How to Personalize Your Communication for Your Clients

Social platforms are an outstanding way to share creative content, such as photos and announcements, as well as validated third-party pieces from reputable sources. Social sites lend themselves to creating conversations, and allow for one-to-many content distribution that hopefully leads to sharing and engagement.

Video/Podcast

Some people don't have the time to sit down and read a blog post, but will be happy to watch a short video or listen to a podcast while they are doing something else. Advisors need to acknowledge these growing mediums as additional channels for their messaging.

Each of the mediums above will help dictate which messaging format will resonate, but some channels have several formatting options for content. Here are some basic forms of message variation to consider for client communication.

Visual

Although sometimes underestimated, the visual presentation of your messaging can have a huge impact on your clients' response. A message can be immediately ignored or shared simply based on how the information appears. Here are some considerations:

• Does the piece look text- or image-heavy?
• Are there powerful call-out quotes or highlighted facts and figures?
• What about charts or images?

These are just a few visual questions that can change the way a client views, understands, and responds to your message.

Textual

The way a piece is written can have a great impact on the client's ability to grasp the concept or focus on the intended takeaway. The amount and phrasing of text you include can determine a client's ability to enjoy and even accept a message. Here are some good questions to think about when sharing content:

• Is the piece written in long paragraphs? How about brief bullet points?
• Does it have a catchy title?
• Is there a humorous tone, or is it very serious?

Achieving the right tone and format can be as challenging as it is necessary, and is highly unlikely with one-size-fits-all messaging. It is undeniably important that advisors know their clients and provide effective communication. Concepts of choice architecture, framing, behavioral investor types and more can all help deepen your understanding of how to most effectively communicate with clients, encourage positive behavior and improve outcomes.

Typically, the more mediums you choose for communicating with clients and prospects, the better. But what's more important is to personalize your messaging. Customization is how you become the client's reliable resource that requires no decoding — the go-to expert who speaks their language. Varying your messaging style does not challenge your legitimacy, it simply shifts the focus away from you as the speaker, and toward your client as the audience. It is never insincere to shift your tone or methods in order to connect with, educate and satisfy your clients. Cater to the client, and they will never forget that you facilitated their true understanding of investment.