An advisory firm's unique value proposition sets it apart from its competitors and should be focused and relevant without using jargon, writes Ken Haman of the AllianceBernstein Advisor Institute. "Imagine that you have written the [unique value proposition] in big, block letters on a white billboard out on the highway," Haman writes. "All you get to write is the UVP and your telephone number. Imagine that lots of people will look at the billboard every day. Would anyone call?"