Phrases, concepts, ideas, funnels that communicate your value and services. Example: I help my clients develop streams of income for retirement.I can't tell the future, so let's diversify your money into three areas: taxable, tax exempt, tax deferred. Putting about a third of your portfolio into an annuity, we can pick up certain guarantees. I can't use the word guarantee with any other product, except CDs. What's important to you, what makes you happy? ( Being outdoors, fly fishing) So, in a relative sense, we need to cut through the clutter ( this close ended fund, owning gold, chasing that ETF or managed fund) and diversify your assets, so we can fund your desire to spend your time fly fishing out in nature, with a reasonable amount of certainty.