As a financial advisor, you have a unique opportunity to impress a prospective client.
Most financial advisors have value propositions. The issue is that most are generic and forgotten. Advisors that have value propositions that stand out are the ones that create loyal clients.
Advisors that can communicate their value proposition in a few seconds will have an advantage over those who cannot. The value proposition is the first step in building trust and relationships with clients.
Why do you need a financial advisor value proposition?
A value proposition can make a huge difference to a business as it creates an impression on prospects.
Your value proposition must define what you do and explain what makes you the most effective choice.
You must determine what truly differentiates you from other firms. Can you give clients something they cannot?
Too often, value propositions are focused on features rather than benefits. Most advisors need to focus on what the client wants, not on what the advisor offers.
Most importantly, a value proposition should be relevant to the client. Speak in their language and use examples they can understand.
When creating your financial advisor value proposition, keep the following tips in mind to make sure it stands out from the rest.
How to create an effective value proposition?
The best way for creating tremendous value for their products or services:
Be specific
Potential customers need financial guidance from a qualified financial advisor. A value-added proposition to often seems generic and robotic so you should tailor this one for specific audiences.
It is critical for businesses to gain a solid understanding of their niche. Show your understanding of the client’s needs by listing past successes with clients that resemble them.
Determine your target audience
Before you start putting together a value-added plan, find the right audience. This is aimed at creating value propositions and appealing to consumers.
The demographics of different customers differ greatly in terms of their values or priorities. Find a niche.
Think about the ways the values differ between the clients and customers. What values do people want?
Use consistent language
Beyond simplicity and clarity, you need to make your value proposition consistent with your firm’s voice.
Consistent voices build trust in consumers. Financial advisor value propositions are no different its important that the language you use to describe your services matches the way your company talks about itself in other marketing materials.
Because of this, you’ll need to use a similar level of formality and even the same tone. If you use certain terms on your website that speaks to your audience, then your value proposition should be too.
On the other hand, if your website is more casual, make sure your value proposition reflects that.
The goal is to make sure that your target market feels like they’re getting the same information from all of your marketing materials, whether its a website, social media, an ad, or a brochure.
Keep it simple
The best value propositions are short, sweet, and to the point. They’re not bogged down with jargon or long-winded explanations. If you can’t explain your value proposition in a few sentences, it’s too complicated.
Your value proposition should also be easy to understand. It shouldn’t require a lot of explanation or background knowledge. An advisor can use specific examples to illustrate their point.
For example, if you’re a financial planner, you might talk about the importance of saving for retirement. You could explain how you can help your clients save for their future and reach their financial goals.
This is a clear, concise value proposition that’s easy to understand.
Financial advisors can also talk about the benefits of working with them. For example, they might mention the importance of having a financial planner who understands your specific needs.
Focus on the client, not just yourself
Your value proposition should also focus on the client, not just you. Don’t only talk about your qualifications or experience. Also, focus on how you can solve the client’s problems.
Remember your potential clients are focused on finding a solution to their problem and your qualifications don’t speak to their needs.
Be unique
There are plenty of financial advisors out there, so you need to find a way to stand out from the pack. It’s not always easy but it can make all the difference in the world when it comes to attracting new clients.
One way that can help you create something unique is to sprinkle in some personality.
Make it personal
Your value proposition should be personal to you and your clients. It should reflect what makes you unique as an advisor.
Don’t shy away from focusing on your personal brand.
Generic value propositions do not stand out and are often ignored.
Be clear about your goals
Your value proposition should be clear about your goals as an advisor. What are you trying to accomplish for your clients? What are the specific needs that you can help them with?
If you can’t answer these questions, then you need to work on developing a more specific value proposition.
Your value proposition = the emotions you create in your clients
You have to make sure you touch on your prospects emotions. By touching on their emotions, you create a connection with them, and they are more likely to trust you.
Financial advisors can create value for their clients in many ways. One of the most important is by showing that they have their best interests in mind.
Advisors must also be able to show empathy and understanding for their clients’ situations.
Creating value for clients also means having a clear understanding of their goals and objectives. Advisors who can help clients articulate their goals and then create a plan to reach them will be most successful.
Finally, advisors must be able to build trust with their clients. This comes from being transparent, honest, and always acting in the best interests of the client.
Financial advisor value proposition and niche audiences
Here are the four building blocks of the best financial advice value proposition – curiosity, concerns, cash, and commitment.
When you can show potential clients how your advice can address these specific needs, then you’ve got a winning value proposition.
Each of these factors are important to different people, so advisors need to identify and target certain niche audiences.
Let’s take a closer look at each factor:
1. Curiosity
People are naturally curious and want to understand their financial situation. They’re also interested in learning about potential opportunities and possible threats to their wealth.
As a financial advisor, you want to tap into this curiosity by providing information that is both relevant and helpful. Advisors should be prepared to answer questions about everything from estate planning to investment strategies.
2. Concerns
People have concerns about their financial future, and these concerns can vary depending on life stage and personal circumstances.
For example, someone who is nearing retirement may be worried about having enough money to last through their golden years. Or, someone who is self-employed may be concerned about volatile income.
As a financial advisor, you want to identify and address these concerns. Advisors should be prepared to offer advice on a variety of topics, from budgeting to long-term investment planning.
3. Cash
People want to know that they’re making smart financial decisions with their money. They want to feel confident that they’re using their cash flow in the most efficient way possible.
As a financial advisor, you want to help people understand how to best use their money. Advisors should be prepared to offer advice on topics like debt management, savings strategies and financial planning.
4. Commitment
People want to know that they’re working with a financial advisor who is committed to their success. They want to feel confident that their advisor is looking out for their best interests.
As a financial advisor, you want to build trust with your clients. Advisors should be prepared to offer advice on a variety of topics, from investment strategies to estate planning.
By understanding these four factors, you can create a financial advice value proposition that is relevant and appealing to potential clients.
Advisors need to identify and target niche audiences in order to deliver the most relevant and helpful information.
So, what’s your niche?
3 Financial advisor value proposition Examples
Here are 3 examples of a financial advisor value proposition:
“I’m a financial advisor who can help busy professionals save money and make more efficient long-term financial decisions. I offer a free consultation to see how I can help you.”
Why this works: This example works because it emphasizes how the advisor can help the potential client. It also mentions a free consultation, which is a great way to get potential clients interested in contacting you without the pressure.
“I’m a financial advisor who specializes in tailored solutions for retirement planning. I can help you create a plan that will allow you to retire with the lifestyle you want.”
Why this works: This example works because it speaks to the client’s needs. Everyone wants to retire with the lifestyle they want, and this advisor is promising to help make that happen.
“I’m a financial advisor who understands the unique needs of small business owners. I can help you find the best financial plan for your business finances.”
Why this works: This example works because it speaks to a specific type of client. Small business owners have unique financial needs, and this advisor is promising to be able to help them meet those needs.
When creating your own financial advisor value proposition, be sure to focus on how you can help potential clients in a way that is unique to you. This will help you stand out from other financial advisors in the market.
Final Thoughts on Value Proposition
Use these value proposition examples as a starting point in your marketing materials. Remember, your value proposition is key to attracting and keeping clients.
When it comes to the financial planning industry, it’s more important than ever to have a well-defined value proposition.
Financial advisors are constantly competing for clients’ business and focusing on a value proposition will help you hone in on what makes you stand out from the competition.
There are a number of ways to approach your financial advisor value proposition. You can highlight the breadth of your services, emphasize your years of experience, focus on your client-centric approach or highlight any other unique selling points you may have.
No matter how you choose to articulate it, make sure your value proposition is clear, concise, and memorable. It should be easy for potential clients to understand what you do and why they should work with you.
If you’re still not sure how to craft the perfect value proposition for your financial planning business, consider working with a marketing coach that specializes in the financial industry.
