August 26, 2014
Successful Advisor Propositions Answer the Question, 'Why Should I Choose You?'
JERSEY CITY, N.J. - An effective value proposition strengthens audience connections and fosters growth, yet many advisors have had little objective guidance in formulating such statements until now, according to a new study released today from Pershing, a BNY Mellon company. What Do Top Advisors Say and What Do Investors Really Think? reveals how an advisor can communicate their value proposition to investors and differentiate themselves from other advisors in the industry.
A unique value proposition answers the critical question "Why should I choose you?", yet according to the survey 60 percent of investors say that many advisors make similar promises, making it difficult to distinguish between them. The strongest value propositions incorporate these four key elements:
"Developing an effective value proposition can have larger implications on an advisor’s overall business than they may realize," says Kim Dellarocca, managing director at Pershing. "In many instances, the value proposition is the first impression potential clients experience and can be the catalyst for a future relationship. It is also an opportunity for advisors to promote business growth by using language that differentiates themselves and targets their ideal client base by articulating attributes and features that appeal to specific demographics. Of course, the real test is delivering on what you promise."
Choosing the right language can make a big difference for investors. Pershing’s study found that investors prefer value statements that incorporate "comprehensive" over "holistic" by a ratio of seven to one. Additionally, two topics that investors care about most – conservative investment approaches and trust – are under-represented in most value propositions.
Based on a systematic look at the value propositions used by top advisors, and investor reactions to these and other value propositions, Pershing has identified key takeaways for advisors to consider when creating a value proposition of their own. They are as follows:
Pershing and its affiliates provide global financial business solutions to advisors, asset managers, broker-dealers, family offices, registered investment advisor firms and wealth managers. A financial services firm located in 23 offices worldwide, Pershing provides business-to-business solutions to clients representing 6 million active investor accounts on the U.S. platform. Pershing affiliates are members of every major U.S. securities exchange, and its international affiliates are members of the Deutsche Börse, Australian Stock Exchange, Irish Stock Exchange, London Stock Exchange and Toronto Stock Exchange. Pershing LLC (member FINRA/NYSE/SIPC) is a BNY Mellon company. Additional information is available on pershing.com, or follow us on Twitter @Pershing.
About BNY Mellon
BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment management and investment services in 35 countries and more than 100 markets. As of March 31, 2016, BNY Mellon had $29.1 trillion in assets under custody and/or administration, and $1.6 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK). Additional information is available on www.bnymellon.com. Follow us on Twitter @BNYMellon or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.