Too often, financial advisors assume that clients will understand the details of how they work, but it’s crucial to communicate the elements of your particular expertise. Simply talking about it is not enough, says Kirk Lowe, founder of Tactibrand in Toronto.
“Try to bring what you do — and how you do it — to life,” Lowe says. By demonstrating to clients and prospects specifically how your expertise is used to help them, you are adding depth to your brand, which will further establish your professional credibility.
Lowe recommends three techniques to help you establish your brand depth:
1. Describe your process in detail
You may think this step is too boring to include in your marketing efforts, but it is exactly what the public needs to know.
“I don’t know how an advisor can assume the client doesn’t want to know the intricacies of how they operate,” says Lowe, “and how it’s going to help the client be successful.”
However, an effective description has to stand out from the crowd. You should probably avoid these over-used terms: assess; re-evaluate; review; modify.
Put your own, distinctive stamp on your planning process and how it is different from those of other advisors, recommends Lowe.
For example, Lowe has an advisor client whose marketing emphasizes his attention to detail. Some of his key phrases are: discover; gain perspective; set and track life goals; committed.
2. Make free content available
Financial planning information that is free for clients can include white papers, case studies, blogs and media stories that would be of interest to clients and prospects.
By sharing free, informative content with clients, your message is: “I’m someone you want to work with because this is just the free stuff I’m giving away. Imagine what else I have to offer.”
Lowe often hears advisors say, “People have to experience what it’s like to work with us.” By including this free content and making it easily available, you are beginning to develop that person’s experience with your firm.
3. Stay true to your style
Your brand has to reflect who you are as a professional. That’s key to effective marketing. You will also feel more comfortable with your marketing strategy and message, says Lowe.
Let’s say you’re an advisor who loves the outdoors, wearing jeans to work and talking about your camping weekends. If that’s the case, a client might find it jarring to walk into an office with dainty furniture and pastel walls.
You need to know how you can incorporate your personal style into your practice to give your clients a more complete picture of who you are and how you work.
So, what you might want to do instead is to decorate your office so that it has a rustic, homey feel and use your camping stories to demonstrate the importance of funding a lifestyle — and not just retirement.
Also, keep in mind you’re not the only one who has to know how to use your style in this process. If you are using marketing professionals, they will also have to know about your style. Be clear with them about what makes you tick, and how you want to communicate that message.
“A lot of [marketers] will try to push their personal style on advisors,” says Lowe, who cautions that such an approach will lead to failure.
This is the third in a four-part series on branding for advisors.
Next: How to effectively share your message.