Question

Topic: Taglines/Names

Tagline Needed For Financial Planning Firm

Posted by Anonymous on 7/5/2008 at 9:19 AM ET 250 Points
My company is in the process of developing a tagline for our financial planning practice. Here's a little background about our firm:
- we value building long-term client relationships and have a very low client turnover due to the fact we treat clients like members of our family
- we specialize in working with retirees and those approaching retirement
- we have a unique investment philosophy built around low-volatility investing
- we believe that your financial goals should dictate your investment strategy, so we normally create a written financial plan prior to making investment recommendations
- in addition to financial planning and investment advice, we help our clients coordinate their portfolio and financial plan with their tax-advisor and estate planning attorney
- our ideal client family has $500,000+ in investment assets and is looking for personalized financial advice
- we deliver a high level of service because we limit the number of clients we take on - that way we endure we can actually deliver the level of service we promise
- our firm is celebrating it's 25th anniversary
- we're an independent firm focused primarily on providing advice for a fee - not on selling insurance and investment products

Any quidance or suggestions would be greatly appreciated!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/5/2008 at 8:01 PM Accepted
    Confidently Retire In Style
    Customized Retirement Wealth Management
    Retirement Portfolio Growth Management
    Growing Retirement Nest Eggs Since 1983
  • Posted by jarcher on 7/7/2008 at 8:50 AM Accepted
    A financial analyst I am friendly with always said:
    "It's time in the market, not timing the market"

    How's that for a tagline?
  • Posted by J Geibel on 7/15/2008 at 3:06 PM Accepted
    Many years ago, when financial planning was just coming into vogue, I worked with several firms on their marketing, wrote a column for Financial Services Times and gave presentations to CFPs at regional meetings.

    Just about everything you have listed could be said by almost any financial planning practice - in other words, if your tagline isn't unique - it doesn't help you much.

    Talk to your best clients and ask them what they would tell their friends about you if they were to recommend you. Listen carefully and see if you can extract something distinctive and unique. Often, this will come about in terms of what was missing from the relationship with a prior adviser. Sometimes you have to personalize it: "Tom Jones kept asking questions - and I knew from the questions he asked that he was listening carefully to me - our previous adviser never heard us."

    However - in your effort to contrast - be careful about the negatives - don't overdo it.

    Another dimension is if you help your clients see things they hadn't seen before (e.g., visualize their financial independence.)

    Remember - your tagline really shouldn't be about you - it's about your value to your clients - as seen through their eyes - a subtle but distinct difference.
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