The me-me-me monster is killing your message (and what to do about it)
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.
What to say when you can't say "independently owned" or "non-aligned"
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.
3 quick tips to get more (of the right) people reading your "super changes" blog post
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.
"Everyone needs a financial planner" is a trust killer
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.
A simple way to get the attention of your ideal clients
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?
Not another generic “Budget Update” (or, how not to bore your clients to death)
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?
Is your financial planning business a painkiller or a vitamin?
A week from today, weary from a night in front of the tele, hundreds of finance geeks will collectively knock out a seemingly endless stream of articles and newsletters about Joe Hockey’s night of nights — the Federal Budget.
Meanwhile, clients weary from the annual bombardment of snooze-worthy updates, will have their fingers hovering over the delete key.
The problem with "financial independence"
When you think about your financial planning business, do you see yourself as a painkiller or a vitamin? Are you the immediate solution to someone's burning pain, or are you an optional, life-enhancing supplement?
Probably a bit of both. But for your ideal clients, one type of message will resonate more than the other.
Do you speak "corporate" or "human"?
The phrase “financial independence” is used a lot by financial planners, as a way of drawing people towards something they believe they desire.
But there are a few things to consider when using a phrase like “financial independence”. If you don’t, you may end up with a message that simply doesn’t resonate.
Getting the message right: A review of the Astute Investing website
Empathy and clear communication are vital parts of a financial planner's role. But when "corporate" speak kicks in, you can loose your audience faster than you can say "mumbo jumbo".
The simplest way to write copy for your practice's website (without blowing a brain fuse)
An awesome website is about more than looking good. It has to speak to the people you're trying to reach and, in some way, move them.
Last week Simon from Astute Investing asked me to review his website. He's allowed me to share the results here so we can all learn a few tips and traps.
What if I told you that you could “swipe and deploy” words (i.e. copy) for your website that speak directly to your target audience?
Oh, and without that horrible blank page / staring around the room looking for inspiration feeling.