Crafting Your Value Proposition As A Financial Advisor

Natalie Hales smiling

If you’re trying but struggling to build a brand, you’ve probably tried out a few things: 

  • Writing blog posts and making videos about yourself
  • Showing up semi-regularly online
  • Encouraging your clients tell their friends what you do for them

These are a great foundation, but here’s where people go wrong with branding: 

❌ They get stuck in one part of the process and won’t move forward because of perfectionism

❌ They focus on themselves instead of their clients—and then get bored when there aren’t enough clients around to feed their egos

❌ They try too hard—and it shows in their work and in their marketing efforts. It feels pushy and a little gross.

Chances are, if you’re not attracting the right clients right now, it’s because a vital piece of your marketing strategy is a little wobbly – like a loose Jenga piece. 

Here’s your first step to fixing this problem and showing up with more impact. 

Value Proposition vs Brand Positioning Statement: What’s the Difference?

Say you want to stop attracting everyone who fogs a mirror and create a financial advisor brand that connects deeply with your ideal people. Where do you start?

After you’ve defined your niche, you’ll want to define your value proposition and your positioning statement.

Even though they sound like the same thing, they’re actually not. 

Understanding the difference between the two can help you craft a more nuanced brand identity that draws in your ideal clients.

Let’s explore the differences – and how to use their nuances to create a brand that really hits home.

Your Value Proposition is Your Brand’s Promise

Your Unique Value Proposition (or UVP) is more than just random words thrown together to sound pretty. It’s a specific, strategic promise that helps you stand out in a sea of competition and attract your dream clients. 

Your value proposition highlights the unique perspective and expertise you bring to the table. It combines what you do, who you do it for, and why your work matters to your dream clients into one clear, succinct and compelling statement. 

Its purpose is to clearly express why prospects should choose you. 

Your Positioning Statement is a Reflection of Your Market Landscape

Your positioning statement is much broader than your value proposition. It’s a reflection of where you sit in the market landscape and how your services uniquely solve your target audience’s problems or fulfill their needs. 

Your positioning statement contains your value proposition. Its purpose is to guide your messaging strategy. 

📺Watch as I break down the difference between a value prop and a positioning statement with a real-world example. 👇🏼

How to Craft Your Value Proposition or Brand Promise

To craft a compelling UVP and positioning statement, you need to first understand the specific problems your target audience faces. 

Only after you understand this can you position yourself as the ultimate solution.

Here’s what it takes to craft a standout UVP:

1️⃣ Identify the specific problem or need your target persona has.

2️⃣ Clearly articulate how and why you are the best solution.

3️⃣ Show empathy toward your audience. Demonstrate how you understand them, their goals and problems. 

📺Watch as I walk through these steps with a real-world example to craft a resonant UVP. 👇🏼

If you’re ready to take the next step and dive deep into crafting your perfect-fit value proposition, I’ve developed an online course to help you discover your most impactful messaging. You can join the course here.

Natalie Hales sitting in a sunny window
Natalie Hales boasts more than a decade of financial marketing experience on both sides of the border. She specializes in helping advisors discover their niche, craft their positioning, and tell their stories to attract dream clients. Her unique expertise was honed through her work with renowned companies like Canada Life, and her superpower lies in crafting personalized brand strategies through her signature framework, The Niche FunnelTM. Personally touched by the transformative impact of financial guidance during a personal tragedy, Natalie is devoted to amplifying advisors’ potential and establishing them as unrivaled experts for their target audience.

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