it’s YOU, stupid…

It’s the economy stupid,” was the phrase James Carville, an aide to candidate Bill Clinton, came up with during the 1992 presidential election to keep everyone on the team focused.

“So, why should a prospect do business with you? What makes you unique?” one of my coaches asked me long ago.

“Because I need the business…” didn’t seem like a good answer, but it was the only one coming to mind.

The question caught me off guard and I didn’t have an answer.

The question led me on a journey to discover my UVP – my Unique Value Proposition.

Here’s a clue…

It’s NOT your annuity or insurance product.

It’s NOT your B/D or FMO.

It’s NOT your money management solution.

Your providers would like you to think that’s what makes you unique – their product or solution.

That’s BULL!

None of those make you unique. They are ALL COMMODITIES!

If you build your marketing around them, then you look like every other advisor… which makes you a commodity.

By the way, it’s not your planning software either.

The foundation of your uniqueness is…

YOU!

The key to building your marketing and positioning around you is the Arc of Distinction®.

Step one in the process is to realize your uniqueness is NOT the money management solution, the annuities, the life insurance, the planning software you offer – it’s YOU!

More to come on the Arc of Distinction®…

It’s the economy stupid,” was the phrase James Carville, an aide to candidate Bill Clinton, came up with during the 1992 presidential election to keep everyone on the team focused.

“So, why should a prospect do business with you? What makes you unique?” one of my coaches asked me long ago.

“Because I need the business…” didn’t seem like a good answer, but it was the only one coming to mind.

The question caught me off guard and I didn’t have an answer.

The question led me on a journey to discover my UVP – my Unique Value Proposition.

Here’s a clue…

It’s NOT your annuity or insurance product.

It’s NOT your B/D or FMO.

It’s NOT your money management solution.

Your providers would like you to think that’s what makes you unique – their product or solution.

That’s BULL!

None of those make you unique. They are ALL COMMODITIES!

If you build your marketing around them, then you look like every other advisor… which makes you a commodity.

By the way, it’s not your planning software either.

The foundation of your uniqueness is…

YOU!

The key to building your marketing and positioning around you is the Arc of Distinction®.

Step one in the process is to realize your uniqueness is NOT the money management solution, the annuities, the life insurance, the planning software you offer – it’s YOU!

More to come on the Arc of Distinction®…

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