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Advisors Most Powerful Marketing Message: Your Compelling Value Statement

A value statement is designed to help you connect with prospects and gain their commitment to working with you. It has NOTHING to do with your products or services. This may run contrary to what you’ve been taught in the past, and it may not go with the flow of what other advisors are doing, but this isn’t about fitting in… it’s about standing out. Think of your value statement as a silver bullet. While your “story” is a great way to initiate a new relationship, the value statement helps you secure the final commitment.

Here are a few examples of how you can put a compelling value statement to work for you:

  • In a one-on-one presentation with a potential client, you can weave it into the end of your presentation, just before asking for a commitment.
  • On a call with a prospect, you can incorporate it to inspire them to take the next step and meet with you.
  • Any time you are facing a prospect’s resistance or procrastination, your value statement can be a powerful way to conquer inertia and move the process forward.
  • At the end of a seminar, your value statement can serve as memorable close and a compelling way to encourage participants to meet with you.
  • As a component of your website, your value statement can turn a lackluster bio into a magnetic and relatable description of what you really have to offer. Many advisors position their value statement above their professional/technical bio – because while your technical bio confirms your ability to perform as a financial advisor, it’s your value statement that helps you create a personal connection with your ideal prospects.

That’s exactly what happened for Marilyn, an advisor with Smith Barney. She had already crafted her story and added her introductory script to her home page; her final piece of homework was to add the value statement to her bio page. Five days later, I received this e-mail:

Adri,
Last week, immediately following our coaching call, I added my value statement to my bio page. A few days later, I received a call from a woman with over $250,000 in cash. She said she had been searching the bios of advisors in our firm, and when she came across my bio, she knew she had to call me. She told me that what stood out most was that my bio was so much more personal and she could really relate to my message. I had no idea this value statement would have such an impact. Thank you so much!
~ Marilyn Black

A compelling value statement can be your most powerful marketing message, an effective tool to develop interest and connection, and gain a firm commitment from your prospect. Without this one piece, you will leave yourself vulnerable, lacking an effective way to differentiate yourself and tip the scales of success in your favor.

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After completing this 10-question survey, we will review your answers and provide you with recommended tools and strategies to meet your needs.

Do you have a story that tells women why you care about them?

Does your message about what you do appeal to women?

Is your message compelling enough to inspire further interest from both genders?

Have you carved out a place for women on your website?

Do you send regular emails that are of interest to women?

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I want to strengthen my relationship with my female clients in order to prevent future attrition.

I want to actively attract more women in a way that inspires more referrals to my practice.

I currently focus on women and want a source of ideas, strategies and a supportive network to enhance my efforts.

I want a seminar process that both engages women more effectively and helps brand me in my community as the advisor that cares about women.

I want to make women a primary focus to my future marketing, but want a proven plan and process that is easy and effective.

Please provide us with your contact info, so we can send you your results!

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Are you Male or Female?

Would you like to join Adri’s email database: Including marketing advice from Adri, updates on her latest coaching programs and direct access to her blog?

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