When a prospect visits your office for the first time, is it your natural tendency to hide under your desk? Boring, bland, plain vanilla, interchangeable with your competitors — is this your firm? If you aren’t being yourself on your website or in your marketing materials, then you’re engaging in the digital equivalent of hiding under your desk.

Why do advisors engage in such patently self-defeating behavior? Because they’re afraid. And it’s not rejection that they fear. The marketing materials of most financial advisors, financial planners, wealth advisors and insurance agents suggest that many advisors are more afraid of being themselves than of being rejected.

Advisors can be so afraid of offending the broad swath of prospective clients that they hide behind stock photos, boring clichés and traditional methods of organizing their websites. “About us,” “contact us,” yawn! Why would anyone contact you if they don’t really know you?

So how do you overcome your fear and become the approachable, attractive and, best of all, unique advisor your high-net-worth prospects are seeking? Here’s a radical idea: Let them get to know you.

Intimacy (“into me see”) means being yourself with other people. It means letting them see what makes you tick. Instead, many advisors downplay what makes them unique, as they boldly strive for blandness.

Here’s what sets you apart: the specific market you serve, the way you see the world, where you think the economy is headed and even your religious views. So stop trying to be all things to all people.

If you specialize in people with a net worth of $1 million or more within two years of retirement, say so. If you specialize in women just starting out who want an advisor with a sense of humor, let them know that’s who you are. If you think our national debt is the most important economic issue of our day or your religious convictions guide your investment philosophy, make that clear.

Don’t worry about the people you’ll drive away because they aren’t like you. They were never serious prospects to begin with. Instead, have the guts to attract the people who are your most perfect clients because they think, feel, act and believe just like you.

Find your birds of a feather and let them know that your nest is the best place for their nest egg.

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