410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

Confidence, Strength, Stability and Empathy are Keys to Getting the Attention of Your Hungry Fish in Today's Market

Confidence, Strength, Stability and Empathy are Keys to Getting the Attention of Your Hungry Fish in Today's Market

September 14, 2008

No other industry has been harder hit than Wall Street so far in today's economy. So I thought it would be interesting to look at how investment firms have changed their marketing campaigns when most people don't want to even look at the quarterly returns in their portfolios.

Take a look at their approaches because we can borrow some ideas of how they're positioning themselves when everything is so uncertain ' without spending millions of dollars on market research! Don't tell me this doesn't apply to your business either! There's not a person in this country who isn't feeling a bit apprehensive right now. This is the time to act. This is when your hungry fish are looking for answers. But what if you don't have the answers? See how some firms are responding...

Now is the time to promote your experience!

Fidelity is playing up its reputation as a long-time market-leader in investing with this headline. If you've been in business during rough times, this is your chance to promote your historical performance. No one cared before. But now is the best time to let your customers know you've been through downturns in the past and tell them how you came out on top.

Empathy is a great way to begin a relationship with your prospects

Ameritrade does a nice job here of empathizing with its prospectrs. Pictured in the ad is a man shaving who stops and looks at himslef in the mirror to ponder this question. Sometimes it's best to let your prospects know you feel their pain; you understand their concerns. They'll be more likely to trust what you have to say. It's an effective tool to use in today's environment, especially when few people seem to have answers.