Recently, I’ve watched several advisors provide financial advice via video.
Much of the information was helpful. However, at times I was distracted by an advisor’s speaking approach, ultimately minimizing their credibility and preventing me from capturing recommendations.
If you’re seeking to gain more business from video marketing or if you frequently video conference with clients and prospects, be sure to fix the following viewer irritations:
Video Conferencing Mistakes
– Rocking or twisting in your chair, projecting a lack of self-awareness.
– Fiddling with pens, pencils, hair, chin, etc., projecting insecurity or anxiety.
– Saying “you guys.” Not everyone watching is a guy. Instead, simply say: you. (See related Genderless Marketing post.)
– Apologizing too much. Stop saying you’re sorry. It undermines credibility and draws attention to the very act you’re apologizing for.
Related: Blog & Social Media Content Ideas for Financial Advisors (special report)
– Repeating the words: um, you know what I mean, or, you know. Once or twice is fine. Otherwise, pause.
– Darting your eyes. Instead, look at the camera and speak naturally. Certainly look away briefly every so often. But overall, maintain eye contact. Your client is on the other side of the lens.
– Taking too long to make a point. Instead, focus on one key message per video and keep the length to less than two minutes.
– Using technical jargon. Unless you’re speaking to a technical audience, minimize technical jargon, e.g., inverted yield curve. Instead, provide simple analogies to help your audience understand technical concepts.
– Gesturing too much or too little with your hands. If you’re having a difficult time moving your arms/hands, stand up; it often feels more natural.
– Reading notes without looking at your audience. It’s okay to briefly look at your notes. However, don’t read them to your audience since that feels impersonal.
– Talking too fast or too slow. Instead, get to the point at a relaxed speed.
– Forgetting to smile. Be sure to smile here and there, appearing approachable. The only way to know if you’re smiling is to either watch the video of yourself or talk in front of a mirror. I highly recommend both approaches. In general, if you’ve never watched yourself on video or spoken in front of a mirror, then it’s unlikely you’re aware of a potential frowning face.
– Insinuating viewers know something. Never assume.
– Fumbling with your computer trying to show different windows or documents. Instead, practice ahead of time navigating back and forth between the items you want to share. Overall, present as an organized individual, since rarely will a prospect want a disorganized investment advisor managing their money.
– Neglecting to use the title of your ideal client, e.g., physician, retiree, executive, divorcee, restaurateur, small business owner, widower, etc. (See my post regarding a marketing plan sample targeting small business owners.)
– Missing a brief introduction. For example:
Hi, I’m Julia Smith, a CERTIFIED FINANCIAL PLANNER™ professional. I help recently widowed individuals consolidate finances and create long-term financial plans so they feel more in control of their future.
– Missing a call-to-action (CTA) at the end. For example:
I offer a free, no-obligation, 30-minute financial planning consultation. Visit my website for more information, JuliaSmithCFP.com. OR: Optimize your time and money, sign up for my Financial Tips & Trends monthly e-newsletter.
The best way to overcome the above mishaps is to watch yourself on video. Even better, share your video with a few associates and ask for their candid feedback.
Before You Go…
Keep in touch while gaining fresh ideas to attract affluent investors and increase client loyalty, sign up for my free monthly financial advisor marketing tip. Also, be sure to explore my freelance financial writing services.
If you’re maintaining a YouTube channel, then I highly recommend this article: How to Write Effective YouTube Descriptions.
Thanks for reading, sharing and commenting.