By Andrew Hinkle – Sr. VP., Director of Consulting

How many times have you heard the question, “How are you differentiating your business from your competition?” It’s probably one of the most commonly asked marketing questions. You will find it right there on our own New Client Questionnaire. Today I’ll give you a quick and easy way to create that separation.

Here’s another question: What is the main factor people consider when they choose a financial advisor? The answer? TRUST (47%), according to the 2017 Financial Customer Experience Report from Qualtrics.
So now you are probably asking yourself, “How do I build trust and differentiate myself?” Here’s your answer: Be yourself, be honest and let people see it! The first critical step is to infuse your marketing with your own personality, make it your “personality differentiator.”

Think about your conversations with your current clients. Does every appointment immediately start with talks of performance? NO! You both spend time catching the other up on what is going on with your lives, your interests and your families. Your clients see your personality every day and so should prospective clients.

Here are few reasons why this tactic will help:

1. It will immediately set you apart from your competition. Marketing within Financial Services is tightly fixed “inside the box” and be stepping outside you that you are brave enough to differentiate yourself.
2. Prospects can identify with you. Attributes like your personality, hobbies, interests, or a great sense of humor will create a bond and people will be interested to learn more.
3. By allowing the you to shine through, you begin to create rapport and build trust with your audience. And we know trust is the number one reason prospects choose to work with an advisor.

There are many ways that you can incorporate YOU into your marketing. Mailers, ads, letters, blog content and video marketing are just a few ways to let you shine through. But, as I mentioned at the start of this blog, I’ll give you a simple place to start. Telling people who you are in the one place they know to look, your Bio. It’s right there on your website (and probably one of the most visited pages). Does it currently read like every other advisors?

Length in the Industry…Education…Credentials…Accolades…and then one paragraph mentioning the names of your spouse, kids, dog and hobbies?

Is that who you really are? Of course not! Take the opportunity to tell your story in an honest and professional way. Let them know who you really are, what inspires you and why you’re different.

Now if you’ve made it this far and think, that’s a great idea BUT I’m no wordsmith. No worries, I’ve got another suggestion to make this easy. Tell your story to a writer and let them craft the message. As chance has it, we have a few on staff. Feel free to Contact Us to learn more, we would be happy to help put you on the path of letting the you shine through in your marketing.