The more your home page talks about prospects, the more they will want to explore. So stop talking about yourself and talk about what your clients are interested in – themselves and their special needs.
What are the unique questions your target market should be asking themselves? Because of almost universal access to information, if the clients fully understood their problem or their questions they would have little need for an advisor.
If clients look at their access to you as one of the most valuable aspects of working with your firm, how much value is left in the firm when you leave and how will you ever have enough time? This is the “access to principals” paradox, says referral expert Steve Wershing.
One of the keys to the success of a client advisory board is having the right people in the room to participate in the conversation. Many advisors assume that they want a good cross-section of their clients but Steve Wershing disagrees.
An elevator speech is a quick way to explain the unique benefit you deliver to clients, but Steve Wershing says most advisors frequently provide just a rambling, somewhat fuzzy description of their practice. He says an effective elevator speech is succinct and highlights the difference from other advisors, but that's only part of the reason for learning one.
What makes you different from other advisors? Why should your ideal clients choose you over all the other advisors they have access to? And is that uniqueness something you developed as part of your marketing plan, or is it who you are?