Conquer the difficulties of web writing to draw prospects

You’re an adviser, not a writer, right? Then why is it we seem to do so much writing these days? Whether it’s writing a blog or an article, or preparing a presentation, we find ourselves having to communicate through the written word. Some advisers love it and others loathe it, but most advisers share one thing in common: They find it hard to write about themselves. Do you find yourself stumbling over the “About us” section of your website? If so, it could affect your online presence and your ability to convert prospects into clients.
Most affluent investors turn to the Internet for health and financial advice these days.
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Even if prospects receive your name from a trusted friend or family member, nine out of 10 will still Google your name and check out your website before they make an appointment. As financial social media guru Michael Kitces puts it, “I am not giving anyone my life savings until I type their name into Google and make sure they weren’t Bernie Madoff’s lesser-known partner.”
Content, and, particularly, content about you, is a critical element of your social media pages and website. All of these sites should include your bio and details about your practice. The fear, or inability, to write about oneself often results in empty description boxes or a sparse website. Yet your prospects are looking to you to build trust and confidence through your written description of your expertise and services.
Why is personal or company messaging so awkward and difficult for advisers to write?
And, more importantly, how does an adviser conquer those difficulties? Read on to learn the tips we’ve discovered working with thousands of advisers over the years.
1. I don’t know what to say.
Knowing your business model and knowing how to write about it are two different beasts. Often, it’s a lack of distance that causes the hang-up. One solution is to try to look at your practice from an outside perspective.
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It may help to sit down with your business partner or someone who knows you and your business well and talk through your brand. Who are you? How do you do business? Why are you in this business? What is your philosophy?
Once you answer those questions, think about whether or not your website and social media content reflect that. Once you have figured out who you are, match your message to the needs of your potential clients. Rather than asking yourself, “How can I get my name out to high-net-worth individuals?” consider instead, “What is my target market worrying about right now? What can I say in my profile to best address those concerns?” Smart marketers tailor their message to meet the needs and concerns of the people with whom they want to work.
If this proves difficult, which it often does, don’t be afraid to outsource the task. Writing your website content shouldn’t eat away at time you could be spending reaching out to new clients. Many advisers, for this very reason, use a third-party copywriter who can write professionally and objectively.
2. I don’t want to say something that might turn someone off.
Advisers frequently fear that their content won’t appeal to everyone. If they mention an organization affiliation, they may insult those with different beliefs. If they say they specialize in retirement planning, they might turn off young investors. The fact of the matter is, you can’t appeal to absolutely everyone and you shouldn’t try to. The best way to differentiate yourself from other advisers is to embrace your specialties and your niche.
Dan Schawbel, a leading consultant in this area, explains, “For anyone interested in having a successful career … your personal brand is everything. It’s your reputation, the size and strength of your network, and what unique value you can contribute to your clients.” When writing a company message or personal bio, think about the types of clients with whom you want to work, not just who you’ll take. Not only will it make your job more enjoyable, it can help you get more of the types of clients you want and refine your niche.
3. Anything I write will look like every other adviser’s messaging.
To a certain extent, yes, your content may look similar to another adviser’s content. You’re in the same industry and certain elements of your services and processes are universally shared. However, there’s a reason your clients work with you as opposed to one of the other 225,000 or so advisers in the United States (as of 2012, according to the Department of Labor). By defining those small differences, be it traveling to clients’ homes or hosting community seminars on Social Security, you can stand out with your unique offerings. Don’t forget about personal details as well. If you enjoy fly fishing or riding your Harley, include it in your bio. Actively involved with a local nonprofit? Share details about your participation and include a photo from a recent event.
Developing custom content on your website and social media pages can be a daunting task, but there are easy solutions. Whether you devote a serious chunk of time to writing or work with an experienced copywriter, you can overcome the difficulties and create compelling content that speaks to prospects and clients, improves your online presence and effectively communicates your value proposition.
Craig Faulkner is CEO of FMG Suite and author of “The Art of Inbound Marketing: The How To Guide for Financial Advisors.” Follow him @fmgsuite.