/ by Don Connelly / Marketing Yourself / 0 comments
There are thousands of pizza vendors in the United States. But only one of them is known for, “Fresh, hot pizza in 30 minutes or less, guaranteed.”
There are thousands of clothing retailers in the United States. But if I say the words, “You’re going to like the way you look. I guarantee it,” I guarantee you’ll know exactly whom I’m referring to. You can probably see his face.
If you don’t already know what your value proposition is, you probably don’t have one.
Your value proposition establishes two things: The value that you bring to the relationship and why you’re the one they should engage to bring it.
A great value proposition has six characteristics:
It defines who you work with;
It focuses the client experience – not your qualifications.
It addresses specific problems you can solve for the client.
It’s unique to you in your market. None of your competitors can quite say the same thing.
It connects with the client on an emotional level.
It helps you justify your fees so you’re competing on something other than price.
Here’s how to create your value proposition so it has these six characteristics.
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Want Your Clients to Take Their Financial Plan Seriously? Keep It Front and Center in Your Relationship
/ by Don Connelly / Best Practices / 0 comments
It wasn’t so long ago that clients perceived financial plans as an extension of the prospecting process to entice them to open an account and hand over their money. Many financial advisors feigned the role as a financial planner to create the perception of objectivity with the recommendations they would make. Clients received a faux leather-bound financial plan that just took up shelf space, never to be revisited by them or their advisor.
Fast forward to today, and we see an increasing number of financial advisors who are committed to a more holistic approach to working with clients, making the financial plan a critical cornerstone of their relationships. That, of course, is in response to what more and more clients are looking for in their advisor relationships—a plan that addresses the entirety of their financial life to guide them in life-critical decisions.
Why is it then that the value of a well-conceived financial plan seems to wane among clients who, further into the advisory relationship, begin to question their advisor’s advice or express disenchantment because their investments are underperforming their neighbor’s or colleagues’ portfolio? What do advisors need to do to get their clients to refocus on what’s really important?
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How to Create a Value Proposition
/ by Don Connelly / Marketing Yourself / 0 comments
There are thousands of pizza vendors in the United States. But only one of them is known for, “Fresh, hot pizza in 30 minutes or less, guaranteed.”
There are thousands of clothing retailers in the United States. But if I say the words, “You’re going to like the way you look. I guarantee it,” I guarantee you’ll know exactly whom I’m referring to. You can probably see his face.
If you don’t already know what your value proposition is, you probably don’t have one.
Your value proposition establishes two things: The value that you bring to the relationship and why you’re the one they should engage to bring it.
A great value proposition has six characteristics:
It defines who you work with;
It focuses the client experience – not your qualifications.
It addresses specific problems you can solve for the client.
It’s unique to you in your market. None of your competitors can quite say the same thing.
It connects with the client on an emotional level.
It helps you justify your fees so you’re competing on something other than price.
Here’s how to create your value proposition so it has these six characteristics.
Read more