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:

• The Marketing Playbook That Put Chili’s Baby Back on the Map

• Facebook influencer marketing fundamentals: What you need to know

• How To Craft An Effective Client Survey

First time reading? Sign up here

LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• 7 Low-Cost Marketing Strategies for Small Businesses (Entrepreneur)

• How to Navigate the AI Revolution in Digital Marketing (Built In)

• Here’s the Marketing Playbook That Put Chili’s Baby Back on the Map (Ad Week)

• Facebook influencer marketing fundamentals: What you need to know (Sprout Social)

💼 Industry News & Insights

• Schwab Shutting Down RIA Robo-Advisor (RIA Biz)

• Rates Are Down. Time To Redeploy Clients' Cash? (FA-Mag)

• How Fintech Is Empowering You To Take Control Of Your Finances (Forbes)

🤔 Honorable Mentions

• Client Experience Surveys for Financial Advisors: Unlocking Valuable Insights (Nitrogen)

• 8 Ways to Read (a Lot) More Books This Year (HBR)

• Financial Advisors: 12 Expenses Not To Take On Before the End of the Year (Yahoo! Finance)

DEEP DIVE

Crafting the Perfect Subject Line for Financial Services

At some point in the last few years, I opted in for marketing emails from Olive Garden. I don’t want to be too critical of the hard-working PR department at America’s most treasured Italian chain, but I have been amazed at how many National Pasta Day emails I get from them. 

While I never find those emails particularly interesting, it reminds me that coming up with catchy email subject lines is difficult. 

Financial advisors must find a way to stand out in an Inbox full of deals, national fettuccine Alfredo holiday ads, and work emails. 

I can write the best, most impactful content for clients and leads, but if nobody clicks on it, that’s wasted effort.

Timely Hooks 

One way to create a subject line that stands out is to focus on events or popular topics happening in the world.

An easy example is tying in fitness or New Year's resolutions with content advisors send out at the beginning of the year.

“Tips For Getting In Financial Shape” will have more impact than “Budgeting Advice” and the content itself can have pictures around fitness. 

The subject line should tie in with your target audience.

A younger audience will respond better this summer to “Brat” content while someone targeting middle-aged guys can use grilling or baseball hooks. 

Creating a subject line around timely or pop culture moments is a terrific way to package stuffier financial content.

RMDs are not interesting for most people. An ice cold beer on a summer day is much more appealing. 

Curiosity Lead

A question is another strategy for motivating people to open your email.

With rates going down, some advisors are sending out notes on the impact of those cuts for the economy and consumers.

Instead of a subject line that states, “Fed Rate Cuts Likely,” you can build intrigue with, “What Do Lower Rates Mean For You?”

The subject line being posed as a question makes people curious to figure out the answer, and they will be more likely to click and read that email. 

Using words such as “why” and “what” in the subject line are a savvy way to craft a more effective headline. 

Exclusivity

People want to feel like a VIP, and you can give them that with a well crafted subject line. 

You can use phrases like “You’re Invited” or “A Sneak Peek” to make someone feel like they are getting access to information that’s not as widely available.

Another strategy here is treating your audience as members in a club.

If you are messaging clients or leads, you can build emails specifically for them as if they are part of a special group.

If you get your audience to feel that they’re getting exclusive insights, they will be more likely to click and read your content. 

Ask For Help

Another fantastic tip is to reach out for advice and critiques on your subject lines.

Good news, we can help.

Our team has experts who obsess over catchy headlines which can increase your open and click-through rates.

We also have writers who put together quality content, 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.

Best,

Brooks

VINTAGE AD SPOTLIGHT