As a Financial Adviser you have the privilege of learning your clients most sensitive information and ultimately you have the responsibility of protecting that. So, you’re number one marketing goal is to let people know that you are trustworthy. But how do you do that?
Unlike a business that sells products where a client can touch feel smell or even taste, a Financial Adviser is selling a service, something no-one can see (I know you know that!) The way in which a potential client can ‘purchase’ you is to interact with you and sometimes that can take more than one visit. Potential clients will be looking for any sign that will tell them whether you’re likable, communicative, easy to work with, knowledgeable, discreet, professional, and have the expertise to help them with their problem.
So how do you convince people that you are trustworthy? you know what they say about people who say “trust me!”
Building Trust Offline
Perhaps you like networking or holding seminars or attending other such events where you have the opportunity of meeting people face to face. Typically, as humans, we are quick to judge people based on their expressions, dress and overall presence. Knowing that, always ensure that you are ‘on’ and ready to interact in a professional insightful and respectful manner, listen then ask questions, let your ego sleep!
Building Trust Online
I trust you have a website and at least one social media channel. I also assume you don’t have the words trust me planted all over them? so how do you convince your online audience that you can be trusted with their most prized secrets?
Enter content marketing – the information, the words and language you can use on your website, emails, social media etc that will convey your message that you can be trusted.
So what can you use and how?
Allow visitors to your website to download your recent report or white paper which educates them about particular investment choices or tax implications that will be relevant to them. By allowing potential clients to understand what you do and how you can help you are demonstrating that you can be trusted and stand out from the other Financial Adviser they are considering because you care enough to give away information for free to help them make an informed decision.
One of the best tips with this approach is allow the reader of your downloaded material to email you and ask a question based on what they’ve read – again, you are educating them on why they should choose to trust you over someone else.
Where you can, demonstrate your success in developing relationships with other like minded business professionals to show that you can be trusted rather than a stand alone business person with no professional relationships.
And last but certainly not least allow your current clients to inform your potential clients about how trustworthy you are. When you say how good you are you’re perceived as a bragger but when your clients say how good you are, it’s trustworthy information. When we can see that others have used your services and are happy with the outcomes you have given them, for what purpose would we not choose your business over another Adviser whose clients haven’t said a word about them?