Many financial service firms will focus on creating a lot of content, going on social media making sure that they are exposed. But when they decide to analyze and look at their results, and even talking to potential customers and customers, they've realized that maybe there's no connection with the prospects or clients and that there is no interest for them to know about your business. Have you ever wondered as to why is that?
Maybe you are missing a part of a business strategy that you need to work on which is the emotion. It is important that you connect with your potential customers because you want them to be able to relate to what you do and to create that sense of connection with them so that they can trust you.
Out of all of the different companies out there in the financial service world, you want to stand out in a way that they can relate to you. And the way to do that, to build that connection, is to really create a compelling story as to why you do what you do and why they should trust in your services to help them with their challenges and pain points.
The character is your buyer persona which is the person that you want to reach out to. A buyer persona is a semi-fictional character or a representation. That means you need to understand their background, demographic, pain points and challenges. You want to get as much details as possible as to who your buyer persona is so that you have a clear understanding as to they are.
The conflict is the main challenge that your buyer persona is facing. The conflict will help you connect with your buyer persona. Reason being is because if you understand their main challenge they will feel that you understand what they are going through and how you can help them.
The resolution is the solution that you provide in order to help your buyer persona to achieve their goals. It is important that you make your resolution actionable so that when they hear about the resolution or the solution that you provide they would want to move forward. But in order to make your solution resonate with your potential clients, it needs to have a story.
Without a story, there is no emotional connection as to why they should be going with you and why they should even care what you sell and what you do.
Many financial service firms focus a lot on the resolution. They write a lot of content about the resolution, as well on their website, social media postings, on their blog articles, etc. But you need to work on the story of who you are targeting, what is it that they are facing and then you work on the resolution. By following the business story, then you can really relate to who you are going to help.