There’s a large and growing demand for evidence-based advisers who genuinely want the best for their clients, says ROBIN POWELL. But the way to win business is not to sell to people but to speak to their concerns and solve the problems they have. And that’s where TEBI can help.
It’s more than a year since we started our Find An Adviser service, and the response so far has been very encouraging. What it shows is that awareness is growing among consumers worldwide about the value provided by evidence-based advisers who focuses on areas where an adviser really can add value: holistic financial planning, cashflow modelling, estate planning, long-term care and end-of-life planning, to name just a few.
The inquiries we’re receiving are all very different. Some readers are no longer happy with the adviser they’ve been using; some stopped using an adviser some time ago but now want to re-engage with one because they’re approaching retirement; others have never used an adviser before. But all have one thing in common: they have concerns. There’s an issue they’re grappling with, a question they need answering or a problem with no apparent solution.
Huge opportunity
For me, this represents a huge opportunity for evidence-based advice firms: there’s a vast un-met demand for good financial planning.
There are several factors behind it. One is the pandemic and the way it has prompted many of us to reassess our lives and what our priorities are. Another is the so-called Great Wealth Transfer — the handing down of of wealth from Baby Boomers to younger generations. Another factor still is the move from defined-benefit to defined-contribution pension schemes, which very much puts the onus on the employee, rather than their employer, to ensure their investments are firmly on track.
The challenge, then, for advice firms is to attract attention and cultivate a trustworthy brand reputation, to put themselves in pole position to benefit from this pent-up demand.
The age of “You Marketing”
Marketing has undergone a revolution in the last 20 years. We’ve moved from “Me Marketing”, which was all about the salesperson and their sales pitch, to “You Marketing” — in other words, focusing on consumers, speaking to their concerns and solving their problems.
It’s all about building trust and loyalty among your target audience through meaningful and engaging content.
They key, explains content marketing expert John Hall in his excellent book Top of Mind, is to be helpful. Instead of selling to people, address whatever issues they have. Be likeable, consistent and transparent.
“Good content is inherently non-promotional,” says Hall. “Don’t brag about how wonderful your company is. Thought leadership conveys credibility; self-promotion does not.”
Marcus Sheridan, author of They Ask You Answer — another book I can strongly recommend on this subject — warns business owners: “Address the questions of your clients and prospects or someone else will.”
How TEBI can help
That’s where The Evidence-Based investor can help. In conjunction with our colleagues at Regis Media, we’ve produced more than 150 high-quality videos that answer all of the most common questions that people need advisers to answer. For example:
Do I need a financial adviser?
What does financial planning entail?
How can I tell if I’m ready to retire?
How much risk should I be taking with my money?
What does evidence-based investing mean?
How can I invest in a way that doesn’t harm the environment?
You name it, we probably have a video on it, and if we don’t, we can produce one for you.
The videos are presented by me and feature clips of interviews with genuine experts — journalists, authors, academics and consultants.
They’re each about three-to-four minutes long and can be tailored to your firm, including your branding and a call-to-action if required. You simply tell us the topics you want to address and we’ll choose the content accordingly. You can pay for either one or two videos every month.
Interested? Then drop us a line via the Contact page or email Sam Willet, who will be happy to help you.
And, as an added incentive, we’re offering two months free for everyone who signs up for a 12-month subscription before the end of November. Simply quote the discount code 30NOV. But please note, this offer is strictly time-limited.
So what are you waiting for? There are prospective clients out there who need your help: let’s start giving them the clarity and peace of mind they deserve.
Robin is a journalist and campaigner for positive change in global investing. He runs Regis Media, a niche provider of content marketing for financial advice firms with an evidence-based investment philosophy. He also works as a consultant to other disruptive firms in the investing sector.
