Is your commentary shareable?

It’s common for advisors and firms to send out general market updates to their client lists. It might be a quarterly summary or monthly commentary, in written or video form. And this is valuable for several reasons, but some advisors also treat it as a referral opportunity. 

This means each time you send out your routine communications, you’re creating an avenue for new introductions and potential clients. Here are some ways to make that happen:

Start with a high-level perspective.

This is likely something you already do, but it may help to consider one of your commentaries from the perspective of someone who doesn’t know anything about your investment methodology or the services you provide. Would they gain a better understanding of the economic factors affecting their investments or financial goals?

This kind of perspective can help make your communications applicable to more people, while presenting you as an expert and a thought leader. 

Explain where you added value.

Communicate the advantage of your approach in the context of this particular market environment—the moves you made or didn’t make, the ways in which you advanced your clients’ interests, and the benefits your process showed itself to have this quarter. 

This is a good way to reinforce client confidence, but it also shows new opportunities that you can offer relevant value. 

Make it easy to consume.

If you make sharing easy, your clients are more likely to do it. Include share functions, add your commentaries to your social media profiles, and add a message prompting clients to spread the word. Make sure digital collateral is a reasonable length and packaged up in a format that is easily viewed (and preferably hosted) online. 

Finally, close each piece with a brief call to action, so that anyone who might have received this from one of your clients is aware that they can reach out to you for a conversation.