Iowa caucuses’ lessons for financial advisors

Advisors, which counts more for your potential clients–your personal chemistry or your process for helping them reach their financial goals?

Photo: Steve Jurvetson

Chemistry wins. At least that’s what an article about voters’ approach to the Iowa caucuses and New Hampshire primary suggests to me. “Voters Examining Candidates, Often to a Fault” appeared in The New York Times on December 29, 2011.

Potential voters interviewed by The New York Times

were hard-pressed to recall details of the candidates’ plans to reduce taxes, create jobs and shrink the government.

Yet they knew about the marriages and mannerisms, the faith and careers of the candidates, and they brimmed with unvarnished opinions about any trait that strikes them as admirable — or just as likely, annoying. (Emphasis added by me.)

For example, one interviewee “…is leaning toward voting for Ron Paul because of the Texas lawmaker’s unpolished speaking style….” Another “… is drawn to Mitt Romney because the well-coiffed candidate reminds him of his father, a business executive.”

Advisors’ personal chemistry counts

Personality is more memorable than plans. That’s the lesson I take away from this article. Anyone marketing to individuals should keep this in mind.

Blogging boosts personal chemistry

The importance of personal chemistry is another reason for advisors to consider social media, especially blogging. It’s a great way to develop chemistry before you meet or even speak with a prospect.

If you’d like to boost your financial blogging skills, sign up now to get the EARLY BIRD rates on “How to Write Blog Posts People Will Read: A 5-Lesson Writing Class for Financial Advisors.” I’ve recently updated the class FAQ.