The Art of Selling You
Without being too weird or metaphysical, a great question for advisors to ask themselves is: "Who am I today?" Related questions are: "What is my brand?" and "What do other people think of me?" Financial advisors eventually learn that, in addition to knowing their products and services, they must sell themselves to prospects and clients. You must understand the "you" that you are offering and the "you" that your clients expect. You should plan and implement ways to create awareness of your personal brand through prestige-building activities -- your public relations campaign.
McLellan, Allen, "The Art of Selling You" (2013). Faculty Publications. 91.