A short how-to by Andy Neary explaining the “three E’s” of content creation—Empathy, Education, and being Elementary—aimed at financial advisors (prospect-focused sellers). He argues advisors should meet prospects’ mindset, teach what prospects search for, and simplify explanations to a 4th–5th grade level so content engages and drives outreach.
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Would you like to create content that engages your prospects? Would you like to create content that gets them to reach out to you? If so, this video is for you. Because today I'm going to teach you the three E's of content creation. You see, one of the biggest challenges most advisors have is that they don't create content that engages the prospect. You are creating content you want to create that you like creating, but at the end of the day, it's falling on deaf ears. And why is that happening? Well, it's simply content they're not looking for. So today I'm going to teach you the three E's so that you can create better content that lands in the right place at the right time so they raise their hand and reach out to you. The first E, be empathetic. You have to meet your prospect where they're at. You have to put yourself in their shoes. You have to create content that says, listen, I know what you're going through. I understand why you're making the decisions you're making. Content that challenges the way they think or actually questions the way they think only makes them feel stupid. And the second they feel stupid, they. They're going to be on the defensive. And the last person they're going to want to reach out to is you. So be empathetic. Number two, be educational. Teach things they're looking for. Actually think about what your prospects might be going to Google or YouTube to search for, and that's the content you want to create. What questions are they asking? What hesitations do they have? What objections are they throwing at you? That's the type of content you want to create. I know you want to create content that makes you sound smart, but that's not the content your prospects want to hear. They want to see the content that's going to help them learn and grow. And number three, be elementary. Be less attorney and more grade school teacher. You have to create content at a fourth or fifth grade level. You have to remember your prospect's level of knowledge about what you sell is not at the same level yours is. So the more simple you can make your content, the better it's going to land on your prospect. So. So if you just apply these three E's to your content creating empathy, education, and be elementary. When you create the content, you will have content that lands on your prospects the right way, that educates them the right way and makes you the one they think of when it comes time to buy. So take these tools, take these tips today to make your content better. And I promise you put that kind of content out on social media and in your emails, you're going to have a lot of prospects reaching out to you.
