A financial advisor whom I coach—let’s call her Sandy (not her real name)— was invited to present at a virtual “meet and greet” at a major hospital. The doctors who are employed at this hospital enjoy a nice benefit: the hospital contributes a sum of money for their doctors to get a financial plan from a list of vetted financial advisors. Sandy was on this list.
Sandy asked me, “What do I say? Should I tell them about my process?”
I said, “Let’s keep it simple. How about if you just tell stories.”
Story-telling may be the single most powerful marketing tool you have. I helped Sandy and the two junior members of her team craft their “signature stories”—the stories of why they are in financial services and why they are working with doctors. We also identified doctor success stories.
Sandy just sent me the thank you note from the hospital executive who organized the meet and greet. He noted how warm and inviting the her presentation was, and how different it was from the other vetted advisors’ presentations. Then he recounted the stories of each of the three advisors on Sandy’s team and talked about how they apply to the doctor staff members. The note ended with, “I’m sure you’ll get lots of calls from our doctors. You really stood out!”
That is the power of story-telling.