christian financial advisor or financial advisor who is christian - mike farag - fervor marketing
DESCRIPTION
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.TRANSCRIPT
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Mike Farag Chief Strategist Twitter: @createfervor Web: createfervor.com
BRANDING: FAITH-BASED FINANCIAL
SERVICES FIRM
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
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...
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.
CLIENTS WHO CARE. Catering to those who believe they can change the world, even just a small part of it.
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.
How can we achieve GREATNESS when we are
still deciding on howto market ourselves
as Christians?
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
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
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
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
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
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
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.
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.
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
Q & A
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.
!
Mike Farag Chief Strategist Twitter: @createfervor Web: createfervor.com
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createfervor.com @createfervor