Uncomparable: The Financial Advisor’s Guide to Standing Out through Niche Marketing

The reality is, no small business can expect to be the best. The better way to stand out is to be different. When you position yourself as unique, prospects can’t compare you to any other advisor. Instead, there are clear distinctions the prospect can easily notice between you and other firms. You claim leadership in your space because there is no

The answer is to change the playing field completely so that clients choose you based on your expertise. The answer is to become uncomparable—so different that comparison ceases, eliminating the competition altogether.

If you offer real value and make a real difference in the lives of your clients, then you owe it to them to help make it easy to choose you.

The key to choosing a niche market is that members share a similar identity with similar characteristics and one central problem they need to solve.

So, how do you become uncomparable? You begin by owning a niche. You become an expert in solving one problem for one type of client, and you build your business model to uniquely service the needs of those people. You focus on developing and promoting your in-depth expertise with a narrow set of clients. And as a result, prospects seek you out beca

Are you incomparable (the “best” in a sea of advisors who all claim the same thing), or are you uncomparable (so different no one can compare themselves with you)?

Striving to be incomparable keeps you in an endless race against the competition that you can never win. When you become uncomparable, you win because there’s no one else to race against you.

In 1998, Steve Jobs shared his mantra of focus and simplicity with BusinessWeek: “Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

Your niche dictates your brand, the message you communicate, the services you offer, the content you create, the processes you employ, the technology you offer, and the staff you hire.