How Financial Advisors Can Create a Value Proposition

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There are not many tasks that are simple in the day-to-day life of a financial advisor. The markets change by the second, and the regulatory environment is getting more and more challenging to navigate. The financial advisor needs to be able to define themselves and their business to core clients, prospects, or centers of influence at a moment’s notice.

So in a challenging environment, how does a financial advisor simplify their message to promote their business?

They define their what, how, why.

Advisors should be able to define what they do, how they do it, and why it works in three to five short but powerful sentences. Any longer, and it won’t resonate with clients. Too wordy, and your message will be lost. Develop a succinct message, and clients are more likely to remember your what, how, and why and be able to repeat it to friends and family.

What you do

Don’t just spout out your job description. Explain to clients what you do that makes you different than other Financial Advisors. If you often work with a niche market, mention that in your What You Do statement. Focus on a concise explanation about what makes you and your practice different. It will be easy to give a technical description here, but don’t forget about your right-brain clients. Clients will sense if you are passionate about what you do, or if you are all about business.

How you do it

How do you help your clients get results? What is your approach, and how do you deliver an experience that is superior to another Financial Advisor? Be strategic here, and explain to clients how your methods will help them achieve their goals.

Why it works

This is the place to be slightly self-promotional. If you have trouble describing why your method works, ask long-term clients why they like working with you, and pay close attention to the adjectives they use. This is also where you can share success stories.

Drafting your what, how, and why

Take out a pencil and paper, and just start writing. What words are meaningful to you? Try to describe your practice in a way that will be impactful to your clients—and don’t be afraid to use emotional language.

Be patient. The right words will come to you—although it may take several drafts to reach your final statement. Whatever you write, make sure it’s true to your personality and tailored to your practice.

When you’ve developed a clear what, how, and why statement, make it transcend across all of your communications. Incorporate it into all of your marketing efforts. If you’re on a team, make sure the statement is representative of the entire team, and that each member really believes in the message.

Lastly, recite your what, how, and why statement until it becomes second nature. The more you practice, the easier it will flow, and the more impactful it will be.

Remember: simple is powerful.

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