There is a paradox in today’s investment world, especially when it comes to the wealthy. In order to overcome loses from last year and recover their nest eggs, many investors want to get aggressive and capitalize on the market recovery. However, these same investors are still afraid of being burned again by a market plunge and many of them have lost confidence in investment professionals to guide them through.
Educating is a great way to overcome the fear and distrust many are feeling, since understanding grants peace of mind. An effective way to keep your clients informed is by sending articles to them, encouraging them to pass them along to friends and family, which also makes it a good stepping stone to referrals.
Here are some important points to keep in mind should you decide to start an article sharing strategy:
- Find articles that reflect who you are and your investment philosophy. Remember that the goal here is to educate the client or their associates, giving them knowledge about why and how you do what you do so that they feel comfortable with you managing their assets.
- Write a note on the corner of the article. This could be something as simple as, “Saw this and thought you’d be interested,” to explaining to them how the article fits in with their own portfolio strategy. This adds a personal touch, making it more meaningful.
- Keep tally. For an article sending strategy to work, you need to keep at it, and the only way to ensure that is to track how often you’re sending them out. Plan out how many you want to send each month and stick to it.
- Alternate mediums. Email makes it easy for clients to forward articles along to their friends, but don’t rely just on sending articles electronically. Mix it up by sending the articles via fax or physical mail.
- Encourage clients to share! This one’s important. Always include a line written somewhere on the article or in the email about sending the article on to anyone who could find it useful. This is what will get you referrals.
- Get writing. Authorship is a powerful credibility establisher and trust builder. If you can, write articles for local papers or trade magazines and then send reprints to your clients.
- Avoid mentioning products. Whatever you do, avoid having the articles you send read like a product advertisement. This makes clients and prospects see you as a salesman, and that’s the opposite of what you’re going for.
See these articles for more on using education and article sharing to improve client service and ramp up prospecting (free registration required):
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