Market Solutions, Not Services

Many financial advisor websites highlight the services they offer—financial planning, investment management, estate planning, tax planning, retirement planning, education planning, etc. But most prospects don’t know what service they need. They just understand the problem they have.

Instead of marketing your services, market the solution to the problem your prospect is facing. Here are some examples:

Education planning: “Put your kid through college.”
Tax planning: “Keep more of the money you earned.”
Estate planning: “Protect your family even after you are gone.”