Why your cookie-cutter social media posts are killing your brand and your business
The Advisor in the future must demand more independence when it comes to sharing the behavior they can promise, the experiences they have encountered and their opinions about their profession.
To remain relevant and become irreplaceable the Advisor in the future can’t continue to rely on the cookie-cutter content that (literally) every other Advisor is publishing. Your content can’t be straight off the shelf.
If you continue to post the company message masked as your Advisor Alpha, the standard by which your value is measured will be controlled by the firm (the industry) and not you… this is a fatal mistake.
You can’t afford to become known for the company catchphrase.
Your very existence depends on your ability to differentiate yourself from your competition (in-house too). You must be able to remind your clients of your authentic relevant value while at the same time exuding your Alpha for ideal prospects to discover. This is a 24/7 endeavor.
You can’t continue to rely on industry standards to deliver your Alpha for this simple reason… your clients and prospects will never be able to differentiate you from your competition (Price becomes an issue in the absence of value).
In A Robo-World
In the digital age of transparency and in the era of the 24 hour client experience it is critical that your value is distinguishable as being special. This is your livelihood… if you get complacent with your reputation by trusting the industry to define your value then you will be replaced by the industry.
If they need you more than you need them you are irreplaceable. If you need them more than they need you you are replaceable.
If you can’t publish your beliefs about the industry, document your experience and make statements about the behavior you can promise then you will be replaced.
You must become known for the quality of your curiosity... This is about more than asking clients great questions… this includes asking your firm questions about compliance and the parameters of your business as it pertains to your brand. Don’t leave your reputation in the hands of others to define… Own the words, own your Alpha, own your brand and own your destiny.