Weylman again asked the attendees to think about what they can accomplish and what their clients can do through them. For prospects, what would be the benefit of them moving their business to work with you?
Work On Developing The Main Message
“A features and attributes process doesn’t work,” said Weylman.
He gave success stories of FedEx’s research of its best clients. By not asking the CEOs, but instead asking the employees in the shipping department, the company learned that the customers used FedEx because the boss said it had to be there overnight. As a result, instead of a slogan that said something like, “Our guys are on time,” a better tagline was created: “When you absolutely, positively need it there overnight!” With that message, the company beat DHL off the shores, added Weylman.
Domino’s Pizza’s past message was also used as a best-case example. Instead of “We have quick delivery,” a more successful campaign was created: “Delivered in 30 minutes or less.”
A store manager at Target asked customers leaving her store for a month, “Why do you shop here?” That research helped lead to the slogan: “Expect more. Pay less.”
For in-the-industry examples, Weylman said CFPs should use messaging like: “We organized all your assets in a tax-efficient way.” Retirement specialists should use: “Helping you achieve the retirement you deserve.”
Final Marketing Message Advice
Weylman asked the attendees, “How are you positioning yourself in the market?” He believes nobody wants to buy a retirement plan. He further explained, “People want an outcome, not a selling proposition.”
If the messaging is not on point, clients are more at risk of leaving. Weylman clarified, “Marketing and selling features, attributes and generic benefits invites competitive comparison.” On the other hand, a promise of outcome retains clients and motivates prospects to take action because of their perception of value.