Problems Have Two Layers

OK, let's be honest. Potential clients reach out for one reason...they have a problem, and they hope you have a solution.

Perhaps they've tried to manage their finances solo, and they finally realized their expertise is limited. Maybe they've had a life change event that has re-focused their energy on their finances. Or possibly they are dissatisfied with their current advisor and are looking for someone with fresh ideas.

But...did you know there are two layers to every problem?

One is called an external problem. It's the most obvious. The external problem is that your potential client needs financial help. That's why they reached out to you.

But...the next layer is more critical. If you can address the next layer, you will have more success in moving that potential client to an actual client. Your potential client might not even know how to articulate this layer...but you can bet they are experiencing it.

What's the next layer of the problem?

The internal problem. OK...what the heck does that mean?

The internal problem comes from the feelings your external problem creates.

See if this helps.

External Problem:

• I need financial advice.

Internal Problem: Because of this external problem...

• I feel overwhelmed with all the options.

• I feel under-qualified to make these decisions.

• I feel embarrassed that I waited this long to get help.

• I feel guilty that I haven't spent as much time on my finances as I should have.

So what does all of this have to do with marketing?

Most companies focus their marketing on the external problem. Most clients decide to do business with your firm when you start addressing their internal problems.

When a potential client realizes you can not only help them financially, you can also help them:

• Feel less overwhelmed...

• Feel more qualified and proactive with a plan...

• Remove the embarrassment and guilt...

That potential client will quickly become a client!

And by the way...you have to remind your existing clients that you are continuing to address their internal problems as well.