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In this article, I am going to explain how financial advisors can make themselves the obvious choices among their prospective clients...
This is going to be deceptively simple, but don’t be fooled. It’s extraordinarily powerful. Here’s what you do…
You compare yourself to the alternatives and explain why you’re better.
Hmmm. What does that mean?
It means taking the time to articulate why working with you is a better choice than any other option your prospects might consider.
Allow me to use myself as an example…
Financial advisors have three basic “categories” of marketing help available to them:
- “Do it yourself” methods, like courses…
- “Done with you” methods, like masterminds, and…
- “Done for you” methods, like coaching programs.
They each have their pros and cons.
Courses are great because they allow you to go at your own pace. They often cover topics in great detail, and they’re usually fairly economical. However, there’s no personalized guidance or feedback. You’re left on your own to figure out the material.
Masterminds are neat because they give you a group of like-minded professionals for brainstorming and networking. But they can be expensive and insufficient because there’s usually nothing to do outside of the meetings to further your success.
Coaching is awesome because it is highly personalized and can deliver fast, targeted results. Unfortunately, it is the most expensive option. Plus, you’re limited to insights from your coach. And you might have the greatest coach in the world, but it’s still nice to learn from your peers.
Yet, with The James Pollard Inner Circle®, you get:
The depth and structure of a course through the monthly newsletter…
The peer support and idea-sharing of a mastermind during the live monthly office hours…
And the personalized attention and guidance of coaching with answers to your specific challenges.
The Inner Circle was engineered from the ground up to combine the best aspects of all three—delivering the depth of a course, the collaborative energy of a mastermind, and the personalized guidance of coaching—with none of the downsides.
Do you see what I did there?
I pointed out the alternatives and explained—logically and succinctly—why my offer is better. I didn’t talk trash about the other options. I didn’t dismiss their value or pretend they don’t work. I simply acknowledged their strengths while highlighting where they fall short and how my Inner Circle fills those gaps.
This approach works because it respects your prospects’ intelligence. It shows them you’ve thought about their options and understand the challenges they face. It positions your offer as the logical, superior choice—not through hype, but through clear, undeniable logic.
Here’s how you can apply this strategy to your business:
1. Identify the alternatives.
List out what your prospects might consider instead of hiring you. This could include DIY investing platforms, robo-advisors, or even doing nothing.
2. Acknowledge their merits.
Be honest about the benefits those alternatives provide. For example:
“Robo-advisors are affordable and convenient for basic investing needs.”
3. Highlight their weaknesses.
Point out where those options fall short. “However, they can’t provide personalized financial strategies or adapt to life’s unexpected changes.”
4. Position yourself as the better choice.
Explain how you overcome those shortcomings, like:
“By working with me, you’ll receive customized advice, proactive adjustments to your plan, and the peace of mind that comes from having a dedicated advisor in your corner.”
By acknowledging the alternatives, respecting your prospects’ intelligence, and clearly demonstrating how you’re uniquely equipped to meet their needs, you eliminate doubt and make their decision easy.
So, take action today. Implement this strategy in your messaging, your conversations, and your marketing materials. Compare yourself to the alternatives, highlight your strengths, and show your value with confidence.
Related: Spot the Trouble: 10 Red Flags for Difficult Clients