{"id":8995,"date":"2023-09-14T08:00:17","date_gmt":"2023-09-14T08:00:17","guid":{"rendered":"https:\/\/emoneyadvisor.com\/blog\/?post_type=thought_leadership&p=8995"},"modified":"2023-12-13T13:49:34","modified_gmt":"2023-12-13T13:49:34","slug":"taking-a-more-personal-approach-to-planning","status":"publish","type":"thought_leadership","link":"https:\/\/emoneyadvisor.com\/blog\/taking-a-more-personal-approach-to-planning\/","title":{"rendered":"Taking a More Personal Approach to Planning"},"content":{"rendered":"

Our clients have high expectations of us as financial planners. But we also have high expectations of our clients\u2014one of which is that they will allow us to dig into some of the most personal and private details of their lives so we can provide personalized financial planning. To do this, we not only need to know about their money from a strictly financial perspective but also about the psychology and emotions with which they approach money.<\/p>\n

While the sharing of financial details between client and planner is not a two-way street, trust is. Financial professionals should take steps to ensure their clients know them well enough to be comfortable opening up.<\/p>\n

Advisor Authenticity<\/h2>\n

With the rise of social media, authenticity has become a bit of a buzzword, but exhibiting authenticity is an integral part of any business relationship. While Merriam-Webster lists several definitions of the word, being \u201ctrue to one’s own personality, spirit, or character” is the one I want to focus on.<\/p>\n

Building a business<\/a> has its challenges. Financial planners face a great deal of competition and first impressions can be the difference between winning and losing new business.<\/p>\n

That’s why it’s important to take steps to ensure an authentic first impression. This is certainly true for in-person interactions but is also important for your online image as that is where many prospective new clients may first encounter you.<\/p>\n

Let Prospective Clients See You\u2014Literally<\/h2>\n

Showing your face online is a great way to help potential clients put a face to your name. Service providers are creating personal brands and in financial planning, you want people to get to know the person behind the practice. Creating and sharing videos is an effective way to help people connect with you and feel like they know you.<\/p>\n

Financial professionals don’t necessarily expect to have prospective clients walk into their offices like other consumer businesses. Those businesses have the opportunity to make a first impression in person, with a friendly face there to greet them. Think of the videos you share online as an alternative to greeting a potential client in person and welcoming them in to make further contact.<\/p>\n

Use Video for Best Results<\/h2>\n

While including\u00a0photos of yourself and your team on your website<\/a>\u00a0is a good way to get your image in front of the public, video gives you the opportunity to share more of your personality. And depending on the types of videos, you’ll also be able to engage with them through subject matter that demonstrates your expertise.<\/p>\n

I suggest creating a welcome or greeting video for your homepage. This can be as simple as a quick 30-second video of yourself giving a warm welcome to prospective clients and providing some information about your business. When placed on the homepage, this video will be one of the first things potential new clients see when they visit your website. I recommend keeping it short. Time and attention spans vary, so be succinct.<\/p>\n

For a more in-depth story, place additional videos on your About Us or Meet the Team pages. These locations give you an opportunity to say more about yourself and to tell the story of why you do what you do. These pages are also a great place to include videos that introduce other members of your team.<\/p>\n

Develop Video Content Regularly<\/h2>\n

To take the use of video to the next level,\u00a0create a content schedule to post on social media<\/a>\u00a0or embed in emails. These channels provide an opportunity to share your expertise. Continue to keep them short but include enough information to entice your audience to click through to learn more.<\/p>\n

To create a schedule, think about the things clients look for in their financial planner\u2014things like:<\/p>\n