By Nico Strydom
Newsletters are important aids to financial advisers in developing relationships with their clients.
They enable financial advisers to maintain contact with their clients and to give them timely, relevant and valuable advice. A newsletter will show that you are an expert in your field and want to show your clients that you are keeping abreast of the latest trends and patterns in the market and what influence they have on their finances.
Trust is of vital importance when it comes to financial advice and communication is one of the ways of developing trust. A weekly or even monthly newsletter will make sure that clients regularly see your name and this will show that you are stable and reliable.
When you start a newsletter you have to decide to whom it is going to be sent, when it will be sent, what information it will contain and what method is going be used to send it.
The newsletter must have an introduction. This could briefly give more information about you and your company as well as other important information such as contact details.
A newsletter can be sent to all your clients as well as prospective clients and other interested parties. It could be sent weekly, fortnightly, monthly or quarterly. Short newsletters showing, for instance, the latest market indicators and snippets of news can even be sent daily.
The contents of your newsletter could be organised in regular sections, such as the latest market or economic news, tip-offs, analyses, advice, comments, and interesting snippets. It could also contain links to interesting and relevant articles.
You can write about subjects that you regularly discuss with clients or factors that currently affect the economy and your clients’ affairs. Include hints about money matters or explain difficult concepts to make them easily understandable. The newsletter may also include photos, graphics, videos and podcasts.
By dealing with different subjects, providing analyses and giving your clients tip-offs, you will let them feel that you have their best interests at heart. Your newsletter can also be used as a call for action. This entails that you have to convince prospective clients to use you as their financial adviser, but also to encourage existing clients to buy products or services from you or to regularly evaluate their financial portfolios.
Advisor Perspectives: https://www.advisorperspectives.com/articles/2020/06/16/why-you-need-an-email-newsletter
Solutions with Sonya: https://www.advisorperspectives.com/articles/2020/06/16/why-you-need-an-email-newsletter