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Create Your Mission and Vision Statement

advisor marketing:

by Annette Bau on February 15, 2012

Top producers who have a great business and life, have a principle based mission and vision statement in their financial advisor marketing plan.

As we previously discussed, the first step to creating a solid foundation is to decide what you want. The next step consists of creating a mission and vision statement and a clear vision.

In his book “Principle Centered Leadership,” Steven Covey comments that your mission statement should include

“… four basic human needs: economic or money, social or relationship, psychological or growth, and spiritual or contribution.”

When your mission and vision statement is based on universal principles it remains stable with the changes of outside circumstances. A principle based statement should include: values of your firm, the niche you serve, products and services you offer, how you offer your product or service and how you give back.

Step 1: Identify the core values of your business

Roy Disney said it so well, “When your values are clear to you, making decisions becomes easier.” This is why clarifying your values in your small business, consultant or financial services marketing plan is so powerful.

Get clarity on the values that govern your consulting or financial services firm and life.

From the list below, identify & circle your top four values:

Fun
Relationships
Honesty
Learning
Connection
Volunteer Work
Education
Fitness
Balance
Spiritual Connectionsmall business vision
Advice
Creating
Serving
Teaching
Compassion
Financial Security

Step 2: Identify the niche market you serve

Be as specific as possible in identifying your ideal niche market, for example non-traditional affluent women is a better niche market description than women. Anesthesiologists is better than doctors.

Step 3: What do you aspire to achieve?

For example you may want to provide a financial literacy legacy for non- traditional affluent women. Or assist anesthesiologists in creating financial freedom so they can retire in the lifestyle for which they have become accustom.

Step 4: What roles do you provide to your niche market?

Examples may include life planning, budgeting support, risk assessments, risk management, tax planning, insurance analysis, financial analysis and financial planning, investment planning and/or estate planning.

Other services can include bookkeeper or concierge services, animal care, cosmetic, medical or dental referrals, travel agencies, and anything else your affluent clients desire.

Step 5: Write a draft mission statement for your practice.

Step 6: Confirm that your draft statement compliments your purpose and “why.”

Step 7: Write a final mission statement for your financial services firm.

For example: Advisor Marketing Practices.com provides solutions to increase retention, and repeat business for relationship marketing programs. Our goal is to improve the lives of all of our stakeholders by elevating their business & life. We offer this through a fun, educational learning environment. Our programs are also designed to improve financial literacy and marketing support to all clients, especially women.

An example of a small business, consultant or financial advisor marketing plan mission statement would be – ABC Financial Services Firm provides traditional women facing a life transition objective comprehensive life, financial, estate and investment planning services. Our goal is to provide a combination of live and web based programs that increase financial literacy and also provide social connection.

Once you are clear on your small business statement, the next step is to see your future clearly which is done through your vision.

Vision It!

Our imagination Financial Services Marketing: Purposecould also be referred to as our inner vision. When used properly, it can bring you anything your heart desires. Unfortunately most consultants (and people in general) don’t possess the ability to control what enters their minds. When our minds and imagination are out of control, the result is an out of control life.

Follow these steps to train your imagination which is also referred to as your inner vision.

Set your intention

Interestingly, the majority of top producers share that one aspect of our small business marketing practices training having significant impact for them is setting their intentions for their day, life and small business.

Create a Visualization Board and Book

Your visualization board and book is a collage of pictures. The goal is to motivate and inspire you to achieve your dreams. Include pictures that represent your ideal business, specifically the affluent clients you wish to serve, the income you want to earn, the impact you make in your niche market, etc. Also include personal pictures in your visualization book.

Examples include pictures of your family or future family (if you don’t have one), dream vacation spots, favorite inspirational quotes and pictures of your ideal look (physically and mentally).

The pictures should resonate with your goal. Each morning when you rise and evening when you retire, review your visualization book. After reviewing, take a few moments, close your eyes and visualize in your mind your ideal small business and life.

In addition to creating a visualization book that represents your ideal business and life, also create a board. Place the board in your office so you can see it during the day. Numerous studies have shown that simply visualizing an event can dramatically improve our odds of achieving the desired result! Interestingly, my second home is almost identical to the cabin in my book that I visualized owning.

Continue to spend time getting clear on what you want in your financial consultant attraction marketing and business plan as well as your life. Then visualize exactly how it will look when you achieve it.

If you want to learn more about creating a Financial Services Marketing Plan with a strong mission and vision, go to the Marketing System.

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