One of the pressures on advisory firms is changing consumer preferences.

Advisors who want to call themselves a quarterback or a coordinator when they describe their services are talking in clichés and abstractions; clients will eventually begin to hear and think, “Oh, you get paid for doing nothing.” Dig deep and spend some time figuring out what you really do, and how that creates a satisfying client experience.

Here are some steps to help you get better aligned so you are building the business you want and attracting the clients who will respond to your real strengths:

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