Newsletters, whether in print or email, present an opportunity to engage your clients and position yourself as a subject-matter expert, says Richard Heft, executive director of Ext. Marketing Inc. in Toronto.
You can make the most out of your newsletter by creating engaging content that compels clients to contact you for more information.
Here are four tips on creating newsletter content:
1. Be a resource, not a sales person
Newsletters should share informative content rather than focusing on products and sales, Heft says. If the newsletter is self-promotional, readers will quickly lose interest. “[Content] should be something that clients actually see as a tool to help them build toward their future,” Heft says.
That’s not to say you must exclude product information entirely. Information regarding an emerging-market mutual fund, for example, should help clients understand how that product would fit within their portfolio and suggest they contact you for more information.
2. Lead with a lifestyle topic
It’s optional, Heft says, but it’s always nice to include a lifestyle article to grab your clients’ interest immediately. Lifestyle topics add a personal touch to the newsletter, and can warm up clients before getting into any heavy financial topics.
For example, in spring, you might include gardening tips, and in the fall, winter sports or how to maintain a healthy lifestyle during the cold, winter months.
3. Translate macroeconomic issues
Heft suggests including a macroeconomic component relating to local or global issues that clients may have read about. “These types of events tend to affect a client’s portfolio, as most wider macroeconomic events tend to affect everyone, everywhere, in some way,” he adds.
For example, you might discuss the recent decreases in the price of oil, which could have an effect on your client’s investments in energy mutual funds.
“Ultimately,” Heft says, “this type of content is intended to ease client concerns and position the advisor as an expert and a person who is keeping an eye on events for their clients. It’s just great to provide some insights into things that affect us all and that people may be concerned about.”
4. Highlight community involvement
Include brief information about your latest community projects, such as coaching a baseball team or volunteering at a food bank. “People like to know how their advisors are giving back,” Heft says.
This is the second part in a three-part series on client newsletters.
Next: Presentation of your newsletter to clients.