How to Achieve the “Wow” Factor

Every advisor wants to wow new opportunities. They want the kind of outward identity that instantly captures attention, sets them apart and inspires commitment, because a brand that’s able to create an immediate and lasting impression can lead to a more successful, passive marketing cycle. 

So what does it actually mean to have a “wow” factor and what goes into it? 

Quality of Materials

With respect to anything you put in front of a potential client, especially one in your target market, a high level of professionalism is expected. So it’s often the added flourishes, like the print finish or the seamlessness of the digital collateral, that push you into “wow” territory. Think about how your materials are being received in a literal sense—how they feel to the touch, how they look on a browser or how easy it is to navigate them.

Singular Voice

When the words you choose are borrowed, one’s full attention isn’t necessary to absorb them. Clear, original language, on the other hand, can cut through the noise and speak directly to the lead in a way that is resonating and memorable. 

Direct Address

Similarly, a potential client is more likely to identify with what you’re presenting if it was built for them. As much as possible, personalize your communications to the individual and ensure your messaging has more relevance than a generalist’s would. Address their needs as a retiree, business owner or multigenerational family, for example. 

Consistency

Something happens when you achieve a fully consistent outward brand. Every well-designed touch point is valuable, but a continuous series with no weak links or out-of-date collateral can illustrate many of the qualities advisors want to be associated with: high professional standards, attention to detail, follow-through and reliability. 

Keep in mind that if the “wow” factor came fast and cheap, everyone would do it and it wouldn’t wow anyone. The shortcut comes once it starts helping you win new business.