What is different about you? Why should prospective clients choose you over any other advisor with whom they may speak? To successfully attract clients, there needs to be some reason for those particular people to choose your offering from among all of their options. So, what is it about you? Take a minute and list a few reasons for people to take you over your competition. I'll wait.

Got ‘em? Great. Now take a look at them again and consider this: do they really set you apart? Or do other advisors say basically the same thing? Here is what I usually see when I ask these questions – advisors tell me good things about themselves, but nothing that will set them apart. They give me what I call table stakes – what they have to ante up on the table just to play the game. Here is a partial list of things that will not differentiate you:

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