Your're Pitching a Movie Idea - Your Firm's Story - Who's The Star?

You're leaving the winter behind. (I can tell you it's bloody cold in the Midwest -- I'm wearing my long underwear -- actually my wife's!)

You're on the plane to LA. Who would have thought! An investment advisor gets to pitch a movie idea in Hollywood. Who says the investment business isn't glamorous? Remember to wear your open collar shirt.

All those years, decades really, of hard work building the firm. Holding client's hands. Compliance, systems, overhead, staffing, trading and reporting platforms. Managing through up and down markets. Yep, pretty hard work.

Now they want you! Really they want the story of your firm. But you have to act fast. You need two things:

* A concept you can explain in less then 10 words. (Preferably 5) It's got to communicate the drama and tension and pay-off immediately. You have to grab them in the gut so they want to "greenlight" the project.

* A story -- or at least the story outline. Again, drama, human interest, a real story is needed. Some conflict and challenge that's overcome and of course, a happy ending.

So here's the test -- who is the star of your firm's movie? (Of course, it's a trick question. This is Hollywood!)

Your website and marketing pieces, I know, you mainly talk about the firm and its principals. Probably a lot of information on investing and markets and technical discussion. You may have gone in for complicated design and graphics. All good and useful, but -- (some soul searching is required here) who is the site - and the marketing material designed for?

Who is the star of your firm's story that you are now telling? Hmmm?

You know, the star of your firm is your client.

We (all) tend to forget. It's all about the client s****d -- and other professionals who refer us new clients. They are the real stars of our business.

Aren't they the ones that bring the drama, the challenges, the success and gratifications in your professional -- and sometimes personal -- life?

* Needs
* Feelings
* Problems
* Experiences
* Hopes
* Dreams
* Goals
* Frustrations
* Pleasures
* Passions
* and most importantly - the STORIES of your clients.

It's their stories that matter most. Whenever/however you can -- help tell them, celebrate them!

You, of course, are a key supporting actor in those stories. You are the "white knight" coming to the rescue. Slaying the dragons. The wise advisor. So it's really your story as well.
And anyway, let's be honest, aren't the client's stories (even the painful ones) more interesting then the technical details of what you offer?

So, enjoy the sun and poolside meetings. Stay at the best hotel and bill the studio. And wow 'em.

What could be more bankable? Affluent investor, wandering in a confusing, uncertain investment world and they find - you. They find safety, professional skill -- financial success. A happy ending. Roll the credits!