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Your website must necessarily be boring because you’re a financial advisor, right?

After all, you need to be taken seriously so people can trust you with their money and their investments, the economy and world markets. This is deadly serious stuff. It’s supposed to feel like a funeral, right?

Not even!

Marketing is supposed to be fun!

And your website (along with your blog, and your e-newsletter) are your most important marketing vehicles. They sell you and your firm. They should communicate with your clients and potential clients in an engaging, fun, and unique way—just as you are unique. Clients and prospects who read your articles and web content should feel they know something about you—and trust that you can help them with their problem.

I just got back from copywriting boot camp in Delray Beach, Florida, and met some of the best copywriters in the country—including some working for your competitors—the ones who want to entice your clients to ditch their brokers and come over to trade options, invest in gold, Bitcoin and so forth. These guys know how to attract subscribers to their publications with engaging marketing!

Even if you think—well, those aren’t my clients. My clients are delegators. But don’t you want more delegator clients?

Sooo … you’re going to have to inject a little more personality.

I’m reading this great book called Net Words: Creating High-Impact Online Copy by copywriter extraordinaire Nick Usborne. I’ve synthesized some of his best points so you can spice up your website and e-newsletter and make them more exciting.

  1. Speak everything written on your website or e-newsletter aloud to see how it sounds to a listener. As you’ve probably surmised by now, web communication is very different than printed material. It’s instant—and more intimate. As Usborne says: “You should be writing in a way that is much closer to the way in which you talk and less like the way in which you write for print.” Imagine you’ve got a prospect right in front of you. Are you going to pull out your brochure and start reading it? Or are you going to ask some compelling questions and then tell your listener from your heart what you believe, and how you can help them. So, why not talk out what you’ve got on your website to see if sounds conversational—as if the prospect is sitting right in front of you? You’ll start to notice when you’re slipping into brochure mode. (Nothing wrong with brochures, by the way, but that’s a slightly different medium.)
  2. Tell your story in your own voice. There’s something about you and your firm that’s different. Maybe you were raised by a single mother. Maybe you have a passion for helping people take their dream vacations. Maybe you love sports or children or golf or non-profits. Or maybe you’re just super excited about the investment or financial planning strategy you’ve developed over decades. Whatever makes you unique is an inherent part of your marketing advantage—it’s your story, in your own voice. Recently, I helped my cousin with a fundraising letter for her non-profit in which we talked about the tragedy of losing her mother to cancer and how it motivated her start making blankets to take to those in need, and especially those families suffering with a terminal diagnosis. Just as Amber told her story of bringing cheer and comfort to those in need, you can tell your story. Why you do what you do is powerful beyond your imagination. Use it.
  3. Test everything and be consistent. Usborne says that everything on your website, even your privacy policy or your e-newsletter sign-up verbiage is a reflection of you and should be in your voice. In other words, nothing is boilerplate. Everything matters. (And you can and should test it out with clients to see which approaches work best.) He used the example of how one company told web visitors that their customer services representatives “will make every effort to respond to your email within 24 hours” but then encouraged the visitors to “check out our help section to see if your question is already addressed.” The text initially seems helpful, right? But the subtext suggests that “There’s no way we’ll call you before 24 hours us yo, we really don’t want you to bother us, so please see our online brochure instead.” Again, imagine saying this to someone’s face! Your website should have a cohesive voice that says: “I really want to help you.” Soooo … that means you will need to go over your website and e-newsletter with a fine tooth comb to find areas where you’re intending communicate one thing—and possibly communicating just the opposite.

Bottom line for now: You have a great opportunity to market your services with your blog, website, and e-newsletter. Are they communicating what you want prospects to hear? Are they exciting?