{"id":49890,"date":"2022-06-01T07:00:24","date_gmt":"2022-06-01T14:00:24","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=49890"},"modified":"2025-09-16T10:22:25","modified_gmt":"2025-09-16T17:22:25","slug":"5-tips-for-client-communication-during-times-of-volatility","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/5-tips-for-client-communication-during-times-of-volatility\/","title":{"rendered":"5 Tips for Client Communication During Times of Volatility"},"content":{"rendered":"

Communication is one of if not the most important ways to establish trust between a financial advisor and their clients. In fact, according to a recent McKinsey Global Wealth and Asset Management survey, clients\u2019 satisfaction with their financial advisor is directly correlated with the frequency of the advisor\u2019s communications.\u00a0<\/span><\/p>\n

What\u2019s surprising is that the study found that only 33% of clients indicated that their advisor communicates at least once a month. That means 67% of clients hear from their advisor every three months or less.\u00a0<\/span><\/p>\n

Couple this with data found in a recent Financial Advisor Magazine survey, which aimed to uncover the most common explanations clients gave for firing their previous advisor. A whopping 72% stated that it was due to poor communications, which was the #1 reason by almost 20%.\u00a0<\/span><\/p>\n

So, here\u2019s what we know:<\/span><\/p>\n

1. <\/strong>Client satisfaction is highly correlated to consistent communication<\/span><\/p>\n

2. <\/strong>Clients\u2019 top reason for firing advisors is poor communication<\/p>\n

3. <\/strong>And yet, the vast majority of clients feel that they hear from their advisor infrequently or very infrequently, according to YCharts<\/a><\/p><\/blockquote>\n

Couple current communication trends with the current market and economic volatility, and communication challenges are bound to increase.<\/span><\/p>\n

It\u2019s critical to establish a strong client communication strategy that consistently delivers timely and relevant content. Your communication strategy should show your clients you\u2019re there for them by responding to events that might impact their financial plans. Such a strategy may sound daunting, but here are a few tips that may make it easier:\u00a0 <\/span><\/p>\n

1. Write Once, Repurpose Multiple Ways\u00a0<\/span><\/h2>\n

There’s nothing better than original content. But maintaining a steady stream of communication can quickly lead to burnout. What we would recommend is to develop a repurposing strategy to coincide with your other content marketing. But what does this look like?<\/p>\n

Let’s say you write one blog per month along with your other content. Blogs are ideally up to 2,000 words, depending on their context. Instead of simply posting and sharing this blog, you can repurpose sections within the blog for additional touchpoints.<\/p>\n

For example, consider taking one or more sections and repurposing them for a timely client email. The headers within your blog can be best for this, as they often work on their own without additional context. Such information is perfect for an email because it\u2019s short and sweet, and you can always link to the original blog to attract more readers. By separating your blog content this way, you can create multiple emails instead of one.\u00a0<\/span><\/p>\n

The result is an abundance of quality content. And since your more extensive blogs will often contain more research, you can rest assured that what you\u2019re providing is valuable. And all of this can be done without much more additional work – saving you both time and effort.<\/span><\/p>\n

2. Overthink Your Subject Line<\/span><\/h2>\n

According to Hubspot, 35% of email recipients open an email based on the subject line alone<\/a>. Your subject line is one of the first things a client will see and is critical to your open rate.\u00a0<\/span><\/p>\n

Strong, client-focused subject lines evoke emotion and imply benefits, leading to an open.\u00a0<\/span><\/p>\n

For example, one of the emails we recently provided to our clients used the following subject line:<\/span>
\n<\/span><\/p>\n

\u201cInverted Yield Curve + Inflation = Stay the Course.\u201d<\/span><\/p>\n

If this subject line has you looking for more information, that\u2019s part of the idea – to build curiosity. The email references a current concern and offers a solution. Of course, there are many ways to write your subject line, but keeping emotion and benefits at the top of your list can help improve results.<\/span><\/p>\n

Here are a few other ways to quickly create a compelling subject line.<\/span><\/p>\n

Creating a Compelling Subject Line:<\/span><\/h4>\n

Questions: <\/b>Asking a question engages your reader and implies a solution. Try to direct your inquiry towards the benefits of your body text or the reader\u2019s primary pain point.\u00a0<\/span><\/p>\n

Checklists:<\/b> Quantifying your tips, like this article, is an excellent way to show how much value you\u2019re bringing. Long lists offer more opportunities for solutions, while shorter lists offer time savings.\u00a0<\/span><\/p>\n

How-To\u2019s\/Guides: <\/b>Guides offer to simplify a complex topic, allowing your reader to receive the benefit without the need to figure things out as they go.<\/span><\/p>\n

Alternative media:<\/b> Most readers are used to receiving text-based emails. Highlighting when your content is different can be great for attracting attention. You can do this by adding a tag in brackets at the beginning of your subject line. For example, include \u201c[Video]\u201d at the start of your subject for emails containing video content.<\/span><\/p>\n

Emojis:<\/b> Using emojis can be a great way to catch the reader\u2019s eye in a busy inbox, but be sure to use these conservatively and appropriately.<\/p><\/blockquote>\n

3. Offer Multiple Communication Channels<\/span><\/h2>\n

YCharts asked in a recent survey<\/a>, “Would more frequent communication give you more confidence in your advisor?\u201d 77% of clients said \u201cYes,\u201d and 87% stated email as their preferred method of communication.<\/span><\/p>\n

I\u2019ve had advisors assume that client communication meant they needed to call all their clients. Not at all! The key is to leverage email primarily and social secondarily to share timely, relevant, and exciting content.\u00a0<\/span><\/p>\n

However, you can and likely should include a call to action within your email and even social post that welcomes clients or prospects to contact you if they have any questions or would like to discuss their situation.\u00a0<\/span><\/p>\n

Emotions can be high during volatility, and using multiple channels and offering alternative communication methods can help your clients feel more secure. <\/span><\/p>\n

4. Take Advantage of Holidays and \u201cThemes\u201d for Each Month<\/span><\/h2>\n

Many advisors feel that all their communications need to be about financial matters. I\u2019d like to challenge that.\u00a0<\/span><\/p>\n

Although it may feel uncomfortable, your clients and prospects are far more interested in you than learning about the bond market and yield curve. They are hiring you because they trust you, and like you. A high degree of emotional intelligence goes into selecting an advisor, and the closer they feel to you personally, the more loyal and likely they will be to refer you.\u00a0<\/span><\/p>\n

Holidays give you an excellent opportunity to show your personality by sending heartfelt, authentic messages – not a Hallmark card, but something sincere that you feel about the holiday. It could be a memory from your childhood, statements that show your \u201csofter side\u201d, or showing your passion for those who have served our country on Memorial Day.\u00a0<\/span><\/p>\n

Monthly \u201cthemes\u201d also offer opportunities to show your personality and passions in ways that clients will appreciate and likely open and read more thoroughly than your financial emails.\u00a0<\/span><\/p>\n

Take Women\u2019s History Month \u2013 this was an excellent opportunity to highlight women you\u2019ve admired in history and honor those who make a difference in your life. It\u2019s shocking how many things we observe each month. Just Google National Month Observances in June, and you will see 20 or more events that are \u201ccelebrated\u201d that month. Surely one or two of them will inspire ideas for either social posts or an email noting why it matters to you. <\/span><\/p>\n

5. Limit Industry Jargon<\/span><\/h2>\n

Clients want to feel heard and want their issues taken care of as fast as possible. Resolving client concerns can\u2019t be done with poor communication, and though we may tempt ourselves to communicate with terms we\u2019re used to using, it\u2019s important to consider our readers.\u00a0<\/span><\/p>\n

Remember, clients likely do not have the same professional experience you do. That\u2019s why they hired you! When you communicate with clients, make sure the information you\u2019re providing makes sense<\/a> for someone outside of the financial services industry and feels authentic to your business.<\/span><\/p>\n

Bottom line, push away the feeling that you are bothering your clients by communicating frequently. All the data disputes this notion. Now is the perfect time to start upping your communication strategy. Whether you partner with an industry marketing firm to help or have the bandwidth to do it yourself, investing in your communication strategy is bound to yield a positive ROI, especially during what we expect to be a challenging year for the markets and economy. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Communication is one of if not the most important ways to establish trust between a financial advisor and their clients. […]<\/p>\n","protected":false},"author":43,"featured_media":49911,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-49890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"\n5 Tips for Client Communication During Times of Volatility | FMG<\/title>\n<meta name=\"description\" content=\"Discover the importance of client communication for advisors. 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