In today’s world, there is an overwhelming amount of content available to clients every minute of every day. Beyond financial advice — politics, pop culture, a friend’s status update — anything a client wants to learn is easily accessible. There is also a notion that having immediate and constant access to information through technology affects memory and retention rates among adults. While some scientists believe the emergence of technology is too recent to confirm its effect, it does prompt the question — how can advisors deliver financial planning strategies that cut through the virtual noise and are easily absorbed by clients?
The solution? Curating client communications while providing consistent advice.
By continually reinforcing a specific message that applies to their life, you are one step closer to helping your client not only absorb your advice but also apply it. For example, if a client is at an age where they are looking to buy a house, your interactions throughout this time should revolve around that topic. This can be done through in-person meetings, follow-up calls or emails.
While it is easy to give blanket advice to every client, if it doesn’t apply to the life stage they’re currently in, they will likely disregard it. Imagine if you received communication from your medical professional on how to keep your kids safe from the flu this year, but you have no children — you would probably delete or ignore the communication. One irrelevant comment could make your client tune out the entire session.
Technology’s Effect on Curating Advice
Many advisors are too busy running a business and working with clients to continually tailor individual client communications. It’s important to utilize all available tools and create a structure in which technology is doing the hard work for you.