Too often, financial firms try to make themselves the “hero” or the focus of their company’s success or skill levels. Instead of focusing on the needs of the prospect, their content talks about their firm, how long they have been in business, etc. Your financial firm’s branding statements should be written around the prospect and their needs to survive and thrive. Your financial firm is not the hero but rather acts as the “guide” to assist them with their problems or needs.
If your branding statements, especially those on your homepage, follow this process of story branding, your website will be able to sell your products and services just as good, if not better than you can do yourself in person.
If you would like to learn more about story branding, please read my full article on AdvisorPerspectives.
Christopher P. Wendt is president of Midstream Marketing, a digital agency that generates predictable leads for independent financial advisory firms. Over the last 10 years, he’s spent hundreds of hours applying the LeadGen FormulaTM, a proven method helping financial advisors generate more leads. You can reach him at firstname.lastname@example.org.