Keep the information simple and in line with the theme of your story. For the estate planning sequence, you could offer a downloadable estate planning checklist or a guide to ethical wills or provide exclusive access to an online webinar. Whichever way, build on the offer the same way you build on the story. Start by getting prospects’ attention, but save the best for last.
Once you have them hooked, it’s time to turn your attention to action steps that move them closer to becoming your client. That can mean capturing their e-mail, asking them to follow or like your social media pages or educating them on your process, products and services. Effective ways to do this include inserting these action steps into the soap opera:
· “Like” our Facebook page to get immediate access to Episode 2
· Download our guide and get the answers you need to …
· Register for an upcoming workshop to make sure you don’t end up like …
While titles such as “The Last Days Of Our Lives,” “The Aged And Motionless” or “All My Grandchildren” may not make their way to prime time TV, soap opera marketing for retirees can be a fun way for advisors to educate and empower both clients and prospects, help revitalize their marketing and communications and ultimately grow their business.
Robert Laura is the president of SYNERGOS Financial Group, the founder of RetirementProject.org and the creator of the Retirement Wellness Report and DividendPaycheck.org. He can be reached at [email protected].