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Alternative Market Briefing

Study shows what resonates with investors: 'Unwavering', 'passionate' beats 'committed', 'dedicated' and more surprises

Wednesday, August 27, 2014

Komfie Manalo, Opalesque Asia:

A new study by Pershing, a unit of BNY Mellon company, showed that an effective value proposition strengthens audience connections and fosters growth, yet many advisors have had little objective guidance in formulating such statements until now.

In the study entitled What Do Top Advisors Say and What Do Investors Really Think?, reveals how an advisor can communicate their value proposition to investors and differentiate themselves from other advisors in the industry.

A unique value proposition answers the critical question "Why should I choose you?", yet according to the survey 60 percent of investors say that many advisors make similar promises, making it difficult to distinguish between them. The strongest value propositions incorporate these four key elements:

  • Attributes of the advisor
  • Benefits for the investor
  • A rational explanation of how the firm's attributes benefit the client
  • and language that evokes emotion.
"Developing an effective value proposition can have larger implications on an advisor's overall business than they may realize," says Kim Dellarocca, managing director at Pershing. "In many instances, the value proposition is the first impression potential clients experience and can be the catalyst for a future relationship. It is also an opport......................

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