1. Michael Lovas AboutPeople
Credibility-Focused
Magnetic Marketing
Michael Lovas AboutPeople
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

2. Magnetic Connections 1. Attract 2. Read 3. Connect 4. Help
We have identified a fool-proof procedure for developing and growing positive relationships.
It includes these four steps:
Attract
Read
Connect
Engage
4. Help

3. Macro Strategic Model Vision Goals Strategies Tactics Tools
The Line of Distinction
Strategies Tactics Tools
Magnetic Marketing differs from lead-generation and other traditional forms of marketing.
In fact, Magnetic Marketing does not address products, services, tactics or strategies.
Magnetic Marketing presents something that is primarily client-focused. It helps the prospect see his assets in perspective of the life he wants for himself.
For the advisor, opening this conversation distinguishes the advisor from everyone else.
Original source: Bruce Wright

4. Hierarchy of Marketing
Least Competition
Long-Term Engagement
Magnetic Book Credibility Book Elevator Statement Credibility Brochure
The Line of Distinction
Company Brochure Newsletter Direct Mail
Magnetic Marketing differs from lead-generation and other traditional forms of marketing.
In fact, Magnetic Marketing does not address products, services, tactics or strategies.
Magnetic Marketing presents something that is primarily client-focused. It helps the prospect see his assets in perspective of the life he wants for himself.
For the advisor, opening this conversation distinguishes the advisor from everyone else.
Most Competition
Short-Term Engagement
Original source: Bruce Wright

5. Level I Identity Statement
Psychological Language Patterns
Shared Values & Mental Filters
Intriguing, Relevant & Memorable
Your Activities as Visual Metaphor
Forces you to:
Discover how you are different and better than other advisors
Recognize what value you bring to the client
Explain it in a way that actually communicates it to your client.

6. Identity Statement Example
“Imagine if time and money were absolutely of no concern in your life. What would you be doing? I help people define and live their vision.”
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

7. Level II Credibility Marketing
Your character and expertise
in brochures and books
How did you develop your values?
Who are your heroes?
What is your motto or words to live by?
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

8. Credibility Brochure Front Cover
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

9. Credibility Brochure Inside Spread
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

10. Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

11. Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

12. Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

13. Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

14. Level III Magnetic Marketing
The Elements of Life-Based or Values-Based Planning
Your Values & Beliefs about Money
Vision– A picture of the best result
Your 100-Year Plan
Life-Defining Questions
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships

15. Magnetic Element Sample
10 Life-Defining Questions
What would you do differently if money were not a limiting factor?
What would you do differently if time were not a limiting factor?
What is a successful life?
Even the best advisors have only 10% of their clients’ assets.
RBC Dain surveyed their top advisors:
$4.3 billion under management
$49 billion was in other places!
The key to gaining access to that $49 billion is in better Relationships