The financial planning bit
Because once you’ve described your services as including pension planning, inheritance tax planning, protection insurance and that you’re the person to help them with this, then you can show that it is, in fact, much, much more than this.
That it focuses on them as a person, rather than their money. That it helps answer the big questions in life such as what to do with it, when to retire, how to gift money to family.
Then you can describe the benefits of this – that they’ll have enough in retirement, that they can connect their wealth to their lifestyle goals, that they can have the peace of mind and financial freedom to choose how to enjoy life and feel happy and secure, that they’ll feel confident and in control of their finances –and their life – as a result.
The natural next step is to talk about you and why you love this aspect of the job, perhaps mention what you did before, how it’s different, and the whole story starts to hang together. Especially if you top it all off with a case study from a client – one whose experienced a transactional advice service before and has describe the difference.
This will help your prospect to feel satisfied they’ve come to the right website, that you’ll sort out their immediate problem and help them sleep at night, but that also they’ll have a plan for life, a strategy for their finances, and meaning behind their money.
And of course it’s not just your website that should be structured in this way. The same applies to your other communications – your emails, blog posts and social media content.
The added bonus? By carefully blending these messages and introducing the planning aspect gradually, you’ll be able to attract the right clients and filter out the ‘wrong’ ones and transform your business in the process. This is just the beginning…
About Faith Liversedge
Faith Liversedge is an experienced communicator with a wealth of knowledge and understanding of the adviser profession. She was Marketing Manager at Nucleus for 5 years, creating innovative and award-winning campaigns. Before that she worked for Standard Life, Prudential and Royal London. In 2017 she set up her own consultancy to help forwardthinking financial advisers and planners to become more profitable through websites, communications and other laser-focused marketing techniques.
