Do you know WHY you became a financial advisor? I mean the real deep reason behind why it’s important to you to help people manage their money, make smart financial decisions and create a secure future. Can you remember a trigger in your life that compelled you to make this choice?

Getting in touch with the internal reason behind WHY you became a financial advisor lays the groundwork upon which your personal story is built. Sometimes it even leads you to a perfectly matched niche that you always dreamed of having for your practice. Your personal story belongs only to you. It’s a big part of what makes you truly unique. In a world filled with your competition, wouldn’t it be nice to know exactly what sets you apart from all the others? From there, your personal story builds an emotional connection with your prospects. And not just any prospect … the right prospect. When the people you are seeking are seeking you, magic happens. And when you work with the right people day after day, you feel a sense of fulfillment that resonates through your pores.

Your story holds within it a key. That unique key unlocks all the doors that prospects put up as a defense mechanism when talking to you about their financial concerns. When you connect on an emotional level with your prospects because they feel as though you “get them”, the doors easily open and the walls come down.

Let me give you an example from our private coaching for financial advisors.

After several conversations with Cathy, she was able to tap into her story. She remembered how desperately she struggled through the loss of her husband who handled all the money decisions in the household. When he passed away, Cathy was left uninformed, uneducated and scared when it came to anything money related. She remembered feeling very disconnected to their financial advisor because her husband used to handle everything and she felt as though she had no relationship with this person. In that moment, she knew that she was not the only woman feeling this fear, anxiety and loneliness. Immediately, she felt a pull to become the calming agent for women who find themselves in this similar situation. Her path to becoming a financial advisor who specializes in working with women who have lost their husbands lit up like a Hollywood runway. From this moment, everything changed for Cathy. She became hyper focused on attracting people she really wanted to serve. Her marketing became sharper and more fine-tuned. Her messages became clear, consistent and undeniably authentic. She noticed that when she shared her emotional and compelling story to the right prospect there was an instant connection on a deeper personal level that drew the prospect to her as if they’ve been long lost family members. And on top of that, Cathy felt her confidence soar.

Most advisors are so busy day to day working IN the practice that they rarely spend time working ON the practice. This is the work that needs to be done when you desire a deeper connection to your clients and an authentic way to differentiate yourself from your competition. Is it time you figure out your real story? I recommend that you carve out some time to work ON your practice or make an investment with a coach who truly understands you to help you nail it and ultimately leverage your story to build this exceptional level of rapport with your prospects and clients. Imagine the impact this work will have on your practice.


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