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Financial Advisor Taglines: FAQ, Slogans, Examples, and More

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Get creative with your tagline!

Your tagline equals success

What is the one thing missing from your financial firm brand?

If you’ve been following me for some time you know that I am a big believer in using effective taglines to communicate with prospects and clients, both consciously and subconsciously, regarding your brand benefit. It’s been awhile since I’ve written about taglines so I’ve put together this article specifically for financial advisors discussing frequently asked questions, some examples, and lastly some tips. Enjoy!

My biggest tip: Your tagline, whether it’s three words or a sentence should imply a BENEFIT to the end user of your services.

  • Telling your target client that you are “experienced” does NOT imply a benefit.
  • Telling readers that you blog about issue X or Y is NOT a benefit.
  • Telling prospective clients that you are “Dedicated to success” does NOT suggest a benefit.

An easy test to determine whether you have a good tagline is to speak it aloud and then say to yourself “Would I want that if I were the firm’s target client?” If the answer is “Yes” then you could be on the right track.

Here are some Frequently Asked Questions regarding taglines:

Why should a firm use a tagline?

Taglines are a great way for financial firms to position their practice uniquely in the marketplace. Using a tagline can impart a sense or feeling that a business name lacks and can “finish off” your brand.

When I work with financial firm leaders or financial teams on their branding strategy, I always ask if they have a tagline or if they are happy with their slogan. More often than I can count, the firm does not have a tagline.  Or if they do it is merely a description of their services. I like to say that using a slogan is one more opportunity to position your firm and set it apart from the competition. So when you are going through your annual planning process, ask yourself “Is our brand and tagline still representative of what we are doing?”

When is a good time to change your tagline?

I’ve changed my tagline several times over the years and your firm may do the same. When you are rebranding your firm, it’s almost a requirement to change your slogan to something more appropriate to your new brand or target market.

What is the biggest mistake when developing a tagline?

I believe that a tagline that only talks about you or your firm is a missed opportunity.

A firm-centered approach generally focuses on why you are the best company (through experience, etc), states that you put your clients first, or that you provide great service. All these aspects do nothing for the client but tell them about YOU.

A client-centered approach focuses on what the client gets out of the relationship. Does the client want less risk, more freedom, or clarity that they are working towards their financial goals? When the prospective client reads the tagline would they say “I want that”?

What are examples of different types of taglines?

  • Inspirational: Growing Your Dreams
  • Alludes to a life benefit: Balanced Money * Balanced Life
  • Mentions the target market: Investing in Women’s’ Dreams
  • Aligns with end result: Dream * Plan * Enjoy
  • Future-focused: Building a better financial life
  • Right-brained: Create the Life You Love

 

Financial advisor Tagline Tips:

  • Always perform your due diligence by checking the trademark and service mark websites in your country to determine if your tagline is available to avoid legal issues in the future.
  • Think very clearly about the BENEFITS of financial planning and wealth management that you want to convey: trust, wisdom, safety, wealth creation, financial freedom, solutions, sophistication, asset protection, etc.
  • Try to keep your tagline as short as possible (no more than 6-8 words). Shorter is better. Try to eliminate any unnecessary words. If you can get it to 4 words that’s even better.
  • Who is your client? Entrepreneurs, wealthy families, affluent singles, divorced women, LGBT, self employed professionals, business professionals, engineers, doctors, dentists.
  • What message are they looking for that you can provide? Align your message with your prospective clients’ needs.
  • What are your unique strengths that you’d like to get across in your tagline?
  • Put your tagline on the front of your business cards to “finish” off your brand. Anywhere your name appears so should your tagline. Add to your website, your brochure, your voicemail, and on all your marketing materials.
  • Download my Taglines That Sizzle free E-Book with a step by step process to help you write your tagline.

 

Ultimately, you want your tagline to communicate your values and mission.  You want your slogan to provide a feeling or sense that your name can’t explain. Don’t just pick a tagline because it sounds good. Create your tagline using the suggestions here and from the authentic experience your clients go through when they work with you. That way your brand will be yours uniquely.

My last words on taglines: This is your opportunity to show your firm’s personality. Get creative!

Is it time for you to create a new tagline? What are you thinking?

11 Magic Words: Financial Advisors and Reciprocal Referrals

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two way street referralsI was presenting at a conference for financial advisors a few weeks ago. My favorite topic is “Prospecting” so for this group I was paid to put together a PowerPoint presentation: “29 Surefire Ways to Prospect for New Clients.” *See the PowerPoint here on my LinkedIn Profile, at the bottom of my summary.

I can identify with advisors who like getting referrals. Fifty percent of my new clients come from referrals. It’s funny really because my clients don’t generally refer me to advisors in their own city and state. But if they are attending a conference or seminar out of state they will recommend me to advisors they meet there. I have learned that this is because my clients see me as their “secret weapon” and don’t want their geographic competitors to benefit the way they have.

At the conference, I was speaking about the importance of generating referrals from CPA’s and Estate Planning Attorneys. One participant in the front row said “What do you do if you consistently refer clients but never get referrals in return?”

So I said “Quite simply, you should not tolerate this situation.” Over and over again I hear that advisors do not receive reciprocal referrals and I wonder why they put up with it. If this is happening to you, it’s time to have a meeting with the non-referrer.

Leading up to the discussion, you can take this approach: “Mr. Non-Referrer, I have enjoyed sending you clients in years past. Mr. Jones was very happy with the estate plan you created for him. Mrs. Smith was overjoyed that she no longer has to worry about her children when she passes on. The thing is Mr. Non-Referrer, I am very much interested in developing strong relationships with professionals who are mindful of reciprocal referrals.

Then, hit them with a direct statement. Here are 11 simple words to say to the non-referrer to take care of this problem once and for all:

“What can I do to help you refer clients to me?”

What you will learn from being direct and asking this question is whether this person will ever send you referrals. If they are not going to reciprocate, move on. If they give you some actionable advice about what you can do to get those precious referrals, then by all means give it a try. But don’t put up with a one-way street.

There are plenty of CPA’s and Estate Planning Attorneys who are competent and who are willing to refer clients to you. Being bold and asking for the business never hurts. All they can say is “no” in which case you move on!

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Using Inbound Marketing to attract clients to your financial advisory practice can be a little tricky if you don’t know what you’re doing. You could potentially waste time writing articles or blog posts that don’t generate any traffic. To get traffic to your website, article, or blog, think like a [...]
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Business development Personal growth Business skills As a financial advisor you advise clients on where to invest their assets. But where should you spend your valuable money when it comes to investing in your own skills and practice growth? The answer to this question varies depending upon your personal circumstances. [...]
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