A Sorta, Kinda Unique Value Proposition

For grammarians, the word "unique" is an absolute term. The definition of "unique" is: one of a kind, without equal, or unparalleled. "Unique" is a term that cannot be modified by an adverb of degree, comparative adverb, etc. Consequently, the phrases, "rather unique", "quite unique", "more unique" are incorrect and meaningless.

With 664,000 financial advisors registered with the NASD...it has become increasingly difficult for advisors to position themselves with a "UNIQUE VALUE PROPOSITION" that is truly "unique". At the same time, it is imperative that financial advisors highlight those aspects of their practice, or themselves...that are singular and distinctive.

What's the solution?

One answer may be to abandon all pretense of arriving at a "Unique Value Proposition" in the strictest sense. However, advisors should strive to find those characteristics of their practice that are valued and perceived to be different and/or distinctive. Think of it as developing a Perceived Unique Value Proposition. To the extent that investors perceive that what you offer is singular  and one-of-a-kind...it's true (at least in their heads.) Moreover, if the advisor believes that what they deliver is unique...and says it often enough...it is so.

The other truism is that every advisor is unique in the sense that they bring a specific: value-system, background, experiential history, etc. to their clients. When crafting a Unique Value Proposition, advisors should also think about developing an "audio logo" that is memorable and tells the unique story that is who they are.

For example, if you have been in the business for 25 years...SAY IT...don't hide it. If you have a prior career in a specific industry that is interesting and/or relevant...by all means mention this too.

Finally, the tenor, tempo and tone of a Unique Value Proposition is as important as the words itself. If the words slip off your tongue with practiced confidence and verve, you are more than 80% there.

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