While a value proposition describes how you create value, a USP (unique selling point) makes the case for why you’re the right financial advisor for your target market. Here, I look at Financial Advisors and USPs.
What should a good USP do?
The USP is typically a one-or two-sentence statement that should accomplish the following:
- Resonate with your target market’s emotions. The USP should involve an emotional appeal – how do you want your clients to feel?
- Differentiate you from “the rest” of the financial advisors. This doesn’t need to be a unique product offering. But your unique flavor should be evident when people read or hear your USP.
- Explain how you help your clients. Your USP should highlight the value you bring to your target audience. T
How to use your USP
Developing your USP can be beneficial for building your marketing strategy. It closes the gap between what you do and why people choose to work with you. Once you’ve identified your USP, you can use it in various ways:
- Website content. Your website is the perfect place to talk about your USP, as it immediately tells your website visitors what you do, what they can expect, and why they should choose you.
- Advertising copy. Should you start spending money on ads, your USP will help you target your spending on the right audience. It can also increase your return on ad spend, as you won’t be advertising generic services—you’ll be promoting something uniquely appealing.
I hope that you have found this post on Financial Advisors and USPs useful.
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