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Would you believe that the best stories are right under your nose?
Figuring out what to talk about can seem daunting. In fact, it’s the most common reason we hear advisors use to explain why they aren’t recording videos.
Wondering what the 2nd most common excuse is?
“I have a face for radio.”
FINDING THE “STORIES UNDER YOUR NOSE”
You’ll get some of the best story ideas just sitting in your client meetings. Listen for things that come as a surprise.
One advisor, Traci, noticed clients and retired people in her circle began talking more openly about experiencing depression in retirement.
She says she had that moment when she realized, “This isn’t just my clients. It’s a real thing happening to other people.”
A moment of clarity like that shouldn’t be ignored. Recognize those “ah-ha” moments as a story worth telling.
GET ROLLING ON YOUR AH-HA MOMENTS
If video is part of your marketing plan, you need to be able to recognize the topics that people will want to watch.
Here are 3 easy ways to find your own “ah-ha” ideas that will matter to your clients and prospects:
#1 BE AN ARCHEOLOGIST OF PAST CONVERSATIONS
Pull up your calendar and take a hard look back over the last two months.
What are you looking for?
Start scanning your calendar events for meetings with clients, prospects, and COIs. As you look over them, see if any subjects or ideas pop out at you.
Think about what you talked about in those meetings. What was on their mind? Were you hearing the same things repeatedly? Did you hear anything that surprised you? Were there topics that came up more than once?
Start a list of what comes to mind.
#2 BE A RECORD KEEPER IN THE NEAR FUTURE
Keep a log for the next two months.
What are you writing down in this log? The same kind of ideas you generated in step #1.
When a question or theme comes up in a conversation with a client, prospect, or COI, just make a note.
After two months, review your list and pick the topics you feel will have the biggest impact.
#3 DON’T BE AFRAID TO BE DIFFERENT
Your best topics aren’t those that everyone else is already talking about. Traci found that out when she started creating content about retirement depression.
Take a unique approach and remember that the narrower your audience, the more your content will have an impact.
Retirement depression doesn’t matter to everyone, but for those who are experiencing it or have a loved one going through it, a video about it can make all the difference.
Related: Why Video Won't Always Work in the COVID-Recovering World