For financial advisors, the subtle art of attracting prospective clients in many ways parallels the meticulous process of landing a trophy fish, like a marlin or sailfish. Just as success in fishing relies on creating the right environment, your ability to attract ideal clients depends on how you present yourself and engage with them at every stage of their decision-making journey.
The Boat: Your Brand Perception
In fishing, it all starts with a pristine vessel — one that looks right, sounds right, and generates the right attention. Similarly, your brand as a financial advisor should exhibit qualities that captivate prospects, like authenticity, professionalism, trustworthiness, etc.
Just like a noisy and unappealing boat would in the sea, a flawed brand can repel potential clients before they even engage with you.
Using Teasers: Building Interest
Once you’ve grabbed a prospect’s (or fish’s) attention, it’s the perfect time to start generating interest.
A seasoned angler might use a teaser or lure to pique the interest of a fish and bring them closer to the boat. For financial advisors, this can be accomplished through engaging content, such as newsletters, blogs, and podcasts. They offer value and insight without pushing a sales agenda.
But the key here is relevance. Your content should address the specific pain points, goals, and dreams of your target audience. Whether it’s a guide to retirement planning or a YouTube video about navigating market volatility, your “teasers” must be positioned to establish both curiosity and credibility.
Working the Line: Creating Desire
Once fish are interested and begin to pursue the teasers, you gradually pull them further and further away, intensifying their desire, and — when they’re just about ready to bite — you pull the teaser out of the water, leaving the fish to want what they can’t have.
For advisors, this stage involves deeper engagement. Think free workshops, personalized consultations, or exclusive resources. These touchpoints help prospects better understand the value of your expertise and lead them to imagine the benefits of working with you.
At this stage, timing and balance are crucial. Provide just enough information to showcase your knowledge and build rapport, but don’t overwhelm them with hard pitches or excessive details. People are more likely to act when they feel in control and confident in their decisions.
Setting the Hook: Closing the Deal
Now, it’s time for action.
You’ve laid all the necessary groundwork. The fish is ready to bite, and you’re ready to seal the deal. You need a “hook.”
For an advisor, your hook is your offer: clear, actionable, and perfectly tailored to the client’s needs. Just like a well-placed bait in fishing, your offer must be compelling and seamless. Whether it’s a uniquely customized financial plan or a unique service package, ensure the process is smooth and frictionless.
At this stage, patience is as important as precision. Prospects need time to evaluate their options, and pushing too hard could scare them away. Instead, guide them with confidence and a readiness to act when they are.
Always Remember
While this whole process seems simple enough, it demands a lot of diligence and critical attention to detail. As both a longtime financial advisor and an avid fisherman, I can personally attest to that.
This is part of what inspired me to write Attract & Grow: The Financial Advisor’s Blueprint for Attracting $50 Million in Annual Assets. I’ve experienced firsthand many of the roadblocks that financial advisors face, from client acquisition to scaling their firm to new heights, so it’s my hope this new book helps others navigate similar challenges.
Keep an eye out for when it hits shelves on January 7, 2025, and learn more ways you can start attracting — not chasing — clients!
