Strategy Highlights
Week 16
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Strategy 4: Articulate Your Value Promise
Formulate your value promise
As a wealth manager, your value promise is clear: You help people make smart decisions about their money to help them achieve what is most important to them. It’s critical to be able to clearly articulate your value promise at any time and in any social setting. We recommend a simple, three-part template for expressing your compelling value promise.
Who you serve and how they benefit
The first part of your value promise statement will answer the question you hear wherever you engage in conversation—at cocktail parties, community events, at the gym, on the golf course: What do you do?
Reply with this:
I help (my niche) (big benefit you deliver).
How you work
You will know that the first part of your value promise resonates with listeners when they ask, “Wow, how do you do that?”
Answer with this:
I/we use (my process).
How to explore further
At this point, it has taken less than 15 seconds to communicate your compelling value and to position yourself as an authority in addressing the needs of your niche community. Interested listeners will follow up by asking, “How would I find out more about this?”
Here you will reply with your call to action: the specific step you would like the listener to take next. In nearly every case, this will be to schedule a Discovery Meeting with you.