If the way you’re promoting your credentials is still last century, want to know how to do it today?

Like many advisors, do you promote yourself by proudly reciting your list of credentials?

If you are, you’re making a big mistake. No one cares. At least not today.

Now, when knowledge only came from books; was hard to interpret, and even harder to apply effectively, proving that you had a lot of it as evidenced by your credentials was valuable, maybe even compelling. It worked well - in the last century.

But not now. In our overwhelming, digital, democratized, AI-driven information world, it’s demonstrating that you can use those credentials to distill benefits from information that really matters to people. Credentials are just information, and no one even understands what they mean. Seriously.

But clients do need interpretation of information and the context behind the content. They want wisdom they can use, not data they can’t. And that’s an order of magnitude way above just credentials.

Instead, show prospects how you help them get what they want from information by extracting the personal benefits. Then ask questions that reveal a targeted benefit they want. That proves you can help them.

No one will figure this out from your credentials and your skill will remain a secret. Your real credential today is your ability to convert complicated information into advice with questions that reveal benefits. To do that you need to promote differently. Talk distilled client benefits and tie them to client wants so they care and can make their lives better.

So, don’t promote your credentials. Instead, ask questions that promote your ability to use them to help prospects get what they want instead.

God bless and - Go be Amazing!