My painful task of the week is selecting a website designer to do a “facelift” on the website for our coaching practice. If you, or someone in your practice, has been through a similar task – my condolences. The most painful part of the process for me is reading proposals. It’s as if 99% of website designers went to the same Lame-o Proposal Writing School.

Here is a snippet of a proposal, with names changed to protect the innocent (and the not-so-innocent).

“Dear Client,

We have extensive experience in HTML5, CSS3 and Bootstrap to make a website mobile responsive from SEO point of prospective. Our core skills are Wireframing (Axure, Balsamiq, MS Visio), Interaction Design, Photoshop, Illustrator, HTML5, CSS, JS, and Mobile Design (Responsive Design). We provide low cost, high quality, reliable software solutions to our customers. Our difference is our people. We are the best. No one else can design your website as well as we can.

Sincerely, Best Design in the World, Inc.”


Where do I start? This is terrible marketing, for one. And, in my experience, financial advisors are not immune to making similar mistakes. So, get your own marketing copy / e-mail newsletter / brochure / website out, and let’s take it from the top.

1. The Black Marker Test – Put your materials side by side with one of your competitor’s. Now, get that marker out and black out the names. Could your piece be mistaken for another company’s piece? Could you simply cut out your competitor’s name, and substitute it with yours? Is it possible that your prospects might not know the difference?

Our friends at Best Design in the World, Inc. have clearly failed the Black Marker Test. There are about 50 designers who have submitted bids on my project. My big challenge? Telling them apart!

 2. The Alphabet Soup Test – Does the piece overwhelm the reader with technical jargon and abbreviations that don’t mean anything to the non-initiated crowd? Does it focus too much on inputs and features, and not enough on outputs and benefits? Best Design in the World, Inc. scores very low in this category, with its HTML5, CSS3, JS, and MS Visio references. They might impress another designer with this lineup, but I remain unmoved. After all, I don’t know CSS3 from a hole in the wall, and don’t care to learn it. I want a beautiful new website that works well, and a designer who is easy to work with.

3. The BS Test – Does the piece burst at the seams with things any company could say and no company can prove (“We are the best”)? Does it make empty promises (“Our difference is people/quality/service”)? All things being equal, I have no reason to believe one designer any more than I do another.

 Would you like to see a good proposal? Here is an example.

“Dear Natalia,

I have reviewed your current website and the job specifications. You are absolutely right – making the changes you have spelled out in the task description will unclutter the look of the website, and give your prospects and clients easier and cleaner access to the information they need. The great news is, I have helped lots of professionals like you get a modern look and feel for their website (here is a link to 3 recent testimonials from my happy clients.)

My approach is pretty straightforward. While I am technically savvy, I’m not just about the latest widgets. I pride myself on being a great communicator, and love to exceed my clients’ expectations when it comes to both budget and schedule. I understand that you want this project managed well, so that you can focus on what you do best. That’s exactly what I do for my clients, and I would love to work with you.

Let’s connect via e-mail to determine the next step!

Kevin Anderson, Website Developer”

I think Kevin Anderson just moved up in my potential contractor list. Would you like to do the same for your prospects? Here is a list of 3 takeaways.

1. Review your marketing for the use of same-o language. Blah-blah-blah is the worst (and least effective) form of marketing. How do you avoid it? By learning to speak prospect language about prospect problems. If you do that, you are more likely to be seen as a partner, not a peddler. You will gain trust, earn respect, and become highly referable. If you’d like more tools around this, e-mail me ( and let’s talk!

2. Review your materials for the pitfall of focusing on your HOW, not on the prospect’s WHY. There is no nice way to break this to you – prospects do not care about your algorithms, models, degrees, certifications, patented 12-step client intake process, and proprietary software. All of that is just noise to them. Interestingly enough, the more you try to sell your HOW, the more you sound just like your competitors. Talk about your ideal client’s needs, outcomes, and desires instead.

3. Challenge yourself to “prove it!” Prospects assume all advisors are the same. Offer proof through third-party confirmations, or verifiable facts.

And with that, I am off to get a strong coffee and read more designer proposals. What will you do?