A profound lesson from a seasoned pro with $2M in annual revenue

A seasoned pro with $2M in annual revenue ...

Told me something profound a few weeks ago.

"My best clients don't follow their money.
They follow their story.

Because numbers don't move people.
But stories do."

That hit home. Then she continued...

"I started out like everyone else. Answering questions clients didn't ask. Trying to 'educate' at every chance.

But then I was caught off guard by a client meeting and wasn't prepared. So they just talked. And I just listened.

After that, we always referred back to that conversation. They didn't want my details. They never did.

They wanted to know how everything related to that story. They became my best client.

So I did it with everyone. And my practice took off"

The advisors who thrive aren't just managing money.

They're crafting narratives that:
→ Give meaning to market moves
→ Turn volatility into opportunity
→ Make complex decisions simple

But here's what really matters...

When markets are uncertain, these clients stay steady.

Not because of charts or graphs.

Because they understand how everything fits into a bigger story.

One where market dips are chapters, not endings.

I see this work across thousands of advisor relationships.

The best ones know:
Numbers inform.
Stories transform.

What story are you telling your clients?

PS "𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝘄𝗮𝘆 𝘁𝗼 𝗽𝘂𝘁 𝗶𝗱𝗲𝗮𝘀 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱."
– Robert McKee