Artificial intelligence is transforming the financial services industry at a rapid pace, with innovations like Robo Advisors and AI-driven analytics becoming increasingly common. In fact, a recent study found that 40% of financial firms are now using AI to improve efficiency and client service.
While these advancements are impressive—like the creation of an ‘Artificial Accountant’ in just 10 minutes—there’s one thing technology can’t replicate: the human touch.
For accountants and financial planners, the real challenge isn’t just keeping up with AI; it’s preserving the personal connections that make your services truly valuable. This guide will show you how to leverage genuine, original content to maintain and deepen those essential client relationships, ensuring your business thrives in a tech-driven world.
Why Clients Choose You: The Power of Emotional Intelligence
Your clients aren’t just looking for someone to crunch numbers; they want someone they can trust to ask the questions they might not think to ask themselves. While your technical expertise is essential, your leadership, insight, and emotional intelligence truly sets you apart.
Clients are more likely to make decisions when they feel:
- Understood: They want to know that you grasp their unique situation and concerns.
- Supported: They seek reassurance that they have a reliable partner in their financial journey.
- Confident: They need to feel secure in the advice you provide, trusting it will guide them effectively.
In the financial services industry, you’re in the ‘people’ business, not just the ‘numbers’ business. Successful marketing communication should:
- Connect on an emotional level: Speak to your clients’ feelings and concerns, not just their financial needs.
- Show empathy and understanding: Demonstrate that you recognise the human side of financial decisions.
- Deliver bespoke communication: Create personalised content that resonates deeply with your clients, something technology alone cannot replicate.
Crafting Bespoke Content: Speak Directly to Your Ideal Clients
Creating bespoke content that speaks directly to your ideal clients is key to building and maintaining trust. Instead of focusing solely on administrative updates—like changes to super contribution caps—consider how your clients feel about their financial situation. For instance, rather than simply informing clients about a new financial regulation, ask them, “How do you feel about your retirement savings?” or “How do you feel about your business’s cash flow?”
By addressing their emotions and concerns, you demonstrate empathy and understanding—qualities that set you apart from AI-driven solutions.
Engaging Clients with Genuine Content
To engage your clients effectively, your content must be regular, original, and genuine. Show that you understand how financial decisions impact their lives and provide insights that help them feel more confident and secure. When you invite clients to discuss options to improve their profitability, grow their business, or plan for the future, you’re not just offering advice—you’re building long-term, trust-based relationships.
Take Action: Making Your Marketing Human
At Bold Marketing Co., we specialise in helping business owners and professionals create marketing communications that feel human. With over 28 years of experience, we understand the three main concerns that hold professionals back from effective marketing: Time, Affordability, and Accountability. Our structured approach is designed to overcome these challenges, allowing you to focus on what matters most—serving your clients.
Ready to Elevate Your Marketing?
If you’re ready to make your marketing more genuine and impactful, book a free 30-minute strategy call or email marketing@boldcorp.com.au
Take Our Free Marketing Check-Up
Unsure if your marketing is truly working? Find out now with our free assessment! Receive a customised report, expert recommendations, and a strategic roadmap tailored to your goals.
