Click HERE to watch STANDING OUT VIDEO
The financial industry is more competitive than ever. With thousands of advisors offering similar services, the big question is: How do you stand out?
The truth is, clients aren’t just looking for another financial advisor—they’re looking for the right financial advisor. The one who understands their unique challenges and can provide real solutions.
So how do you differentiate yourself?
First, define your unique value. What makes your approach different? Maybe it’s your expertise in working with physicians, business owners, or corporate executives. Maybe it’s your deep focus on tax-efficient retirement strategies. Whatever it is, be crystal clear about what sets you apart.
Second, stop leading with technical expertise. Clients expect you to be knowledgeable—that’s a given. What they really want is confidence that you can guide them toward their goals. Instead of talking about asset allocation or portfolio construction, focus on the outcomes you deliver.
Third, show, don’t just tell. Instead of saying, “We provide comprehensive financial planning,” tell a story. Share a real-life example (without revealing personal details) of how you helped a client navigate a challenge and achieve financial success. Stories create connection and trust.
And finally, be visible. If you want to stand out, you have to be seen and heard. Post valuable insights on LinkedIn, create short videos, host client events—whatever fits your style, just make sure you’re showing up consistently.
I’ve seen advisors completely change the trajectory of their business by sharpening their message and showing up for their audience in the right way. So ask yourself—are you blending in, or are you standing out?
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of 9 books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
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