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When You Describe Your Differences, Say What Others Say About You
Your clients’ words are more credible than yours
To attract new clients, you have to establish why you are different. Beyond why you provide a solution the prospect needs, establish why it would be in their best interest to choose you over all the other advisors they could choose from.
And when you talk about your differences, using the words your clients use will do a better job of communicating than your words. One of the biggest mistakes in advisor marketing is developing your messages yourself and not involving your clients. That's one of the main reasons a client advisory board such a good idea. Gathering clients together for a facilitated group conversation is a more effective way of understanding your value and your difference. When advisors describe their value and their difference without the clients input, they very often miss the mark.
Beyond knowing what to communicate is choosing which words to use. Advisor marketing tends to be chock full of words advisors like to use, but the words I hear from clients are often different. You say "peace of mind" but they probably say "feeling organized" or "comfortable” or "feeling like we understand that." You might say "our disciplined investment strategy" but they might say "watching out for the risks."
Maybe even more important than the words themselves, people evaluate the source of the information when they get told something. Your prospects expects you to promote yourself and so they consider comments from existing clients to be more credible than what you might say about yourself. Now, this can be tricky territory because of the prohibition on testimonials. If you avoid attributing comments to any individual and avoid making them overtly promotional, I believe you can utilize this approach. So, for example, rather than saying “We are excellent at retirement planning” you might say “Our clients tell us that our process made them feel much better prepared for retirement.”
Your brand is not what you say it is - your brand is what people say about you. To effectively communicate your value and your difference, let your brand do the speaking.
Questions?
How and why does the Advisor Products system work?
In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.
A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.
- Differentiate you from competitors
- Expose clients and prospects to your brand message more frequently
- Build an ongoing relationship with customers
- Increase your follows and fans on social media
- Drive more prospects to your website
- Help convert prospects into leads
- Increase number of pages indexed in Google
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
Seeing is Believing.
See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
