WealthManagement Magazine

Story Selling

Authors illustrate how to tell profound stories to win clients.Top advisers sell by simplifying matters, not complicating them, according to authors Scott West and Mitch Anthony. That's why their book, "Storyselling for Financial Advisors," explains how to use intriguing stories, metaphors and anecdotes to persuade clients. West and Anthony contend that stories cause gut reactions that move clients

Authors illustrate how to tell profound stories to win clients.

Top advisers sell by simplifying matters, not complicating them, according to authors Scott West and Mitch Anthony. That's why their book, "Storyselling for Financial Advisors," explains how to use intriguing stories, metaphors and anecdotes to persuade clients. West and Anthony contend that stories cause gut reactions that move clients to give you business.

But before you tell a story, you need to read your audience. Based on suggestions from the book, broker Steve Shagrin created a chart with pointers on watching a client's body language.

"If clients put their hands on their heads, it means they're confused," says Shagrin, president of the International Society for Retirement and Life Planning. "If their eyes are darting, you're losing their interest. These things are helpful in communicating with clients and adjusting to the situation."

The book tells how to use storyselling effectively in the affluent, mature and women's market. It closes with countless anecdotes on topics from asset allocation to value investing. Many tales are from Warren Buffet - "one of the greatest storysellers ever," the authors say.

"Storyselling" (ISBN 0793136644) is published by Dearborn Financial Publishing and costs $30. It is available online and in bookstores.

Kit helps you become a popular media source.

Want to see your name in print? NF Communications' "PR Kit" tells how to generate free newspaper coverage about you and your business.

"Nothing builds your credibility faster than you being held up as an expert by the newspaper," the kit says.

Woodland Hills, Calif.-based CFP Neal Frankle can testify to that. Using the kit's materials, Frankle was featured in the Los Angeles Times. The article brought in affluent referrals and more assets from existing clients, he says.

You have to find the right people in your local newsroom to target. Then, send a release following the kit's instructions. NF Communications can supply monthly press releases for an additional charge.

But be patient, the kit advises. It can take a few months to get the first call.

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