After reading the comments section of Ron Lieber's article, I agree with Carl Richards. We have to get out and tell our stories.

The level of hostility toward advisors was shocking. Phrases such as "do it yourself," "don't waste your money," "inherent conflict of interest," "rich elite," "greed," "self-serving," and "financial planning is a joke" are just a few of the choice comments. Out of 52 comments, 75% were negative, 15% were neutral or self-serving, and only 9% were positive. It's a small sample, but is this how most people see our profession?

We can start the story by talking about these points:

Financial Planners do a lot more than invest money. Financial planners help our clients get clear on where they are spending their money, and we help our clients create and stick to a budget if that is necessary. That alone can be life changing for a lot of people.

Financial planners help our clients set up and automate a savings plan. We let our clients know if they have enough insurance and whether they have the right kind of insurance to protect themselves and their family in the event of illness or death.

Financial planners advise our clients to execute wills and trusts to make sure their estates go to the right people, with the least hassle and cost. We help our clients choose the appropriate employee benefits from their company.

Financial planners help our clients identify areas where they might save on taxes, and we help them understand what they need to do to save and prepare for their retirement years.

Yes, it's true that many financial planners also invest their clients' money, but they do so while keeping in mind the client's whole financial picture. This is known in the industry as "comprehensive financial planning." For these planners, investing money is not an isolated activity, it relates to every other part of a person's financial plan. Yes, there will always be  salespeople and bad apples-- just like in every other industry. But there are many financial planners who take their fiduciary oath seriously and who, to the maximum extent possible, act in the best interests of their clients at all times.

Most financial planners know that a wide range of returns is possible and that is why asset allocation is the predominant investment strategy implemented in client's accounts.  But if a client expects perfect market timing calls from a financial planner, they will be disappointed--as were many of Lieber's readers.

I hope that the article alerted the financial planning industry and its leaders that we all need to do a better job of educating the public about our true mission, which is one of service and not one of greed.