While this might be the first time you’ve encountered the term, you’re familiar with Unique Mechanisms in your own life as a consumer.
Pick any major company in a crowded market and you should be able to quickly identify the Unique Mechanisms they use in their advertising and branding.
Gillette is one of my favorite examples.
Their Gillette Fusion ProGlide Power isn’t that much different than any of the other comparable razors on the market. Yet they consistently outperform the marketplace.
One of the reasons they do so – aside from their MASSIVE ad spend – is that they go to painstaking lengths to reframe basic features so that they sound special.
The Gillette Fusion ProGlide Power actually has seven different Unique Mechanisms in a single product:
- Enlarged lubrastrip
- Redesigned precision trimmer
- Battery power
- Thinner, finer blade edges
- Low-resistance coating
- Central blade stabilizer
Gillette’s razor really isn’t all that different from other products in the space, they’ve simply zeroed in on their top features and made them sound more compelling.
The more crowded a market becomes, the more sophisticated your Unique Mechanism needs to be. (And the more mechanisms you need to have.)
But here’s the good news: As crowded as our industry is, there really aren’t that many Unique Mechanisms in the insurance and financial services space.
The industry is our oyster…we just have to be intentional about how we seize it.
My challenge to you is to develop Unique Mechanisms for every meeting you have with prospects and clients. In doing so, you’ll discover:
- It’s easier to get people to show up.
- You instantly gain more authority and credibility.
- It helps you structure meetings in such a way that people show up and stay engaged.
How do you develop a Unique Mechanism for a meeting?
It’s not nearly as difficult as you might think.
There are ultimately three elements to consider:
Think of each of these as a bucket. And in order to name a meeting, you need to grab a word or term from each bucket. The combination is a proprietary blend of words that becomes your Unique Mechanism.
Here are some examples that would work in our industry:
1) Positioning: You can’t just call something a “breakthrough session.” There has to be something relevant to your industry or niche.
- Retirement Revolution
- Rocking Retirees
- Money Mavericks
- Tax Protection
- Peaceful Retirement
- Ideal Retirement
2) Perception: Words that are evocative that you can use to help people understand what the meeting will be about:
- Victory Lap
- Sleep Well
3) Expectation: Stop using the word “meeting” and come up with something that sets the proper expectation for the value they will receive.
- Strategy Session
- Clarity Call
- Power Hour
- Coffee Chat
- Breakthrough Session
And here are some examples based on the descriptive and evocative words I came up with in the three buckets listed above:
- Retirement Revolution Strategy Session
- Retirement Fitness Strategy Session
- Tax Protection Discovery Session
- Money Mavericks Clarity Call
- Ideal Retirement Discovery Call
- Money Revitalization Breakthrough Session
- Financial Victory Lap Chat
- Rocking Retirees Coffee Chat
- Peaceful Retirement Power Hour
Instead of putting “15-minute meeting” on your Calendly, you’re actually going to put these Unique Mechanism names on there.
Put this in your email signature line, LinkedIn summary section, social profiles, business card, website header, etc.
We’ve done this in our own business and, as mentioned, show rates have dramatically improved from 55% to 93%.
It’s made a massive difference in our ability to reach prospects and I’m confident that it’ll
revolutionize your own approach in the age of Zoom fatigue.
Giving your meeting a Unique Mechanism and convincing a prospect or client to add it to their calendar is a HUGE step in the right direction, but it’s not the only key to success as a virtual advisor.
Now you have to go out and EXECUTE.
But don’t worry…I’m not going to leave you hanging.
My team and I have developed The Definitive Virtual Meeting Playbook for Insurance & Financial Advisors to show you how to host meetings that CONVERT.
It’s filled with 44 virtual meeting tips, techniques, and conversion tactics that you can implement right away.
And it’s my gift to you for the low, low price of….FREE.
All you have to do is plug in your email below and that will tell me that you’re interested in converting more prospects into beefier commissions and higher AUM…
…and I’ll shoot it over to your inbox.
Stock Your Virtual Advisory War Chest
The time for going virtual is NOW.
But you can’t be lazy or indifferent in how you do it.
If you want to generate bigger and better results, you have to be intentional about your approach.
And it’s my goal to help insurance and financial advisors like yourself make the SHIFT away from the traditional brick and mortar style of advising to a virtual formula that allows you to enjoy greater flexibility, superior scalability, and beefier revenues.
These Virtual Advisor Power Hours are totally FREE.
They’re our way of giving back to our tribe in a time of great need.
But I’ll tell you one thing for certain…
They’re worth far more than the admission price.
Here’s what some of the thousands of advisors who’ve signed up for our Power Hours have to say:
The only “catch” is that you have to show up LIVE.
Unless you’re an Advisorist Max member, there are no replays or second chance viewings.
I’m showing up and playing full out. All I ask is that you bring that same energy and mindset.