You have seven seconds.

That’s how long it takes for a prospect to form their “trust verdict” about you. Seven seconds to decide whether you’re just another salesperson—or someone who truly understands their world. 

Why Your Introduction Is Costing You Clients 

Picture this moment: You’re at a networking event, a referral meeting, even a backyard barbecue. Someone asks, “So, what do you do?” 

You say: “I’m a financial planner” or “I help people plan for retirement,” or “I’m a life insurance agent.” 

Their eyes glaze over. Their body language shifts. You’ve just been mentally filed under “salesperson trying to sell me something.” 

Game over. 

It’s not your fault. You were probably taught that this moment is time for an “elevator speech”. But it’s not. It’s time for a story. 

The Explanation of Services That Changes Everything 

MDRT Top of the Table advisor Tom Love cracked the code on this a long time ago. He talks about an Explanation of Services (EOS), built on a simple truth: people respond best to someone they perceive truly understands them.

His five-part framework transforms how prospects see you: 

1. Your belief about a challenge your ideal clients face 

2. The story behind why you believe this so deeply 

3. What you do for clients because of that belief 

4. How you do it differentlythan other advisors 

5. A story of someone you’ve helped this way 

When prospects hear themselves in your story—when their beliefs align with yours—they don’t need convincing. They just need an “easy yes” offer—to sit down with you to assess their situation. 

And if their beliefs don’t align? They were never your client anyway. Your story just saved you both time. 

A Story That Opens Doors 

Here’s what this looks like in practice: 

“I believe that too many stay-at-home moms who lose their husbands when their children are young struggle unnecessarily to make ends meet—in most cases because they thought life insurance was unnecessary for young, healthy couples.

I saw this with my own mom. My dad died when we were teenagers, and they had never put any insurance in place. As a result, my mom, who hadn’t worked for years, had to find menial jobs just to keep a roof over our heads.

Because I lived through this, I made it my mission to make sure every family with young children has enough life insurance to keep the household going and send their children to college.”

No jargon. No sales pitch. Just three powerful signals: 

• You understand their world—not theoretically, but intimately 
• You think deeply about their challenges—because you’ve lived them 
• You can apply real experience to help them—not just textbook knowledge 

Your story doesn’t need to be this dramatic. It just needs to be yours—authentic, specific, and rooted in genuine care for the people you serve. 

Do you have a story that connects you to your prospects?

Not a pitch. Not a value proposition. A storythat makes someone say, “Finally, someone who gets me.” 

Because when you introduce yourself through a personal brand story, you’re no longer just another advisor in a crowded field. You’re the one who understands—and the one they want to work with. 

Want help crafting your story? Contact me. I’ll walk you through building a brand story that positions you powerfully and authentically—one that opens doors instead of closing them. 

And in the meantime, keep REACHING…