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  • Writer's pictureFinancial Marketing Pros

Pro Tip #11: Why Your “Risk Analysis” Isn’t Generating Leads

From the Desks of Joe Bayliss and Roy Furr

We see it all the time. Financial advisors running a free “Risk Analysis” to generate new clients.

In fact, we were on the phone with an advisor this past week. We noticed they had a Free Risk Analysis button on their website. We couldn’t resist asking the infamous Dr. Phil question…

“So, how’s that working out for ya?”

The advisor replied… “Not so well.” 

We weren’t surprised.

It’s supposed to bring new clients in the door. It’s supposed to make the phone ring. But when pressed, every advisor has regretfully admitted the same thing: “It doesn’t work.

And it’s not the only offer we see this happen with.

There are countless other “new client” offers and calls-to-action we see from financial advisors that are GREAT services to provide to clients…

After all, who can argue with a financial advisor helping a client understand and manage investment risk?!

And yet, that same service presented as an offer — designed to get prospective clients to call — falls flat on its face.

They are two very different things.

There are many important things you need to address in prospect/client meetings, including investment risk, generating income, Medicare, Social Security, healthcare, taxes, legacy planning, retirement accounts, having a comprehensive plan, and more. 

We recognize that all of these things are important.

But we also know that most of these things fall flat in marketing, and only a handful can drive your leads through the roof. 

That’s not an opinion. That’s a fact. We’ve literally launched thousands of campaigns that prove the point. 

We know Message A consistently works well. And Message B consistently doesn’t work at all. Yet we see financial advisors every day, pushing rocks up a hill, using the wrong call-to-action that is bound to be ignored by their best prospects. 

So ultimately, they’re just wasting a lot of time and money.

If you’re frustrated with your marketing results, we offer a free 30-Minute Copy Review for advisors who have an annual marketing budget of $200,000 or more. Just click HERE to schedule your free review now.

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