What Stand-Out Firms Do Differently
The truth is, what they’re doing might not be much different from what you’re doing—but they’re talking about it.
Successful advisory teams tend to have a lot of overlap in the premium services they deliver. What makes some of them stand out is their decision to articulate those services through their outward brand—detailing the advantages and the significance for the ideal client. Here’s how you can do the same.
Some of the things you do for clients can feel mundane because you do them every day, but to someone searching for an advisor, you might be the first to state that you provide a written financial plan to everyone you work with, or you have a partnership with an estate attorney, or your fee structure is in inherently unconflicted. So your marketable difference doesn’t have to be a novel attribute in the industry, or something that no other practice offers—as long as it’s something valuable that other IAs don’t bother spelling out up front. That can be enough to catch the attention of the people you want to reach.
Most brands are painted in very broad strokes, and the distinction from one to the next can get lost in vague language. So you don’t have to reinvent the wheel to market yourself more effectively. Instead, find your next marketable difference by considering the more tangible aspects of your service or approach and asking the following questions:
- Have you noticed other IAs mention it frequently in their websites, bios, promotional materials, or pitch decks?
- Is it something your clients have expressed appreciation for?
- Is it something that benefits high-net-worth clients the most?
- Is it tangible and concrete?
- Does it help support a broader claim about superior advice or service?
- Is it something you associate with higher-end advisory firms?
You don’t have to be different to differentiate yourself. You just have to present, clearly and professionally, the features of your practice that create value for your clients.
