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With all of this gloom and doom, can anyone crack a joke anymore? Did the entire population of the world forget how to laugh? More than anything, that is what people need right now.
With uncertainty high, prospects are going to stall just for the simple fact that none of us know what will happen tomorrow. Show your prospects that you aren’t like every other advisor; you are an unconventional thinker with a touch of class. Sending the “just checking in” email for the sixth time isn’t going to make them ACAT their funds.
The smile is what is missing from the deal, advisors! Charm them out of their apprehensions using these five fun face mask prospecting techniques.
1. Send a customized mask to a prospect
I’m talking to lawyers because I am probably going to have to sue the New York City Department of Education. If anyone wants to know why I am doing this, we can have a Zoom call and talk after I have had a few glasses of wine. Suffice to say that this is not a decision I’m taking lightly.
Lawyers are the only profession that has more boring marketing than advisors. No lawyer has even followed up with me. But if one of them sent me a Thomas the Train face mask for my son, I would sign the contract ASAP.
You can buy reusable cloth masks from Etsy or Amazon. If you want one customized, you may have to contact a manufacturer directly. Send the mask with a cute note such as, “The way we protect our clients goes beyond your finances.” Here are some creative ideas:
- If you are coveting a military veteran, send an American flag mask for Memorial Day.
- If you know the person has kids, send a mask for Mother’s Day or Father’s Day. And send the kids some masks, too.
- If it is an institutional investor (e.g. a foundation) or a business owner, put the company’s logo on the mask.
- If you know they love animals, send a mask with puppies on it. Or even better, send the pet a mask. Do you know they actually make dog and cat face masks? Check out Cuddle Clones.
2. Have a (virtual) goofy mask party
Organize a client appreciation event over Zoom. Send each client a goofy mask for themselves and another mask for a guest. You make your clients happy and expand your sphere at the same time – all in a lighthearted and fun way. Beats having to ask them to drag their friends to a seminar on the CARES Act!
I have a to-die-for leopard print face mask and would gladly attend anyone’s Zoom party to show it off.
3. Hold a joint event with a face mask expert
The blog about navigating the stock market in these uncertain times has gotten old. Offer your clients and prospects a stunning webinar on how to protect themselves using a face mask or other personal protective equipment. Encourage them to invite their network.
Masks are intriguing. There are all kinds of questions to be answered:
- Do I wear a mask to a business meeting? How do I choose a fashionably correct mask?
- Are there masks for different skin conditions?
- How do I buy masks economically? Where do I bulk order them from?
- How do I dispose of masks my employees use if I own a business?
- How do I wear a mask with glasses?
To answer these questions, choose an expert to be your guest. This is a way to gain access to someone else’s following at the same time as offering a fresh perspective that people may actually find entertaining rather than the same dry, boring advisor content.
Choose whom you collaborate with wisely. My seventh grade science teacher once said, “When you choose your partner for today’s geology project, remember that the dumber person benefits more.” The same wisdom rings true here; the lazier person always gets more out of a collaboration. Check out their social media following, newsletter, and website before you ask the person. If they are lazy at marketing or have a small following, find another expert to ask.
Examples of collaborations:
- A doctor talks about how to put a mask on and take one off correctly and how to remove your gloves safely.
- A psychologist talks about how to teach a child how to wear a mask.
- A mask manufacturer talks about what the different types of masks are and how to clean a mask.
- A luxury hairdresser talks about how to arrange your hair when you wear a mask.
The best part of all of this is that after collaborating, you now have made a connection with a possibly high-net worth individual (the collaborator) who thinks you’re cool. Like my science teacher said, choose your partner wisely.
4. Drop off a box of fun masks at your favorite local business
You know the Lexus dealership where you bought your IS XE20? Stop by unannounced and hand those car lovers a mask like this one!
A few tips:
- Make sure this is a business that sells a luxury good or service.
- Since you are the bearer of a gift, you’ll probably be given access to the owner or the person who runs the place. Make a great impression and voila – a new COI relationship is born!
- It works best if you are a customer of the business, that way they won’t look at you sideways when you walk in the door.
5. Organize a face mask donation event
Instead of sitting there whining like most people like to do, take action to support our heroes. Take initiative and raise money to go towards a face mask donation to your local hospital. This helps you establish relationships with affluent donors as well as your local medical community.
Sara’s upshot
With new challenges comes the opportunity to reach more people looking for answers. For more novel ideas for reaching prospects during the crisis (and beyond), join my membership.
Sara Grillo, CFA, is a marketing consultant who helps investment management, financial planning, and RIA firms fight the tendency to scatter meaningless clichés on their prospects and bore them as a result. Prior to launching her own firm, she was a financial advisor.
Read more articles by Sara Grillo
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
