The Framework

Did it ever occur to you that the real reason you stand out from the crowd isn’t how you talk about yourself, it’s how you talk to your clients?


  • Consciously architect conversations to achieve your desired outcome.
  • Focusing not only on what you say but how you say it, will differentiate you from the competition.
  • Combine both a well written script with eloquent timing to craft the ideal conversations.


Because what we do as an industry is so complex and abstruse, what we say and how well we say it is often what differentiates us and our practices from the competition. In an increasingly virtual industry, how we frame our business model, express our value proposition and articulate our thoughts, insights and convictions have become progressively more important over the last decade. We all sound the same, and as a result the client/prospect assumes that we are the same. For the vast majority of financial advisors, when it comes to communication, whether in written or verbal form, we are a left-brain industry attempting to communicate with a right-brain client. We are far more comfortable speaking to the head with information, data, charts and graphs, than to the heart using analogy, metaphor and story. Like most of life this is not an either/or proposition. Recent neuroscience studies show that we most often make decisions based on emotion and then justify and execute them based on reason. So the former is the catalyst for action and the latter hopefully insures that your emotions don’t take you over a cliff.

Recurring Conversations: A Key to Your Success

We often have well over 100 conversations in the span of an average week with both clients and prospects, most of which are extemporaneous, situational and very tactical. However, given the nature of our profession, we have many “recurring conversations,” where we say the same thing over and over again to different clients and/or prospects on the same topic or situation. These conversations are your “scripts,” which more often than not simply evolved over time. This guide will help you begin to consciously architect those conversations which are designed to achieve the desired outcome-a thriving practice and a satisfied clientele. Feel free to modify these so they fit you comfortably and stylistically, but be sure to maintain the underlying theme and structure.

Practice appealing to clients’ emotional side by using metaphors, analogies and stories and you are more likely to leave the conversation satisfied with the outcome.

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Why This Matters

It’s not just what you say … but how you say it. Use metaphors, analogies and stories to speak to clients’ heads, so they understand, and their hearts, so they’re spurred to take action. Remember, none of this will likely ring true if you don’t run your practice guided by this architectural and philosophical framework.