Intrigue Marketing: A Guide for Financial Marketers (16:9)

I n t r i g u e M a r k e t i n g SM
a g u i d e f o r f i n a n c i a l m a r k e t e r s

i’m standing over there
who am i?

or possibly over there if i’m on the other side
who am i?

a good marketer covers all possibilities
who am i?

i lead marketing for an ≈$10 billion AUM RIA
who am i?

what am I going to tell you?
am i going to tell you how to get a billion dollars of
new AUM?

kind of...

what do you want?
let’s first talk about what you want

you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:
what do you want?

you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:
•  40 act funds
•  hedge funds
•  bonds funds
•  alternative debt strategies
•  private equity
•  etc.
•  etc.
what do you want?

but first...
what do you want?

you have to get in the door
what do you want?

and guys like my CIO...
what do you want?

well, they’re skeptical
what do you want?

so you send them an email...
what do you want?

or give them a call...
what do you want?

or hand them a card at a conference...
what do you want?

you lead with a nice back-tested hybrid track record
(get compliance on the line—stat)
what do you want?

and by being informative maybe you get a
‘price check’ meeting
what do you want?

but more often than not...
what do you want?

[page left intentionally blank]
what do you want?

so...what i’m going to tell you

is how to change that.

intrigue marketing
hello (again)

it’s not standing anywhere...because it’s a philosophy
intrigue marketing

more specifically...
intrigue marketing

a philosophy of marketing for lower-volume, higher-
revenue marketers
intrigue marketing

and what it does...
intrigue marketing

is put an evolutionary spin on marketing
intrigue marketing

rejecting inbound (sorry hubspot) and outbound
(you’re welcome seth godin) by themselves
intrigue marketing

to form something better: 1 + 1 > 2
intrigue marketing

it puts people at the center
intrigue marketing

and at its core Intrigue Marketing reminds us it’s more
profitable to be a hu-man than a sales-man
intrigue marketing

by making an invitation...
intrigue marketing

not a solicitation.
intrigue marketing

now an anecdote about how i came up with Intrigue
Marketing...
intrigue marketing

and we’re back. let’s assume you know your target
audience
intrigue marketing

and you have a list of contacts to reach
intrigue marketing

you also plan on creating great content
intrigue marketing

and marketing that content to your list and anybody
else within digital reach
(yes, we keep the best practices of inbound alive)
intrigue marketing

great plan, except...
intrigue marketing

everyone else is doing the same thing...
intrigue marketing

my CIOs inbox is stuffed
intrigue marketing

and just because he watched your video
intrigue marketing

isn’t an invitation to send a half-dozen HTML auto-
emails, based on his on-site action, and perceived user
persona, based on an IP address, until he’s brow-
beaten into opting out
intrigue marketing

in fact, isn’t it a bit rude to assume that someone who
said ‘yes’ to ‘coffee’ wants to ‘marry’ you?
intrigue marketing

(hint: it is)
intrigue marketing

so why do marketers assume mild interest is the basis
for a business relationship?
intrigue marketing

get rid of your automation software
intrigue marketing

stop cold [insert action]
intrigue marketing

an Intrigue Marketer shifts their thinking
intrigue marketing

they still have their list, they still send emails, they still
create content and market that content
(they still speak at conferences)
intrigue marketing

to underscore, content is still king
intrigue marketing

but instead of guessing about the needs of their
audience, and forcing a business relationship...
intrigue marketing

they truly get to know their audience
intrigue marketing

their outbound emails and linkedIn messages, as well
as their replies to on-site inbound interest, sound
something like this:
intrigue marketing

SUBJECT: The Summit: A Society Invitation
Name,
We haven’t had the chance to meet yet, but see that you’re [insert personal
detail of individual.] We run a small monthly invite-only dining society called
The Summit, and we hope you’ll have a seat at our table.
It’s just 10-15 interesting people doing interesting things gathering over a
good dinner to discuss their ideas. Below are the details of the event, and I
hope to meet you there.
Sincerely,
Your Name
[Insert Event Details]
intrigue marketing

this invite has been described as ‘intriguing’ by those
who get it
intrigue marketing

not only does it just ‘feel’ different, it works...
intrigue marketing

unsolicited outreach had a 30% higher open rate
intrigue marketing

and without fail we’re able to get 10-15 people to an
event month after month
intrigue marketing

not just an event, but a ‘society’ that people belong to
that we hold with consistency over time
(a quick side story about raytheon)
intrigue marketing

this is not another one-off hotel ballroom cocktail
party, forced networking reception or educational
luncheon
intrigue marketing

it’s people getting to know people
intrigue marketing

and forming a meaningfully structured way of doing
that...allowing people to belong to something
intrigue marketing

over time, the ‘society’s’ network becomes power ful,
and the personal relationships derived from it
drive sales
intrigue marketing

3x more closes in my experience, in ≈20% less time
(this RoI justifies program costs)
intrigue marketing

why does this work?
intrigue marketing

because we’re all people
intrigue marketing

and people have curiosity
intrigue marketing

and a desire to belong
intrigue marketing

and to be around others to share ideas
intrigue marketing

and they feel guilty
(thank you Cialdini’s ‘reciprocity’)
intrigue marketing

they do not want to be sold to
intrigue marketing

or treated like a friend while being sold to
intrigue marketing

or forced to network
intrigue marketing

Intrigue Marketers get to know people genuinely
intrigue marketing

human-centered marketing
(thanks ideo)
intrigue marketing

Intrigue Marketers get to understand people’s real needs
(that’s ‘personalization’)
intrigue marketing

we get to look them in the eye and shake
hands...that’s how we understand their needs, issues
and concerns
intrigue marketing

we make them friends first, then clients
intrigue marketing

so after the event, we can send this
intrigue marketing

“hey joe, great seeing you last night at the summit.
how are mary and the kids? in any event, recalled that
we were talking about how to invest in a low interest-
rate environment, and i actually have a video with a
former fed governor that discusses this. check it out
[link]. maybe we can grab that game of squash next
week and talk about it.”
intrigue marketing

we’ve developed a relationship, but we’re still A-B-Cing
(that’s for you glengarry glen ross fans)
intrigue marketing

and if they don’t become clients, they’re in our
network, and send other prospects to us
intrigue marketing

friends helping friends
intrigue marketing

at worst, we’re opened up to new ideas and individuals
intrigue marketing

and for those people who are low-hanging fruit
intrigue marketing

you still have the best of inbound marketing to capture
their interest
intrigue marketing

this is a theory i put in practice
intrigue marketing

but an example of one is hardly empirical
intrigue marketing

so a shameless plea...
intrigue marketing

and a shameless plug...
intrigue marketing

and my contact info: neil@neilstclair.com or
nstclair@sk-llc.com
questions?
intrigue marketing

Intrigue Marketing: A Guide for Financial Marketers (16:9)

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