Effective messaging puts your clients at the center of your story. Here's how to do it using the StoryBrand framework (from Donald Miller's book "Building a Storybrand"), with some additional steps to make sure your messaging actually resonates with real clients.
Think like a storyteller when building your messaging framework
What do most stories have in common? One main character you can relate to, who is looking to achieve some kind of goal. The character runs into obstacles and challenges along the way. Oftentimes, this person has someone who shows up and helps them, a guide of sorts. The main character is who we empathize with. They are the hero.
When we think about messaging in business, the customer should be our main character, the central figure of the story.
Identify your ideal client through interviews
Determine your niche (your target or ideal client) and hone in on the details. Who are they? What do they care about? What do they like to do? Where do they spend their time? What are they motivated by? What frustrates them? What keeps them up at night? What do they want?
Identify a list of people who fit your ideal client profile and interview them, on the phone or in person. Ask questions like "what does financial success mean to you?" and "what challenges have you found when meeting with financial advisors?" to get to the crux of what they want as it relates to your company's offering. Identifying themes and opportunities allows you to tailor how you position your company's solution. For more on understanding your ideal client, watch our discussion on target audience research.
The goal here is to dig deep into the main character of your story and their obstacles (remember, you want to put the prospect at the center of your messaging, not you).
Let's use the example of a financial advisor targeting individuals who want to match their professional successes financially. The character wants to build their long-term wealth to achieve their personal goals. We learned the target client is:
- Overwhelmed and exhausted
- Wanting a personal approach and doesn't want to be a faceless number
- Time-restrained, with a lot of demands on their time and energy
- Needing an advisor who understands their unique situation
- Hoping for a tailored approach
To reach your target audience, speak directly to these challenges front and center on your website, social media channels, and sales collateral materials.
Position your firm as the guide (not the hero)
Using the StoryBrand framework, think of your company as the Yoda for Luke Skywalker (your ideal client). Simplify your offering into no more than three steps, and position it as a plan. Your story's hero can overcome their obstacles by executing that plan. This is where you can demonstrate a unique ability to help them with their specific challenges. Try to focus on the deliverables and outcomes for the client, as opposed to the internal processes your team follows.
In our financial adviser example, the plan could look like this:
01. You talk, we listen.
02. Together, we'll build a customized plan.
03. Relax, knowing your investments are in good hands.
Notice how each step speaks directly to the client's challenges: being heard, getting customized solutions, and gaining peace of mind. Your plan should address the specific pain points you uncovered in client interviews.
Create a clear call to action for prospects
Tell your main character what they need to do to make this a reality.
Examples include:
- Reach out for a free consultation
- Download a helpful guide or sample financial plan
- Register for a webinar
- Sign up for a newsletter
Show clients what success looks like with your firm
Paint a picture of what success looks like once the hero of your story pairs up with a guide (your company), follows your call to action, and executes the plan.
Example: "Focus on doing what you do best: growing in your career and enjoying life with your family and friends. Your financial future is in good hands. Take solace knowing that you have a trusted partner who understands the complexities, will take action, and keep you informed every step of the way."
Test your RIA messaging with real clients
Use snippets you've heard from customers, paired with the pieces of your story (challenges, plan, and call to action) on your website, social, and other sales materials. Put it to the test to see if you get more visitors, responses, or clicks. Need help applying this framework to your website? Check out our guide on how RIA websites can attract new clients.
Reach out to your current clients, share your messaging, and ask for their thoughts. Constructive feedback will allow you to further refine your story. Oftentimes this additional engagement results in a referral or expansion of your business with clients, as they gain a clearer picture of who you are and what you can deliver.
Effective messaging drives business growth
An effective messaging framework, with your ideal client as the hero of the story, is a foundational building block that will inform your marketing, sales, and communications. Since financial advisory services is an ultra-competitive industry, messaging that speaks to your clients' needs will help convey your business's unique value proposition, fueling the growth of your business. If you're not sure where to start, watch our Craft on Tap podcast for more marketing strategies or Get in Touch to work with our team.