In the coming weeks, you're probably going to hear a whole lot of, "How financial planners can rebuild trust and reputations in a post Royal Commission world", type opinion pieces. Spoiler alert. This is one of them. But this isn't about writing to your clients and reinforcing the good work you do.
It’s 8.21am on Anzac Day. Already in my social feeds I’ve seen posts from financial advisers saying "Happy Anzac Day", and connecting Anzac Day with the need to buy insurance.
Most financial advisers I speak to, aren’t short on marketing ideas. And in addition to the pressure they put on themselves to have a crack at it all, they’re faced with consultants, experts, and gurus telling them they “have to” use some specific tactic.
If you're a financial planner, the instant you mention money in your marketing, a little switch is unconsciously flicked in the minds’ of your audience. And an unwanted wall – sometimes thick, sometimes thin – magically appears between you and your potential ideal clients.
Hardly a week goes by in financial planning land, where there isn’t someone bemoaning the lack of positive stories being told about the profession in the media. But “news”, particularly in the digital space, is no longer controlled by the mass media.
How often have you looked at a fellow financial planner’s website, blog or other client communication, and responded with a silent “meh”, because it reads the same as everyone else’s? It’s dry. It’s corporate. And it’s a vacuum of personality.