When You Describe Your Differences, Say What Others Say About You Hot

stephenw585stephenw585  
 
 
0.0 (0)
Write Review
 
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.

This Website Is For Financial Professionals Only


User reviews

There are no user reviews for this listing.
Already have an account? or Create an account

A Strategically Focused CE Curriculum

With classes approved for over a decade by the CFP Board, IWI, and NASBA, Advisors4Advisors CE classes are an optimal knowledge stream for CFP®, CIMA®, CPA, CPA/PFS®, CFA®, and other practitioners. It's not a grab bag of speakers willing to sponsor CE content. Nor is it a one-man CE course. It's a group of subject matter experts with amazing communication skills and a history of thought leadership that, together, give advisors a well-rounded knowledge system for running a professional practice ethically and intelligently.

CE Since October 2008

A4A CE classes for financial professionals began in October 2008, the week Lehman Bros. collapsed. Initially billed as “The Financial Crisis Webinar Series,” A4A connects advisors with authoritative sources on investing, tax, and financial planning, chosen by A4A Editor Andrew Gluck, a veteran financial reporter. A4A members get a stream of CE classes for an advisor who: 

  • holds a CFP®, CIMA®, CPA, CPA/PFS, CFA or other designation requiring CE annually 
  • values monthly CE classes by Fritz Meyer, Craig Israelsen, Bob Keebler, Frank Murtha, or Andrew Gluck
  • diversifies a core of client portfolios in low-expense funds
  • invests based on MPT and economic fundamentals
  • advises on tax and financial planning as well as investing
  • needs financial counseling skills
  • wants the Certified Financial Counselor™ designation 
  • is building a brand as a thought leader locally or in a niche
  • wants the facts when bad news breaks
  • wants CE aligned with a content marketing system
  • wants 24/7 access to CE on-demand
  • insists on objective evidenced-based tax and investment planning analysis

CFP CE Reviews

10
Average Attendee Rating
Poor Average Excellent
"good presentation of complex changes"
10
Average Attendee Rating
Poor Average Excellent
"Thank you Bob for an excellent overview of the SECURE 2.0 provisions. While many of these have been glossed over in other various industry publications, Bob has gone into adequate..."
10
Average Attendee Rating
Poor Average Excellent
"Keebler usually talks tax way above my level, but this time everything was explained clearly to non-tax nerds. :-)"
10
Average Attendee Rating
Poor Average Excellent
"I thought Bob did an awesome job of condensing HUGE tax law change into salient points in an hour. Kudos to him...."
10
Average Attendee Rating
Poor Average Excellent
"Timely topic - will look forward to more on 2.0"
MEMBER REVIEWS 
William Desormeau, Jr. CFP®, AIF®
It is not possible for me to overstate the cumulative value that Craig, Bob and Fritz have added for over 10 years to my investment advisory practice, as well as for personal and family financial planning. A4A gets my highest recommendation
Lynn Najman, CFP®
I’ve subscribed to A4A since its inception, and always find it intellectually stimulating and on point. It’s one of the few CE solutions out there that doesn’t waste my time by pushing product or talking down to me.

PeteDeacon-CPA-CFP

Pete Deacon, CPA, CFP®
A4A has had a profound effect on my business. Since 2009, I’ve relied on the consistent messaging and updates to run my business successfully. Being able to present the information from Bob, Fritz, and Craig's ongoing CE webinars has been a significant benefit.

fredericMayersen-phd-cfp

Fredric Mayerson, MBA, PhD, CFP®
I've been a financial professional and professor of finance for 35 years and find Fritz Meyer and Robert Keebler to be among the most engaging, incredibly knowledgeable, and experienced presenters I’ve encountered. They deliver an extraordinary amount of information in an extremely interesting way — sequentially and developmentally, utilizing pedagogical tools and techniques that few possess.  A4A to is the most consistently excellent CE program available.  
Ron Roge, MS, CFP®
I’ve been attending A4A many years because the CE classes are outstanding, and my time is valuable. Though I have over 35 years of experience, I’m always learning something new on A4A. I attend fewer conferences now because the CE is generally not advanced. If you want to learn from the best, in a faster, easier, and less expensive way, I highly recommend A4A.

John R. Day, CPA/PFS®

I’ve been a member since 2011 and never miss the monthly webinars with Fritz Meyer. I appreciate Fritz’s independent views on the economy and markets and Bob Keebler keeps me updated on excellent tax planning ideas. A4A is a great value!

NormanPolitzinerCFP

Norman Politziner, CFP

I wouldn't miss a Fritz Meyer webinar unless my pants were on fire. I've relied on Andrew Gluck's knowledge systems --client communications and CE -- for two decades. It's simply the best solution for tax, financial, investment, and risk-management professionals.®   

Dan Hawley, CFP® 

A4A, for over a decade, has been a great resource for useful and accurate information and CE. A4A and Advisor Products are bargains for an advisory practice. 

KevinBrosious-CFP-CPA-PFS

Kevin Brosious, MBA, CFP®, CPA/PFS®

I get CPA CE credit and CFP credit for the webinars.  But not only that, the A4A content is terrific