Risk / Reward See Saw

 

G’day Rockstar!

Steve Salvia here. Today I want to answer a really simple prospect attraction question.

What to do if you send a marketing communication to your database or to your contacts… and nobody responds?

Do you get fed up? Do you get upset? Do you get embarrassed and go back into hiding like you normally do…?

Do you change the whole thing completely…?

What’s the main things to look at to make sure your message reaches its intended audience – especially in this difficult market?

If you don’t know me, my name’s Steve Salvia. My company is called Blackwing Profit.

We help smart…, savvy…, successful financial planning businesses to grow, leverage and scale up to 7 figures… And if you’re already at 7 figures, we help take you to your next level.

So, I had a Blackwing Profit client – actually, a new client – asked me a question inside the Blackwing Posse Facebook group the other day and he said something like:

“I sent an email to one my client list offering a Discovery Review Consultation with me that had a link to my appointment diary.

I had about 10 people click the link, but nobody went ahead and actually scheduled the consultation with me.

What did I do wrong?”

Well, I reckon there’s TWO fundamental things wrong with that strategy…

And in this case, it’s really simple & very straight forward…

If I’m talking to a large group of people, the offer of “come and talk to me and I’ll help you out”… sounds great to US – but to them it feels very risky.

In fact, whether someone responds to your offer or not comes down to two things.

If you can imagine a See Saw.

Like when you were a kid, you used to play on a See Saw.

The issue here is that:

It’s the amount of RISK people perceive versus;

The amount of REWARD they perceive

Does that make sense?

So, in this case, WE see heaps of reward from them coming in and talking to you.

You know – I’ll ask you a bunch of questions about you and your situation…

I’ll give you some great advice…

I might help you with tax or cashflow or super or loans….

And it’s gonna be really valuable for you.

We see reward.

But what do they see?

They see RISK!

The risk they see is, come and spend time with somebody who’s only possible motivation for giving me any of their free time is to extract money from my wallet.

Right?

So, having a “come into my office and talk to me” offer as the very first point of call for a cold list is a massive mistake and I see financial planners do it all the time.

In fact, if there’s a “Book in a Free Initial Consultation with Me” button on your website, you’re doing it all wrong.

Instead of that, the very first offer we do to get people engaged and interested has to be Zero Risk, 100% Reward.

So, let’s talk about the zero risk.

Zero risk means they don’t have to actually talk to you.

That’s right.

It sounds counter intuitive… but the reality is that YOU’RE the biggest obstacle from getting someone to take action!

At the start of the relationship – they’ll do anything they can to avoid actually having to engage with you personally.

At this early stage – you’re the Risk.

Let’s talk about the reward for a minute…

Q: What do most people really want?

They’ve either got a problem that they want help with…

Or they’ve got some result they want, and they can’t get there as quickly as they can without you.

So, we wanna give them something to help.

Fix their problem.

Help them get on the right path – WITHOUT having to talk to you.

What’s the reward?

Well, it’s problem – solving – information that will help them take the next small action step.

The most perfect offer or Call to Action that you make on your website or to a brand-new prospect is the offer of free / valuable information about how to solve their problems without having to talk to you.

Something that’ll grab them EMOTIONALLY and compel them to want to progress the relationship.

If you checkout the blackwing.com.au website, there’s a heap of free strategy guides for financial planners on marketing, attraction, Conversion, Referrals…

There’s a couple of free videos to watch.

You can watch a training webinar about how to create and deliver a new Fee4Advice model for your business…

It’s free and really valuable information.

All of them are a High Reward, but very, very Low Risk – easy ways for you to get free information about how to solve the problem you’ve got around how to get more leads, how to convert clients and how to deliver a leveraged advice business that doesn’t involve directly having to talk to me.

So, the answer to the question…

If people aren’t responding to your messages, the first thing to check out is the RISK / REWARD Seesaw.

How much was the perceived Risk versus the potential Reward?

I guarantee if they didn’t respond, the perceived risk was way higher than the expected Reward and you got what it deserved – a big fat nothing!!

So that’s this week’s Boost Your Business tip.

If you liked what you heard, then click the “Like” button and leave me a comment below.

What’s been the best performing offer that you’ve made to your database – whether it’s been via email or LinkedIn or Facebook or anything like that?

What’s been the best offer that’s got you leads, prospects, clients?

I’d love to know.

Let’s continue the conversation in the comments.

Anyway, this has been Steve Salvia from Blackwing Profit.

I’ve had a ball talking to you this week.

Take good care.

Have a great rest of the week.

I’ll talk to you soon.