ADVISOR MARKETING

Susan Theder

When you learn to tell stories , you create emotionally resonant connections with your clients .

UMAN BEINGS ARE NATURALLY DRAWN TO STORIES .

Narratives can help us understand complex information , make sense of our world and help us forge connections with others .

Why is it so important for financial advisors to know this ? Because they likely have never incorporated storytelling into their marketing messages . And if they did , their messages would likely resonate with their audiences on a deeper level . When they learn to tell stories , they take all the complicated information and data involved in someone ’ s financial life and put the human being at the center of it . And when you have a story that grabs an audience , you build stronger bonds with clients .

That ’ s important for advisors to know because they get most of their new assets from client referrals . In its “ RIA Benchmarking Study ,” Fidelity Investments says that 55 % of new assets come from client referrals , whereas only 20 % come from other sources . AssetMark , the trust and custodian company serving advisors , says something similar : It found in a recent report that 58 % of wealthy investors found their financial advisor through a referral .

And yet despite the importance of referrals , many advisors struggle to create marketing messages that take hold with their audiences . The ancient art of storytelling is something that can help them . By learning to tell stories , financial advisors can establish emotional connections with their target audiences , build trust and create lasting impressions that lead them to more referrals and business growth .

By learning to tell stories , financial advisors can establish emotional connections with their target audiences , build trust and create lasting impressions .

Here , I ’ ll discuss four techniques you can use in your marketing efforts to create a compelling narrative that hits home with both clients and prospects alike .

The Personal Narrative

Every financial advisor has a unique story to tell about themselves . When you share your personal narrative — telling clients why you became an advisor , what your passions are and what your commitment is to helping them achieve their financial goals — you can create an emotional connection with your audience . This approach allows clients and prospects to see the person behind the business , fostering trust and loyalty .

When crafting your personal narrative , consider the challenges you ’ ve overcome , the pivotal moments that shaped your career , and the values that drive your work . Be authentic and genuine , and let your passion shine through . This story is perfect to share on your website in the “ About Us ,” section , as well as in the “ About ” section on your LinkedIn profile .

Client Success Stories

You can also share client success stories , which is a powerful way to demonstrate the impact of your financial advice . Such stories showcase your expertise , build credibility and help clients envision the positive outcomes they could see by working with you .

JUNE 2023 | FINANCIAL ADVISOR MAGAZINE | 23