Your Value Proposition Isn’t What You Think It Is

Lisa Mohammed
Jun 6
3 min read

Curious Financial Advisors Learning How To Close Sales

We’ve had the same conversation with dozens of advisors lately.

They tell us they’re struggling to stand out, or that prospects aren’t becoming clients, even after what felt like a great conversation.

When we ask how they’re explaining their value, they often share something like:

“We offer comprehensive financial planning.” “We help clients achieve their goals.” “We provide trusted advice and exceptional service.”

We get it. We’ve all been taught to lead with professionalism and polish.

But the truth is, none of those statements are memorable. They might be true, but they don’t say anything specific about who you are, what you care about, or what clients will feel and experience when working with you.

Your Value Isn’t What You Do, It’s What You Make Possible

A Unique Value Proposition (UVP) isn’t just about listing services. It's also about giving someone a reason to say, “That sounds like exactly what I need.”

To get there, you have to look inward first.

What kind of client are you best at helping?
What results or outcomes do your clients thank you for most?
What personal strengths or values guide the way you work?
How do your clients already describe what you do for them?

When you start asking those questions, the right language starts to reveal itself.

One of our favorite exercises is something we call the “value word pull”, a brainstorm of the adjectives, feelings, or phrases that reflect how you show up for clients. Words like: clarity, structure, encouragement, strategy, accountability, freedom.

You might be surprised how often your best UVP isn’t just a statement describing your services, it’s a statement describing the feeling your clients get when they work with you.

Say It So They Get It

If your UVP needs three paragraphs to explain, or if it could easily belong to any other advisor down the street, it’s time to rework it.

Start with this prompt:

“I help [type of client] achieve [meaningful result] by [your unique approach or strength].”

Test it in conversation. Say it out loud. Adjust the wording until it feels like something you’d actually say to a real person. You also want to achieve a reaction from your audience. This could be a nod of understanding or to prompt a question. You know you're on the right track if you begin to see these indicators.

Here’s an example from one of the advisors we work with who worked mainly with business owners looking at retirement:

“I help successful business owners cross the finish line.”

You Deserve to Be Seen Clearly

The advisors we work with are incredibly skilled, but their message doesn’t always reflect that. And when you can’t clearly explain what makes you different, it becomes harder to attract the right clients, grow confidently, or lead your business with purpose.

Ask yourself: “Does how I talk about my business reflect the best of who I am and what I bring?”

If the answer is “not yet,” you’re not alone, and you’re not behind.

You’re just ready to refine your voice.

Want help with that?

At The Personal Coach, we’re here to help advisors like you grow your business with more confidence, focus and freedom. We believe in doing things better together, owning your process, and creating a business that aligns with your values, not just your targets.

If this struck a chord and you want to talk more, I’d love to connect.

Send me a message or ask a question in the comments.