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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