If you think ASIC's clarification about using "independently owned" or "non-aligned" is going to kill your messaging, it might be time to rethink how you're communicating with your prospects and clients. Here's what to do.
Getting Aussies to give some thought to their super, can be a challenge at the best of times. And when there’s some big changes on the horizon, it’s even more important to grab people's attention and encourage them to act.
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.
There’s been a lot of talk recently, about compliance surrounding the use of the words “independent” and “independently owned”, in the communication, marketing and websites of financial advice practices. Advisers seem confused. ASIC seem confused. Hefty fines are up for grabs. And one tiny mistake on your website, could be your downfall.
There’s a piece in the trust equation, around how we communicate in the financial planning industry, that's missing. And that missing piece, what we say or don't say, and what we do or don't do, has a big impact on what people think.
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.
Telling client stories is a simple way to help future clients and your professional network, understand what you do and who you serve. But apart from the grab-a-tissue insurance claim stories, or inspirational “I achieved my dreams” stories, there’s not much variety going around. That means it's easy to stand out.