Why financial advisers should rethink the stories they're sharing
The feel good tactic for financial advisers who feel icky about 'look at me' marketing
In financial planning land, we very often paint ourselves as the one who saves the day.
We do marketing that uses lines like 'CFP: It's all you need to know.'
We do 'why' videos that don't connect the dots with how that matters to the people we hope to help.
We put ourselves at the centre, rather than our clients.
Simplify your marketing by answering this one question
You might've heard from a guru or two, that you have to 'sell yourself' to 'win' clients. You have to talk yourself up. Beat your chest a little.
Because we need the public to know about the good work financial advisers do. The good work that YOU do.
But what if the look-at-me approach feels icky to you?
Why you should explain your financial planning process (beyond the standard 5 steps)
When you're clear about who you're for, your message is easier to share.
It's easier to attract the right people and help them with what they need — whether that's head-banging, needlework or financial planning.
The question is, who are you for?
The me-me-me monster is killing your message (and what to do about it)
Most people have never been to a financial adviser before. Nor do they know someone who has. You're the person they're relying on to explain how it all works.
So let people into your process. And don't let a lack of information be the thing that stops someone from saying yes.
Two simple words that help people say 'yes' to financial advice
You're proud of the work you do. You know the difference you make in people's lives. And you want to help more people with financial advice.
So, you talk about it — what you do and how you help.
But that passion and pride and desire to share it with the world, can leave you with a message that has one big problem.
A fun idea to help your 'About' page stand out and be memorable
There’s a lot of Aussies who know they need to do something about their money situation. But they also feel embarrassed about where they’re at. There’s shame, guilt, regret. A sense of failure.
That makes it very hard to ask for advice.
But there’s something you can do to help.
Use the wisdom of your clients to create some talk-about-able marketing
In David Walliams popular kids' book, 'The World's Worst Children', he doesn't include a boring 'Acknowledgements' page at the end.
Instead, he has a 'Thank you' page at the start.
But it isn't just any thank you page. It's fun. Even a little silly. It shows personality. It captures the attention of the reader.
And it's memorable.
Please stop marketing
I reckon everyone has a bit of wisdom in them. Knowledge about a specific topic, a thoughtful view on the world, something that experience has taught them well.
There's a wealth of knowledge bundled up in your clients' minds.
And I think there's a great opportunity for you to use it.
What to say when you can't say "independently owned" or "non-aligned"
In the coming weeks, you're probably going to hear a whole lot of, "How financial planners can rebuild trust and reputations in a post Royal Commission world" opinion pieces.
Spoiler alert. This is one of them.
But this isn't about writing to your clients and reinforcing the good work you do.
It’s something very, very different.
Example of an amazing blog post, written by a financial planner
Last month, ASIC clarified their position on use of the terms "independently owned" and "non-aligned".
Many advisers are concerned this leaves them with no way to differentiate themselves from the big banks and institutions.
But it's actually a brilliant opportunity to improve how you communicate with prospects and clients.
3 quick tips to get more (of the right) people reading your "super changes" blog post
Have you ever read something that stopped you in your tracks? That got your head nodding? That prompted you to share it with other people?
Because it resonated. It was human. It showed empathy and vulnerability...without being a sob story.
Well one adviser, did just that.
Some things are not marketing opportunities
Getting Aussies to give some thought to their super, can be a challenge at the best of times. And when there’s some big changes on the horizon, it’s even more important to grab people's attention and encourage them to act.
You want to help, so you start trying to get the message out — articles and social media posts about ‘Super changes 1 July 2017’.
The response? Crickets.
What to do when a guru says to...
It’s 8.21am on Anzac Day. Already in my social feeds I’ve seen posts from financial advisers saying "Happy Anzac Day", and connecting Anzac Day with the need to buy insurance.
Anzac Day is not a marketing opportunity.
Today is not about your business.
One dodgy website practice to avoid (especially if you're tempted to use the word "independent")
Most financial advisers I speak to, aren’t short on marketing ideas.
And in addition to the pressure they put on themselves to have a crack at it all, they’re faced with consultants, experts, and gurus telling them they “have to” use some specific tactic.
Truth is, you don’t.
"Everyone needs a financial planner" is a trust killer
There’s been a lot of talk recently, about compliance surrounding the use of the words “independent” and “independently owned”, in the communication, marketing and websites of financial advice practices.
Advisers seem confused. ASIC seem confused. Hefty fines are up for grabs. And one tiny mistake on your website, could be your downfall.
Sometimes the best marketing doesn't feel like marketing
There’s many things that influence trust in the financial planning industry. But one of the things that destroys it, might not be as obvious as some of the others.
It's saying things like, "Everyone needs a financial planner".
It's saying the solution you offer — the thing you're trying to sell — is the only valid option.
It screams "salesperson", not "adviser".
So what's the alternative?
A simple way to get the attention of your ideal clients
If you're a financial planner, the instant you mention money in your marketing, a little switch is unconsciously flicked in the minds’ of your audience. And an unwanted wall — sometimes thick, sometimes thin — magically appears between you and your potential ideal clients.
You see, most marketing slaps you in the face a little.
But some of the best marketing, is when you don’t know it’s marketing.
Doctor Daniel Crosby on advisers' alpha and investor behaviour
Someone recently said to me, “don’t wait till you’re in the shitter.” They were talking about financial advice. I chuckled and wrote it down.
It was brilliant.
It was language clients would use. You could imagine someone saying it to a friend or family member.
But is it language you should use with clients?
Want more positive stories about financial planning in the media?
We've all probably poured over one of those monster lists of cognitive biases at one time or another.
And of course we all think, "I'm far more rational than that."
In Doctor Daniel Crosby's latest book, The Laws of Wealth, he goes beyond the list and gives us some practical tools for managing our own and our clients’ behaviours.
Hardly a week goes by in financial planning land, where there isn’t someone bemoaning the lack of positive stories being told about the profession in the general media.
But “news”, particularly in the digital space, is no longer controlled by the mass media.
The common folk — yes, you and I — can now, more easily than ever before, tell stories that matter too.