Quick.
Describe the essence of what you do for advisors in a short sentence.
Make it both brief and provocative.
Will it pique the prospect’s imagination and promise that good things are going to happen out of an otherwise ordinary wholesaler encounter?
In the late 1960’s two TV executives needed a way to get you and me, after reading TV Guide, to choose their shows over all other listings.
They came up with what is now known in Hollywood as the High Concept.
Without the High Concept your script won’t get read, your project won’t get funded and your show won’t be watched.
In order to separate yourself from the Sea of Sameness in our business you need a well-polished High Concept aka PVP – Peerless Value Proposition®.
And the conviction, confidence and courage to use it.
This post originally published in our Sunday Night Email.
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