How Elections Help Financial Advisors Get New Clients

Few things make investors more twitchy than an election year. This should make you happy and I’ll tell you why.

A recent poll shows the most important 2018 voting issues are[1]:

• Trump (30%)
• The economy (22%)
• Illegal immigration (15%)
• Obamacare (14%)

It’s the economy, stupid.” – James Carville, Campaign Manager, Clinton 1992

You know this. The economy moves voters to action. It makes investors twitch like a cat on a hot tin roof.

A quarter century after Carville focused the Clinton campaign, the economy remains a major concern with voters. Use this to get new clients.

Of course, you know the best strategy is to get into the market and stay in the market. But they’ve got other voices whispering in their ears.

Who creates anxiety?

There’s no shortage of voices filing investors with fear.

Marc Faber declared a coming catastrophe on Bloomberg Business in 2012. He said the market would fall more than 50% if President Obama got reelected.

Then in 2016, Mark Cuban predicted that a Trump presidency would wreck the economy. He even said he was making a special hedge fund to protect his assets in the event of a Trump presidency.

In both cases, the S&P 500 rose 20% after the election. Marc & Mark were wrong. But they got good TV ratings.

Use a lead magnet

Magnets attract. And lead magnets pull fresh prospects through the wires of the internet and stand them tall in front of you.

Better yet, they attract people with questions. So you can focus on the ones with needs.

Elections give you an opportunity that works at least every two years. You know the truth.

Stay in the market and don’t worry about politics. But your leads don’t know that. So they twitch and churn. And they yearn.

Offer them an Election Year Investment Report. Dangle it on the internet like a succulent worm on a fishing hook. Exchange that report for their contact info.

Bam! You just got a lead. That’s what we call a lead magnet.

It’s a bad day fishing when the fish aren’t hungry. Powerful lead magnets lure the hungry fish while the satiated fish ignore. Then your time is focused on the best prospects. Speaking of time …

The lead magnets actively work for you while you sleep, golf, eat, vacation, etc ….

But the election is over …

Their need didn’t vanish with the election confetti. Did they stop worrying about the economy after the election?

Of course not.

They need your guidance after the election as much as before the election. Update the language. It’s a simple pivot …

Change from: “As the election approaches, you should know …”

Change to: “Now that the election’s over, you should know …”

See how simple that is?

In fact, we’ve run this campaign many months past the election with great success. You can also.

Let’s say that again ….

The Election Report campaign works in non-election years.

The Election Report campaign works for many months after the election.

A 2018 Election Report campaign still works in 2019.

Got it?

People who worry about elections changing investments are still worried after the election.

Use this knowledge and land some new clients.

Putting it to work

It’s a simple formula.

• Run a Facebook ad offering the report
• Use a Facebook Lead Ad or Use a regular ad going to a landing page (or test both)
• When someone completes the form, send them the report
• When you email them the report, make an irresistible order that makes them engage more
• Close them and start managing their investments

Yes, there are some details to sort out. But that’s a proven formula that works.

Wrapping up

Are you frustrated when your financial advisory clients worry about elections and investments? Look past that and harness the opportunity.

Elections are democracy’s gift to your business. There are people with real needs out there. You can meet their needs. Seize the opportunity.

[1]http://www.rasmussenreports.com/public_content/politics/general_politics/october_2018/trump_economy_top_voter_concerns