How to Create Desire Based Tension

There’s a real danger in your financial planner marketing or when you meet with a new prospect…

And that is if you do a great job of a post or video or Instagram story etc, you teach such great stuff that at the end, people say:

“Hey – that was great. I learnt a lot. I feel better now. Thank you. Appreciate your sharing. I’ve picked up what I need for now and maybe I’ll come back to you later”.

Now – because financial planners are such a generous and giving mob, and we DO wanna give value and educate people… that may seem like a good outcome. At a certain level…

But if you’re trying to grow your business…, having people prolong, put off or push things into the future isn’t really gonna work long term.

Most people will get it and feel good the day they hear it…

Within a couple of days they’ll have forgotten half of it…

And like – within a week, they’ll slide back into their old ways and back to square one.

Your marketing and communications aren’t about information – they’re about TRANSFORMATION.

You need people to see your stuff and act on it.

Otherwise it really had no value at all.

So what we need to do at the end of any teaching or marketing is to build Desire Based Tension.

My coach Taki Moore shared this with me, and I’ve also heard Rob Nixon talk about it as well…

But marketing and communications and content is the creation of Desire Based Tension.

We need to move people out of their comfort zone a little bit and replace it with some tension.

I call it a healthy discontent for the present.

Once your prospect has heard your stuff, they’ll either feel really good about it and themselves… or we can show them that they have a real life problem that they need to at least look at and rectify (which is where you obviously come in).

They’ve got a problem that needs to be solved and – because you’ve been the one to alert them to it – that’ll show that you have a solution.

So, somewhere towards the end – even like a webinar or seminar…, we need to insert something that gets people reconnect to the problem/s they’ve got.

Does this make sense?

So what could that be?

Well, at Blackwing, my guys use a few different tools for this…

We use a tool called the Financial Success Wheel…

We use the Magic Wand List.

We use a little exercise that we call the 3 R’s Framework (Results / Reality / Roadblocks) and get them to self-identify where they’re at compared to where they wanna be.

Anything that’s gonna have them thinking about making things better compared to where they’re at.

Desire Based Tension.

If it’s in a webinar or video, you could say “I’m gonna give you 3 important issues around this… Or, let me tell you about some of the biggest challenges you’re going to have” and just do like a two minute piece on that.

Okay?

So the job is to get people reassociate the problems they’ve got financially, to the need to do something about it.

Otherwise you’ll be adding lots of value but getting little to no reward. And I know you don’t want that.

Anyway, if you’d like some help improving your marketing or even client conversations about Desire Based Tension (or anything else for that matter), just hook me up in the comments or message me and I’ll be glad to help if I can.

That’s it for now.

Take good care.

Chat soon.