We tend to think that financial advisors or high net worth individuals have an elevated level of understanding of investment products – and they likely may – but we also know that everyone has a very short attention span which impacts how you should tailor your offering story to your audience.
Let’s discuss ways to boil down the complex investment offering story in a way that’s relatable to advisors.
Boiling Down Your Story
What is the foundation that asset managers should have to help boil their story down? The key is simplicity. We’re proponents of not using jargon, and getting down to the basics.
Don’t Get Lost in the Jargon
It’s important to have the story be clear and concise with not a lot of jargon – focus on the basics.
There are so many great offerings out there, but they get lost in the jargon and the complexity of the language. Making sure you tell your story simply is going to help you gain more traction.
Focus on Supply and Demand
What is the basis of the story that you should be telling? It largely boils down to supply and demand. Think about commercial real estate buildings and different asset types, what is the demand for those? And what’s driving the demand?
Oftentimes, demand is driven by lifestyle. What’s happening in the world today? What is changing? What are people focused on that’s driving demand for your asset class? Boil the demand drivers down to the basics and the relatable so advisors can quickly grasp and remember what your story is and what’s behind it.
Let Graphics Tell Your Story
Graphics are a great way to tell your story quickly, and it’s way better than reading a paragraph. If someone has a graphic and a paragraph in front of them, they are going to be drawn to the graphic every time.