What retirement-focused advisors should say:
“The kinds of people who really love working with us are pre-retirees and retirees worried about living on a fixed income. There are a lot of advisors out there, but what we do differently for our clients that they can depend on is we’ll map out realistic post-retirement expenses, factor in how their spending will change at each stage of retirement and teach them how to think about spending well versus just budgeting. The reason this is so important to people is they now have to focus on cash flow; we help them feel secure while they enjoy retirement life. Everything we do in our business, every person on the team, is entirely focused on making sure we deliver this difference.”
What advisors focused on executive women and couples should say:
“The kinds of people who really love working with us are female corporate executives and dual career families. There are a lot of advisors out there, but what we do differently for our clients that they can depend on is we make life easier by doing the organizing for them, save them time with really efficient ways to meet and make decisions, and we have a much broader picture to help them balance work, life and money. The reason this is so important to people is we can make things less stressful so they have time for what matters most. Everything we do in our business, every person on the team, is entirely focused on making sure we deliver this difference.
Where Do You Go From Here?
Improving your marketing is much like redecorating a home—one thing leads to the next. But the foundation of all marketing is the message, which is why you start here and work hard to get it right. Then you can prioritize the other marketing renovations required—and I’ll try to help you with more DIY shortcuts, step-by-step instructions and advice to maximize results at the lowest cost in terms of your time and budget.
Gail Graham is CEO of Graham Strategy, dedicated to helping wealth managers build brands people love. As the former CMO of United Capital, she led marketing and brand development from 2012 through 2016, creating an industry-leading marketing platform. Previously, she spent a decade at Fidelity Investments in both retail and institutional leadership roles, serving as EVP Marketing for the RIA channel.
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