You is the most important word!
On a recent Southwest Airlines flight, as I was served my cup of coffee, as usual I received a Southwest napkin. On one side was a map of the United States and all the places they fly. What struck me was the headline…”We’re America’s largest domestic airline for one reason: You.”
This indeed is why they are the largest. They get it! They go out of their way to serve you, their customer. They also focus their marketing on you, their customer. As I have flown this airline over the last 25 years, I have witnessed countless examples of world class service and marketing. From the ticket agents to the baggage handlers, from the flight attendants to the pilots, they all realize that their number one mission is to serve you, their customer.
Other firms are beginning to focus on this key marketing word. Here are some more examples:
“Have you tried our playroom?” (Oceania Cruises)
“For you, it’s business. For us it’s personal.” (Latam Airlines Group)
“An invitation to a world all your own.” (The British Virgin Islands)
“More to appreciate. We’ll help you build the retirement life you want.” (Fidelity)
“Share your memories. Let the Ritz Carlton bring your summer stories to life.” (Ritz Carlton)
“The benefits start even before you turn the key.” (Hertz)
“Live the life. Most hotels give you a room. we give you the entire city.” (Trump Hotel)
All this is important to you because these firms are all targeting our demographic and ideal client with their marketing. They all realize just how successful focusing on WIIFT (What’s in it for them) can be. Try including in your presentations, “Mr. and Mrs. client, this is what this investment will mean to you.”
This will measurably increase your ability to connect. For most advisors, the question is not whether you know to do this. It’s whether you are doing it consistently and including it in your marketing.
If this focus on you in marketing works for all these firms, I have a strong feeling it will work for you! – Mike Sciortino