4. How?

Whether you know it or not, you have a superpower. It’s that thing that sets you apart, that stops a prospect from clicking to the next site, and it’s the reason that your best clients refer you to everyone they know.

Any competent advisor or robo app can manage a person’s portfolio. It’s how you approach the tricky areas where your clients’ money and lives intersect that makes you, well, super.

Steve shared an example of a superpower he uncovered during a recent clarity session with someone contemplating a career change:

“This individual had this unique skill combination that I've rarely come across, sort of the conductor role in an overall symphony. But he was stuck in a particular role in a particular sector of the market where he was defined by one thing. It was obvious that the way he's wired, his DNA, his superpower is he doesn't look at things in little isolated buckets. He looks at the big picture and figures out holistically how to make lots of things and people work.”

Seeing the big picture, keeping all the moving parts oiled—sounds like financial advisory is one area this person should investigate!

What’s interesting about this superpower is that the individual didn’t seem to realize he had it. If you’re unsure what clients value the most about you, try asking them. Send them a survey. Talk to a longtime client you have good rapport with. “You might be surprised that your differentiation point is something entirely different than you thought,” said Steve. “Your customers may be the ones that give you the clues as to what your real message is.”

5. Where?

“Where can be both virtual and literal,” said Steve. “The literal where can be are we local, are we regional, are we national, are we global? The virtual can be are we in a specific market sector or domain, like automotive or financial services or health care?”

Just don’t overlook the where right outside your front door. Recent podcast guests Dennis Morton and Katie Brown blew up Morton Brown from $0 to $120 million in AUM in just over a year by forging strong bonds with their “hometown” community in Allentown, Pa. Advisor Bill Keen is thriving in the Kansas City metro area because he’s relentless about hosting local events and putting out weekly content that appeals to his niche.