Most advisers would acknowledge that having a clear and simple statement that explains the value of what you do for your clients is incredibly useful when positioning your business with prospective clients or referral sources.

Defining and crafting a compelling value proposition can seem straightforward, yet many advisers discover that when they sit down to write it, the process is anything but simple.  The reality is, when they attempt to articulate what they do that clients are willing to pay for, they frequently encounter challenges and mental roadblocks.

For many advisers, the end result can be generic, vague, or simply unconvincing. Some may find the entire process to be daunting and begin to question what truly constitutes their value.

A common mistake is that advisers tend to focus on the services they offer, such as the number of reviews, reports, or newsletters. Others may fall into the trap of fixating on aspects beyond their control, like generating superior investment returns.

While it’s easy to state that the value created by sound financial advice is intangible—such as peace of mind—the real challenge lies in defining what specifically about you and your business allows you to deliver this peace of mind effectively.

Start with Why

You may be familiar with Simon Sinek’s TED Talk, where he articulates that people will likely do business with you based on the beliefs fuelling your actions — not just the actions themselves.

For financial advisers, this means clients are interested not only in the financial planning process you deliver, but also in understanding why you do what you do and how this will facilitate their desired outcomes.

So, how do you define the beliefs that underpin your advice?

Start by breaking these beliefs down into core components. Typically, you should consider:

• Why do you believe good financial advice helps people achieve a better future?
• What is your retirement philosophy? How do you think people can best position themselves for the possibility of 30 years or more in retirement?
• What is your investment philosophy? What are your beliefs about how investment markets function?
• What is your insurance philosophy?

There are no absolute rights or wrongs regarding these philosophies. For instance, you might believe that investment markets are fundamentally efficient and that trying to pick individual stocks or managers is futile; therefore, investing in index ETFs is preferable. Conversely, you might believe in seeking out mispricing opportunities, asserting that a skilled manager can identify long-term market trends to exploit.

With regards to insurance, you may feel it is the bedrock of every financial plan, necessitating that you provide comprehensive insurance advice and solutions to all clients. Alternatively, you may consider insurance advice a highly specialised field that warrants outsourcing to an expert. Regardless, the key is to hold a clear position.

Once you have articulated these core beliefs, you can leverage them to help craft your Value Proposition. In essence, this is a clear and simple statement about how you believe you and your firm can assist your clients.

The value of meaning

Your value proposition should be written in simple, plain English that helps potential clients understand what you do and how this will benefit them if they choose you as their adviser. If someone asked you, “How do you help your clients live their best life?” how would you respond?

A compelling answer won’t be a mere list of services such as Retirement Planning, Insurance Advice, or Investment Management, nor should it focus solely on deliverables like investment reviews, newsletters, or “call me anytime.” A persuasive response will ignite your enthusiasm because it embodies what you truly believe.

It’s not uncommon to experience writer’s block at this stage as you strive to find “the perfect words.” This is where a tool like ChatGPT can be beneficial. Once you have your belief statements, you can use them as prompts to refine your core value proposition statement with your preferred AI tool.  This may just create your first draft you can then refine, but it provides a good kick start to the project.

Ultimately, the goal is to arrive at a straightforward and clear statement that articulates the value you provide to your clients and how you will assist them in achieving financial well-being.

Graham Burnard is the Principal of Maven Business Strategies.