When marketing to prospective clients, many firms try to show how they are ‘better’ than other firms, for example by their status as a fiduciary, fee-only advisor offering comprehensive planning services. While these can be important characteristics, they are not necessarily the differentiators they once were, with even the largest asset managers adopting similar language in their marketing.

Join Adam VanDeusen, CFP, Associate Financial Planning Nerd at Kitces.com, to discuss how advisors can focus on what makes them different, instead of the slippery slope of forever trying to be better in an increasingly competitive advisor landscape. Leveraging Kitces Research data and real-world examples from advisory firms, we explore how advisors can decide what makes them different and options for how they can communicate their unique value proposition on their websites to show why they are the best advisor for their ideal target client.

What You’ll Learn:

• Learn how advisory firms can differentiate themselves and accelerate growth using their websites
• Discuss trends in how different types of advisory firms are communicating their value propositions
• Learn why having an ideal target client avatar can help a firm differentiate itself
• Discuss how advisors can use client services calendars to show their ongoing value proposition
• Learn how advisory firms have approached posting their fees on their website in a way that is linked to the unique value they provide

Meet the speaker

Adam Van Deusen, CFP®

Associate Financial Planning Nerd at Kitces.com