You Are Your Content.

Whenever I am asked to meet with an advisor I always check out their website. Before our meeting, I am always looking at their office and waiting room. I am looking for clues as I try to put myself in the shoes of a prospect coming to see the advisor for the first time. Many times on the web, I see content that is not updated like a economic update from a few quarters ago or an outdated newsletter.

Showing your clients and prospects out-of-date or irrelevant content is the equivalent of saying “I’m really not focused on what you need.” You risk looking out of touch, oblivious to details, or worse – ineffective. It looks like you don’t care.

And it’s not just facts and figures you should be worried about – it’s things as seemingly innocent as images. If you aren’t using pictures that reflect your customers and prospects, they won’t be able to “see” themselves in what you’re showing.

Look at your content – PowerPoints, documents and brochures, website – with your best clients and prospects in mind:

• Do your statistics reflect current economic conditions?

• Do your graphics and images reflect your desired client demographics?

• Is the tone of your content appropriate for the demographic?

• How well do your visuals explain complex investment products or services?

Everything you provide your clients reinforces your value to them – or not. By providing the most current information in a way that speaks to them, you’ll reinforce their decision to do business with you.

For prospects, you don’t know who is checking out your content, don’t let that be a reason they don’t call you.

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John Anderson

John Anderson

John Anderson is the creator and lead author of Practically Speaking blog and Managing Director of Practice Management Solutions for the SEI Advisor Network.

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