Your Appointment Setting Campaign is Not Always a Crusade « ledgerleads_blog

Your Appointment Setting Campaign is Not Always a Crusade



September 27th, 2014

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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.

Not all modern crusades were successful.

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:

  • Treat the conversation as something personal – Making a huge case out of anything often tempts those who like their business to part of something big. But in reality, it’s also just as effective to simply offer a solution as something a prospect would personally want. Instead of getting a large audience to care, you can also create more buyer profiles. Ask questions about how certain accounting or financial management roadblocks are directly affecting their business.
  • Understand that it could be worse – Sometimes a prospect is more likely to run scared by a problem that’s constantly declared as a bane to all business. Instead of letting fear drive appointments, sometimes it’s best to calm them down and let them know that the problem they have isn’t all that bad. There could be worse things and you can encourage a prospect to prevent them all together as well!
  • Tackle the worst – If all else fails, tackle the worst the problems that are genuinely worth blogging about. If you really want to touch on subjects with a lot of gravity, you don’t make them out of the small stuff. You make a job out of the real tough issues already existing. It’s like that moment when you realize that maybe it’s not enough to provide the bare essentials and really want to make a difference.

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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