Remember what Einstein said? “If you can’t explain it simply, you do not understand it well enough.” To convey a clear, concise and unambiguous idea of what you do for your clients, your value proposition should be the very essence of these wise words.
A great chef
In a phrase, your value proposition should be short and sweet, but extremely well thought out. View the individual services you provide as a financial advisor in holistic rather than compartmentalized terms, and don’t be shy about communicating the fact that you love your work.
After all, a cook doesn’t achieve “great chef” status by distaining his trade, or despising his ingredients. Instead she loves every detail, every aspect of the thought and work that goes into designing and preparing a masterful menu. Write your value proposition from the perspective of the master chef, so that you come to the task with a heart full of love for the work you do.
And write it yourself.
Sure, hunt down some examples online, bounce ideas off friends, mentors and colleagues — but do the work yourself, so that it is a wholly authentic expression. The very act of struggling to express your value proposition in your words will help ensure the end product resonates with your clients and prospects and assures them you’re the financial advisor they need.
In the end, the value to you of your firm’s value proposition is a function of its accuracy, simplicity and authenticity.