Like it or not, insurance advisers aren't like lawyers or accountants. "LLB" and "ACA" and other designations tell consumers something about a person in those professions very quickly. No such equivalent yet exists in the consumer's mind for insurance advisers. It means you have a longer job to demonstrate your worth.

In learning to become an adviser you must become competent before you can do a good job - but in the communication stakes it's the other way around. Clients are always more interested whether to trust you, and whether they like you, first. These come from having something useful to do for them, and showing that you care enough about the outcome for them. Put simply, you need to tell them what a good risk review is, why they should have one, and why you're the best person for the job.

You will need to have a one-liner elevator pitch "I make sure that no-matter what happens in life money isn't a problem". You need to have a more detailed description for the next stage "I look at your situation, and all your existing cover, and what's available in the market and come up with the best plan for you - your budget, and your family". You need to have examples of how that's been done in the past - preferably sample plans (with names removed). The aim should be that the client sees the review and advice as valuable in themselves - regardless of the actual product or recommendations. Why? Because that's the only value you give - after all, the insurer provides the insurance.

As yet, no collection of letters adequately communicates the value of that advice. Professional qualifications are important of course, but far more important for their content and the skills they give you.