Appealing to Busy, Stressed Consumers

Americans are working harder and longer than ever before, and this can directly impact your ability to appeal to potential new clients.

Take a recent survey from Vicks showing that many American refuse to call in sick to work even when they’re ill. Data showed that 44.9 percent of survey respondents were reluctant to call in sick due to work pressures, while financial concerns were No. 1 for 42.5 percent. Meanwhile, fear of falling behind at work was cited by 33.5 percent of respondents.

And when workers are feeling fine, they’re putting more time in at the office. According to data compiled by Online MBA, 3 in 4 U.S. workers put in more than 40 hours per week. Meanwhile, 1 in 3 work more than 50 hours each week.

This has led to 3 in 4 Americans saying they feel stressed at work, with 1 in 4 saying it’s the most stressful thing in their lives.

These findings are supported by studies from various researchers showing that on average, Americans have longer work days, less vacation time and later retirements than their global counterparts.

The question for financial professionals becomes: What’s the best way to reach busy and often stressed clients to discuss products and services?

Putting subtlety in the spotlight

Just because a person is busy doesn’t mean they suddenly don’t require help, whether it’s in the form of life insurance or estate planning. However, it does mean they may take unkindly to more aggressive sales tactics.

If a person is feeling stressed out, chances are the last thing they want to deal with is a pushy phone call. With that in mind, the best way to reach this demographic may be to take a step back and let the organic benefits of social media work their magic.

Today's workers are busier than ever.

Today’s workers are busier than ever.

Services like LinkedIn provide you with the perfect platform to gain the attention of potential clients without coming off as brash or overly self-promoting.

By maintaining accounts on LinkedIn and other sites, such as Facebook and Twitter, financial professionals can reach a wide audience of potential clients in a more subtle way. By allowing people to engage with you in their own time and on their own terms, you gain a better chance of capturing their attention, as opposed to putting them on the defensive before you even have a chance to outline the value of your products and services.

Finding a middle ground

If social media seems too slow or hands-off for your tastes, why not augment your approach by incorporating an email marketing strategy? This can provide the ideal middle ground between advertising and calling.

A message in their inbox will be far less likely to disturb or intrude on a busy worker’s day than a phone call, and if done correctly, emails can be just as effective for sales.

It’s for this reason that email was cited as the best digital channel for return on investment in 2014 among professional marketers, according to Campaigner.

“Over 62 percent of respondents rank email marketing as one of the top ROI generators, followed by social media (26 percent), SEO (25 percent) and offline direct marketing (20 percent),” the organization stated. “To achieve the greatest bang for their buck, respondents aim to leverage the leading ROI producers with 76 percent planning to invest in email marketing and 33 percent in social media for 2015.”

Remember, the goal is to grab potential client attention without adding yet another stressor to their busy days. Sending too many emails can have the opposite effect, and leave your marketing efforts looking more like spam ready for the garbage bin than a valuable service.

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