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Practice Management > Building Your Business

Building your business with newsletters

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When you create the content for your newsletter, I recommend you focus it around your clients and prospects. Talk to them about how to improve their relationships with their friends and family. Express that you are in business to help them experience more love in their lives. The result is happier clients and more introductions to their family and friends. Think about it. When your clients refer their family members to you, you have just received the highest professional honor available. You are in a position to help entire families to live their lives to the fullest.

It’s not about money. Your clients know that money is not the most important thing in their lives. Life’s really about the other people in their lives: their family, friends and community. They have hired you to manage their money, so they can focus their time and energy on things that are more important. Why not address those topics that are most important to your clients in your newsletter? By helping them improve their relationships and their physical and spiritual health, you are connecting with them on a level that most of their other advisors never do.

Your clients go to you because they trust you and believe you can help them. Clients look to you to provide solutions to their problems, much like they look to their doctor to prescribe treatment. They look to their doctor to help them maintain or improve their physical life. They look to you to help them get their financial house in order and keep it that way.

Newsletters can help your clients and prospects gain confidence in you. You can share with them how you view the world and why you are doing what you are doing.

It’s about communication. You may have the best financial advisory practice in America, but no one will know unless you get the word out. Newsletters are a consistent communication tool that can help you do just that.

Just this morning, we visited with a nurse anesthetist who had over $600,000 to invest. He found out about us through our advertising and requested a report that we put together for those who wanted to make smart investment choices. Another prospect we met with this week came to us through a recent seminar on estate and retirement planning. This prospect said he really liked our newsletter! Finally, at our Christmas brunch this year, we had 120 clients raise their hands to say they appreciated our newsletter. No one raised their hand to say they didn’t like our newsletter.

It’s a human thing. Newsletters can also help your clients and prospects get to know and understand you better as a person. If you prepare a newsletter insert with an update about your family, they will learn about you as a spouse or parent. If you include pictures of you and your family doing things you love to do, they will learn about your interests.

When they know you better, they will find more things in common with you. They will also discover which friends or family members they can introduce to you that would be a good fit. Newsletters can be a forum that invites your clients to know you better. This will help them to grow in trust with you and to connect with you on a deeper level.

It’s simple but difficult. Your monthly newsletter should be simple. Make it four pages with articles about your clients’ physical health, relationships and their inner life, too. Don’t forget your personal, one-page insert that goes inside. Your insert should include your personal perspective on one side and your business perspective on the other.

If you would like more information about newsletters, write me at [email protected]. I’m happy to send you a hyperlink to the newsletter we use.

For more from Brent Welch, see:

A year in review

Your own election campaign

Father knows best


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