THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC.

Acquiring significant net new business through strategic messaging and branding

It’s more important than ever to be able to clarify and

communicate what makes you different and the value you bring

so that your personal brand stands out and becomes even more

compelling to prospective clients. The solutions are surprisingly

simple, inexpensive, and easy to implement.

This program is designed to define specific strategies and solutions for new business development, including:

¡ Acquiring significant net new business from clients and strategic

alliances through the use of strategic messaging and social media

¡ Articulating clear brand differentiation

¡ Delivering a compelling and memorable core story

¡ Developing consistent strategies to sustain your growth trajectory

COMMUNICATING YOUR VALUE

Research shows that new business acquisition is directly affected by a financial advisor’s perceived value in the marketplace.

1

Understanding the big picture

The bullish facts

1.

2.

3.

The bearish reality

¡“New net assets reverse course.”1

¡ Only 25% of advisors exceeded new business goals in 2014.2

¡ 91% of advisors don’t believe their business development efforts are effective.3

1 Research Magazine, 9/14/14.

2 2014 Drivers of Business Growth study, FPA Research and Practice Institute, 2014.

3 “Financial Advisors Miss the Mark on Business Growth Goals: FPA,” ThinkAdvisor, 11/18/14.

Who are today’s high-performing advisors?

1.

2.

3.

What are high-performing advisors doing to grow AUM?

¡ Conducting seminars and events ____ %

¡ Networking ____ %

¡ Networking online ____ %

¡ Growing strategic alliances ____ %

¡ Gathering client referrals ____ %

Define your brand differentiation

What do these brands say?

¡ Volvo: __________________________________________________________________________________

¡ Porsche: ________________________________________________________________________________

¡ The Ritz-Carlton: __________________________________________________________________________

What are people saying What do you want people about you? to say about you?

1.

2.

3.

1.

2.

3.

What do your clients and prospects value most?

Source: The VIP Forum’s Survey of High-Net-Worth Baby Boomers, The VIP Forum of the Financial Services Practice, 2010.

Corr

elat

ion

to c

lient

s’ s

hift

in a

sset

s he

ld w

ith

advi

sor

STRONG

WEAK

TECHNICAL EMOTIONALType of skill required

¡ Looks out for my best interests

¡ Motivates me to take action

¡ Understands the needs of those in my situation

¡ Straightforward about fees

¡ Can explain how products and services can help

¡ Easy to get along with

¡ Will disagree with me

¡ Is responsive

¡ Knows a great deal

¡ Has experience

2

3

Niche differentiation doesn’t mean only one niche. Who/what do you work with?

Doctors

Corporations

Executives

Foreign nationals

Specific industries

Baby boomers

Generation X

Generation Y

Women

Minorities

Remarried individuals

Divorcées/divorcés

Retirees

Career development

Widows/widowers

Alternative investing

Charitable giving

Legacy planning

Other ____ ____ ____ ____ ____ ____ ____

Other ____ ____ ____ ____ ____ ____ ____

Source: “Niche knack: Looking to grow, advisors start to specialize,” Deborah Nason, CNBC, 9/2/14.

Who you work with may be your most memorable and powerful differentiator.

Notes

Source: “Niche knack: Looking to grow, advisors start to specialize,” Deborah Nason, CNBC, 9/2/14.

What is the benefit you bring?

Feature:

The connector statement:

Benefit:

Message builder value stool

Simple:

Repeatable:

Differentiated:

Notes

“Let me tell you why this may be important to you.”

4

5

Simplify your core storyPerceived value is real value

¡ Your value is defined by your story

¡ What are your clients paying for? What will your prospective clients be paying for?

Your core story

%

% % %

FUNNEL 1 FUNNEL 2 FUNNEL 3

Building your core story

FUNNEL 1

__________________________________________________________________________________________

Services offered: _____________________________________________________________________________

Knowledge and expertise: ______________________________________________________________________

Preparation and people involved: _________________________________________________________________

Benefits to clients: ____________________________________________________________________________

Most important deliverables of value:

__________________________________________________________________________________________

__________________________________________________________________________________________

__________________________________________________________________________________________

Is this valuable? ____________________________________________________________________________

FUNNEL 2

__________________________________________________________________________________________

Services offered: _____________________________________________________________________________

Knowledge and expertise: ______________________________________________________________________

Preparation and people involved: _________________________________________________________________

Benefits to clients: ____________________________________________________________________________

Most important deliverables of value:

__________________________________________________________________________________________

__________________________________________________________________________________________

__________________________________________________________________________________________

Is this valuable? ____________________________________________________________________________

FUNNEL 3

__________________________________________________________________________________________

Services offered: _____________________________________________________________________________

Knowledge and expertise: ______________________________________________________________________

Preparation and people involved: _________________________________________________________________

Benefits to clients: ____________________________________________________________________________

Most important deliverables of value:

__________________________________________________________________________________________

__________________________________________________________________________________________

__________________________________________________________________________________________

Is this valuable? ____________________________________________________________________________

6

7

Get the word outHow do you use social media?

Building your brand

Researching/finding new clients

Communicating with colleagues and peers

Sharing content with clients

Researching products

Communicating with clients

Communicating with asset managers

Get personal and be specific

80% of the reason someone chooses to work with you is you.

Who are you? _______________________________________________________________________________

What do you specialize in? _____________________________________________________________________

Who do you work with? _______________________________________________________________________

What are you passionate about? _________________________________________________________________

LinkedIn—tell your personal story

What does your profile say? _____________________________________________________________________

Why did you get into the business? _______________________________________________________________

Why are you still in the business? ________________________________________________________________

Three reasons why strategic alliances don’t work

Wrong professional:

Wrong firm:

Wrong message:

NotesThe litmus test of successful interactions with strategic alliances occurs when they say, “I’ve got someone you need to see.”

Strategic alliance organizer

Research and prepare a thoughtful and impactful message.

Strategic alliance 1

Strategic alliance 2

POTENTIAL CONNECTION

BACKGROUND INFORMATION

REMARKABLE

NETWORK CONNECTORS

NEXT ACTION

NEXT MEETING

William Richardson

WR & Assoc CPA

Chicago, IL

312-555-1212

wr@emailaddress.com

www.website.com

Northwestern alumni

Wife—Josephine

Two children

Golfer

Hunter

Active in the United Way

Chaired an event for the

United Way and was on TV

promoting the event on every

station in Chicago on 2/1/10

1. David Aniston

(Bill’s college friend)

2. Joe Maxwell

(involved in the United Way)

3. Diane Ranier

(president of AICPA/Chicago)

Contact network connectors

to get an introduction

8

9

Take action!

Now it’s time to take what you’ve learned and apply it to your practice

Thank you for joining us today!

1 Identify your simple differentiator and core story

2 Expose your personal value to your niche(s) and referral sources

3 Meet with your John Hancock Investments Business Consultant

Notes

10

John Hancock Funds, LLC Member FINRA, SIPC601 Congress Street Boston, MA 02210-2805 800-225-6020 jhinvestments.com

NOT FDIC INSURED. MAY LOSE VALUE. NO BANK GUARANTEE. NOT INSURED BY ANY GOVERNMENT AGENCY.THIS MATERIAL IS FOR INSTITUTIONAL/BROKER-DEALER USE ONLY. NOT FOR DISTRIBUTION OR USE WITH THE PUBLIC.MF21333 CYVWB2 2/15

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