Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder, we provide flexible, compliance-approved content solutions for financial service firms to help retain clients and generate leads.

Every Monday we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

• How to create content that educates and converts

• Most who expect big inheritances plan to switch advisors

• What advisors are failing at, according to consumers

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• Why Content Marketing Doesn’t Have to Be Boring: How to Create Engaging Content (Rolling Stone)

• Email Marketing Myths Debunked (CMSWire)

• How Marketers Can Reach Gen Z On Social Media (Search Engine Journal)

💼 Industry News & Insights

• Edward Jones Launches Financial Planning, SMA Offerings (Think Advisor)

• Most who expect big inheritances plan to switch advisors (Investment News)

• Are you ready? Four major FinTech trends for 2025 (Thompson Reuters)

🤔 Honorable Mentions

• 4 Types Of Metric-Less Success (More to That)

• Advisors Fail At Income Planning, Says A Panel Of Consumers (FA-Mag)

• Farther raises $72m Series C to revolutionize wealth management (Fintech Global)

DEEP DIVE

Written by Kris Venezia, President Of Investments at Eckman Wealth Management

Creating Content That Educates and Converts

A break early in my career came almost out of nowhere. 

I had a small book with younger clients and a few of them asked similar questions about the various rules with Roth IRAs, including the 5-year rule and first time homeowner exclusion.

Rather than email all of them individually, I drafted a group email and bcc’d everyone on it. 

One of the clients worked in marketing and when I told her what I had done, she pointed out that I had something here. She emphasized that content like this would be a smart way to both keep current clients happy while also expanding my business. 

She was right. I started drafting a newsletter with education content and it has become a great way for me to convert leads. 

Leads can be skittish on setting up calls or in-person meetings because they worry about wasting time with a big sales pitch. It is much easier to ask a lead if they are okay with being added to a newsletter on financial literacy topics. 

Financial Advisor Cover Letter

When a person applies for a job, they typically include a cover letter and resume.

Advisors do not go through this when trying to win new business. I have never reached out to a potential client and had them ask for a CV in response. My 3.54 college GPA at Fordham University has gotten me zero business.

Education content is that cover letter and resume. You are able to show people that you are capable of doing the job by imposing your knowledge on them.

Quality financial literacy material shows someone you can do the work which goes significantly farther than telling someone, “I know tax smart investment strategies.” 

Personalize It!

There is plenty of financial content on the internet, some good, some awful. 

The best way to stand out is to personalize it. For me, it’s leaning into who I am. People want an advisor who is smart and who they can trust, if you can demonstrate more of who you are it will aid in building that respect. 

I grew up in suburban America and with that came a love of Chili’s restaurants, baseball, and road trips. I find ways to incorporate those themes when writing on inflation or investing during volatile times. 

The smartest advice I ever received with personalization is to visualize one person. Rather than think of the hundreds of people on my email list, I write my content with one person in mind. I think of what they want, what tone they would like, and what would make them keep reading.

By keeping that one person in mind, I am able to write with a consistent tone. If I try to write for 200 people, my tone will waver as I try to accommodate various people resulting in bad content.  

Consistency Matters

If you want to build and maintain an audience, you have to be consistent. 

You need your clients and leads to expect this content at certain times. If you are consistent, people will know to look out for your education materials in an Inbox full of coupons and work emails. 

The consistency also demonstrates your character. 

People want advisors they can rely on. If you are able to be on schedule with your content, it shows leads that you are dependable and well grounded with how you work. 

It’s Only Annoying If It Stinks 

There is a fear when putting out content that it will bother people.

I like Domino’s, but they were sending me push notifications with bad puns every single day at 5 p.m. I turned off the push notifications. 

If you are putting out quality content, it will not annoy people. Nobody is going to open their Inbox, see an email from someone doing great work, and think, “Geez, another interesting write up that teaches me something new.” 

I am surprised when I come across advisors who are afraid of upsetting clients or leads by sending them education emails. They will only get mad if it is not up to scratch. 

Of course, coming up with education content, being consistent, and crafting great material takes time and effort. 

Rather than take this all on by yourself, we can help.

We have writers who put together amazing stuff, allowing you to better retain clients and drive more leads to your practice.

Want to hop on a call to discuss this further? Click here to schedule a time to talk. Make it a great week, we’ll see you back here next Monday.

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