christian financial advisor or financial advisor who is christian - mike farag - fervor marketing

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Mike Farag Chief Strategist Twitter: @createfervor Web: createfervor.com BRANDING: FAITH-BASED FINANCIAL SERVICES FIRM

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Many firms wrestle with this in how how they market themselves to their best clients. I recently tackled this central question at the Kingdom Advisors National Conference with an interactive discussion with case study examples from both perspectives, helping guide you to the right spot for your firm.

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Page 1: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

!

Mike Farag Chief Strategist Twitter: @createfervor Web: createfervor.com

BRANDING: FAITH-BASED FINANCIAL

SERVICES FIRM

Page 2: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

WHAT WE WILL COVER

A Little About Me

5 Guidelines to Help Answer:

Christian Financial Services Firm OR Financial Services Firm Run by Christians

Why Answering this Question Matters

Panel Discussion

Q & A

Page 3: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Chief Strategist at Fervor

Former Director of Marketing forThe Global Orphan Project

National Speaker Why Marketingand Key Donor Growth

Co-founder of LifeStarter

Blogger

A LITTLE ABOUT ME...

Page 4: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

FERVOR IS FOR GOOD. Fervor is more than just marketing, we make an impact by helping those who are out to do big things. We believe in doing things that matter.

Page 5: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

CLIENTS WHO CARE. Catering to those who believe they can change the world, even just a small part of it.

Page 7: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

WHY THE DECISION MATTERS

Sources: Cerulli Associates Inc.CFP BOARD, *Mike Farag Personal Assertion

316,000

48%

1 in 5

ZERO

Over 48% of consumers say a strong knowledge of financial planning is key when deciding on an advisor.

One in five — 20% — (and growing) say when deciding on an advisor; ethics is their determining factor.

Of the top 25 financial blog web sites, none are faith-based.

Approximately *87% of faith-based financial advisors struggle with how to market their firms.*87%

Financial Advisors in the US.

Page 8: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

How can we achieve GREATNESS when we are

still deciding on howto market ourselves

as Christians?

Page 9: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Page 10: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing
Page 11: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

Who Do You Work Best With? Define and describe in detail your ideal clients.

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Page 12: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Narrative Dave and Melissa are busy. They use Triune’s services because they value the trustworthy advice they know they will receive.

Business ownership, church, charitable activities, marriage and raising teens: Dave and Melissa have much on their plates. Personal and business financial situations can be complicated and complex. So Dave and Melissa trust Triune to guide them in making sound decisions, for both family and business finances.

They look forward to meeting with Triune staff together. Melissa appreciates being valued as both a business partner and wife, and Dave appreciates how Triune views them as a team.

DEVI

CES

Dave & Melissa

Melissa iPhoneiPadMacBook Air

Dave iPhonePC Laptop

COM

MUN

ICAT

ION

Melissa 1. Text2. Phone3. Email

Dave 1. Text2. Email3. Phone VA

LUES Performance

Design

More Data

Modern

Utility

Function

Less Data

Traditional

KEY I

NSIG

HTS Dave

“I would love to have someone who operates with integrity and knows business.”

Melissa

“I want to feel like they care about me, my husband and our business as much as we do.”

Successful Business Owners

Age 45–55

Role Owner / CEO / Parent

Education Masters Degree

Location Kansas City

NeedsThey need to be in alignment financially, but that is difficult to accomplish with their diverse demands.

Frustrations • Complicated life with business and personal stress • Have a lot of stuff • Involvement with business partner(s) • Unpredictable business cycle

ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2014

Page 13: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Engagement Ideas

Encourage Dave and Melissa to invite friends to specialsocial events where conversations begin. • Engage both Dave and Melissa through a wine tasting event for husbands and wives, held at an

event space, restaurant or nonprofit. Invite a guest sommelier for a fun, engaging presentation.

• Invite Dave to a special, private group tour of the Boulevard brewery.

• Connect the whole family through an event in a suite at a Sporting KC game.

!Show Dave and Melissa that their marriage matters to Triune.Join them in celebrating anniversaries. • Send all married clients a well-designed anniversary card to honor the occasion. • For next-tier clients, make Dave the hero: send him flowers to personally deliver to Melissa. • Invest in the highest tier couples by inviting them to celebrate a memorable

evening together asa personal chef prepares a memorable in-home meal.

!Enhance communication Establish a regular e-newsletter incorporating Triune’s analysis (not third-party) of market trends andhighlighting market happenings in easy-to-understand language. Include Triune happenings as well. !Facilitate Networking For business leaders, host social groups that combine conversation, networking,education and support. This positions Triune as a business and relationship partner.

ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2014

Page 14: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

Who Do You Work Best With? Define and describe in detail your ideal clients.

Decide What is Most Important. Decide what your faith rating is.

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Page 15: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Overtly faith-based vs. competence.What’s Most Important?

High-LowQuadrant

High-HighQuadrant

Low-LowQuadrant

Low-HighQuadrant

High

LowLow High

Over

tly Fa

ith-B

ased

Competence

Page 16: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

Who Do You Work Best With? Define and describe in detail your ideal clients.

Define Your Brand Principles. Create a list of your firm’s core beliefs.

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Decide What is Most Important. Decide what your faith rating is.

Page 17: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing
Page 18: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

Who Do You Work Best With? Define and describe in detail your ideal clients.

Pray it Out. Ask for guidance on this key issue and wait for the answer.

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Define Your Brand Principles. Create a list of your firm’s core beliefs.

Decide What is Most Important. Decide what your faith rating is.

Page 19: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Geoff Huber // PartnerCorporate Retirement Plans at Triune Financial Partners

CFP®, ChFC®, CLU®, Qualified Kingdom Advisor

Matt Syverson // OwnerFinancial Advisor at Sound Stewardship

CFP®, CAP®, Qualified Kingdom Advisor

Page 20: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

Q & A

Page 21: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

5 GUIDELINES FOR FINANCIAL BRANDING

Who Do You Work Best With? Define and describe in detail your ideal clients.

Pray it Out. Ask for guidance on this key issue and wait for the answer.

What’s Your Story? Why does your firm exist and how are you changing things. 1

2

3

4

5ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013

Define Your Brand Principles. Create a list of your firm’s core beliefs.

Decide What is Most Important. Decide what your faith rating is.

Page 22: Christian Financial Advisor or Financial Advisor Who is Christian - Mike Farag - Fervor Marketing

!

Mike Farag Chief Strategist Twitter: @createfervor Web: createfervor.com

!

createfervor.com @createfervor