Advisers who fail to maintain regular contact with their clients run the risk of losing new business, according to a specialist in financial services writing.
Julianne Bell, founder of Financial Writers Australia, said
Ms Bell said regular client communication was crucial to a successful business. She cited her own business as an example, saying that when FWA took a 6-month hiatus from producing e-newsletters for existing clients, new leads and new business “dried up”.
“I sat down and reviewed our new client activity over the past five years, in particular what created the most new business for us, and new business always followed closely on the heels of our e-newsletter distribution,” she said.
Ms Bell also highlighted the importance of providing relevant content, providing four tips for advisers who want to start writing a blog or client newsletter:
1. Keep it human
Financial planning is all about people, so always include stories about people.
2. Teach, don’t sell
The main intention for a blog or a client newsletter is to educate and update your readers.
This is the most effective educational tool you have and it costs far less than running numerous seminars to do the same thing.
3. What’s in it for me?
The “me” in this age-old question is always your reader, and it’s what they will be asking every time they receive something from you.
4. Give them breathing space
When you’re good at something, you love to write about it; however always remember that your audience may not be as clever as you, so “keep it simple, sweetheart”.
Advisers can click here to read the complete article from Financial Writers Australia on how to best communicate with their clients.
