Marketing strategies to communicate your value effectively
- 1. Marketing strategies to communicate your value effectively Presented by Kim Payne Managing Director 9Rok Consulting 7 August 2019
- 2. | netwealth2 1 CPD point available • Must have attended for >30 minutes • CPD details will be included in the post- webinar email This webinar is being recorded • Slides will be sent to you after the webinar via email Enter your questions in the chat • We will get to them at the end of the webinar Posting to social? • Make sure to use #netwealthinvest or tweet @netwealthInvest Housekeeping
- 3. | netwealth As a specialist platform provider, Netwealth provides financial advisers with a wide range of financial products & services to help manage their clients’ investments and superannuation. • Ranked #1 for overall functionality • Ranked #1 for overall satisfaction • Awarded best reporting • Awarded best client portal • Awarded best transaction tools *InvestmentTrends Platform Competitive Analysis & Benchmarking Report (Dec 17) 3 See wealth differently A little bit about Netwealth
- 4. | netwealth Key features of our platform Market leading adviser portal Market leading client portal • Rated No.1(1) for functionality • Intuitive design and useability • Quick access to information and clients • Sophisticated portfolio tools • In depth business and client reporting • Rated No.1(1) for functionality • Intuitive design and useability • Can be white labelled for adviser groups • Allows consolidation of all accounts (1) Investment Trends: December 2016 Platform Competitive Analysis and Benchmarking Report Mobile access • PC, tablet and mobile access • Adviser and client versions available
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- 6. | netwealth Kim Payne Managing Director 9rok Consulting 6 Meet today’s speakers
- 10. HELIUM OR HOT AIR?
- 11. BEING GOOD AT ADVICE IS NOT ENOUGH
- 13. WHAT IS THE REAL PURPOSE OF MARKETING?
- 15. to answer the number one question on your prospects mind… at just the right time Thank you Dov Gordon
- 16. Q1: SHOULD I PAY ATTENTION?
- 17. Q2: CAN I TRUST YOU?
- 18. Q3: IS WHAT YOU RECOMMEND RIGHT FOR ME?
- 21. WHO you’re for WHY they need it WHAT you do HOW you do it WHEN you do it
- 23. THE CURSE OF KNOWLEDGE
- 25. HELPING PEOPLE LIVE A BETTER LIFE… BY MAKING SMART DECISIONS WITH THEIR MONEY…
- 28. A PROBLEM THEY HAVE… THAT THEY DON’T WANT
- 29. A RESULT THEY WANT… THAT THEY DON’T HAVE
- 30. THE HOLY GRAIL
- 31. WHAT you do
- 32. I DON’T WANT YOU
- 33. ROL life advice
- 35. LIFE…
- 36. A HAPPY LIFE Life Insurance Aged Care Wills Managing debt Tax Planning Income Protection Buy/Sell Insurance SMSF Gearing Superannuation Savings Plan Critical Illness Estate Planning Investments Powers of Attorney Business planning Key Person InsuranceBudgeting TPD Refinancing Mortgage Succession Planning Business expense insurance Retirement planningCentrelink
- 37. 10 REASONS PEOPLE SEEK FINANCIAL ADVICE REDUCE COMPLEXITY TAKE ACTION MAKE BETTER TRADEOFFS INCREASE CONFIDENCE MAKE SOMEONE ELSE HAPPY OFFLOAD UNPLEASANTNESS HAVE SOMEONE TO BLAME FEEL SAFER RECEIVE ENCOURAGEMENT SAVE TIME
- 39. BOLOGNAISE SOUP
- 40. THE DRINK TEST
- 43. ANALOGIES & METAPHORS ANALOGY: Insurance is like a parachute, you don't always need it, but when you do, you want it to be there. METAPHOR: The business is a sinking ship
- 45. AN ADVISER IS LIKE A PILOT An Adviser is like an airline pilot. When you fly there are 3 things you want to do: take off and land safely, get where you’re going and get there on time. But there are 2 rules that govern the relationship: 1. The Adviser did not build the plane, so en-route if there are mechanical difficulties (ie. interest rates move, markets fall, tax and legislation changes etc.) don’t blame the Adviser. 2. The Adviser can’t predict the weather, but they can react to it. So there will be times when they’ll tell you to “fasten your seatbelt”, and times when they’ll say “the seatbelt sign is off, you’re clear to walk around’. And when the journey is over, they’ll get you where you wanted to be, on time, safely. That’s their role.
- 46. SEE IT HEAR IT FEEL IT HELP PEOPLE UNDERSTAND
- 47. The investment to get you where you want We provide is a solid framework, guidance and ongoing support so you can make smart decisions with your money that impact every part of your life. Reduces effort & hassle Keep things simple & organised Reduces costs Saves you time Alleviates anxiety / stress Makes you money Reduces risks Prevents excuses holding you back Now is the time to invest in your happiness.
- 48. Get to know you We need to get to know you. The more we know (the big picture stuff and the nitty gritty details), the more valuable our advice will be. Strategize and crunch your numbers Once we have all your information we’ll get technical and analyse it, conduct financial modelling and forecasting, crunch the numbers, develop strategies and overall… determine the best solution for you. Document the results All the recommendations are documented in a comprehensive plan (called a Statement of Advice) which details all our advice, benefits, actions, risks, fees and expectations. It’s includes everything you need to know to move forward. Understand the advice We present all the advice so you fully understand what’s involved and importantly how it will help. If something is not clear, speak up so we can further explain until it makes sense. Additional expertise If you need advice from other experts, and we’ll bring the right ones into the mix at the right time and co- ordinate it so we are all on the same page. We’ve got relationships with trustworthy professionals who’ll also have your back. Make it happen Don’t have time or patience for completing and following up tedious administration and paperwork. We’ll manage it on your behalf, follow it through to completion and make sure all boxes are ticked so it gets processed sooner. And we can skip the que with our VIP relationships. A relationship, not a transaction We’re in this for the long haul. Helping you make financial decisions for a better life is our calling. We’re not going anywhere so be prepared for a ‘happily ever after’. We're here to help So you feel confident about the decisions you make with your money – decisions that can measurably impact every part of your life. Life is unpredictable. Making decisions about it shouldn’t be. INITIAL ADVICE – SETTING YOU UP FOR SUCCESS Building a house starts with a blueprint and laying solid foundations. It’s no different when it comes to managing your money.
- 49. Just like getting fit, you can’t go to the gym once and expect to be fit for life. The real value is created by frequently revisiting your plan and making necessary changes as your life plays out Keep on improving – Eye on the ball Service Tokeep your financial affairs performing at their best, they need an expert eye cast over them on a regular basis. A helping hand – Take action Service Whether it’s direction, guidance, a helping hand, a firm word, an honest opinion, or a friendly push, we make it happen Stay in the know - Knowledge & Education Program Financial issues have become extremely complex and so we’ll help you understand what’s important and what’s not. We’ve got your back – Observing Service While you are doing your thing, we are actively involved in keeping what’s going on behind the scenes under control. Something on your mind – On call Service If you need to talk, to discuss something sensitive, raise an issue or make a decision (big or small), come in and talk to us, or give us a call. Don’t miss a thing – Notifications or Alert Service We have our eyes on the ball keeping tabs of what’s going on and what’s coming up that will impact you. And we’ll be the first to let you know. Keep it simple – Uncomplicate the confusing Service Confused about something you’ve heard or unsure of the impact something that’s changed, get in touch. Need extra help – The black book Service When you need an extra hand, we’ve got an extensive black book of trustworthy connections we’ll happily introduce to you.
- 50. HELPING YOU MAKE SMART FINANCIAL DECISIONS THAT IMPACT YOUR ENTIRE LIFE You wouldn’t get a plumber to build your house Some of the areas where we can help: Big picture strategic planning Creating a framework for clarifying and prioritising what you want from life? The things you need money for. And a process to help you make financial decisions that cater for your future without sacrificing all of the good things in life today Protect what you value | Insurance Do you have affordable cover in place that adequately protects your life, health, family and income if something unexpected happened? Has it been reviewed in the last 12 months to ensure it covers what you expect? Retire on your terms | Retirement Planning & Superannuation Are you making the most out of your super? Is it structured in the best way to help improve your situation? Will you have enough money for what could be a 30+ year retirement? Buy property, the right way | Mortgage Solutions Making sure you have the right loan structure in place can potentially save you thousands and take years off your mortgage. Have you had it reviewed in the last 2 years and explored opportunities to ensure you have the best deal? Leave your legacy | Estate Planning Will you be remembered the way you want? What legacy do you want to leave? Is your will up to date? Have you considered all the options for distributing your assets when you’re gone? Protect your assets | Structure and asset ownership Are your assets held in the most tax-effective way and protected from unforeseen risk? Have you explored all possible options to ensure this is the case? Pay less tax, legally | Tax Planning Do you work closely with an accountant? One that considers your big picture when it comes to minimising your tax? One that takes advantage of your current situation and your future plans? Grow your wealth | Investment Planning Do you have a disciplined investment plan in place? One where your investments are sensibly and carefully managed without taking unnecessary risk? Make debt work for you | Debt Management Is your debt structured to fully support your personal, lifestyle and business decisions? Could you be paying it off sooner and using it effectively to grow your wealth?
- 52. Your plan for success 2019 Living life without money worries inspired you to take this important first step towards making smart financial decisions that impact your entire life. Become proud owners of a beautiful backyard swimming pool June 2019 | Estimated cost $45,000 You would like to enjoy more quality time together as a family and believe this could be achieved with a swimming pool in your own backyard. Upgrade the family car to a 7 seater SUV November 2019 | Estimated cost $40,000 To keep your family safe, taxi kids around and enjoy road-trips and getaways, you want to upgrade the family car to a safer model SUV that seats 7 people. Establish a feel good spending plan Immediate | Set and measure a personal budget In order to understand where your money goes and get the most out of every dollar, you agreed to a 12 month plan to track and monitor your spending. Protect your family from a nasty 'what-if' Immediate | Personal insurances assessment You would like to protect you and your family by ensuring you have appropriate cover in place to meet your needs in the event of serious injury, illness or worse. 3 mini breaks throughout the year 2019 | Estimated cost $10,000 To refresh and reconnect with the family you want 3 mini breaks (Easter, mid year and Christmas) to enjoy the outdoors and go fishing, hiking and camping. Protect your legacy 2020 | Estate Planning review Conduct a review of your estate planning needs to ensure your legacy is protected and your estate ends up in the hands of the people you choose.
- 53. THERE’S A MESSAGE IN THE NAME OR TITLE
- 55. We pride ourselves being fee for service and deliver comprehensive advice to help our clients achieve their goals and objectives and enjoy peace of mind. By drawing on our extensive experience and providing excellent customer service, we build lasting relationships to meet our clients needs. We are a leading, privately owned, locally based financial planning business operating since 1987. LOGO Investment Planning Superannuation Insurance Retirement planning Budgeting Estate Planning OUR SERVICES:
- 56. WHAT THEY DO WHO THEY HELP NEXT STEP
- 57. WHAT THEY DO WHO IS HE FOR?
- 58. #Get Your Financial Sh*t Together H.E.N.R.Y.s ~ #High Earners. Not Rich Yet WHO THEY HELP WHAT THEY DO
- 59. WHAT THEY DO NEXT STEP Enjoy better profit, better cashflow and better quality time with the family
- 60. PROBLEMS THEY SOLVE ANALOGY TO MAKE THE UNKNOWN, KNOWN VIDEO TO EXPLAIN IT
- 61. VIDEO
- 62. VIDEO TO COMMUNICATION is like COMPOUNDING IS TO INTEREST
- 63. IT’S NOT ABOUT YOU
- 64. LEVERAGE
- 65. THE GEAR… AROUND $120
- 66. MARKETING DOESN’T FINISH WHEN THE SALE IS MADE
- 68. www.bit.ly/2OR1YVY Or www.9rok.com.au/get-paid-what-youre-worth To get the templates used to explain what you do client friendly words and icons, go to: Kim Payne
- 70. | netwealth70 1 CPD point available • Must have attended for >30 mins • CPD details will be included in the webinar resources email Webinar recording and slides • These will be included in the webinar resources email Thank you
- 71. | netwealth The role of alternative investments in a diversified investment portfolio • CPD Portfolio Construction webinar How to build your value proposition • Guide and articles 71 Registration links will be in the follow-up email You may be interested in
- 72. | netwealth72 Disclaimer This information has been prepared and issued by Netwealth Investments Limited (netwealth), ABN 85 090 569 109, AFSL 230975, RSE L0000192). It contains factual information and general financial product advice only and has been prepared without taking into account your individual objectives, financial situation or needs. The information provided is not intended to be a substitute for professional financial product advice and you should determine its appropriateness having regard to your particular circumstances and seek any independent financial or other professional advice you may require.The relevant disclosure document should be obtained from netwealth and considered before deciding whether to acquire, dispose of, or to continue to hold, an investment in any netwealth product. While all care has been taken in the preparation of this document (using sources believed to be reliable and accurate), no person, including Netwealth, or any other member of the netwealth group of companies, accepts responsibility for any loss suffered by any person arising from reliance on this information.
Editor's Notes
- #28: NEED TO KNOW THE WHO AND WHY TO ASNWER THIS ONE
- #35: THE BEST MARKETERS WIN Personal branding Message right – whoa re you talking to What do you stand for What do you believe? Be truthful, thoughtful, generous, - give and give more, why do people pay $5 coffee yet balk at paying. $1.99 for a song - What can you be generous with Strategic Creative – be noticed – we have a filter to slow the noise – don’t know when someone is on and when they're not. When they are on – they’ll see you. When read car mags – tell that story Kim ‘post purchase validation’ (not dissodance) - longer when its advice vs a mobile phone.
- #44: Story about journa;ists in the newspaper
- #46: Analogies compare things so that you can see a relationship between them. There are many ways to do it, but the key thing is comparing one thing to another. Rather than a figure of speech, an analogy is more of a logical argument. The presenter of an analogy will often demonstrate how two things are alike by pointing out shared characteristics, with the goal of showing that if two things are similar in some ways, they are similar in other ways as well. Clouds and steam off boiling water – the same relationship exists in 2 different ideas. Fire is to hot – like ice is to cold. "You can imagine an atom as being like our solar system. The nucleus is the sun and the electrons are the planets orbiting round it." "Insurance is like a parachute, you don't always need it, but when you do you want it to be there" or "The brain is like a computer, both have memory and processing, but if they don't work together things go wrong". Parallel relationship - explain the relationship between the 2 similar things. Put it in simple terms: Analogy basically gives similar relationship to two things while metaphor replaces the meaning of one word with another.
- #57: Is this REALLY clear – what they do – and who they do it for?
- #58: What's the money for?
- #60: What's the money for? NOTICE they didn’t say audit – tax returns, business advisory etc.
- #61: Is this REALLY clear – what they do – and who they do it for?