“Competitive golf is played mainly on a 5 ½ inch course… the space between your ears,” Bobby Jones used to say.
Robert Tyre “Bobby” Jones Jr. was probably the greatest amateur golfer ever, dominated the sport in the 1920s. In the eight seasons from 1923 to 1930, Jones won thirteen major championships, including five U.S. Amateurs, four U.S. Opens, three British Opens, and one British Amateur. Jones founded and helped design the Augusta National Golf Club, and co-founded the Masters Tournament.
The tournament Jones co-founded proved that again as Jordan Spieth, former #1 golfer in the world, lost the lead in the final round of the Masters, with a bogey, bogey, quadruple-bogey start to the back nine.
Similarly, advisor marketing is won or lost on a battlefield 5 ½ inches wide. If you don’t get this, you’ll never be successful with the affluent, or anyone for that matter.
The battle for attention. The battle for mind space.
As best we can understand it, the mind puts things that are important to you in little boxes, locks them up and resists having to open them up again once they are filled. Hence, once someone thinks they have the “advisor” box filled, there’s no need to open the box and address the issue again.
To unlock the box in the mind of your prospect, the key is to offer something that sparks interest, is unique or promises value.
Remember Scott’s 3-30-3 Rule.
You have 3 seconds… to EARN 30 more seconds… to EARN 3 more minutes of their attention. No value. No attention.
Time is not the issue any longer. It’s attention!
The #1 method to unlock the box is VAC – Value Added Content. Content that addresses the biggest issues and concerns of your Right Fit Prospect. Look through your marketing and see how much is focused on the issues and concerns of your prospect.
Next time… I’ll share the 7 Biggest Concerns of affluent prospects.