In 1996, co-authors Adele Faber and Elaine Mazlish wrote the ground-breaking parenting bible, How to Talk So Your Kids Will Listen & Listen So Your Kids Will Talk.
It’s a book about encouraging children’s cooperation through empowerment, compassion and understanding. However, the lessons apply universally and can guide the development of marketing content that resonates and motivates.
This book has been translated into 30 languages with more than 3 million copies sold because its methods work. You can use many of their parenting strategies to build relationships of trust with clients and prospects and marketing content that inspires by:
Acknowledging their feelings
Saving for retirement and other long-term goals can feel overwhelming and stressful, even for those considered wealthy. Your content should recognize these concerns as normal and something you can help them address.
Even as adults, we need to know that when we make a mistake, there’s an opportunity to correct it. Let your target market know that it’s never too late to plan for the future and that you can help guide them.
Make clients and prospects aware that they have options, such as choosing a more aggressive investment strategy, delaying retirement or modifying the budget to achieve their savings goals – and that you can help customize their strategy to their situation and objectives.
Providing a roadmap
Assure your audience that you follow a proven process that will help them along their journey toward achieving their financial goals, so clients and prospects know they can look to you for direction.