Artificial intelligence is a hot topic among financial services professionals. Financial planners are very aware of Robo Advisor and I recently attended a conference where the dinner presenter created an ‘Artificial Accountant’ in about 10 minutes.
You know the threats to your firm better than anyone. You also know that technology is here to stay and capable of amazing things, but it won’t replace what your clients want you to be. Human.
The main reason I choose to retain a living, breathing accountant and financial adviser is because I trust them to ask me the questions that I’m not asking them.
While I value the fact that they are both technically astute, what I find most reassuring is their leadership and insight on how technical issues will play out in my specific circumstances.
How your client ‘feels’ lies at the heart of decision making. We all know of situations when we didn’t make a decision because ‘it didn’t feel right’. I’d suggest most of your clients would be happy to pay for advice that makes them feel understood, confident, supported, reassured, relieved, satisfied, happy, grateful and so on.
Now more than ever, communicating your emotional intelligence as well as your technical prowess is the key to your business success. For financial services professionals, it’s important to remember that you’re in the ‘people’ business, not just the ‘numbers’ business. Anyone, or anything it now seems, can crunch numbers.
Successful marketing communication is bespoke and technology can’t do that (yet).
Bespoke means original, thought provoking content that describes your approach and understanding. Bespoke content that ‘speaks’ directly to your ideal client in language that connects with how they feel about matters that are important to them.
Rather than distribute administrative information explaining that super contribution caps have changed again, create content that asks, “How do you feel about your level of retirement savings?”.
And, when it comes to business advice, create content that asks “How do you feel about your cash flow / your team’s productivity / your rate of growth / selling or exiting your business?”
Your readers are likely to engage with this content because it demonstrates your empathy, something that is still beyond Robo Advisor or ‘AI’ Accountants now and in the foreseeable future.
When you then extend an invitation to discuss options that will help your clients to increase profitability, grow and expand, generate wealth… you will be initiating what will in every likelihood become a valuable, long term and fee generating relationship.
Regular, original and genuine content that demonstrates your awareness of how important financial matters make people feel will help you start and maintain trusting client relationships. Such relationships have always been, and will continue to be, the foundation of successful business.
And, there’s nothing artificial about that!
Have any questions about how to make your marketing communications feel more human? Email me at email@example.com I’ll be in touch.
At Bold! we specialise in marketing communication for professionals and business owners, and it would be our pleasure to help you to implement our ‘Do-Able’ Marketing model which is underpinned by a 7-Step Do-It-For-Me Framework. Honing our skills for over 20 years, we overcome the THREE key concerns that often prevent professionals and business owners from marketing their businesses: Time, Affordability and Accountability.
For a no-obligation discussion please contact Wendy Bold on 07 5477 0197 or email firstname.lastname@example.org