Do you struggle with differentiating your firm when others look and sound like you? Please, stop telling me how you are "different." Trust me, I speak for your clients. We don't care.
A little background.
Topic at my ProVisors meeting today was telling Financial Advisors apart. It was a good presentation and by traditional standards they did well.
A few examples of differentiators:
These are GREAT advisors who THRILL their Best Clients. And yet I learned little about how to identify future Best Clients so I can make introductions.
"We coordinate with other trusted advisors" becomes ". . . so you don't have the stress of finding someone who is a good fit and having to manage multiple relationships."
"I've been doing this a long time" becomes ". . . so I've seen it all and can steer you calmly through rough markets."
WARNING: there is no universal answer to "So what?' You must answer for YOUR clients. If you can't answer for YOUR Best Clients, start there.