Sometimes the marketing materials used in your appointment setting campaign feel like propaganda. If this makes you feel uncomfortable, don’t worry. You might be on to something. Is it really all right to give your entire campaign the look and feel of a crusade?
Now in the financial service, there are no shortages of causes worth fighting for. And often times, these tie directly into your business (whether it’s more transparent accounting or assisting uninsured). Yet at the same time, the controversies often arising from these causes can serve to trap marketers.
Yes, the subject matter is serious but at times you can still take it too seriously. Unless you’re tasked to find out where terrorists are getting their money (like these guys), it might not be a good idea to constantly raise issues that are ultimately do not pose immediate threats to humanity.
Though like any issue in the financial industry, things can get a lot more complicated than they are on paper. There could be far too many specific rules on how to keep your appointment setting campaigns from sounding too alarmist. Below are a few guidelines to help you tone down the conversation:
Speaking of which, the idea of making a difference with what you do really is a genuinely marketable idea. Just be careful about milking it beyond common sense. There are times when your appointment setting campaigns don’t have to be like a crusade.
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