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Over the years, people have often asked me: “Which of your books should I read first?”
My answer is usually, “It depends on the challenge you’re trying to solve.”
Most financial advisors want to attract more right-fit clients. But when that growth isn't happening as consistently as they would like, the underlying problem usually falls into one of two categories:
- An advocacy gap
- A relevance gap
Understanding which gap is holding you back can help you focus your efforts in the right place.
The Advocacy Gap
You may have strong client relationships. Your clients may trust you, value your advice, and gladly tell you how satisfied they are.
But satisfaction alone does not always lead to introductions.
Even your happiest clients may not know:
- Who you most want to meet
- How to describe your value to someone else
- When an introduction would be appropriate
- How to make that introduction comfortably
This creates an advocacy gap. Your clients appreciate your work, but that appreciation is not consistently turning into introductions.
Signs you may have an advocacy gap:
- Clients frequently express satisfaction, but introductions are inconsistent.
- Clients say they would be happy to refer you, but rarely do.
- Most introductions happen by chance rather than through a repeatable process.
- Clients have difficulty describing exactly who you help and how you help them.
One step you can take:
Make it easier for clients to recognize an opportunity to introduce you. Instead of simply telling clients that you welcome referrals, help them understand the specific people you serve best and the situations that might signal someone needs your help.
The clearer you are, the easier it becomes for clients to connect your value with someone they know.
If this sounds like the gap in your business, start with The Language of Referrals. It offers practical ideas, conversation starters, and proven language to help you turn client satisfaction into genuine advocacy without making clients feel pressured or uncomfortable.
The Relevance Gap
Other advisors have no shortage of conversations, but those conversations do not always turn into meaningful opportunities.
Prospects may understand what the advisor does, yet they do not quickly see why that advisor is the right choice for them.
This is the relevance gap.
Being knowledgeable and experienced is important, but those qualities alone may not differentiate you in a crowded marketplace. If your message sounds like every other advisor’s message, prospective clients may struggle to understand why they should pay attention.
Signs you may have a relevance gap:
- Your value message sounds similar to that of other advisors.
- Prospects understand what you do, but not what makes you different.
- You try to appeal to everyone, so your message doesn't resonate deeply with anyone.
- Clients and centers of influence have trouble explaining why someone should meet with you.
One step you can take:
Look at your value message from the prospect’s point of view. Does it clearly communicate who you serve, the problems you help solve, and why your approach matters to those particular people?
A relevant message does more than describe your services. It helps the right prospects recognize themselves and think, “This advisor understands people like me.”
If this sounds like the gap in your business, start with Radical Relevance. It will help you clarify your message, differentiate yourself, and become more memorable to the people you most want to serve.
Strong Growth Requires Both
A successful relationship-based business ultimately needs both advocacy and relevance.
Advocacy helps the right people hear about you. Relevance helps them understand why they should pay attention.
If people understand your value but no one is introducing you, you may need to strengthen advocacy.
If you are receiving introductions but they are not leading to the right conversations, you may need to sharpen your relevance.
Both matter, but one is likely the more immediate priority for your business.