Does your ideal client know they can afford a financial adviser?
It’s true that money really is the last taboo, especially for us Brits. In fact, a recent study by Intuit revealed that Gen Z would rather discuss topics such as politics and sex instead of their finances.
With so much secrecy around our finances and fortunes, it’s worth asking yourself, does your audience know if they can afford you? A quick Google reveals the most asked questions about financial advice:
· Is it worth paying for a financial adviser UK?
· How much money do you need for a financial adviser UK?
· Does the average person need a financial adviser?
· How do you know if you need a financial adviser?
Chances are, some of your potential clients who are ready to speak to you will fall into this category. They might think that financial advisers are only for people who are getting to ready to retire or are already uber-rich. They might have had a bad experience with someone else previously, or they might feel shame that they’re not already better with their money.
And if you’re not shouting about yourself at every chance you get, they might not know there are awesome female financial advisers like you that can help them achieve their big money goals...they may still think that financial advisers are all men in their late fifties who can’t relate to their journey or life experiences.
How can I help you
Marketing isn’t just about pushing out content; it’s about connecting with people. Too often, I see financial services marketing that’s cold, stiff, and a little bit boring because it focuses on products and face-value features instead of tapping into the benefits, desires and aspirations people are searching for.
And this is a big mistake for financial advisers because your job is all about connecting with people. And when you think about your brand in a bigger context, a brand is more than your logos and your colours. It’s about the experience people have when they work with you. And as financial advisers, you rock at being personable and trustworthy and helping people achieve amazing goals.
So why aren’t you reflecting that back in your marketing?
I get it, it’s hard (and then some) to operate in a regulated environment and at the same time infuse your marketing with personality, power and purpose. As women especially, we find it hard to shout about ourselves and it can feel jarring to do so when it’s not the norm in the industry.
But we know that women don’t want the norm, they want to work with passionate women like you. You get to break the mould and market your business in a way that’s authentic to you. It’s your ability to connect and empathise with people that keeps the business going and your clients working with you for a long time, so let’s reflect that in your marketing.
Let me take away the burden of trying to plan, create and execute all your marketing from scratch so you can spend your time focusing on where you can add the most value – with your clients. You need someone who can build a strategy, fuse it with creativity and consistently deliver purpose-powered marketing that sounds like you and gets you in front of more of the people you want to work with.
Whatever your budget, I have packages that can help so your marketing isn’t just covered but is aligned with your big business goals. And, if you’ve got no budget that’s ok too – I’ve got you covered (I told you, I don’t gatekeep my knowledge).
You can download my marketing freebies, which I designed for busy women, just like you, who are working in financial services and don’t have hours to spend on writing a strategy. You’ll be guided through the core elements you need to consider to get clarity on your marketing in 2023. Once you nail these foundations, it’s easy to get everything working harder so you can start reaping the rewards.
