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Jan 2020
The One Question Financial Advisory Prospects Want Answered
Whether you’re providing financial advice to a married couple, executive, small business owner or a large entity, financial advisory prospects ultimately want the answer to one question. It’s this… How will the relationship work? Surprisingly, most advisory websites don’t answer this question. To fix this problem, expand your copy by answering the following questions: How will you… – Charge Me (Excellent example here.) – Invest My Money – Store My Money – Help Me Define My Risk Tolerance – Understand What to Expect, i.e., Returns vs. Volatility – Reply to My Questions Responsively – Safeguard My Money in Choppy Markets...
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Dec 2019Grow AUM by Adding Tangibility to Outside Relationships
Financial advisors can grow assets under management more efficiently by stating clearly your relationships with outside experts, but take it a step further than this… Grow AUM Let’s face it, it’s compelling when we can go to one place and get everything we need, rather than making multiple appointments with various experts. Still, advisors should not try to be all things to all people. This approach creates confusion and ultimately won’t bring you much business. Yet, a key way to express added value to prospective investors and, therefore, grow AUM and your client base is to discuss your longstanding relationships...
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Nov 2019Increase Community Awareness Using a Financial Advisor Office
If you’re a financial advisor seeking to do more business in your local community, then increase community awareness about your firm by optimizing your office location. How? Be a drop-off location for items needed year-round within your community. By opening your office up to your local community, you’re now welcome to repeatedly post to your town’s community Facebook page and other free social channels regarding your drop-off location and the respective cause you support. Remember, it’s repetition that keeps your firm top-of-mind and, therefore, available for when a community member realizes they need financial guidance. (See related post describing...
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Oct 2019Increase Investor Email Response Rates
I’ve had two shopping experiences recently that can be adapted to help financial advisors increase investor email response rates. For this post, I focus on how advisors can increase investor email response rates from their weekly or monthly email newsletters. I also provide examples of call-to-actions that’ll likely pull well for you. 2 Strategies to Increase Investor Email Response Rates FIRST EXPERIENCE My first experience was with Amazon. There were three sellers for the product I wanted. The prices were essentially the same. However, one was able to deliver it to me that day. I chose the latter and...
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Sep 2019Avoid These Financial Advising Video Conferencing Mistakes
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...
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Aug 2019End of Life Planning for Financial Advisors Recommended Reading
I just read The Art of Dying Well; A Practical Guide to a Good End of Life by Katy Butler. Hands down, it’s the most resourceful book I’ve read this year in regard to end-of-life planning. Specifically, it’ll help advisors guide clients as they navigate health care systems, disabilities, terminal illnesses, emotions and choices surrounding downsizing, sustaining physical independence, preparing end-of-life directives (beyond traditional paperwork lawyers suggest), and much more. Practical and easy to read, Katy provides well researched and actionable advice describing how individuals can thrive during their later years, ultimately achieving a more peaceful path to death. Her recommendations apply...
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Jul 2019Is Your Advisory Website Copy Gender and Genderless Marketing Diversified
Many financial services firms are doing a nice job maintaining a professional website and social presence. However, most are overlooking the impact of gender and genderless diversification within their marketing copy. For Example: Are you unconsciously communicating with one gender more than another, ultimately isolating prospects? Or, are you effectively communicating in order to retain assets transitioning to younger generations, those that in particular prefer genderless marketing? Male & Female Often when facilitating a website review for an advisor, I find their marketing copy tends to speak to one gender more than another. Therefore, when you add content to your...
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