Andy Neary says advisors should share their personal stories in marketing because no competitor can copy yours. Authentic stories about struggles and milestones attract the right clients and filter out the wrong ones, improving both sales and relationships.
Chapters
Let me ask you a question. Are you sharing your story in your marketing? For most advisors I talk to, the answer is no. In fact, for most advisors, the answer is, Andy, why would I share my story? Why would my prospects want to hear my story? Isn't that egotistical? The answer is no, and the answer is yes. You should be sharing that story often. Here's why. Your story is what makes you unique. Your story is the one thing your competitors can't tell you. See, if you're not sharing your story in your marketing, you're not giving your prospects the opportunity to get to know you, align with you, and ask themselves this question, is he or she like me? You see, we do business with people like us. That's a fact. And if you are sharing your story in your marketing, you're giving your audience, your prospects, the opportunity to figure that out. If you're like them, there's a really good chance they're going to end up wanting to do business with you. One of the things I love about the keynote talks and the workshops I do is when I go out and I meet with these teams, I get a chance to interact with the team members, and after they hear my story on stage, they want to share theirs. And every single conversation is equally unique and fascinating as they share their stories of how they got into business, some of the struggles and challenges they've gone through in business or life, some of the tragedies they've dealt with in life, and some of the milestones they've hit in life. And after every single conversation, I look at them and I ask them, are you sharing this story with your prospects? And almost every time the answer is no. Like, why would I? And I'm sitting going, that's exactly what you need to be doing. Because if you want to align with the right prospects, share your story. Because if they align with what you're telling them because they've had a similar trajectory in their life, a similar story, you're going to find your best prospects who become your best clients. Now, is every single prospect you have going to like your story? No, they're not. And that's okay. You weren't meant to do business with everybody. You were meant to just serve a few. So go find those few who align with you. And the best way to do it is by sharing your story. So if you are not using parts of your own unique story in your marketing, you need to start doing it today, because it is one of the best ways to create alignment with the right prospects so you can do business with the right people. It has helped us build complete game consulting to where it is today. And I know it can do the same for you. So I'm giving you permission right now. Start sharing your story more and it's going to do so much for your sales, your bottom line, and your relationship with your clients. Take care.
