Those statements serve as your guiding lights for everyone in your organization to follow. When in doubt about why you're doing something, or how to move forward, just look back at the Mission Vision and Values. They are intended to point the way into the future. Those statements also say to your target market, "Look at us. We're different and better. We're ethics-driven. So, you can trust us." By the way, that's the essence of Credibility Marketing.

Now, back to real life. Did you assign a million dollars to your 2004 marketing budget? Obviously not. Because both insurance and financial sides of this industry are rooted in the traditional "captive agent" philosophy, advisors tend to spend very little on their marketing. The assumption is that the broker dealer or "home office" will pay for that.

Hint – look back at step one. When everyone spends the minimum on marketing, you can score by spending more, or by spending your minimum in a smarter way. By now, you should know that this article is about spending it in a smarter way.

Here's an easier question – "Do you ever tell people what you believe in?" Actually, the answer to that question is Yes, whether you like it or not.

From the psychological perspective, whether you intend to or not, you always transmit what you believe. And, you do so in your words and actions. What do you think Richard Nixon's core beliefs were? He told you through his actions. How do they compare to those of the Dali Lama? Closer to home, what do your clients think your beliefs are? Do they see you as a transaction jockey looking for ever more sales opportunities? Or, do they see you as client-centric – a well meaning professional looking for ways to help them?

By applying the universal strategy to Credibility Marketing, an opportunity was born. It's called "Magnetic Marketing". When I teach Magnetic Marketing, I ask each person in the room to stand and say who they are. "My name is __________. And I __________." This is when ninety-five percent of the audience feels the sting, as they realize that the best they can do is sound like a clone of the guy in the next chair. That's the bottom tier. The people with defined "elevator pitches" easily separate themselves from the pack and establish the middle tier. However, their faces turn south when they hear the other elevator pitches – they all make one of two mistakes. Either they parrot each other with, "I help my client make smart decisions about money." Or, they bore each other with long-winded prosaic expostulations of good intentions.

In my experience, in answer to the "what do you do?" question, it is rare that anyone has a unique statement that can hold anyone else's attention. The point is, having anything is better than having nothing. But, having something unique to you is a heck of a lot more involved than simply following a formula.

That brings us back to the corporations. Let's look at eight of the high-profile corporations in America, and focus on what they say they believe in. This is a game I call: "Name that Corporation!" In it, you're the contestant. I'll give you the language these corporations use to tell people what they stand for, what they believe in, their ethics and values. Your job is to naaaame that corporation! Should be simple and easy, right? Here we go:

The disclaimer: I chose these corporations because of their success in creating a high profile. The information cited here is readily available on the internet, mostly on each company's website. In no way did I select any company to poke fun at or ridicule it. My firm has worked for five of the seven companies.

Corporation Number One: The company's overarching objective is to create long-term, sustainable shareholder value. We remain committed to the business strategies that have delivered results for decades: investment discipline, operational excellence, development and application of state-of-the-art technology, and maintenance of the highest standards of ethics and business integrity.

The policy of Company Number One is one of strict observance of all laws applicable to its business. The Corporation's policy does not stop there. Even where the law is permissive, the Corporation chooses the course of the highest integrity. Local customs, traditions, and mores differ from place to place, and this must be recognized. But, honesty is not subject to criticism in any culture. Shades of dishonesty simply invite demoralizing and reprehensible judgments. A well-founded reputation for scrupulous dealing is itself a priceless company asset.

Corporation Number Two: "Our priorities are that we want to dominate North America first, then South America, and then Asia and then Europe," That's a quote by the Company's President and CEO as told USA Today business reporter Lorrie Grant recently.

Company Number Three: In all of our businesses, our aim is to build lasting relationships with our customers in the U.S. and around the world. To meet this goal, we must be worthy of their trust in our ability to help them achieve financial security, and we must remain ethical in all aspects of our business relationships-both internal and external. That's taken from the Company's Chairman and CEO.

"Doing the right thing for the right reasons should be the hallmark of how we conduct business with the public, our customers, and our associates." A quote taken from the company's Enterprise Ethics Office.

Company Number Four: We believe it is in the interest of our shareholders, our customers and our employees that we maintain a highly acceptable public image supporting a progressively profitable company. Honesty, integrity and fairness in dealings must and will be absolute and an integral basis of our total philosophy."

Company Number Five: Our Vision is to be the preeminent financial management and advisory company in the world. It is a drive firmly rooted in the things we value most: our intelligence, our principles and our optimism.

No one's personal bottom line is more important than the reputation of our company. At Company Five our goal is to act in ways that help us to:

• Exemplify the highest standards of personal and professional ethics in all aspects of our business.
• Be honest and open at all times.
• Stand up for one's convictions as well as accepting responsibility for one's own mistakes.
• Comply fully with the letter and spirit of the laws, rules and practices that govern Company Five around the world.
• Demonstrate consistency between one's words and actions.

Company Number Six: We strive to be known as a company with the highest standards of moral and ethical conduct-working to earn client trust, day in and day out. Our word is our bond?.an organization people can trust – doing what we say and reporting results with accuracy and objectivity.

Company Number Seven: Mission: To enable people and businesses throughout the world to realize their full potential. The tenets central to accomplishing our mission stem from our core company values:

• Connecting with customers, understanding their needs, and providing value through information and support to help them realize their potential.
• Excellence In everything we do. Deepening customer trust through the quality of our products and services, our responsiveness and accountability, and our predictability in everything we do.
• Great People with Great Values. Delivering on our mission requires great people who are bright, creative, and energetic, and who share the following values:
  • Integrity and honesty.
  • Passion for customers, partners, and technology.
  • Open and respectful with others and dedicated to making them better.
  • Willingness to take on big challenges and see them through.
  • Self-critical, questioning, and committed to personal excellence and self-improvement. Accountable for commitments, results, and quality to customers, shareholders, partners, and employees.

Company Number Eight: The following are the eight principles define Company Eight, as articulated by the CEO in an article published by the Center for Ethical Business Cultures in December 1993:

1. Strong consumer and customer focus.
2. Strong results orientation and personal accountability.
3. Restless innovative style.
4. Empowered teams.
5. Value-added functional excellence.
6. Avoidance of bureaucracy.
7. Value diversity.
8. Community involvement.

Now, what do you notice about that experience? With the exception of number two, didn't they all sound similar? You have to wonder if the companies developed their language and statements without seeing if other firms said pretty much the same thing. Or, perhaps they did investigate other companies but decided to travel the conservative path and sound similar. More than likely, they simply expressed the values and principles they either have or aspire to have. We can't fault them for that, can we?

Ultimately, it doesn't matter why they published similar values. What does matter (to you) is this – with unlimited budgets, most of the biggest corporations say the same things. My research shows that these firms are not isolated. Since Enron, corporations are broadcasting their values and beliefs more than ever. So are financial and insurance advisors.

See the pattern? Look around you at the economic environment of your community. Listen to what other advisors and agents say in public. Do you say the same things they say? Even if your values and beliefs match those of everyone else in the community, why would you announce them? By doing so, you're announcing that you're a clone of everyone else. Please, don't go there!

The universal strategy helps you find something different and better – a new opportunity that few (if any) people are taking advantage of. Enter Magnetic Marketing. The goal of Magnetic Marketing is to show you as being honestly, actually and truly different and better than everyone else to your "A-level" target market. If you're not doing that, you're doing the opposite – showing that you're similar to and no better than anyone else. And, that's a Universal Law.

Next step for you? Simple logic. Look at Step #3. Adjust and adapt to take advantage. When most of your competition looks and sounds like the clone army, that creates a huge opportunity for you.

Conclusion #1. If major corporations are spreading similar messages across the globe, that means that most of Americans already hear a homogeneous message from Corporate America. That spells "opportunity." So, if you adjust and adapt, you can take advantage of the situation.

Conclusion #2. If the vast majority of advisors say the same things when they describe themselves, that (too) spells "opportunity." So, if you adjust and adapt, you can take advantage of the situation.

In this situation, you're a roving linebacker facing a quarterback who is telegraphing where he's throwing the next pass.

How can you take advantage of the situation? That's a topic I'll cover in upcoming months. However, let me give you a hint – focus on your "A-level" clients. What do they want to see from you? I'll tell you how to that in future columns.

In the meantime, watch what you do and listen to what you say. You may find that you look and sound like someone else.

Answers:

1. ExxonMobile
2. Wal-Mart
3. Prudential Financial
4. Avis Europe
5. Merrill Lynch
6. Citigroup
7. Microsoft
8. Pillsbury