Sharron Senter is a freelance financial services writer who helps financial advisors connect with wealthy and emerging-affluent investors on a deeper level.
She writes about money, health and emotions and their related life milestones; positioning advisors as counselors who help the whole individual.
For many years, I’ve been helping independent financial advisors, broker-dealers, Super OSJs, RIA firms and other financial services professionals and related influencers increase revenue by providing reliable, clear and effective marketing communications.
I’ve written hundreds of financial blog posts, email newsletters, LinkedIn articles and white papers, and thousands of social posts for LinkedIn, Twitter and Facebook.
Financial Services Writing Approach
My writing approach accounts for the economic and psychological factors driving your prospects’ decision-making.
My strength is helping financial services firms build meaningful relationships with customers and influencers by creating relevant and timely content, ultimately building conversation opportunities. I also define and manage the infrastructure buildout of your social channels and website platforms that facilitate your content, when needed.
My skills aren’t limited to being a financial services writer.
I’ve been helping business owners for more than 17 years to define their value proposition. I possess an unusual blend of skills that include the ability to write clearly as well as tie my approach to your business’ unique strategic advantages.
I’m also the author of the special report, Financial Services 12-Month Annual Content Marketing Calendar
My Financial Marketing Services & Experience Include:
> A comprehensive understanding of the financial services marketplace, minimizing your need to bring me up to speed on the intricacies of your profession.
> Writing non-promissory, digital and offline content that generates engagement in a highly regulated industry.
> Working knowledge of the emotional mindsets of Millennials, Gen Xs, Baby Boomers and high-net-worth individuals, helping you align more quickly with prospects. Coupled with the understanding that the nation’s wealth is undergoing a large shift to younger generations and women.
> An understanding of how financial advisors spend their working days and the key business operational issues concerning them most. I’ve worked with more than 139 independent financial advisors, wealth managers, CERTIFIED FINANCIAL PLANNING™ professionals and others. Many of these relationships originated through the advisor’s B/D or RIA.
> Legitimate and creative marketing and branding strategies that distinguish you from your competition combined with persistent project management and follow through.
> More than 17+ years of experience creating and orchestrating marketing plans and content marketing editorial calendars.
> Expert knowledge of how to write effective headlines that increase engagement and conversion rates.
> Hands-on experience creating client personas, as well as translating data and customer behaviors to identify relevant content that will appeal to target audiences.
> Writing trust-fostering content for client referral campaigns.
> Working knowledge of marketing CRM and automation software, enabling you to track marketing ROI, simplify lead collection and increase AUM. I’m also fluent with WordPress for blogging and Constant Contact for facilitating email campaigns.
> Extensive search engine optimization experience (SEO), including writing mobile, search-friendly financial copy. This includes an emphasis on voice and local searches using a natural language approach.
> Broad experience with many forms of traditional marketing, including direct mail, in-person event marketing, public speaking and referral programs.
Sharron’s Personality and Education
I possess high levels of emotional intelligence, business acumen and diplomacy. I’m astute at communicating at all levels of an organization, from technician to C-level securities executives.
My skill sets aren’t limited to being a financial services content writer. I hold a B.A. in Economics and an MBA. I’m a business owner and client development consultant, and I offer execution support and strategic counsel for financial services firms. My thought process goes far beyond the written word to capture the underpinnings of processes that ultimately help build financial practices via new and expanded relationships.
Engaging My Services
Most clients hire me to do one of five things:
#1 – Write marketing communications. For example, often clients hire me to write weekly or monthly content, such as blog posts, email newsletters, LinkedIn articles, editorial/opinion pieces, guest blogs, etc. Others have me write for their clients, such as helping an RIA’s financial advisor with their website copy or marketing an advisor’s upcoming event.
#2 – Create and manage overall marketing plans, implementation, follow-up and reporting.
#3 – Manage digital marketing agencies and/or provide weekly or monthly guidance to in-house junior marketing staff, ultimately optimizing digital marketing and in-person event activities to drive efficient AUM growth.
#4 – Attend board meetings so that I may listen for digital growth opportunities, provide a female client perspective for financial firms with limited female executive representation as well as highlight self-limiting (often legacy) organizational habits and mindsets that stifle growth.
#5 – Analyze marketing data to ensure its fullest utilization for the purposes of segmenting and personalizing all digital communications, ultimately maintaining efficient revenue growth.
Some clients hire me on retainer so I’m readily available to assist them with their ongoing client development, others by the project. In limited situations I’ll also bill by the hour.
If you’re seeking an ethical and reliable financial services writer, please reach out. In the meantime, you may find the following financial advisory marketing posts helpful: