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Finance brokers have the most magical potential for content at their fingertips – customer stories. So often brokers forget this and use generic industry commentary, economic data and lender products, and pricing to communicate soullessly to customers and prospects. Boring!
The default approach for anyone creating content or writing stories in our industry is to look at generic information and rewrite it. For instance, the RBA announce a rate cut and we all cut and paste information we find online for our customers. Lazy, meaningless duplicates. What value is being added there? Yet, the whole industry does it.
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What could you do differently? And easily?
Here are two examples of approaching our industry value proposition through more meaningful and relatable storytelling (content). And the best thing is you don’t have to research or make it up.
After all, the best articles are the ones that tell a real story and demonstrate real understanding and expertise.
Example one: a fly-in, fly-out miner for ten years had earned a serious wage but hasn’t saved a cent. We shall call him ‘Bruce’. Bruce has literally spent all his money on booze. I believe they call this ‘pissing it all away’ (in fact, that’s the headline we used for our article). So we took Bruce’s story and his cash flow management reversal – working with one of Vow’s network experts – and documented it. Bruce’s situation is not unique, and many other people like Bruce need an expert on their side. And, let’s be frank here: Bruce is a more relatable protagonist than a product or service. People are interested in people.
We took Bruce’s story, added a lead generation form at the end – “Are you like Bruce?” – posted it on brokers’ websites and shared it on Facebook. After this, we spent $500 targeting a Facebook advertisement to anyone working in the fly-in, fly-out demographic, and the return on investment was extraordinary. One broker achieved over $22 million in new business (and counting).
Example two: marriages dissolve, right? It’s not a unique occurrence – in fact, it’s something that brokers are involved in on daily basis. In the interest of protecting our clients, let’s call them Jemima and Stuart Nguyen.
Splitting assets is an emotional and stressful time. Everyone wants to know how others before them get through times like this – how to avoid pitfalls and additional drama, and how to quickly and fairly split assets and part ways. Telling Jemima and Stuart’s story demonstrates that you are an experienced and trusted professional who has successful navigated the treacherous minefield of conscious uncoupling (thanks Gwyneth Paltrow).
Telling a real story is far more engaging than boasting achievements, products and capabilities. It also brings the soul to our purpose as professionals. We are here to help clients, and they often seek us when life events occur. So identify those events – telling real stories and solving real problems is your magic wand to cutting through the reams of copied, dull, marketing content being published in our industry.
Use content to attract leads to your business by leveraging customer stories. Be unique and be creative … good luck!
