Ways to Get New Clients: #Tigerblood, #Winning!  
By: Lance Wallach

The New Way to get more Business is through Psychology... or Charlie Sheen!?!
(#Tigerblood, #Winning, @charliesheen, #SheensKorner,)!

A question you may want to ask yourself is; do your words and images attract the type of clientele you
want to work with? One thing that I have noticed in the insurance industry is that many insurance relevant
messages never get heard, not this week for Charlie Sheen #Tigerblood. They’re the wrong messages
sent to the wrong target markets. The most absurd reference we have seen is referring to “boomers” as
“seniors”. Yet another example is approaching retirees in hopes of doing investment planning for them.
Both of these methods indirectly tell retirees as well as others that your offer is off target.

Are you someone your intended target market would easily and quickly gravitate to? Do they find you
immediately trustworthy and credible? Do they like you?  I think that many advisors who work with retirees
are indeed credible, but they are not good at demonstrating their credibility.As a result, many people
they meet don't easily trust them. When you get the square peg matched up with the square hole, you
have far better potential for success. But few people in the financial industry understand this point.
Instead, they spend vast sums of money publishing and transmitting the wrong messages to the wrong
people. In essence, they are trying to fit a square peg into a round hole.

The obvious mismatches include investment options with too much risk or not enough flexibility. But the
most important mismatches involve emotional issues – emotional issues meaning the things that help
your prospect feel safe with you.  Some examples of this include:

*  A personal phone call from the advisor
* Clear descriptions and directions
* Content written in the language of your target market  
* Relevant information, rather than an endless sales pitch
* Pictures of staff members on your web site

Part one in attracting a new client is creating a feeling of safety and maintaining a comfort level.  If you
don't know how to make the prospect feel safe and comfortable, chances are nil that you’ll get far
enough to write new business with him.  

Once you have found your target market, does the psychology embedded in your marketing match up
with it?  Let’s say, for example, our target market here is business owners. Do the specific words in your
marketing resonate with and attract business owners? In most examples that I have seen, the answer is
“no.”

Business owners tend to be highly proactive people with a very deep understanding of their business
processes, and with a sharp eye on whatever affects their bottom line. Agents, advisors, planners and
analysts tend to be a very different type of person. They might be proactive, though many are not.  They
might understand processes, but not necessarily business processes. And, they might keep an eye on
the business’s bottom line but that is not always the agent’s most important priority.  I find that most high
net worth people -- many of whom own businesses -- choose their financial advisors through referrals or
from articles or books that they have read about subjects that concern them.

Here I am going to give an example of how mismatching can happen when trying to market a targeted
audience.  Let’s speak about engineers. Think about the psychology of your average engineer. They
tend to be highly analytical and need resources and claims to be substantiated with a lot of research.
They also communicate in compound-complex sentences, so if your marketing material doesn’t contain
those types of sentences, you might turn them off. Some of the words engineers respond to include: tool,
process, resource, research, system, strategy, workable, and effective.  If your marketing effort toward
engineers doesn't include this type of language, it may be off target in the sense that the engineer
cannot relate to what you are trying to say. Engineers are compulsive researchers and tend to trust
conclusions drawn by other engineers. If you match the right marketing psychology to a couple of
engineers, you will likely tap into an enormous referral network. Usually you need to spend twice as much
time with engineers because they need to understand every last detail, even details that are not relevant
to what you are trying to market to them. Unfortunately, most advisors don't like their advice being
questioned, so they avoid engineers, thus missing out on one of the most affluent target markets in
America.

There is an unwritten philosophy that if it’s in print, it must be true. This is a joke, but a lot of people
believe what they read in newspapers, books, magazines, etc. If you need help with a subject, and read
an article written by someone who is knowledgeable about that subject, you may be more likely to wish to
call him or her for advice.  I write for numerous publications but that is not how I earn my living. Most of
my income comes from the people that have called me for help after they have read material that I have
written and published. They call me because I am the perceived expert since I have been published on a
subject that they are interested in. I have been operating like this for over thirty-five years. Anyone can
do business like this. Get published first, then show your people your article and watch your business
grow.  

Many of my friends, associates and others have coauthored articles and books with me. They are always
amazed when their phones start ringing with prospects calling them. The people calling saw their name
and want help.  

I have shown many of my friends how to make lots of money while helping people. It is surprisingly easy,
if you do the right things the right way. Here is an example; a few years ago a good friend of mine wanted
to move to Greenwich. He is a financial planner, smart and honest. He just needed a little push and some
direction. I showed him how to get published and how to get on TV. Within a year, he had enough money
from business that was generated by his being publicized to buy a nice house in Greenwich, CT. Another
example is an accountant friend of mine. He wanted to go into the life insurance business, but was not an
outgoing individual. I coauthored a book and some articles with him. That following year, he was the
number 6 salesman for a very large insurance company.  He sold more life insurance than 10,000 other
agents and brokers that did business with the large insurance company. He gets almost all his business
as a result of being published. Imagine that. A “no personality CPA” becoming a highly successful agent,
and it happened in his first year in the business!  

The more you learn about how to apply psychology and perform therapy on your own messages, the
more successful you can become. Most people believe that if it’s in print, it must be true. By getting
published, you become the expert, the go-to to guy for help. You are no longer competing with all the
others. You are now seen as the expert and people will seek you out. I am not that smart, outgoing, or
nice looking. I became very successful using the above ideas.  It was easy and fun.  So what are YOU
waiting for?

Lance Wallach
68 Keswick Lane, Plainview, NY 11803
Phone: 516-938-5007  Fax: 516-938-6330

Lance Wallach, National Society of Accountants Speaker of the Year and member of the AICPA faculty of
teaching professionals, is a frequent speaker on retirement plans, financial and estate planning, and
abusive tax shelters.  He writes about 412(i), 419, and captive insurance plans. He speaks at more than
ten conventions annually, writes for over fifty publications, is quoted regularly in the press and has been
featured on television and radio financial talk shows including NBC, National Pubic Radio’s All Things
Considered, and others.  Lance has written numerous books including Protecting Clients from Fraud,
Incompetence and Scams published by John Wiley and Sons, Bisk Education’s CPA’s Guide to Life
Insurance and Federal Estate and Gift Taxation, as well as AICPA best-selling books, including Avoiding
Circular 230 Malpractice Traps and Common Abusive Small Business Hot Spots. He does expert witness
testimony and has never lost a case. Contact him at 516.938.5007, wallachinc@gmail.com or visit www.
taxadvisorexperts.org or www.taxlibrary.us.



The information provided herein is not intended as legal, accounting, financial or any other type of advice
for any specific individual or other entity.  You should contact an appropriate professional for any such
advice.
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