The Biggest Marketing Myth of Them All

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As a financial advisor, you’ve heard the common advice that the key to attracting clients is telling your personal story. The narrative goes that prospects want to know all about you – your background, values, approach to investing, and so on. If you share enough about yourself, people will be drawn to you and want to work with you.

Typical advice

Many marketing professionals advocate telling “a great story during sales meetings or presentations.”

This advice from Stanford University is typical: “When telling a story, you take the listener on a journey, moving them from one perspective to another. In this way, story is a powerful tool for engendering confidence in you and your vision.”

The power of telling your personal story is advocated in glowing terms: “Personal stories are powerful because they build genuine connections between people. Once someone connects to you on a personal and human level, they trust that you have built your offer with their best interests in mind.”