Why financial advisers should rethink the stories they're sharing

You might remember a catchy little jingle from 1979.

An Aussie bloke (who’s probably wearing a faded blue chesty bonds, stubbies, and double pluggers) launches into an epic sports tale, just 60 seconds long...

How do ya feel?
When you walk on the field knowing you’re the last to play

How do ya feel?
When you face a new ball and a win is just 5 runs away

How do ya feel?
When you hear the appeal and the umpire says, "no way"

How do ya feel?
On the very last ball and only a six will save the day

How do ya feel when the ball leaves the field and clears the pickets on the way…

How do ya feel?
How do ya feel?

I feel like a Tooheys
I feel like a Tooheys
I feel like a Tooheys or two

I feel like a Tooheys
I feel like a Tooheys
I feel like a Tooheys draught brew

Pretty unforgettable, right?

And not just for Dennis Lillee's ability to rock a mo' like nobody's business.

See, that 60 second nugget tells a story.

But it's not a story about Tooheys — the product the ad is spruiking.

The story's about the viewer. You. 

It's about every Aussie bloke (and sheila) who loves a bit of cricket. And who dreams of hitting that winning six or bowling Viv Richards on the last ball of the day.

Tooheys isn't the hero. The customer is.

The brand is a bit-part in the customer's story. Not the story.

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In financial planning land, we very often paint ourselves as the one who saves the day.

We do marketing that uses lines like 'CFP: It's all you need to know.'

We do 'why' videos that don't connect the dots with how that matters to the people we hope to help.

We put ourselves at the centre, rather than our clients.

At least in how we share our message.

Perhaps we need to wonder a little more, 'how do ya feel?' when we're putting our message into the world.

But not asking that question of ourselves, but rather the people we love to serve.

'How do ya ideal clients feel?' doesn't have quite the same ring to it, huh?

Because if we don't question what we're doing and adjust our approach, folks will keep saying, 'no thanks' to financial advice.

If people can’t see themselves in the stories we’re telling, how can we expect them to think advice might be part of theirs?

The next time you share your message, post to social media, send out a newsletter, rejig your website, record a video or run an event, ask...

'How do ya (ideal clients) feel?'

Call it the Tooheys Test (and not the five day kind).

And let's see if we can share our messages and stories in a way that meets people where they're are at, respects and reflects what they want, and ultimately helps more Aussies.