The Brand Story And Message

by | Dec 6, 2021 | Financial Planner Marketing, Website For Financial Planners


Many of our clients are independent advisors who started out at companies like Merrill Lynch or Edward Jones.

They want a clear and concise message for their firm in a relatable voice.

Here we’re going to look at how you can develop a brand story and message that will make who you are and what you do abundantly clear.

We’ve asked more than 100 retirees and pre-retirees to explain what motivated them to hire their financial advisor. Their answers reveal key insights that most overlook. 

Marketers are used to identifying the language your ideal clients are using when they’re talking about their problems. 

To write your marketing message, they use what your clients say word for word.

This is called “Voice of Consumer” research. There’s a big problem with this approach. 

Voice of Consumer Vs. Desire of Consumer 

When it comes to VoC research, in most cases your prospects or clients don’t have the awareness to put into words what they’re feeling or experiencing.

They’re going to make their best attempt to describe deep emotions, motivations, and desires that might not be obvious from what they’ve said.

That’s why we go beyond Voice of Consumer to craft your message.

Speak Directly To The Desires Of Your Clients

To reveal your ideal clients core desires, you have to look beyond the words they use. 

Pose questions that shed light on their true desires.

You can then take those words and craft a message to describe what they want better than they ever could ever say it themselves. 

We want a prospective client to visit your website and think, “this is exactly what I’ve been looking for.” 

That’s why we use Desire of Consumer research during our Deep(er)™ Dive process to craft your marketing message.

It’s hard to get your messaging right. If you want help, click here to visit our contact page and tell us about your project.

Who You Are And What You Do Is Crystal Clear In Seconds

We want people to be able to visit your website and within the first few seconds, know exactly who you are, what you do, who your services are for, if it’s right for them, and where to take the next step. Might sound like a tall order, but it can be done!

There are several key locations on the website where this messaging should be present:

There are other places on your website you can take advantage of, but we’ve found that these are the three highest leverage points.

The high leverage messaging points should always include a clear and compelling call to action that invites your visitors to take the next step to work with you.


Example #1 – Valtinson Bruner Financial Planning

At the top of the Valtinson Bruner Financial Planning website, you’ll see that there is clear messaging indicating what they do. 

Below that is a clear call to action link leads to their Unique Discovery Process.

Their About page uses the “Upside Down” strategy with benefit bullets (questions their clients can answer “yes” to and identify with) – great example of Desire of Consumer research in action. That’s where the magic happens!

It’s hard to get your messaging right. That’s why we use Desire of Consumer research to craft a marketing message that speaks to the desires of your clients. If you’re looking for help with your message, click here to visit our contact page and tell us about your project.


Example #2 – Milestone Asset Wealth Management

Again, on Milestone Asset Wealth Management’s website, you’ll see that there’s a clear statement explaining why people work with them and what they’re looking for. This is made up of three punchy statements that ideal clients will connect with.

Below that, there’s a clear call to action.

Their Unique Discovery Process page makes it obvious who the service is for.

This information helps visitors understand whether your services are what they’re looking for.

This saves you a lot of time jumping on sales calls with people who aren’t the right fit!

Usually, advisors depend on the first call to figure out whether there’s a good fit between them and their prospect. But when you have a message  focused on your client, Brand Story And Message, and Unique Discovery Process, you can let visitors self-identify before even getting on a call with them.

Final Thoughts

There’s a process to crafting an effective Brand Story And Message. And you need to get away from boring “corporate robo-speak” that plagues many websites.

Take inventory of what you know about your clients, what they’ve said about you, and combine that with the language they use to figure out their deeper motivations and desires. Voice of Consumer and Desire of Consumer research is the secret sauce.

There are several places on your website where your Brand Story And Message should be used to help you get the best results possible.

If you’re looking for help with your message, click here to visit our contact page and tell us about your project.

Become A “Category Of One” In An Overcrowded Industry

Tell us a little about your project and we’ll get in touch.