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

As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.

We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 160,000 subscribers (and counting).

We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.

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:

• Saying the right thing, the right way, at the right time

• What Clients Really Think About Investment Returns

• Advisory firms confront crossroads

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• LinkedIn Expands AI-Powered Ad Targeting Tools (Social Media Today)

• Smart Marketers Use This 4-Step Framework for Every Email Campaign (Entrepreneur)

• 12 over-looked content marketing tools and features you should be using (MarTech)

💼 Industry News & Insights

• SEC To Review (And Potentially Increase) AUM Threshold For State Advisors To Become SEC-Registered (Wealth Management)

• Here’s What Clients Really Think About Investment Returns (Morning Star Advisor)

• 5 ways financial advisors are guiding investors through a hellish patch in markets (BI)

🤔 Honorable Mentions

• How To Survive Chaotic Markets (A Wealth of Common Sense)

• Chaotic week for markets is a ‘textbook example of why you stick to your plan,’ financial advisors say (CNBC)

• Advisory firms confront crossroads amid historic wealth transfer (Investment News)

DEEP DIVE

Why Tone Matters More Than Ever During Market Volatility

If you’re in financial services, you already know: when markets get shaky, your clients get anxious.

Headlines start flying. CNBC plays on a loop in your clients’ offices or kitchens. And if you don’t show up with something thoughtful—and timely—to say, the vacuum will get filled by noise.

But it’s not just about saying something. It’s about saying the right thing, the right way, at the right time.

And that’s exactly why financial firms need partners who understand the markets, the messaging, and most importantly—the tone.

How We Helped Two Clients Navigate Volatility

Over the last two weeks, we helped two of our asset management and wealth advisory clients deliver their monthly and quarterly-end materials to clients. Both were grappling with a big question: “How do we address what just happened in the markets without spooking our clients?”

Because let’s be honest—things got bumpy. The headlines weren’t pretty. Volatility spiked. There was a lot of red on the screen at points. And for some clients, fear was creeping in.

But panic isn’t a strategy. And neither is silence.

That’s where we came in.

We worked closely with these firms to craft messaging that walked a fine line: acknowledge reality without amplifying fear, and reiterate long-term strategy without sounding dismissive.

In both cases, we helped them:

• Summarize what happened in the markets using clear, client-friendly language

• Reaffirm their firm’s core investment philosophy (i.e. staying invested, sticking to the plan, ignoring short-term noise)

• Strike a calm, confident tone—reassuring without being robotic

• Deliver on-brand, white-labeled content that felt like it came straight from their CIO or founder’s desk

And because we publish The Street Sheet every day—covering public markets for 160,000+ self-directed investors—we weren’t guessing at the narrative. We were living in it. Parsing the headlines. Watching sentiment shift in real time. And writing through it.

That context made all the difference.

This Is What White-Labeled Content Should Look Like

Too often, firms outsource their content to writers or agencies who might be good with grammar—but don’t live the financial markets. They can’t feel when to soften a phrase, when to add context, or when to lean into hard truths.

And during market volatility, that disconnect becomes obvious.

Your clients don’t want technical jargon. But they also don’t want sugarcoated fluff. They want to know you see what’s happening, and that you have a plan. They want to feel calm—but not condescended to.

Here’s where a partner like Money Marketers becomes invaluable.

We don’t just write your content—we translate your strategy into trust-building communication. We speak “advisor.” We speak “client.” And most importantly, we speak markets.

We know how to write in a way that keeps your compliance team happy and your clients engaged.

Tone Is a Strategy—Not an Afterthought

When markets are moving fast, timing matters. But so does tone.

In both of the recent examples, we worked on tight deadlines. These were month-end and quarter-end recaps that had to go out quickly—but not hastily.

It wasn’t enough to list what happened in the S&P or the 10-year. We had to frame it.

That’s what we do best: add nuance without adding noise.

It’s easy to rattle off macro headlines or economic data. It’s harder to package those insights in a way that aligns with your firm’s worldview, your client communication style, and your long-term investment thesis.

But that’s where the magic happens. That’s where trust is built.

And if you’re leveraging us to produce white-labeled content, you’re trusting us with your voice.

That’s not something we take lightly.

It’s Not Just the What. It’s the How.

We say this all the time: good content marketing in finance isn’t about going viral. It’s about building trust, consistently.

And when volatility strikes, that trust is tested.

If your firm wants to:

• Be proactive instead of reactive during market swings

• Communicate with nuance and care

• Reinforce client confidence in your strategy

• Free up your CIO or founder’s time while still “showing up” with thoughtful content

…then you need a partner who gets it.

A partner who knows that tone isn’t just a layer you add at the end. It’s baked in from the first sentence.

That’s what we do at Money Marketers. And that’s what makes us different.

AD SPOTLIGHT: BURGER KING