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One of these things is not like the others:
Spot the difference? Most advisors and asset managers understand the value of relationship. Yet their content creation focuses on products, services, and strategies. Showing your human side feels risky, and no one who manages money wants to sound frivolous. But in the era of social media, an air of professional detachment makes your content hard to read – and even harder to relate to.
We’ve argued in the past that content marketing needs personality. Clients want to know where you’re coming from before they embrace your message. Showing personality lets clients understand who you are to them.
Simple Steps to Sounding Human
A lot of brand marketing focuses on company values and competitive differences, and that’s a good starting point. But to really stand out, ask yourself: What kind of person would have these values, and how would that person talk? To add personality to your client communication: