Clearly Explaining What You Do For A Living Is Critical For Establishing Credibility Hot

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In the client’s mind, all Financial Advisors start out looking alike, and that’s not a compliment. Whether your call it your elevator speech or mission statement, it’s best to avoid settling for labels such as, “I’m a Financial Advisor.”
 
If you don’t, potential client may be thinking, “Yeah, right…So is the guy down the street who called me five years ago, took $500,000 of my money, and hasn’t been heard from since. In fact, he won’t even take my call! And he called himself a Financial Advisor. You mean you’re a Financial Advisor like that?”  Focus on the benefits of what you do, not on a label or title. 

Furthermore, no one wants another great hot stock tip, mutual fund or insurance policy. They don’t even want another great financial plan. What they want are the benefits. They want to find ways to protect what they’ve built, to retire early, to pay off debt, become financially independent or support a favorite charity…or any of the other multitude of benefits you provide.
 
Next, describe who you do it for. What are primary groups of clients you work with? Who are your target markets? Go beyond mere income and occupation to the level of common values. Income and occupation are actually disqualifiers. You may want to do business with someone because she’s a doctor worth $5 million, but she does not necessarily want to do business with you because she’s a doctor worth $5 million.
 
We all know that people do business with people whom they like and trust, and I would suggest that likeability and trust is based primarily upon perceived common values. Why do you naturally get along with doctors? What do you have in common? These are the keys you’re looking for.
 
If you don’t know, ask. You should have a good enough relationship with your clients to inquire, “What do you enjoy most about us doing business together?” Try to steer away from personal compliments, towards the more professional aspects of your relationship, drilling down to  common values. You’ve got to give potential clients something to hang their hat on.
 
With a little creativity you can come up with a clear, client-oriented, benefits-laced statement of what you do and who you do it for that naturally compels a potential client to follow up with, “That sounds interesting. How do you do that?” Below are some ideas to get you started:
 
                      I create zero tax estate plans for doctors who don’t want
                                         Uncle Sam to be their largest heir.
 
                      I show business owners and professionals how to retire
                               years earlier than they ever thought possible.
 
                               I create exit strategies for business owners
                                 through innovative succession planning.
 
         I show business owners how to pull money out of their business…tax-free.
 
                               I help small business owners attract and retain
                                superior talent in a competitive labor market.
 
                      I help seniors and retirees create a monthly income for life.
 
                I help women create a safe environment for handling their finances.
 
                              I help gay and lesbian couples navigate their way
                             through the unique financial challenges they face.
 
             I show socially conscious investors how to use and preserve their wealth
                                         to make a difference in the world.
 
You can customize your statement to fit the primary benefit you provide, your particular style and personality, and the market(s) you serve. Most of all, make it authentic.

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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
MEMBER REVIEWS 
William Desormeau, Jr.  
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.

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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.

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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!

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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. 

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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