September 2021 Issue: Be Yourself - the Ultimate Truth in Advertising-Be Yourself - the Ultimate Truth in Advertising by Arlene Moss

Be Yourself - the Ultimate Truth in Advertising by Arlene Moss

Pdf Summary

In this article by Arlene Moss, the importance of being genuine and authentic in your financial planning practice is emphasized. Moss advises planners to be true to themselves and embrace their own knowledge and expertise. Planners should not feel pressured to know everything, but should instead focus on what they love to learn and share that knowledge with clients. Moss encourages planners to be strategic and intentional in their educational pursuits and to pay attention to the areas where they have added value for clients. <br /><br />Moss also highlights the fact that planners are not the right fit for everyone. It is important for planners to identify their expertise and target their marketing materials towards the clients they can best serve. Planners should confidently reflect who they are in their marketing and communication, as authenticity will attract the right clients. Moss advises planners to build a referral network to send prospective clients who are not the best fit to other planners who can better meet their needs. <br /><br />Comfort and confidence are key in building authentic relationships with clients. Planners should be comfortable and confident in their attire, word choice, and overall interaction style. Being true to oneself releases energy that can be better used in planning and building deeper relationships with clients. Planners should focus on creating a business that aligns with their own engagement style, pricing structure, and client capacity, while never neglecting the most important part of their business - themselves. <br /><br />Overall, the article emphasizes the importance of being genuine and authentic in financial planning, as this leads to happier and more fulfilling client relationships.

Keywords

genuine

authentic

financial planning

knowledge

expertise

educational pursuits

added value

target marketing

referral network

comfort and confidence