How to create your Story
Developing your story is powerful tool in developing trust. Allowing others to recognize why you do what you do for reasons other than making money can dramatically enhance your credibility with a prospective client. While this can be one of your most valuable business building tools it can also be your biggest hurdle.
For some advisors their story is simmering just under the surface, all they needed was permission to share it. Sharing your authentic story has not always been encouraged in such a stoic impersonal industry. But for others uncovering that story can take extra work needing heavy drilling equipment.
Your story is usually about why you are really in this business and why it is you are motivated to help your clients. As a female advisor my story was very simple and clear to me from the day I started as a producer. While my target market was women I shared this story to everyone I met (even the men).
“As a young girl my father always managed the finances and investments. While he wanted my mother to become more engaged he wanted her to learn it his way. When she struggled to understand the concept of yield and PE ratio he labeled her as one who would never be able to manage finances. The worst part was she believed him. As a result of this experience I decided years ago that I would help every woman I met become more engaged in the investment process and more confident in her ability to make great financial decisions.”
This was my story, the question is what’s yours? Most stories stem from one of these scenarios. As you try and write your own story use these 4 scenarios as your guide to develop a compelling story as to why you care about your target market:
- Upbringing with parents or family life.
- Watching a friend or associate experience a life event
- Your own personal experience with life, business etc…
- Experience as a financial advisor using past client experiences