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Occasionally, we create special “timely letters” that let you quickly and easily address current events with your clients. When something happens that we believe you should address with your clients, we’ll create and announce a timely piece in the library. not a news outlet, and in your best interest, we’re very selective about the events we address. We avoid any language or topics that may expose you to risk, such as speculation on the news, or opinion-based or journalistic-style writing.

Ask yourself how you get from 6 to 5, from 5 to 4, 4 to 3, and so on until you get to 1, the content you need to send out to get started on this sprint. Content Ask yourself: What kind of content needs to get sent to accomplish my goal? Ask yourself: What do I want people to do when they receive this content? Goal Ask yourself: What am I trying to achieve?

Once the prospects have weighed their options, they start looking at the details so they can make a decision and become a new client. The unfortunate truth is some of the advisors I have coached over the years spend so much time doting on their prospects that they forget to take care of their clients. Advisors need to constantly prove themselves to their clients if they want to avoid developing an attrition problem down the road, and this means building a client-centric plan. Below is the Completed Buyer’s Journey: Once prospects become new clients, they start looking for validation of their decision.

The good news is there is a final rule for that too, and it’s something I like to call the Communication Pyramid. This content is a good base for advisors to pull content that needs to be communicated, but doesn’t need to be custom. The best practice for catered content is to pull relevant communications with the best quality and scarcity and use this as a base to build from. This content exists nowhere else and can be written specifically to fit uniquely fit an advisor’s practice.