Imagine if you had a calendar full of
clients who were ready to do business
with you, on your terms, and were
ready to invest all their money with you.
Plus, they were delightful people to work
with and they loved you and your staff.
That would certainly be ideal, wouldn't
it? The question is this: Is that possible,
or is this merely an exercise in fantasy?
I believe that over the next 700 words or
so of this article, I will convince you that
it is in fact possible.
First, here's the background. In a special
consultation offer that I call Total Market
Domination, I help producers figure out
who their avatar client is, how to attract
more avatars and ultimately eliminate
working with uncooperative and difficult
clients. As a reader of InsuranceNewsNet
Magazine and more specifically my
column, Outrageous Advisor Marketing,
you are going to learn exactly how I helped
these top producers gain intense focus on
the "right" kind of client. Here are the steps:
Step 1: Gain crystal-clear insight
into how much money you want to
If you immediately thought, "As much
as possible, stupid," then you are in trouble.
Success isn't created by desire, it's created
by action-more specifically, intelligent
Here is how we identify how much we
truly want. Think about these: You open
your eyes in the morning-is this the right
bedroom for you? When you go to the
kitchen, is it what you really want? Your
house-is this your dream home? Is it the
best home for you, your spouse and your
kids? You're driving to work-are you in
the car you want to drive? Your office-is
it in the right part of town? Is there a better
building with more prestige, a building
that would be more comfortable for your
clients? Your staff-are they superstars
or are you tolerating their professional
inadequacies? How much do you earn? Is
there an amount that you always identified
as representative of true success-maybe a
million dollars a year net? Maybe more?
In order to hit your target, you must
know where you really want to go.
Imagine getting on a plane and hearing
the pilot say, "OK, we are taking off for
Cleveland," when you want to go to
Orlando-you have to know where you
want to land.
Step 2: Determine who are the best
clients you have or have ever had.
Make note of their name, age, where they
retired from, what organizations they
belong to, their religion, charities, etc.
Step 3: Consider the four or five bestever
clients and put them at a dinner
party together. What would they talk
about? What books do you think they are
reading? What TV shows do they watch?
What do they have in common? Religion?
Politics? What would they all agree on? What
would offend them all?
Analyze your data and then formulate
Your Maximum Impact Book Title. For
me, this flushed out as "The Invasion of
the Money Snatchers." As you can see, it
visually speaks to conservative seniors
who aren't thrilled with the current
administration. Why did I choose this
theme? Because this is the kind of book I
saw my avatar clients reading when I did
this practice-building exercise.
How would my avatar clients find this
book? I imagined that my avatar clients
watch the Fox News Network. So, I created
a two-minute, infomercial-style TV ad
pitching my book and airing exclusively
on the Fox News Network. Conceptually,
more avatars will come and "raise their
hand," asking for a copy of my book. The
book I send to ad responders will include a
17-page report on "How to Find and Retain
the Best Advice Givers." That how-to white
paper will be about why my firm is their
best choice. The report is actually six
separate reports that all come to the same
How would my avatar clients want
me to show up? In a world of 3,000
marketing messages a day, I'd imagine
my avatar clients would want me to get
to them quickly. So, my report, book and
cover letter are all FedEx'd the day they
request the information. Literally, my
avatar clients will get their information
the day after they request it.
My avatar clients do NOT want to be
sold… or at least they think that! The
last thing I want my avatar to think is that
I am just another salesman. I show up, via
FedEx, as the author, the authority and
the leading expert. I explain in detail that
I absolutely will NOT call them; ultimately,
it is their responsibility to act on this new
information. I don't solicit-hungry-wolf
financial salespeople do that. I'm an expert,
not a salesman.
I imagine most avatar clients would have
desires that are similar to those above.
There is no better use of your time on a
quiet evening than to consider the three
steps above and host that dinner party in
your mind. This powerful exercise affords
me great peace of mind because, while
most financial advisors are "battening
down the hatches" to weather a deeper
period of recession, I'll market to my avatar
clients harder and more than I ever have
before-ensuring that 2011 will be my best