This document provides a seven step exercise to help financial advisors develop a unique selling proposition (USP) to distinguish their brand. The steps include identifying one's passions, what clients value, unique skills, crafting short descriptions, articulating reasons for the USP, getting spouse feedback, and testing the USP. Developing a clear USP is presented as the basis for translating one's brand into new business opportunities.

1. STANDING OUT FOUNDATIONS IN BRANDING FOR FINANCIAL ADVISORS
BY: JEREMY FLOYD
SEVEN STEPS TO

2. “Cows, after you’ve seen them for a while, are
boring. They may be perfect cows, attractive
cows, cows with great personalities, cows lit by
beautiful light, but they’re still boring.
A Purple Cow, though. Now that would be
interesting…. remarkable.
SETH GODIN, PURPLE COW Image shared by Nicholas A. Tonelli via Creative Commons license.

3. remarkable |riˈmärkəbəl|
adjective
worthy of attention; striking: a remarkable coincidence.

4. remarkable |riˈmärkəbəl|
adjective
worthy of attention; striking: a remarkable coincidence.
Something worth talking about.

5. “You must discover and commit to something that allows
your firm to differentiate itself in the minds of your prospect.”
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Image shared by Robert S. Donovan via Creative Commons license.
JOHN JANTSCH, DUCT TAPE MARKETING

6. KNOWING YOU WHO YOU ARE AND
WHO YOU AREN’T, MAKES YOU,
BEING ABLE TO COMMUNICATE
WHO YOU ARE IS YOUR BRAND.
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7. “Be yourself; everyone else is already taken.”
OSCAR WILDE

8. Don't chase new opportunities.
Let them come to you.
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9. Being at the right
place at the right time
with the right clients
means you've solved
the riddle of who your
clients are, and, more
importantly, the riddle
of who you are.
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10. UNIQUE SELLING PROPOSITION
“Find something that separates you from your competition;
become it and speak it to everyone you meet.”
JOHN JANTSCH, DUCT TAPE MARKETING
+
Low Fares
Lots of Flights
Lots of fun
Southwest Airlines
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11. Your UNIQUE SELLING PROPOSITION sits at the
intersection of your passion, your skill set, and why
your clients value you.
PASSION
VALUE SKI L L
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12. LET’S DO AN EXERCISE
The following slides will walk through seven mini-exercises
to help develop your Unique Selling
Proposition.

13. #1 WHAT ’ S YOUR PASSION?
What do you Google when you aren’t researching a
specific task?
i.e. What blogs and topics do you visit and re-visit based on raw curiosity?
What’s your guilty pleasure when you have a few extra
minutes during the day?
i.e. After the email is done and you have 15 minutes before a call, what are you
thinking about?
What is one compliment that makes you proud?
i.e. If someone tells you that you are a great mentor in the business, is that especially
meaningful?
Example: I’m fascinated by Gen Y. I research them, speak at
conferences, and study their behavior—because it interests me.
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14. #2 WHAT DO YOUR CLIENTS
VALUE ABOUT YOU?
Ever have a referral? Why did they choose you?
i.e. When asked, do they tell you that they “really liked” how you provided their
friend a financial planning guide?
What if they don’t value you? Are they doing you a
favor because they “owe you one?”
Not every client should be. Take a look at whether you are really providing value
and whether you want to build your business around that type of client.
Example: My clients tell others that I frequently share new ideas
with them.
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15. #3 - HOW ARE YOU UNIQUELY
SKILLED?
Do you have unique subject-matter knowledge?
i.e. Do you specialize in a particular area of financial services?
Do you have insight into a particular audience/group?
i.e. Perhaps a family member provides exposure to an audience in need.
Does your background provide insight into a particular clientele?
i.e. Maybe you were an engineer before entering the business.
Do you speak another language?
Example: My dad was an FBI agent, and I grew up around law
enforcement.
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16. #4 - THE TWITTER TEST
Twitter bios are limited to 160 characters. Many
professionals have become adept at cramming broad
descriptions into that narrow window. Let's try it.
Take the items from steps 1-2-3 and write a sentence
combining all of those items.
Try writing 10-20 variations.
Example: "Jeremy is a font of fresh investment ideas for Gen Y
policemen and women."
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17. #5 THE “WHY” TEST?
1. Ask yourself: Why is that how I want to be known?
Then: Write down your answer.
Now: REPEAT 5x
2. Ask yourself: Why am I uniquely qualified?
Then: Write down your answer.
Now: REPEAT 5x
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18. #6 THE SPOUSE TEST
When you’re not around, how does your spouse
describe your career? (Consider asking!)
How would you like for your spouse to describe you?
What would you change?
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19. What they are saying about you
says a lot about you.
Image shared by Kathleen Tyler Conklin via Creative Commons license.

20. #7 GIVE I T A S P I N
Make a dreaded cold call and take your Unique
Selling Proposition for a test drive.
Get a second call?

21. PAT YOURSEL F ON THE BACK
Now you have the basis for your digital brand! Next
up in the series: How to translate that brand into new
business.
To get the whole series, sign up here:
http://bit.ly/brandingseries

22. BIBLIOGRAPHY
• Godin, Seth. Purple Cow: Transform Your Business by
Being Remarkable. New York: Portfolio, 2002.
• Jantsch, John. Duct Tape Marketing: The World’s Most
Practical Small Business Marketing Guide. Nashville:
Nelson Business, 2006.