What Every Advisor Says (and What to Say Instead)

There are certain phrases that financial firms seem to fall back on time and again, despite their lack of value. But the problem isn’t that these sentiments are unimportant or untrue; it’s that they’re not believable. 

So we’ve put together a few of the most common ones, and our suggestions to help you opt for something more effective.

What every advisor says: “We provide peace of mind.”

What to say instead: Identify what it is that keeps your natural market up at night, and outline a process that addresses it. It could be about lifestyle-sustaining cash flow management, risk-mitigating investment methodology, or preservation-focused family wealth planning.

What every advisor says: “Trust, integrity, commitment.”

What to say instead: Share a philosophy or worldview that illustrates these values. Trust is earned, integrity is demonstrated, and commitment takes time—so for new prospects especially, you’re better off telling your story in broad strokes. 

What every advisor says: “A goal-based approach.”

What to say instead: Explain how your approach puts clients in a better position to reach personal goals. Virtually every investment service is goal-based, but few have a clear method of uncovering what matters to the individual client, setting personalized benchmarks, or implementing a financial roadmap.

What every advisor says: “Your financial quarterback.”

What to say instead: If you provide and/or coordinate a wide variety of services, then explain what they are and how you manage them. Otherwise, present yourself as a specialist dedicated to a service that requires focused expertise.

Of course, we’d like to be able to share new phrases that haven’t been worn out yet, but that wouldn’t be much better. The point is that the words you use should be your own, and the claims you make should be backed up by something tangible.