A presentation on the philosophy and framework of "Intrigue Marketing" for Financial Marketers and sales professionals.

1. I n t r i g u e M a r k e t i n g SM
a g u i d e f o r f i n a n c i a l m a r k e t e r s

2. who am i?
hello

3. i’m standing over there
who am i?

4. or possibly over there if i’m on the other side
who am i?

5. a good marketer covers all possibilities
who am i?

6. i lead marketing for an ≈$10 billion AUM RIA
who am i?

7. what am I going to tell you?
am i going to tell you how to get a billion dollars of
new AUM?

8. kind of...
what am I going to tell you?

9. what do you want?
let’s first talk about what you want

10. you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:
what do you want?

11. you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:
• 40 act funds
• hedge funds
• bonds funds
• alternative debt strategies
• private equity
• etc.
• etc.
what do you want?

12. but first...
what do you want?

13. you have to get in the door
what do you want?

14. and guys like my CIO...
what do you want?

15. well, they’re skeptical
what do you want?

16. so you send them an email...
what do you want?

17. or give them a call...
what do you want?

18. or hand them a card at a conference...
what do you want?

19. you lead with a nice back-tested hybrid track record
(get compliance on the line—stat)
what do you want?

20. and by being informative maybe you get a
‘price check’ meeting
what do you want?

21. but more often than not...
what do you want?

22. [page left intentionally blank]
what do you want?

23. what am I going to tell you?
so...what i’m going to tell you

24. is how to change that.
what am I going to tell you?

25. intrigue marketing
hello (again)

26. it’s not standing anywhere...because it’s a philosophy
intrigue marketing

27. more specifically...
intrigue marketing

28. a philosophy of marketing for lower-volume, higher-
revenue marketers
intrigue marketing

29. and what it does...
intrigue marketing

30. is put an evolutionary spin on marketing
intrigue marketing

31. rejecting inbound (sorry hubspot) and outbound
(you’re welcome seth godin) by themselves
intrigue marketing

32. to form something better: 1 + 1 > 2
intrigue marketing

33. it puts people at the center
intrigue marketing

34. and at its core Intrigue Marketing reminds us it’s more
profitable to be a hu-man than a sales-man
intrigue marketing

35. how?
intrigue marketing

36. by making an invitation...
intrigue marketing

37. not a solicitation.
intrigue marketing

38. now an anecdote about how i came up with Intrigue
Marketing...
intrigue marketing

39. and we’re back. let’s assume you know your target
audience
intrigue marketing

40. and you have a list of contacts to reach
intrigue marketing

41. you also plan on creating great content
intrigue marketing

42. and marketing that content to your list and anybody
else within digital reach
(yes, we keep the best practices of inbound alive)
intrigue marketing

43. great plan, except...
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44. everyone else is doing the same thing...
intrigue marketing

45. my CIOs inbox is stuffed
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46. and just because he watched your video
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47. isn’t an invitation to send a half-dozen HTML auto-
emails, based on his on-site action, and perceived user
persona, based on an IP address, until he’s brow-
beaten into opting out
intrigue marketing

48. in fact, isn’t it a bit rude to assume that someone who
said ‘yes’ to ‘coffee’ wants to ‘marry’ you?
intrigue marketing

49. (hint: it is)
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50. so why do marketers assume mild interest is the basis
for a business relationship?
intrigue marketing

51. get rid of your automation software
intrigue marketing

52. stop cold [insert action]
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53. an Intrigue Marketer shifts their thinking
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54. they still have their list, they still send emails, they still
create content and market that content
(they still speak at conferences)
intrigue marketing

55. to underscore, content is still king
intrigue marketing

56. but instead of guessing about the needs of their
audience, and forcing a business relationship...
intrigue marketing

57. they truly get to know their audience
intrigue marketing

58. their outbound emails and linkedIn messages, as well
as their replies to on-site inbound interest, sound
something like this:
intrigue marketing

59. SUBJECT: The Summit: A Society Invitation
Name,
We haven’t had the chance to meet yet, but see that you’re [insert personal
detail of individual.] We run a small monthly invite-only dining society called
The Summit, and we hope you’ll have a seat at our table.
It’s just 10-15 interesting people doing interesting things gathering over a
good dinner to discuss their ideas. Below are the details of the event, and I
hope to meet you there.
Sincerely,
Your Name
[Insert Event Details]
intrigue marketing

60. this invite has been described as ‘intriguing’ by those
who get it
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61. not only does it just ‘feel’ different, it works...
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62. unsolicited outreach had a 30% higher open rate
intrigue marketing

63. and without fail we’re able to get 10-15 people to an
event month after month
intrigue marketing

64. not just an event, but a ‘society’ that people belong to
that we hold with consistency over time
(a quick side story about raytheon)
intrigue marketing

65. this is not another one-off hotel ballroom cocktail
party, forced networking reception or educational
luncheon
intrigue marketing

66. it’s people getting to know people
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67. and forming a meaningfully structured way of doing
that...allowing people to belong to something
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68. over time, the ‘society’s’ network becomes power ful,
and the personal relationships derived from it
drive sales
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69. 3x more closes in my experience, in ≈20% less time
(this RoI justifies program costs)
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70. why does this work?
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71. because we’re all people
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72. and people have curiosity
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73. and a desire to belong
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74. and to be around others to share ideas
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75. and they feel guilty
(thank you Cialdini’s ‘reciprocity’)
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76. they do not want to be sold to
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77. or treated like a friend while being sold to
intrigue marketing

78. or forced to network
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79. Intrigue Marketers get to know people genuinely
intrigue marketing

80. human-centered marketing
(thanks ideo)
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81. Intrigue Marketers get to understand people’s real needs
(that’s ‘personalization’)
intrigue marketing

82. we get to look them in the eye and shake
hands...that’s how we understand their needs, issues
and concerns
intrigue marketing

83. we make them friends first, then clients
intrigue marketing

84. so after the event, we can send this
intrigue marketing

85. “hey joe, great seeing you last night at the summit.
how are mary and the kids? in any event, recalled that
we were talking about how to invest in a low interest-
rate environment, and i actually have a video with a
former fed governor that discusses this. check it out
[link]. maybe we can grab that game of squash next
week and talk about it.”
intrigue marketing

86. we’ve developed a relationship, but we’re still A-B-Cing
(that’s for you glengarry glen ross fans)
intrigue marketing

87. and if they don’t become clients, they’re in our
network, and send other prospects to us
intrigue marketing

88. friends helping friends
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89. at worst, we’re opened up to new ideas and individuals
intrigue marketing

90. and for those people who are low-hanging fruit
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91. you still have the best of inbound marketing to capture
their interest
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92. this is a theory i put in practice
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93. but an example of one is hardly empirical
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94. so a shameless plea...
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95. and a shameless plug...
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96. and my contact info: neil@neilstclair.com or
nstclair@sk-llc.com
questions?
intrigue marketing

97. I n t r i g u e M a r k e t i n g SM
a g u i d e f o r f i n a n c i a l m a r k e t e r s