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.
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
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......................