ADVISOR MARKETING

Susan Theder

Clients remember who shows up when it matters.

OLATILITY IS PART OF INVESTING. BUT WHEN HEADlines are loud and the markets are down, your silence can speak louder.

According to a YCharts survey, 75 % of clients who left or considered leaving their advisor cited a lack of communication. Yet when volatility hits, many advisors feel stuck: unsure of what to say, how much to say, or whether to say anything at all.

This is when your voice matters most. Not to explain every market movement, but to remind clients why they’ re invested in the first place. Your message doesn’ t need to predict what’ s next— it needs to put this moment in perspective. These five strategies can help you communicate clearly and effectively while reinforcing your long-term value.

1. Reframe The Message: Long-Term Calm Vs. Short-Term Noise

Instead of issuing market commentary that spotlights recent drops, anchor your communication in long-term data that shows how the market has behaved historically. Use messaging that echoes Sir John Templeton’ s famous warning:“ The four most dangerous words in investing are:‘ This time it ' s different.’”

Consider sharing these facts:

• Since 1980, the S & P 500 has experienced an average intra-year drop of nearly 14 % yet ended the year positive in 75 % of those years( according to J. P. Morgan).

• In 2020, the market fell over 30 % in a matter of weeks and then recovered to reach new highs within six months.

Use messaging that echoes Sir John Templeton’ s famous warning:“ The four most dangerous words in investing are:‘ This time it’ s different.’”

• If you held U. S. stocks for any 20-year period from 1872 to 2024, it resulted in positive returns( according to the website Measure of a Plan).

These kinds of statistics help clients see beyond the day-to-day headlines and better understand why staying invested has historically rewarded patient investors.

2. Use Your Website As A Confidence Hub

Create a dedicated section on your site that hosts not just market updates, but timeless content about investing during uncertainty. Consider naming it something like“ Market Perspectives.” Here you can add items like these:

• A short video where you walk through common behavioral traps during volatility;

• Charts showing the danger of missing the market ' s best days( for example, missing the top 10 days over 30 years cuts returns in half); and

• A downloadable PDF with key takeaways on diversification, dollar-cost averaging and long-term performance.

When clients feel nervous, give them a calm place to return to— one that reinforces your perspective, not the news cycle.

3. Send The Message Proactively

When markets move, your clients will notice. Don’ t wait until they reach out. A timely email with a steady tone can go a long way in reducing anxiety. Here’ s what you can say:

18 | FINANCIAL ADVISOR MAGAZINE | JUNE 2025 WWW. FA-MAG. COM