2023 Playbook Series #3, Session #1: Getting to Yes - The Art of Conversation and Client Conversion-Report

Report - New Frontiers in Wealth Management

Pdf Summary

Financial advisors have traditionally marketed themselves based on credibility and credentials, focusing on images of luxury and success. However, this does not reflect the true identity and values of the advisor or the firm. Clients want advisors who are authentic, transparent, and relatable. The "propersonal" marketing approach focuses on the advisor's personality, interests, and values, humanizing content and interactions. It encourages openness and vulnerability from clients and extends to the entire firm staff. To implement propersonal marketing, advisors should discover their true personality, share personal stories, show vulnerability, involve their team, and embrace technology. This approach helps advisors build stronger connections with clients and stand out in the market.

Keywords

financial advisors

marketing

credibility

transparency

relatability

propersonal

personality

vulnerability

technology

market differentiation