Focus your marketing, says the “Financial Services Marketing Handbook”
Targeting your prospects instead of marketing to everybody works best, as the Financial Services Marketing Handbook suggests in the following quote: Very few companies can afford to be everything to everyone any more. Even companies with mass-market products (like basic checking accounts) segment their markets so that they can focus their limited marketing dollars […]
Facebook likes and links for financial advisors vs. the rest of the world
What’s sauce for the goose is sauce for the gander, or so the cliche’ goes. But financial planners regulated by the SEC and FINRA often can’t use techniques promoted by social media gurus. This article discusses one such Facebook page technique. Somewhere I read that I should ask people who “like” the Investment Writing Facebook […]
How to add personality and warmth to your financial writing–Part two
Personality and warmth help your readers connect with you. In part one of this post, we discussed using personal stories. In this post, I add four more techniques: Self-deprecating humor Analogies Distinctive language Quotations 1. Self-deprecating humor Humor can be tricky because it can veer into the offensive. But gently poking fun at yourself […]
How to add personality and warmth to your financial writing–Part one
Independent financial advisors find personality is a powerful marketing tool. It’s one thing that’s unique to you. However, it is not always easy to infuse your writing with personality. In this two-part post, I address five tools you can use to address a personality gap in your writing, starting with personal stories. 1. Personal stories […]
5 Things to Stop Doing in 2016
To improve your communications in 2016, I propose five things you should stop doing. If you’re making New Year’s resolutions, consider some of the items on my list to improve your relationships with clients, prospects, and referral sources. 1. Sending emails with missing or poorly written subject lines For starters, never send an email with […]