Marketing to the Affluent

5 Insights on Marketing to the Affluent

Most financial advisors and entrepreneurs want to get noticed by high net worth clients. To help make this happen, you need to become visible to wealthy prospects.

One of the best strategies to do this is storytelling. Storytelling allows you to connect with wealthy prospects and clients on a deeper level – even if you’re not yet wealthy.

The Power of Storytelling

My colleague Mark Satterfield, founder of Gentle Rain Marketing, is an expert at storytelling and the author of Unique Sales Stories. In our Affluent Summit, he shares how powerful mastering the art of sharing stories can be for attracting wealthy clients to your business. This marketing strategy is a non-threatening way of engaging high net worth prospects in conversation at social events. When done correctly, storytelling can grow your business exponentially.

Drive sales with relationship marketing

In our interview, Richard Weylman, founder of the Weylman Center for Excellence shares that average advisors spend only three hours per week prospecting. However, top advisors devote 18 hours a week (six times as much) to lead generation. He also shares that advisors attempting to target the wealthy need to replace their USP (Unique Selling Proposition) with a UVP (Unique Value Proposition). By including relationship marketing in your business plan, you can strengthen your relationship and win clients for life. Spending additional time learning about your clients and prospects, showing them that you truly care, and delivering solutions that tackle their specific needs will reduce or eliminate competition from other advisors and attract more ideal clients.

Get comfortable on stage

While it’s great to relate to prospects and clients one-on-one, this may not be the best method to become a top producer. By learning how to provide persuasive presentations to larger groups, you can leverage your time and results. Dr. Topher Morrison, the best-selling author of “Stop Chasing Perfection and Settle for Excellence,” shared subtle but critical techniques that make all the difference when presenting to the high net worth. One great recommendation is the power of making an emotional connection with your audience during a presentation.

Develop your media persona

To really attract all of the high end clients you desire, you need to be able to effectively leverage TV, radio, and social media. Dr. Morrison shares that podcasts are a great tool advisors can use to attract more high net worth women and couple clients.

Wayne Kelly, the owner of On Air Publicity and co-host of the Wayne and Jayne show on KBS, shares insight you need to know to create lasting relationships with media sources. He also shares some of the biggest mistakes advisors and entrepreneurs make.

Access our Marketing to Affluent Women & Couples Master Class here: