Attract and Repel with Your Unique Message

Lisa GrahamAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Source Financial Advisors is a wealth management firm that specializes in serving affluent women who are navigating divorce. When they first meet Michelle Smith and the Source team, these clients often don’t have jobs outside the home and have never managed household finances and assets. Source meets these women where they are, offering the sensitivity, empowerment, and financial planning services they need to feel comfortable and confident as they enter a new phase of their lives. Source also has unparalleled expertise: Smith is a Divorce Mediator, a Certified Divorce Financial Analyst®, and a long-time advocate for women’s financial literacy.

While no two clients are the same, many have similar situations and Source knows what they need. Instead of marketing itself as generalists, Source successfully sets itself apart by highlighting the customized, expert service designed for this distinct market.

My marketing agency primarily serves financial industry clients. We begin our journey with clients by asking them who their ideal client is and how they market to that person. The responses vary, but many simply don’t know how to articulate their message in a unique way. The unfortunate result – profession-wide – is a lack of differentiation and personality. In an effort not to turn anyone off from their practice, advisors generalize their message and end up not talking to anyone.

When it comes to differentiating your message, here are some tips we offer our clients: