Susan Theder ADVISOR MARKETING
Susan Theder ADVISOR MARKETING
CONTINUING EDUCATION CENTER
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When sharing other clients ’ success stories , focus on their emotional journey rather than just the numbers . Highlight the goals , dreams and aspirations that motivated them , and explain how your guidance helped them overcome obstacles and achieve success . These “ case studies ” are perfect to include on your website and provide powerful social proof to prospective clients who can relate to other people ’ s experiences .
Humanizing Data and Facts
When you talk about financial issues with clients , you ’ re often going over complex information such as market trends , investment strategies and economic forecasts . What would happen instead if you weaved a story around these data points , talking about them in a broader context so you can make the numbers more relatable and engaging for your audience ?
Instead of presenting a dry chart of historical market returns , why not talk about a hypothetical investor who experienced ups and downs over time but ultimately achieved their financial goals ?
For example , instead of presenting a dry chart of historical market returns , why not talk about a hypothetical investor who experienced ups and downs over time but ultimately achieved their financial goals ? This approach can help clients see themselves in the story and better understand the concepts you ’ re presenting .
Emphasizing Shared Values
When you tell a story , you can also communicate the values that you and your clients share — values about family , for example , or community or financial independence , and that ’ s another way to create a sense of connection and alignment with your audience .
Your stories can also showcase your commitment to these values , whether it ' s through your philanthropic efforts , your work with local organizations , or your approach to financial planning .
Putting Storytelling into Practice
To effectively incorporate storytelling into your financial advisory marketing , consider the following tips :
Be consistent : Ensure that the stories you tell align with your overall brand message and values . Consistency is key to building trust and credibility with your audience .
Use multiple channels : Share your stories across various marketing channels , such as your website , blog , email newsletters , social media and in-person events .
Encourage client participation : Invite your clients to share their stories and experiences , either through testimonials , case studies or guest blog posts . This can add depth and authenticity to your marketing messages . ( Note , however , that you ’ ll want to check with your compliance department to understand their policies on testimonials .)
Continuously hone your storytelling skills : Like any art form , storytelling requires practice and refinement . By continuously improving on your skills here and seeking feedback from trusted colleagues or clients , you ’ ll ensure your stories are hitting the mark .
Standing Out
By embracing the art of storytelling in your marketing and communications , you can create emotionally resonant connections with your clients and prospects . This approach not only helps you stand out in a competitive industry but also fosters trust , loyalty and a deeper understanding of your clients ’ needs and aspirations . Ultimately , incorporating these techniques into your marketing efforts can lead to increased referrals , stronger client relationships and sustainable business growth .
Ready to start sharing your own stories ? Connect with me on LinkedIn at www . linkedin . com / in / susantheder .
SUSAN THEDER is the chief marketing and experience officer at FMG Suite .
24 | FINANCIAL ADVISOR MAGAZINE | JUNE 2023 WWW . FA-MAG . COM