How to Articulate Your Value

HOLLYWOOD, Fla. -- Do your clients know the value you offer?

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Comments (2)
Whos my audience?

Speaking to hundreds of financial advisors over the years, many do not even know who their audience are. Whos watching them or who their target markets are.

What I've suggested was to go through every client and make a list. Age, city, state, occupation, hobbies, extended families, kids, et cetera. I think as advisors go through this exercise, they will uncover a group. Maybe a large percentage of clients have kids under 10 years of age. Maybe they all enjoy traveling. Maybe they have similar hobbies of participate in similar charitable causes.

Once an advisor uncovers a pattern (maybe a niche) they can formulate their mission statement towards that group.

Just throwing in my .02 cents of thoughts here.

Marty Morua
Posted by MARTY M | Monday, June 09 2014 at 9:24AM ET
Great article and "spot on." One of the things I emphatically stress when conducting workshops with financial advisors is for them to be able to explain to clients WHAT they do, HOW they do it, the RESOURCES they have and what DIFFERENTIATES them from others. In my newest book, COVERING YOUR ASSets, I tell the consumer to "move on" from any advisor that can not communicate the above simply and with clarity and conciseness. Last thought to advisors- if you can't communicate the above, why would someone want to work with you?
Posted by Leonard C | Monday, June 09 2014 at 11:48AM ET
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