•“ We’ ve built your portfolio with times like this in mind. Volatility is a normal part of the market cycle.”

•“ Remember: Recoveries tend to come quickly and unpredictably— 78 % of the best days in the market occurred during or just after downturns.”

•“ Staying the course can feel difficult, but historically it has been the most effective strategy.”

Keep it short and sincere. You’ re not writing a forecast— you’ re offering perspective and stability.

4. Host Perspective-Focused Webinars( Not Market Forecasts)

If you want to go deeper, invite clients and prospects to a webinar focused on mindset and strategy. Skip the predictions and focus on what history has shown us:

• Bear markets are typically shorter than bull markets.

• Missing just a few of the best days significantly reduces returns.

• Diversification helps manage risk even when asset classes rotate year to year.

Title the session something like " What History Teaches Us About Volatility " and make it educational, visual and grounded in real data. It’ s also a great way to engage prospects who are questioning their current advisors.

5. Offer Second-Opinion Reviews

Uncertainty creates opportunity. Many investors begin to question their financial plans— especially if they’ re not hearing from their advisors. This is a natural time to extend a second opinion offer.

How to phrase it:“ If you have a friend or family member who’ s unsure about their current plan, I’ m happy to offer a no-pressure review. Sometimes just having someone walk through the strategy can offer clarity and confidence.”

You’ re not selling. You’ re being of service— and setting yourself apart from advisors who go silent when clients need them most.

The Bottom Line

Volatility always feels different in the moment. But history shows us it rarely is. The advisors who lean into communication during these times aren’ t just retaining clients— they’ re gaining new ones.

Don’ t try to be a market forecaster. Be a trusted voice of perspective. When the dust settles, those are the advisors clients remember.

SUSAN THEDER is the chief marketing and experience officer at FMG.

JUNE 2025 | FINANCIAL ADVISOR MAGAZINE | 19