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Financial does everything in its power to bring calm rationale to these periods of tumult and uncertainty.
Flight Manual
An advisor from Chicago I spoke with had a framed, dog-eared manual hanging in his office, which caught my attention. When I asked him about it, he told me that he was a pilot in the first Gulf War in 1991, and that was his flight guide. He said if it were not for the manual, he wouldn’ t be sitting there talking to me.
Your value prop can be as simple as a portrait, especially if it can explain your value proposition.
He’ s able to use it as a conversation starter for financial planning clients. He found that people were reluctant and even resistant to providing the necessary information to put together a personal and comprehensive financial plan. So he tells the clients that for him to do his job, he needs to have all the relevant information— with the example of the flight manual that will help them navigate their financial situation.
Picture Perfect
Your value prop can be as simple as a portrait, especially if it can explain your value proposition.
Here are some advisors I’ ve run across who’ ve used pictures as their value props:
One uses a picture of his family on a ski trip to Vail. He gives clients a presentation along with it.
“ One of the first things I had to teach my kids when they started skiing is to pay close attention to the green, blue and black diamond signs on the slopes,” he tells clients.“ If your skill level is green, and you accidentally veer off on a black slope, chances are you are going to tumble most of the way down.
“ When it comes to investing,” he continues,“ I like to offer the same warning.
I need to take some time to know your experiences with investing— the types of investments you’ ve been in, and the emotional response you’ ve had toward owning those investments. You not only want to earn good returns, but you also want to get to the end and know you’ ve enjoyed the experience. Where would you put your investment experience at? Green, blue or black?”
Growth Spurts
Another advisor I’ ve spoken with liked to show her clients two pictures of her son( these sat on the credenza behind her desk). In one photo he’ s age 15, and the next was taken one a year later when he was 16. He’ s six inches taller in the latter photo. She asks prospects or clients if they have seen one of their own family members experience a major growth spurt. Some have a story, and some don’ t.
“ My son went from 5 feet 8 inches in eighth grade to 6 feet 2 inches in ninth grade,” she tells them.“ It cost a lot for the wardrobe change! He looked like a different guy— suddenly we were looking up to him.
“ The reason I tell this story,” she continues,“ is because with investments you can never predict when the growth spurt is coming. If you’ re not in the market at all times, you’ ll more than likely miss it. It’ s not about timing the markets, it’ s about time in the markets. I don’ t want to miss your growth spurt with your portfolio, so I’ m always going to encourage you to stay in a place where you can grow.”
I encourage you to start thinking of a prop you can use that underscores your philosophy, your experience, and the value your advice brings to the clients you serve. I hope that the examples I’ ve shared in this article from other advisors triggered an idea or two for you. Remember, it can be as simple as a photo that launches a story, or an object that leads to an effective analogy. Your value propositions will be better understood with the right value prop.
MITCH ANTHONY is the creator of Life-Centered Planning, the author of 18 books for advisors and their clients, and the co-founder of ROLadvisor. com and LifeCenteredPlanners. com.
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JUNE 2025 | FINANCIAL ADVISOR MAGAZINE | 21