I’m talking call to action in a broad sense — what defines your firm and differentiates it from the advisor down the street or across the country. A financial advisory or wealth management firm’s call to action isn’t your value proposition, niche or list of products and services, although those can help lead you to the answer.
It’s both more and less tangible, both for you and the clients who benefit from your best work. It’s not easy to determine, but if you can nail it, it’s marketing gold.
In the branding work that I do with my financial advisory clients, I ask these men and women to consider a number of questions, including:
- As you go about your day, what is it about your work with clients that gets you excited?
- And what is it about that work that gets your clients to refer you to their friends, neighbors and colleagues?
Understanding what your individual call to action and your firm’s call to action will not only be immeasurably helpful when it comes to designing marketing collateral and specific, content marketing related calls to action, but it will also help you understand how you want to spend your days and the types of clients, employees and colleagues you want to surround yourself with.
Clues pointing to this broad call to action are everywhere. Here are some places you might find them:
- Within your client base, a commonality that your clients share.
- Among the very specific type of investment and financial planning products and services that you offer.
- A common thread in your philosophical approach to the profession.
- Your work day, working with a client to solve a difficult problem; or conversely, in your discomfort with a client that you’d just as soon avoid.
Uncovering your differentiators and that broad call to action is critical. In this age of robo-advisors and the overall increasing commoditization of the the profession, the more deeply you understand what makes you different and what drives you, the better you can make your case to prospects and clients and the better position you’re in to craft a business that keeps you engaged.
In my next post, I’ll get into conventional calls of action and their role in advisor marketing.