m now trying to write about it using an example of a client.

I’ve also decided to ask some clients for some testimonials.  I haven’t done this much in the past, but I’m making a bigger effort now to make sure my clients can see the value of the advice I’m providing.  Last week I reminded one lady that we’d saved her around $4,000 in tax in the last financial year.  She’d forgotten that if she didn’t seek advice, she would have had a larger than expected tax bill.  She’s a great example of the type of work we do for people.  I need to blow my own trumpet a bit more.

I’m also looking to introduce some podcasts next year for the financial planning business where we can focus on one or two strategies and speak about some case studies.

I’m interested in other ideas.  How do you tell stories to your clients?  How can a financial planner tell stories that inspire their clients?

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