Along the same lines, advisors need to segment their client base and develop targeted content for them. Let’s face it, very few people read your stock market update and no one really watches all those silly short videos on your site. They want content about them and for them—stuff that makes them brighter and better. They don’t want pre-packaged stuff that covers a broad base of people. It’s the very reason I developed the Retirement Wellness Report. It’s a completely non-financial newsletter that pushes people to think about life in retirement in a completely new way.
Reality is, as people approach and go through retirement they need different kinds of advice. Targeted, consistent communication is a small thing that advisors can do to stay connected with clients and foster richer lives. Helping clients think and act in new ways is not only a big part of the inoculation process but also key to helping advisors differentiate themselves and stand out in the crowd.
Overall, the idea of infecting clients with small doses of retirement reality serves several important functions for both our industry as well as clients. First, it opens the doors to new topics and conversations that allow us to develop stronger relationships with our clients. Second, it makes us more referrable as clients can not only talk up our financial services, but also the personalized service that we deliver…and others don’t. Finally, it gives us the chance to have a lasting impact on those who trust us with their money. By regularly communicating things with clients that appeal to them and can help them live a better life in retirement, we can find renewed value in our roles as financial professionals.
Are you ready to inspire, educate and engage clients like never before? Join me and FA magazine on Wednesday, June 7th at 2 p.m. for a complimentary webcast: The New Era Of Retirement Coaching. Click here to learn more and register now.
Robert Laura is the president of SYNERGOS Financial Group, the founder of RetirementProject.org and the creator of the Retirement Wellness Marketing Program for Advisors. He can be reached at [email protected].