What is perhaps the biggest challenge advisors are facing with marketing in 2021?
In the cluttered and fiercely competitive advisory industry, it’s standing out from the crowd.
The biggest problem for solo advisors is not technology, nor is it even an economy of scale problem. It is a very big, very real differentiation problem. Today, there is very little to differentiate advisors from one another.
It wasn’t long ago that offering comprehensive financial planning was a differentiator.
The holiday season is in full swing and shopping deadlines are just around the corner. Trees are up, lights are hung on houses, and the malls are packed full of shoppers. This time of year reminds us all of who we are thankful for and as an advisor, the holidays are a perfect time to show your clients just how much you really appreciate them! However, finding the right gift for your clients can be a struggle.
When a business states that they “provide exceptional service” do you think people actually believe this? It is like saying, “trust me” or “the check is in the mail.” Empty statements void of facts are a waste of words today.
Consider, are you standing out by sharing things about your firm that are truly compelling and different? Or, are you telling people – in so many words – that you will be ‘better’ than their last financial advisor?
Don’t assume that people are excited to talk about the core deliverables of your firm. After all, those things are supposed to be there (i.e. sound investments, good service, good food, etc.). What people will remember and talk about are the unexpected things you have done or said that set you apart. And, it’s often the small things that grab their attention.
A memorable interaction should result in leaving something behind with the people you encounter: a thought,
When a business states that they “provide exemplary service” do you think people actually believe them? It is like saying, “trust me” or “the check is in the mail.” Empty statements, void of facts, are a waste of words today.
We have to do better than this. Today it is harder than ever to get a prospect to pay attention, much less believe that your value may be worth it.
Here are five tips for proving your value to prospects:
By using this form you agree with this site's privacy policy.
