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Finding Your Value Proposition as a Financial Advisor
• Valerie Rivera • July 7, 2021
As firms move toward fee-based planning and continue to elevate their client experiences, their need to distinguish themselves from competitors increases. Key to your differentiation strategy is your value proposition, both for bringing on new clients and keeping existing ones.
Knowing the process of developing your value proposition to separate yourself from other financial professionals in clients’ minds is essential. Your value proposition is among the first encounters prospective clients have with your firm, and it can determine whether they move beyond that experience to formal client.
What Is a Financial Advisor Value Proposition?
A value proposition is a simple statement that communicates why prospective clients should choose your services. A financial advisor’s value proposition will answer the question: “What financial planning services do I offer—using my unique combination of special skills, education, and experience—that no other financial professional can?” It should be a short, impressive, authentic representation of the value you deliver.
Value propositions form the basis of a prospective client’s first impression of you, while also reinforcing favorable attitudes current clients have about you. This essential part of your branding tells people what makes you unique and why they should use your services. While it’s essential for attracting new clients, you’ll have to deliver on that value proposition to retain and delight existing clients.
How Can You Find Your Value Proposition?
Finding your value proposition begins with gathering information and doing some research on your target clients, industry, and competitors. Follow these steps to get a detailed list of the information you need to find and build your value proposition.
1. Identify why you’re passionate about financial planning. Start with your business plan and why you became a financial planner. List the reasons you’re passionate about what you do, who you serve, and why.
2. Clearly define your ideal client segment. It is important to build client personas that reflect who your clients are and what they require from a financial planner. What are their demographics? What are their goals? What are their challenges? Detailed client personas help you understand their pain points, which is necessary for understanding how you can deliver value to them.
3. Think about how your business addresses your ideal client’s pain points. Potential clients are looking for advisors who can address their specific problems and challenges. Now that you understand your target market’s pain points, make a list of the ways you deliver value to them by addressing these pain points.
4. Determine what makes you different other financial professionals. Do you have certifications in specific areas or have you worked in a profession that helps you better understand those you serve? For example, you may serve clients in a specific generation who also work in a specialized profession, make a certain income, and have unusual financial challenges or investing needs. Your experience serving a particular type of client may be invaluable to others who fit the same mold.
Best Practices for Writing Your Value Proposition
With all of that information at hand, you can sit down and write an effective value proposition. Here are some best practices to keep in mind as you’re writing.
- Keep it short, clear, and simple: Anyone should be able to understand your value proposition in less than five seconds.
- Avoid industry jargon: Remember that you’re creating this for clients, not other financial professionals. Stick to language that someone unfamiliar with the industry will be able to understand.
- Describe the benefits (not features) of your financial planning services: Show how the services you offer will meet the needs of your target clients and make their lives better.
- Make an emotional appeal: Address your ideal clients’ wants, needs, and fears. Connect the pain points your ideal clients have to the value you offer.
- Highlight what makes you different: If you want to stand out from the crowd of financial professionals, you need to tell potential clients why you’re unique. What benefits can only you provide to your potential clients?
Getting your value proposition right on the first try is a bonus, but don’t expect to, since precision is crucial. It may take a few tries to craft the perfect value proposition.
Financial Advisor Value Proposition Examples
The best financial advisor value proposition is the one that is personal to you. But if you are looking for inspiration, here are a few of our best financial advisor value proposition examples to help you get started:
- I help families with investment management and retirement planning so they can stress less about the future and focus on living their best lives.
- I empower small business owners to make informed decisions about their finances. With my comprehensive wealth management solutions, my clients can rest assured that they are working towards their long-term goals.
- I help young professionals take control of their financial lives. We work together to set financial goals, get organized, and start work towards long-term goals.
Communicating Your Value Proposition
Now that you have a powerful value proposition, it’s time to put it to use. Your value proposition is an important part of your brand, and it’s most helpful to you and obvious to your clients if you communicate it strategically. Along with being an important tool in your conversations with prospective clients, your value proposition should be incorporated into your marketing. Your marketing collateral, website, and social media profiles are all places where you can utilize your value proposition to differentiate yourself from other financial professionals.
To learn how to communicate your value proposition strategically, read our blog post, “Building a Strong Digital Brand.”
DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.
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