How to Build Your ‘Why I Am Here’ Story

How to Build Your ‘Why I Am Here’ Story

Your ‘why I am here’ story is an essential market differentiator. First of all, not every financial advisor even has one – other than to make money. And out of those who really do have a client-centered reason for being in this business, not all of them are able to express it. So if you have a real reason you come to work every day, and you’re able to articulate it in a way that makes sense to the clients and gives them a reason to work with you, you’re already way ahead of the competition.

That’s why you need a “why I am here” story.

But the ability to articulate your story in a way that makes it stick is essential. You don’t want to get lost in the details. You don’t want to get sidetracked. You don’t want to get interrupted while you’re trying to tell it. And you don’t want to bore the listener!

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8 Stories to Help You Build Trust and Open Accounts

8 Stories to Help You Build Trust and Open Accounts

As you might know already, I’m a big believer in telling a story.

As I write this, it’s presidential campaign season. The candidates are all about telling their stories. They want to get their preferred narratives out there, in front of voters. Successful candidates are very well rehearsed on these stories. They constantly make references to these stories, in the effort to brand themselves, differentiate themselves from other candidates, and inoculate themselves against attacks from competing candidates and their staffs.

Why?

Because it works!

It works in financial services, too.

In fact, it works so well that I don’t want you to have a single story defining you. I want you to have at least eight! And I want you to know them cold.

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Why You Need a ‘Why I Am Here’ Story

Why You Need a ‘Why I Am Here’ Story

We all know that everyone likes a good story, a fact that’s backed up by science. When we hear a story that resonates with us, our levels of the ‘feel good’ hormone oxytocin rises. This motivates us to work with others and has a positive impact on our social behavior.

Stories can also help to build connections and create empathy with prospects and clients.

So, it’s no surprise that story form is great for illustrating to prospects that you are there for the right reasons – that you’re not in this business simply to make money but to add value to people’s lives.

Here are a few ways developing a ‘Why I Am Here’ story will help you grow your business.

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