Making good use of visuals in your practice is an effective way to help you “show” rather than “tell” your clients how you can help them achieve their financial goals, says Kristen Luke, president and CEO of Wealth Management Marketing Inc. in San Diego, Calif.
While many advisors are just starting to dip their toes into the shallow waters of data visualization, Luke says, it is a simple way to add credibility to the ideas you are trying to express to your clients.
“[Advisors] can post images that help to convey a message,” Luke says. “For example, charts, graphs or diagrams that help to explain a complicated concept are helpful and much easier to understand.”
The result is a client who is more financially literate and engaged.
Luke offers the following advice on how to get the most out of visuals in your practice:
> Use infographics
Visual representations such as charts, graphs and illustrations — or infographics — can make complex concepts easier to grasp. Making use of infographics in your practice can help your clients visualize data more effectively.
A recent study by British search-engine optimization marketing company Zabisco noted that people respond better to information when it is presented visually rather than in plain text.
So, the next time you are preparing financial information to present to your clients, think about how you can portray more of the information visually, such as with charts or graphs, to better illustrate the points you are trying to make.
> Put on a slideshow
Traditional presentation software such as PowerPoint offers an effective way to help you present complex information in a visually stimulating way.
The layout of the slides allows you to blend visual elements, such as charts and graphs, so your reader’s eye will naturally be drawn to other text-based information on the slide.
Because individual slides offer limited space, you will have to be clear and succinct, and avoid trying to put too much information on one slide.
> Get professional help
You may decide to use a professional, such as a photographer or a graphic designer, to help with the development your visuals. Before doing so, check with your firm’s marketing department to see what kind of help it might be able to provide.
Many firms are taking note of new ways of communicating with clients, so your firm may offer support in customizing your visuals.
> Protect your information
If you produce your own visuals, be sure to take the extra step to ensure that your information is protected from reproduction.
For example, consider “watermarking” your photos, or putting a note at the bottom of your graphics saying they were created by you.
This is the second instalment in a three-part series on incorporating visuals into your practice. Next: Bring Pinterest to your practice.