How to Tell Your Story (without Sounding Like Every Other Advisor)

Ever feel like your message sounds like Charlie Brown’s teacher—heard, but not understood? 

If you've ever watched Peanuts, you know the classic ‘wah wah wah’ of the teacher’s voice. You can hear it, but there’s no clarity—just noise. 

Too many advisors sound just like that. They explain their value, but it’s vague, forgettable, and gets tuned out. 

The best advisors? They don’t sell. They tell a story so clear and compelling that the right clients instantly see themselves in it. 

This isn’t just about marketing—it’s about making sure your message doesn’t blend into the background noise. 

The Problem: We Shrink Back When We Should Stand Out 

Too often, we hesitate. 

We worry we’ll sound salesy.  We worry we’ll seem needy.  We worry—worst of all—that no one will care. 

So, we hold back, soften our message, and dilute the very thing that makes us stand out. 

I call this “a case of the smalls”—shrinking when we should be stepping forward. But here’s the truth: 

Your story is your biggest competitive edge.   

If you tell a clear story, you don’t have to chase clients—they come to you already convinced. 

I was in Turkey with my family two summers ago. We were on a guided tour, moving through a crowded market filled with other groups. Every guide held up a flag to keep their group together—but there were too many flags of the same color, so none stood out.   

Except for our tour guide. He’d placed an inflatable yellow banana at the top of his pole. He found a simple way to stand out in a crowded marketplace and draw us directly to him.   

In a sea of sameness, it was unmistakable. 

Your story is your banana flag. It should be so clear, so specific, that your ideal clients recognize it immediately and know, “That’s who I need to follow.” 

But most advisors’ stories? They’re just another yellow flag, blending into the crowd. 

Let’s fix that. 

1. What You Do  Your profession isn't your value. The real value you provide is solving problems your ideal clients deeply care about. If you can't articulate that clearly, they'll move on to someone who can.​ 

The biggest obstacle I see when consulting with firms on brand development is the hesitancy to differentiate because our fear of scarcity and judgment kicks in.  

Simply put, our primitive brain is hard-wired to avoid standing out because, in primitive days, it was a sure way to make yourself a meal.​ 

2. Who You Do It For  Most advisors say, "I work with professionals" or "I help people retire." True? Sure. But also, completely forgettable. Your message should be so specific that the right clients immediately recognize you speaking to their needs, see themselves reflected in it, and realize that you see, hear and understand them.  Based on this, barring obvious reason otherwise, the brain naturally tends to assume that you can help. 

Small shifts can bring a clearer focus to who you do your best work with:   

• If you work with founders: "I help founders prepare for their big wealth event five years before an exit, so they don't leave millions on the table."​ 

• If you serve professionals: "I help law firm partners build generational wealth—without burning out in the process."​ 

• If you specialize in executives: "I help top executives transition from career to retirement—without losing their wealth or identity in the process."​ 

Effective story messaging doesn't just profile the person; it delves deeper into a hyper-specific set of characteristics, preferences, and nuances. This is why having an ideal client profile is so valuable—it sharpens and elevates everything you do across every phase of the client lifecycle.​ 

3. Why You Do It & Why You're Worth It  Your why fuels you. Their why convinces them you're the right choice.​ 

Most advisors assume their expertise alone will win clients over. It won't. The brain takes the path of least resistance—if your value isn't clear, their brain has to work to fill in the blanks (not always in your favor).​ 

People don't just buy financial advice—they buy feelings of certainty, confidence, and clarity.​ 

Take Sarah, an advisor who worked with high-net-worth executives. She used to say, "I help professionals plan for retirement. " Clear? Yes. Compelling? No. 

But when she reframed it to: "I help Sr. Execs maximize stock options and equity comp so they can retire early," those drawn to enjoying more life freedom immediately connected with her story.   

 “I help Sr. Execs maximize stock options and equity comp so they don’t leave millions on the table” would be a sharper message for the “I’m terrified of making mistakes’ type.    

How to Communicate Your Why & Worth  

Most advisors stumble when asked, "Why should I work with you?" They default to credentials or career highlights, forgetting people are buying clarity and confidence.​ 

Instead, I offer this simple framework: 

• Start with their pain point – Show how you really get their challenges. 

• Explain why you're different – Make your approach instantly clear. 

• Make it easy to say yes – Remove resistance with a strong why you. 

Example Advisor Script: "Many successful professionals worry they're missing something—taxes, investments, key decisions. I get it—your career is demanding. That's why I focus on helping [niche] make smart, strategic decisions that protect and grow their wealth. Our process ensures you never have to wonder, 'Am I missing something?'—because we make sure you aren't." 

How to Stand Out Instantly 

• Instead of: "I help people with financial planning." 

• Try: "I help founders prep for a wealth event five years before an exit, so they don't leave millions behind." 

• Instead of: "I work with business owners." 

• Try: "I help law firm partners build generational wealth—without burnout." 

• Instead of: "I help people retire." 

• Try: "I help top execs transition from career to legacy—without losing their identity." 

As marketing for clients becomes more competitive than ever, it’s imperative you don’t let your story blend into the background noise like the "wah wah wah" of Charlie Brown’s teacher. 

This week’s mojo invites you to craft a story that connects and converts, because your value is clear. 

 No Limits,