Most of us have been told modesty is good, talking about how important you are is bad. You might be baffled how people become influencers on social media. Are they famous simply for being famous? What skills do they have. Apparently, self-promotion is one of them. You are different. You are a successful financial advisor. You need to get your story out there. If you do not talk yourself up, who will?
Remind clients about your service level. When you call a client to keep in touch or review their holdings, mention the last time you spoke. Bring up the frequency of these conversations or meetings.
Why: Suppose a competitor prospected them by asking: “When was the last time you heard from your advisor?” They will remember they heard from you two weeks ago and they hear from you every month.
Remind clients of your history together. Your client is concerned about stock market volatility. How long have they been clients? Three years? Ten years? Thirty years? Mention the rough times you have weathered together. How did that work out?
Why: We might think “hand holding” is something advisors do, but never talk about. Remind them this isn’t the first difficult market you have seen together. You have proved your loyalty and the value you bring to the relationship.
How long have we known each other? You have a friend you would like to become a client. When you brought up business, they said: “I do not do business with friends because word gets around.” You respond: “We have known each other for five years. You have never heard me talk about any of my clients. I am not going to start now.”
Why: They know some mutual friends are clients. Why? Because those friends chose to reveal the relationship. The friend realizes you have never mentioned those friends in the context of a client relationship. You have passed the test of time.
Your firm has won awards. Your firm is the largest in terms of assets. Your firm has the most longevity. Your firm has the most advisors recognized by a major publication. Your firm has the most advisors holding the CFP designation. Your research department has won awards. Talk these awards up when they are announced.
Why: Your friends and prospects will see announcements in the press. You are dripping on them that you are an extension of this award-winning firm. They are taking a step up when they become a client.
Win yourself an award. Your local newspaper does a “People’s Choice” award list. Find out how many publications do it. What does it take to get nominated? Can you nominate yourself? Let your friends and clients know once you are a contender, so they can vote. You might hire a PR firm to do the background research for you.
Why: If you look over previous year’s lists, you will see other financial advisors have trod this path before. Your Compliance area might have guidelines.
Become a subject matter expert. Develop a strategy to raise your visibility on LinkedIn. Post firm approved articles. They should have a service with an archive. Join groups. Post to groups. Comment on other people’s posts. Answer every comment on your posts. Consider asking the people who comment to connect.