First impressions matter, whether on a blind date, a job interview, or choosing an investment advisor.

An advisor's value proposition is often the first impression potential clients experience, and can be the catalyst for a future relationship. This statement answers the question, "Why should I choose you?"

But according to a new study from Pershing, 60 percent of investors found it hard to distinguish among advisors because many made similar promises.

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Michael S. Fischer

Michael S. Fischer is a longtime contributing writer for ThinkAdvisor. He previously reported on trade and intellectual property topics for the Economist Intelligence Unit and covered the hedge fund industry for MARHedge and Reuters News Service.