4 ways to make your Financial Planner clients feel better represented in your marketing

Over 50s don’t feel well represented in society.

New research from insurer SunLife has found that less than one in 10 feel well represented.

This subject of underrepresentation is a huge issue for Financial Planner marketing, as the failure to accurately represent your target audience will reduce the effectiveness of your engagement.

In this video, I share 4 ways to better represent over 50s in your Financial Planner marketing.

The new research from SunLife within their Retiring Ageism report found widespread misrepresentation of over 50s in society and in the media.

While financial services was a better performing sector, along with travel and food & drink), if you don’t get this right, you risk alienating your ideal clients.

The first step is to know your target audience.

We often talk about creating a client avatar; a detailed description of the attributes of your ideal client.

Don’t make assumptions when creating your client avatar. Speak to real-life clients to build a complete picture of their lives.

Secondly, leave cliched stock images on the shelf.

Better still, don’t use stock imagery and instead use photographs of real-life clients.

Thirdly, share relevant content with your audience.

We’re huge advocates of the ‘they ask, you answer’ approach to content marketing, where you listen for the questions being asked by your clients and then create content to answer those questions.

Instead of writing about finance topics, write about what money can do for your clients.

Finally, be your authentic self.

Don’t try to live up to the perceived notion of a Financial Planner, in terms of how one might dress and act.

Pay attention to your clients and, while retaining authenticity, reflect their style in what you do.