By Mike Schaffman, Vice President of Sales & Marketing at Simplicity Lone Beacon
Think about your typical day from the perspective of the sheer amount of marketing and advertising you absorb, all the different channels and mediums you’re served ads on, and what stood out. I mean…what really stood out to you?
Maybe it was a clever billboard on the street, a radio ad during a morning talk show, a local TV spot before watching the evening news, something that caught your eye scrolling Facebook or Instagram, or maybe you got sidetracked on an online shopping spree from a Google ad.
Did you buy it right away? Will you buy it in the future? Are you going to share it with a friend?
In today’s crowded financial services landscape, differentiation can be elusive. You’re probably not going to win on product or pricing because they are quite similar across the board. Many firms struggle to break through, but your brand and your unique value proposition aren’t just in what you sell—it’s rooted in how you connect.
Build and Lead with Trust
The reality is: trust is the currency of financial services. Consumers are more discerning than ever, where brand loyalty is tied to transparency and authenticity. In a previous WealthManagement.com article, I asked financial advisors, What’s Your First Impression Like? This is where you should start your thinking and strategizing process. Instead of leading with “lowest fees” or “best service,” try leading with your values. Share your commitment to helping individuals and families retire successfully. Emotional resonance beats transactional messaging every time.
Define and Redefine the Client Experience
Your “product” might be commoditized, but the experience you offer doesn’t have to be. Hyper-personalization, driven by data and empathy, is how major brands earn their clients’ loyalty. If Netflix, Amazon, and Apple did it, why not financial advisors? Consider a marketing strategy built around behavioral segmentation and targeting across various stages of life, not just demographics. It’s deeper than that, and your prospective clients will sniff it out.
Humanize Your Brand
People want to trust others—it’s basic human nature. But it inherently comes with uncertainty and doubt. People don’t trust faceless institutions; they trust other people. So, showcase yourself. Record a short video, post on social media, host a live seminar, do something…anything…to provide educational value-based content. It’s the cornerstone of authority in this industry. It’s how you tell your story and make it easy for prospective clients to feel like they know you before they ever meet you.
Ultimately, when operating in a commoditized market, differentiation is less about product innovation and more about emotional relevance, trust-building, and experience design. The firms that win aren’t just selling products; they’re selling clarity, confidence, and peace of mind. This is how you stand out in a competitive marketplace, in a commoditized industry.
About the Author: Mike Schaffman joined Simplicity Lone Beacon in 2015, pioneering their core marketing platform, creating content, and connecting media and broadcast components with a turnkey digital solution. Mike helped transform Simplicity Lone Beacon’s offerings and solutions into one of the leading independent financial advisor marketing services in the country today. When he’s not in the office, Mike enjoys playing golf and hockey and likes to experiment in the kitchen.
