Defense! The numbers back up the old saying, "Defense wins championships." If you were one of the billions of people who watched
the Super Bowl, you know that strategy gained credibility.
Now think about how you talk to your clients and prospects
about saving for their retirement. While everyone likes to open their quarterly
investment statements and see growth, millions of boomers and seniors felt the financial impact of the 2008 recession on their retirement and investment savings.
Yes, the market has recovered nicely, and many of those who lost a lot of money during the recession
have recouped much, if not all, of their losses (assuming they didn't completely jump out of the market). However, many prospects are still very nervous about going through the roller coaster of emotions that accompanied that period of our history.
So, consider changing your retirement planning marketing message to be more defensive. In fact, if you’re planning on conducting some
marketing and lead generation campaigns in the next month or so, you might even want to tie in a new theme: “Defense wins championships and a more secure retirement.”
Remember, prospects like to read marketing messages
that are current and timely. While not as exciting as a high-scoring football
game or aggressive investment strategy, having a strong defensive retirement savings strategy message will resonate with today's boomer and senior prospects.
How is fantasy football like the stock market?
Football's life lessons
5 life insurance selling lessons from fantasy football