The document discusses how financial advisors should define and communicate their unique value proposition to effectively market themselves. It notes that over 60% of investors feel advisors make all the same promises, so distinguishing your value is important. The most effective value propositions combine attributes of the firm, benefits to clients, rational arguments and emotional components. Investors also want advisors to address life goals through financial planning and make them feel confident and empowered. However, advisors fail to fully utilize social media to explain their value. The key is creating valuable content for prospective clients and engaging them through social channels.

1. The golden rule of
adviser marketing
Robin Powell
robin@regismedia.com

2. ..is to decide on your unique value
proposition — and to communicate it
effectively, again and again and again.
The golden rule

3. What do you offer,
and why is it unique
and valuable to your
target clients?

4. Research by Pershing on
adviser value propositions
More than 60% of investors
surveyed said they thought
advisers made all the same
promises, making it hard to
distinguish between them.
Based on a survey of more than a
thousand high-net-worth US
investors in 2018
Asked to rate the value proposition
of 100 top financial advice firms

5. Research by Pershing on
adviser value propositions
•attributes of the firm
•benefits to the client
•a rational argument
•an emotional component
The most effective value
propositions combined
four things:

6. Research by Pershing on
adviser value propositions
Trust is a critical issue
About half of investors
think firms put their own
interests, rather than
clients’ interests, first

7. Research by Pershing on
adviser value propositions
70% of those surveyed
said it’s very or
extremely important to
have a financial plan that
addresses their life goals,
not just their finances

8. Research by Pershing on
adviser value propositions
Investors want advisers to
make them feel:
• confident
• self-assured
• empowered

9. Research by Pershing on
adviser value propositions
Advisers fail to
make sufficient use
of social media as a
tool for explaining
the value they add

10. “Content is fire and social media is
gasoline.”
You can have the best content in the
world. But what’s the point if your
prospective clients don’t see it?
Jay Baer, founder of Convince and Convert

11. But remember
..it’s not
just about
you

12. “If only we could get the message out
there, we wouldn’t have to worry
about sales”
As companies, most of us think we’re
amazing

13. Your prospective clients couldn’t give
two hoots about:
• you
• your business
• your services
• your investment philosophy
• the Fama-French Five-Factor Model
They only care about their own wants
and needs

14. Content marketing
…is the process for creating and
distributing valuable and compelling
content to attract, acquire and
engage a clearly defined and
understood target audience —
with the objective of driving
profitable customer action.
Joe Pulizzi, Epic Content Marketing

15. Content marketing
…is about creating and sharing
content that customers are genuinely
interested in — content that informs,
engages or amuses them — so they
actually pay attention to you.

16. • is not easy
• is an on-going commitment
• requires time, effort and money
Content marketing
But, done well, it can:
• change behaviour
• generate and convert leads
• build trust and customer loyalty

17. Your marketing action plan
•write a unique value proposition
•define your target audience
•communicate your UVP effectively & regularly
•create valuable & compelling content
•engage prospective clients via social media

18. Any questions?
Robin Powell
robin@regismedia.com