Speaking in Sound Bytes: 8 Tips to Help You Create a Winning Media Reply

Do you receive "press requests" from FPA, NAPFA, the Garrett Planning Network, Impact Communications or other organizations? Here are 8 tips to help you create a winning media reply, as published in Garrett News & Views. 

And speaking of the Garrett Planning Network, I look forward to seeing all of you attending the 13th annual Garrett Planning Network Retreat in Kansas City in just a few weeks!

Click to read the entire article now:

http://shar.es/AIScU

How to Elicit from Feedback from a Client Advisory Board

I've been out and about, attending conferences and speaking with lots of advisors about VALUE - what does it mean to clients and the public given everything that's gone on the past couple of years - and how they are refining their Value Proposition in light of all that?

The audience and panelists at the fi360 Annual Conference last week had some really good ideas on Articulating Your Value as an AIF or AIFA designee. If you are a part of the fi360 community, be sure to go to the designee portal and download my slides and presentation audio recording.

I've been on the discussion boards recently with Members of the Garrett Planning Network talking about Articulating Your Value as a Member of the Garrett Planning Network. So, Garrett Members, you know how to access that conversation.

It was fun meeting members of NAAIM - the National Association of Active Investment Managers - in Orlando on May 3 and discussion how to get started with a Media Relations plan.

More great news - Bob Vere's new white paper report on The Future of Advice is now available for FREE DOWNLOAD at http://www.bobveres.com/. You won't want to miss reading this 109 page missive.

Let the good times roll!

Next week, I host a discussion forum online for Financial-Planning.com - the topic? Articulating Your Value as an Advisor Today. It's free and open to all financial advisors, so do join what I hope will be a robust discussion there. Who knows, maybe I can use your comments in a future article or speech.

FYI I'll be in Chicago next week for the NAPFA National Conference May 19-21. I'm moderating a panel discussion Friday May 21 on What's Working Now: Best Marketing Ideas with 4 accomplished NAPFA members from various sized firms. Looking forward to seeing old friends and new there.

Then in June, I'll be speaking twice (Power of PR / Ask the Media Stars is presentation #1 and Redefining Your Value as an Independent Financial Advisor is presentation #2) at Securities America's annual conference in Huntington Beach June 2-8 and then at Pershing Insite on June 11 (the topic there is Redefining Your Value as an RIA Today).

So ... back to the interactions I've been having with Garrett Members. Sheryl Garrett, founder of the Garrett Planning Network, Mary Lacey Gibson, business planning coach for the Garrett Planning Network, and I came up with a few tips on how to gather feedback from your clients so that you can build a strong Value Proposition.

Here, with a little reworking, is the gist of that conversation.

*****************************************

To get it right ... your Value Proposition, that is ... you know what your best qualities and, gulp, weak spots are. A good way to start the process of understanding the real value you bring is to speak with your clients directly. While surveys can be good, personal conversations oftentimes yield a more candid and meaningful conversation.

Here are some tips on getting feedback from a select group of your clients - in person.

HOW TO ELICIT FEEDBACK FROM AN ADVISORY BOARD

THE INVITATION PROCESS

1. Determine your list and invite the right people.
   · Review your client list.

· Select 8 to 12 clients that you feel you have a real solid relationship.

· Give them a call.

· Tell them that you're forming a client advisory board and you really appreciate their friendship, respect their opinions and would love to get their feedback on how they feel you could best improve the quality of your clients' experiences with you.

· Invite them all to meet with you together. If that’s not possible, visit with them individually in-person or over the phone. In-person is best as you will have a more rich and honest conversation that way.

· Tell them you will send an email (or mailed) confirmation and short list of questions in advance of the meeting. Ask them to come prepared to talk about the questions.

THE PREPARATION STAGE

2. Get them thinking between the invitational call and the feedback meeting.

· In an email or letter, recap the time, date, location and purpose of the meeting. Include a list of questions. Ask them to come prepared to talk about the questions.

· Questions might include:

a. If you were to describe me and the work we've done together to a beloved family member or friend, what would you say?

b. My business grows through referrals from satisfied clients. What would you suggest I do to increase the likelihood that clients will recommend me to their family and friends?

c. When you were first searching for a financial advisor, what factors caused you to select me? What could have made that process better for you?

d. What do you appreciate most about our relationship?

e. Is there anything bothering you about our relationship?

THE CLIENT FEEDBACK MEETING

3. Host the meeting.

· Pick a quite, comfortable setting. Use a conference room or private meeting room and have breakfast, lunch or refreshments catered in. Minimize distractions.

· Welcome people as they arrive and get everyone settled.

· Provide an opening statement about the purpose of the meeting. Ask people to be totally candid.

· Ask your questions and take notes. Have a staff member or trusted business colleague take a duplicate set of notes (you may not be able to hear and capture everything on your own).

· Thank the attendees and promise to use their advice.

THE THANK YOU LETTER

4. Send a thank you letter or email.

· Recap the top take-aways.

· Tell them you are in the process of incorporating their feedback into your business.
· Invite them to a Progress and Update Meeting in 60 days so that you can report in and get additional ideas on how to improve your service to them.

THE PROGRESS AND UPDATE MEETING

5. Repeat Steps 2-4 above, but instead of asking them the original questions, ask them to come prepared to offer additional insights and advice based on the key takeaways from the last meeting and the progress report you’ll provide.

In addition to a client advisory board, we also suggest a business advisory board. Find successful business owners, in particular, service businesses, in your community that you can learn from, share your ideas, gains and pains with. These people, once they understand what you are trying to contribute to the health of the community will become your referral sources and cheerleaders. All of them are serving the same small market and may have experiences that mirror yours.

You may be amazed how generous people are when they know you and like you and you ask for their help. We like to help people we care about. These clients won't expect anything in return for their candid feedback and wonderful ideas, other than seeing you take action and keep the channels of feedback flowing. Your clients want you to stay in business. They will help in any way they feel they can. Just ask.

LOOKING FOR THE ULTIMATE GIFT FOR YOUR CLIENTS?

Consider a Legacy Profile written by award-winning journalist and celebrity profile writer Jane Wollman Rusoff!

As a financial advisor, you are always looking for ways to add value and bond with your clients. Here is one of the most creative and insightful ways I've found to help you do just that.

Listen to this 17 minute interview as I speak with Jane Wollman Rusoff and get her thoughts on building trust and affinity with clients. Jane has developed a special offering just for financial advisors so that you, too, can provide a wonderful gift to your most important clients.

A Legacy Profile starts with a personal conversation, over the telephone or in person. Jane has an immense talent for drawing people out. The telephone or in-person conversations with Jane are recorded, transcribed and edited by Jane. The oral history becomes much more than a transcript, though, as Jane -- who is a veteran journalist -- exercises her judgment to create a Legacy Profile that serves as a short autobiography and legacy document for your client.

The client's Legacy Profile is likely to be one of the most cherished documents you can ever provide for them. Your clients will be pleased with your thoughtfulness. You'll get new insights into their values, attitudes and goals. The Legacy Profile will help you understand, in a life planning type of way, what your clients want out of life. And the process could even open the door to your meeting with the next generation in your client's life.

I know from personal experience how powerful and wonderful these Legacy Profiles written by Jane Wollman Rusoff are. My family and I hired Jane to write a book length autobiography that captured my father-in-law's most important life stories. This digital history of his life will outlive him and honor his memory once he is gone. It will help generations to come understand their family legacy.

While you may not wish to provide a book length document to your clients, every advisor can afford and should consider providing a Legacy Profile to their best clients.

You can learn more at www.FamilyStarProductions.com. 

LISTEN TO THIS INTERVIEW NOW:

Branding Your Firm from the Inside Out: What You Must Know and Do to Win Market Share Now

Annette Bau, creator of the Millionaire Series, interviewed me for her Financial Advisor Summit – a virtual event that is airing in August on select days and times. I just found out that my recorded interview will ONLY be available FREE of charge TOMORROW, August 11^th, 2010 between noon and 6:00 pm EDT.

My topic is:

Branding Your Firm from the Inside Out: What You Must Know and Do to Win Market Share Now

You will learn:

• How to sharpen your brand and articulate your value in a clear, compelling way
• Ways to gain access to worksheets and questionnaires that will help you clarify your value proposition and get everyone on your team "singing from the same hymn book"
• What industry leaders have to say about the future of advice and the financial services industry
• How to create an action plan based on expert advice from one of the industry's most respected marketing consultants
• How to understand branding - and why it’s important to your ongoing success - from the inside out

Annette says on the Financial Advisor Summit site: “Marie Swift is the CEO of Impact Communications. Her firm boasts a long and illustrious list of industry thought leaders, celebrities, and highly-successful advisors-all gleaned effortlessly through attraction-based marketing and PR strategies. She’s one of the top PR experts in the country, as well as an expert in public relations and marketing communication. She is hailed as the ‘Marketing Guru’ by the editors at Investment Advisor Magazine.”

If you go now to www.fasummit.com and register for the virtual event, they will send you information on how to access my recorded interview – which is available tomorrow only, between noon – 6:00 pm EDT for free. Please note that if you miss this free window of opportunity you can pay for the audio series and not only hear my interview but several others from world-class sales and marketing experts. It is important to note that I do not receive any royalties or revenue from any of the audio purchases you make on www.fasummit.com; I’m simply participating as a way to bring insights and value to the financial planning and investment advisory community.

I know this whole system is a bit confusing – as all things are when they are new to us – but give it a shot and let the conference organizers know what you think. I’m pretty sure my segment will contain a couple of good and inspiring ideas for you!

You can post comments for me HERE on my blog: www.marieswift.com and I’ll respond here.

Warm regards,

Marie

Over the many years that I've been coaching financial advisors on Marketing Communications strategies, we've continually discussed how building a strong online presence is essential.

10-12 years ago, websites were just "coming of age" and advisors were asking "Do I really need to have a website? None of my clients are online." Today we know that not only do you need to have a website but it must be A GOOD website. People will look you up online and if they see a poor website (or no website), chances are they will move on to another option. Bottom line: you have to have a good website today to be considered a serious business.

Today, with the advent of LinkedIn, Naymz, Ning, Groupsite, Facebook, My Space, Intranets, Wikis, blogs, Twitter (which is essentially "micro-blogging), You Tube, EONs, and thousands of other social media sites ... coupled with the ability to cross-link to "traditional media mentions" such as WSJ, Kiplingers, local newspaper and magazine mentions, TV clips, etc. and audios, videos and/or multi-media presentations you produce on your own ... it's a wild, wide world of possibilities. I hear this common objection from advisors all the time: "Do I really need to do all this stuff? None of my clients are on XYZ (fill in the blank with Twitter, for instance). I predict that in 2-3 years, we will look back and see that participating on several social media sites - in addition to maintaining and populating a good website and blog - and in addition to having numerous "traditional media hits" - will be required to be seen as a viable resource.

Moral of the story: You owe it to yourself to understand your options today and to get ahead of the curve by embracing several online tactics now.

What happens when people "google" (or "bing") you? What do they see? Online reputation management and presence is important. You want scads of cool stuff to show up on the first google / bing page - articles you've had published, quotes in publications, a blog, your Twitter feeds, your LinkedIn page, your profile on FPA's site (or NAPFA, Garrett Network, Paladin Registry, WiserAdvisor, NAIFA, etc.), a You Tube video channel, a book you contributed to or wrote, online news releases, etc.

Here's one other "must": REGISTER YOUR BUSINESS WITH GOOGLE LOCAL AT http://www.google.com/local/add. You want to make sure that if anyone searches for you online, your name comes up!

Using the right keywords and meta tags (and copy in your web content) is also important.

I could go on and on ... but let's see what you all have to say. Everyone please chime in with your best tips and advice by posting your comments on this blog site.

Not only will be learn new ways to improve our online presences, but I'll be sharing some of our collective wisdom at Web 2.0 and Social Media Boot Camp that I'm doing for FPA as a pre-conference offering (right before FPA's national conference in Denver) on Saturday, October 9, 2010.

If any of you want to attend that boot camp session, it will run from 8:30 am - noon (the 3.5 hour long session will include setting up professionally branded blog and twitter pages and populating your blog with both a podcast and a video clip / interview that we'll record there on site, as well as core content). We'll have a lunch break from noon - 1:00. Then I'll be leading an advanced cross-linking and online reputation management class from 1:00-3:00. The main conference kicks off that evening.

Just watch the FPA Bulletins if you want to consider joining me for the Social Media Boot Camp.

Meanwhile, please share your tips and advice on building a strong online presence here.

Thanks,
Marie Swift
Marketing Communications and PR Coach

Vince Esposito of AdvisorConnect and Marie Swift of Impact Communications talk about ways financial advisors can use Web 2.0 and Social Media to market their services and build relationships.


Audio here:
http://www.audioacrobat.com/sa/WZT0dCrT

Slide show here:
http://www.slideshare.net/bgeyser/marie-swift-social-media

Now Hear This: Bob Veres on the Future of the Financial Advisory Business

I had the privilege of speaking with industry influential / visionary Bob Veres on May 15, 2010 about his new white paper report: The Future of The Financial Advisory Business.

Listen to this Audio Interview
15 minutes of time well spent!
http://www.audioacrobat.com/sa/W1GKccST

Read "Micro No More" and

Join the Conversation at RIABiz:

http://www.riabiz.com/a/2006001

Read "A Profession Comes of Age" and

Join the Discussion at Financial-Planning.com:

http://www.financial-planning.com/fp_issues/2010_5/financial_planning_industry-2666628-1.html

What You Must Know - AND DO - to Survive and Thrive as an Advisor Today

This Radio Show Interview (mp3) was conducted in December 2009 by host Annette Bau for the Life Insurance Selling Summit. Really fun and informative conversation (if I do say so myself!)


Listen now:
http://annetteb.audioacrobat.com/download/ISS_SwiftM_Final.mp3

Creating Social Glue with Web 2.0 Strategies

Good stuff. This quick and fun video makes the point in 90 seconds: Advisors who use Web 2.0 and Social Media strategies online can build buzz and generate awareness.

I'm hosting a "live" online discussion this week only for Financial Planning magazine. To join that discussion click here: http://www.financial-planning.com/forums/viewtopic.php?f=240851&t=2365211&p=2368180#p2368180

Time to Ramp Up Your Marketing Plan!

Here are three resolutions FAs should tackle in 2010 to improve their market share:

• Resolution #1: Work Some Media Magic
• Resolution #2: “Celebritize” Yourself
• Resolution #3: Expand Your Reach

Here's how to do it: Read my article, just published as a web exclusive by Research magazine: Time for a Transition (V): Ramp Up Your Marketing Plans in 2010

Looking Ahead

In my next installment for Research, I will provide tips on using Web 2.0 and online social networking strategies to expand your reach and generate positive search engine results.

But, if you are hungry for information on using Web 2.0 and social media to build buzz and create additional traffic to your primary Web site, you might want to sign up for the Using Web 2.0 and Social Media to Build Relationships webinar being offered by the Financial Planning Association (FPA) on January 20, 2010, at 1:00 pm CT.

I’ll be hosting the virtual learning session and will be joined by compliance expert Nancy Johnson Jones (www.compliancemaze.com), who will tell you what you can and can’t do under FINRA and/or SEC regulations, and multi-media expert Chris Hall (creator of “fast, fun and informative” Practice Management tips brought to you by the "vanguards of practice management" at Securities America, online and FREE at www.AdvisorPod.com) who will give an overview of LinkedIn, Facebook, Twitter, blogs, YouTube, podcasts and other tools you can use to build relationships with people online. You do not need to be a member of the FPA to attend; everyone is welcom, although there is a small fee to attend (goes to FPA to defray costs).

Of special note:

I will be at a number of industry conferences this year and would love to hear your marketing success stories. You’ll find my ever-evolving schedule of events at www.impactcommunications.org.

In the coming weeks, you can find me at:

• TD Ameritrade national conference in Orlando, February 4-5, 2010
  
• T3 Technology Tools for Today conference in San Diego, February 18-20, 2010
• The FPA Business Solutions conference in Dallas, March 1-3, 2010 (save 15% with the code you will find at top of the page here: http://www.socialmedia-bootcamp.blogspot.com

My team and I are also leading the Web 2.0 and Social Media Boot Camp being offered by FPA as a pre-conference option on February 28, 2010 in Dallas (FPA early bird incentive ends January 22, 2010).

Hope to see you at one or more of these events!

Did You Miss These Tweets? Good Stuff!

Ck out the Web 2.0 and Social Media Boot Camp (2/28/10) being offered by FPA and Impact Comm - a first! http://www.socialmedia-bootcamp.blogspot.com

Doing webinar for FPA (1/20/10) on Using Web 2.0 and Social Media to Build Business. Sign up now - cheap! http://www.fpanet.org/Learn/VirtualLearningCenter/ClassDescriptions/UsingWeb20AndSocialMediaToBuildRelationships/

Will be speaking at TD Ameritrade's national conference first of Feb. Then on to the T3 Conference mid-Feb where speaking, doing PR for conf. www.tdainstitutional.com and www.technologytoolsfortoday.com for more info.

RT @Fiduciary360 Social networking site for advisors built to be FINRA compliant: http://bit.ly/6Fci7C @NewsfromIN

RT @ovrdrv What are the five biggest mistakes in social media measurement? http://bit.ly/6xsUDU

Kiplinger's PF says Seek Advice on 401k, profiles Impact client Smart 401k - puts Smart 401k clients on cover: http://bit.ly/7hwRNY

New tools 4 end of life planning http://www.investmentnews.com/apps/pbcs.dll/article?AID=/20100103/REG/301039968/1082: http://bit.ly/8IxHI5

What's your major? http://www.investmentnews.com/apps/pbcs.dll/article?AID=/20100107/BLOG01/100109903: http://bit.ly/4zespt

Don't know your risk tolerance? Here's how to find out: http://www.pbs.org/nbr/blog/2009/12/dont_know_your_risk_tolerance.html

Bob Veres offer Client Article Svc. Great 4 FA's client newsletters. Inside Info subscribers $151 discount code E2DE http://www.bobveres.com

Evolution of a Planning Firm - http://blogs.wsj.com/financial-adviser/2009/12/31/voices-sheryl-garrett-on-the-evolution-of-a-planning-firm/

RT @WSJPersFinance Relax, You Can Beat That Stress http://bit.ly/6bkn4h

RT @tweetmeme Tips for Better Twitter Tweets — Art Biz Blog http://bit.ly/K7gYv

RT @sangsito I need NAPFA advisor that can help me reach my goal in life without cost me arm and leg. Thanks.

@sangsito Visit http://www.garrettplanningnetwork.com to view 300 fee-only (commission free) planners. Will work on hourly or project basis.

Take a look at six social media trends for the upcoming year. http://bit.ly/5pKp0k

Great PM info for Financial Advisors = AdvisorPod.com http://www.advisorpod.com/SociallyAdept

Five-Touch Campaigns - Advisor Success Stories Here

In my last article for Morningstar Advisor, I provided thoughts and detailed instructions on how financial advisors could create an effective Five-Touch Marketing Campaign.

Be sure to read Power Up Your Marketing Plan - a companion article - too.

Please post your comments and success stories on this blog. We can create a dialog here.

Who Links to Me?

What's My Line? ... Better Yet ... What's YOUR Line?

With the proper thought and development, your "elevator speech" can really make a statement.

April 2006
Financial Planning magazine

What's My Line
By Marie Swift

Louise Cole, managing partner of The Heritage Group of North America in Tom's River, N.J., introduces herself as an "affluenziologist" who helps people transfer their values as well as their valuables to future generations. It is a quick and catchy way of telling people that if family unity around financial issues is important to you, then you need to call her office to set up an appointment.

Others put it differently: "I'm a money doctor. I make sick money well," says Anthony Reguero, chief executive officer of Win-Team, an advisory firm in Lake Forest, Calif. Marge Randles, principal of The Practical Planner in Argyle, N.Y. says it this way: "My friends call me the financial farmer. I help my clients plant the seeds, nurture their crops and harvest the fruits of their labors when the time is right."

"It" is the all-purpose positioning statement, known in the trade as an elevator speech, because it should be short enough to convey who you are and what you offer in the space of an elevator ride. It helps you present yourself and position your capabilities in the listener's mind. While you should be prepared to talk with passion, power and clarity about your entire range of services (known as your value proposition), your positioning statement may be your foot in the door to that conversation. It should be at most a sentence or two-generally no more than 15 to 20 words that convey what you do for whom.

Although some people see the elevator speech as a cheap marketing trick, developing one can be a useful exercise because it forces you to identify and concisely articulate your distinct value to your client. Ideally, it will distinguish you from your competitors; in today's marketplace, no business or product is deemed "good" unless it has an original pitch, brand and message.

Positioning-creating perceptions in the listener's mind-is an important aspect of marketing yourself. You must be perceived as "the best" at what you do for your particular marketplace. Feeling a little pressure? Consider this wisdom from quintessential marketer Jerry Garcia of the Grateful Dead: "It's not enough to be the best at what you do. You must be the only one who does what you do." You don't have to be a deadhead to admire and learn from the band's success.

INTERNALIZING THE MESSAGE

Some planners view the positioning statement as a crude pitch. "I believe it's just bunk and think there are only two reasons to use a positioning statement," says Mark Folgmann, a NAPFA-registered adviser with Ark Advisors in Tecumseh, Mich. "One, they [advisers] don't believe there is value and need for what they do without using manipulation. Two, they don't think the person they are talking to will think much of their profession and want their services." He says he can't imagine other professionals using this "cheap sales tactic." "When I meet a doctor, they don't tell me that they are someone that specializes in increased cardiopulmonary efficiency. They proudly say I'm a Doctor.' Then I usually ask, Really. What is your specialty?'"

As a marketer working with advisers for nearly 20 years, I venture that planners with Folgmann's view have misunderstood what a positioning statement really is. It doesn't have to feel sleazy or shade the truth. In fact, a good positioning statement isn't so much a sales pitch as an answer to the question, "What do you do?" No one likes to feel that they're "being sold," but we all want to know what other people do and how they might be able to help us. When I visited Folgmann's website, I couldn't help but notice his tag line: "Trusted guides for people who want to live happier and more fulfilled lives." It's a beautiful sentiment that I can see being tweaked and used as a well-received positioning statement.

It may be that veteran financial advisers have internalized their value and mastered their lines so well that they rarely deliver a formal positioning statement anymore. Linda Lubitz, president of The Lubitz Financial Group in Miami, doesn't use one. "It's probably a style thing, but I've found it most effective to draw people out and to listen to what they need," she says. "So the central question is what do they want me to help them with? What do they want out of a relationship with an adviser? And what is it they want to do? By learning this, I can determine if they are a good fit for my services. Once I hear a little bit about their concerns, values, interests and goals, I have no problem communicating how my firm and I can help."

But many planners start out their careers with a rehearsed positioning statement they may eventually grow into. Dan Moisand, principal of Spraker, Fitzgerald, Tamayo, and Moisand in Melbourne, Fla., mentioned he had not spent much time on an elevator speech in his president-elect address at the FPA national conference in San Diego last fall. As a result, he said, "I sometimes would bumble through a response to questions about my business. One time after witnessing such an episode, my wife, while diving home, gently explained that it might be a good idea to have a better answer. As she and I discussed some alternatives, my daughter Megan, who was maybe five at the time, chimes in with 'Oh Daddy, you take care of people's money.' Pretty good, huh? I've gone with that ever since." While Moisand is happy to have something simple and authentic to say, he wouldn't dream of using his speech to troll the halls looking for clients. Rather he views the question "What do you do?" as more of a conversation-starter.

Most advisers need to think through and be prepared to deliver a solid positioning statement-and a complete marketing message. The value of this exercise is in the process. Whether you use all of the phrases and thoughts in future interactions, doing the introspection, evaluation and construction of what you want to convey is a vital part of your own practice development. Just one powerful sentence could improve your elevator pitch, your seminar presentations, marketing materials and your website. Now imagine how being really in touch with your value-and having concise phrases to put this value into words-would help you whenever you are in an introductory or selling situation. Even if you aren't selling a product, it's helpful to remember that we're always selling ourselves.

"We see developing our elevator speech as a means to get all the staff focused on what we're all about," says Jim Tarvin, a fee-only adviser with MCS Financial Advisors, a high-end boutique firm in Eugene, Ore. "It's a succinct way to tell our story and distinguish us from others. And it's a way to qualify potential clients, since we are intentionally casting a narrow net. We also hope that we can get enthusiastic clients and co-professionals-attorneys and accountants with mutual clients-to know our elevator story as a means of helping them generate referrals for us. It is also a good conversation-starter at community functions, and gives us confidence as we work a room of strangers."

MAKING A STATEMENT

So, how do you develop a good positioning statement? You want to tell people who you are and how they will benefit from working with you, with an eye to what makes you stand out from the crowd. If you're a fun and spunky person, you might play up your personality with colloquial language. If you are more serious, trying to deliver a cute positioning statement will just come across as phony.

Here are two examples. Both advisers have taken the time to identify their target markets and create statements that will appeal to their ideal clients. These examples go beyond a short positioning statement and become a more complete value proposition as the adviser moves along. The savvy adviser will, of course, pause after a sentence or two, gauge the listener's interest and determine if she has permission to say more.

Kathleen Rehl, principal of Rehl Financial Advisors in Land O'Lakes, Fla., works mostly with niche clients who are clergy members. When asked what she does, she says: "I work with bright, creative, visionary, mission-minded...and very busy clergy persons...who tell me they often feel clueless about many personal money matters. That's because their focus is on more important things. So, I help pastors, ministers and rabbis navigate through their financial wilderness, to get to their financial promised land, whatever that might be for each of them." This generally elicits a smile and a nod of agreement, according to Rehl. "It's as if they are suddenly freed from an awful burden and embarrassment that they haven't attended to all of their financial matters very carefully before."

Deidra Fulton, principal of Fulton Financial Planning in Plano, Texas, takes a more formal approach, which suits her personality and allows her to speak authentically. Her short positioning statement is very simple, yet helps to differentiate her from other advisers: "I'm a fee-only financial planner, and I help people make better decisions about their money." This is the first module of a whole marketing statement that she can add to as necessary for a particular situation. "My short positioning statement is easily combined with and readily leads to a medium version. After my opening, I frequently continue with:

"Services are flexible and may range from help with one or two financial issues-perhaps a 401(k) review or working with you to lay the framework toward achieving a specific short-term goal-to more in-depth planning assistance-such as a complete portfolio review or retirement projection. Or even a second opinion, such as whether a life insurance or annuity policy is right for you. Whatever the issue, I can help. Plus there are no account minimums or long-term contracts required."

Fulton conveys that she is a fee-only planner who offers flexibility in how she works with clients. "I find that prospective clients these days are much more in tune with the fact that there are fee-only financial planners, and many specifically seek them out," she says. "Many also like the fact that they can obtain professional, unbiased advice without having to turn over all of their assets for the adviser or sign long-term contracts."

Once you've developed something that feels right, you'll want to practice and internalize it so you speak naturally whenever a need or opportunity is presented. Notice how people react when you deliver your positioning statement. Do you pique the listener's interest? Do they say, "How do you do that?" or "Tell me more?"

Whatever your style, create a clear, compelling positioning statement that quickly answers the listener's fundamental question, "What's in it for me?" If you truly believe in what you do and how you help people, you'll exude a confidence that will attract people. The more clearly you define and communicate the value of your services, the more distinct your marketing edge will be.

INTRODUCTION IN A BOX

Here are four sample elevator speeches. The shorter version is followed by further elaboration if there is time and interest. While the names and qualifications of the planners are missing, you can see that each speech conveys a distinctive description of the firm.

1. New Means is a special kind of financial planning firm that specializes in working with independent-minded women and couples who know where they want to go, but need various levels of help getting there.

New Means doesn't expect its clients to be rich before they walk in the door-"growing rich" is part of what we help our clients do. Nor do we sell any products, which means all our advice is rendered commission-free. In addition, we don't require long-term contracts nor insist that our clients turn over their assets for management. Instead, we think it makes more sense to provide hourly, "as needed" advice.

2. The H Group provides comprehensive financial planning and investment advisory services to a select clientele.

We specialize in working with small-business owners, busy professionals and affluent retirees who want to reduce their taxes, invest for the future, leave a legacy and sleep better at night.

3. At Path Financial Strategies, we deal with money and the human experience. As a registered life planner, I provide holistic, life-centered financial services that include tax preparation, retirement planning, investment advice and estate planning.

I work for you, the client, helping you discover what makes your life worth living and building a financial plan to support your heart's core. I bring life to your money. I'm looking for clients who are on the path of growth and discovery.

4. Anthony Financial Management is a fee-only registered investment adviser and retirement plan consulting firm with offices in Pittsburgh and Wheeling, W.Va.

We work with a select group of employers that offer company-sponsored retirement plans who want to maximize the value and effectiveness of this very important benefit for their organizations and their employees.

Marie Swift is a marketing consultant and president of Impact Communications. To request a copy of her Marketing Muscle Worksheet, send an email to: marieswift@impactcommunications.org.

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