I watched my first soap opera my freshman year in college. Days Of Our Lives was the only thing on in between morning and afternoon football practices, so every day a group of us would huddle around the TV to find out what was going on in Salem between the Horton and Brady families.
This high-drama series always left you hanging on the edge and wanting more.
What you might not realize is that such storytelling is also a technique you can use as an advisor on your clients. How? By helping them frame their own financial lives in dramatic story arcs when you send them e-mails, newsletters and other material. This creative approach can also help you break free from the boring and mundane communications typically found in our industry.
I think of my communications in multi-part series or episodes. I generally use three to five episodes, framing the sequence for a very specific group of people I want to help, people for whom I have tangible tools and resources.
For example, I wrote the following soap opera as a way of letting people know we have a guide they can download that helps married couples prepare for everyday life in retirement.
Title: “The Biggest Mistake I Ever Made With A Client’s Wife (Chapter 1 of 3)”
I was going through my normal client meeting prep when I noticed Hal and Carol pull into our parking lot. They were a few minutes early, but no big deal. I took a quick swig of coffee and that’s when I realized Carol was by herself and dressed to the nines. Let’s just say, she didn’t look or act retirement age, and must have gotten off work early today.
They usually drove together but, since Hal had recently taken a buyout offer from his employer, it must have been easier for them to drive separately. As a former social worker, I tend to be a hugger and greet some people with a friendly squeeze, especially longtime clients.
I told Carol it was nice to see her and how great she looked, and then it just happened.
I made one of the biggest advisor mistakes ever!