How to Write Blog Posts for Your Clients they will Actually Like & Read

2 min read
November 03, 2016

To blog or not to blog…that is the question.

With all the great financial advice articles already online, you might wonder why you should blog. Why spend time away from working with your clients or running down new leads to write your own blog posts?

Does spending time writing blog posts for your clients actually help?

Generic Advice Yields Bland Results

You are a beacon of hope to your ideal client. You provide answers and a path to financial freedom and peace of mind. You became a fee-only financial planner to connect one on one with your clients and provide personalized support.

When you write your own content you can leverage your blog posts to:

  • build trust,
  • provide value,
  • and generate leads.

Ultimately, your blog is the perfect platform to prove you "get" your client, his struggles and his hopes and dreams.

Avoiding the Biggest Financial Planner Blogging Mistake

If you want your blog posts to become a source of lead-generation, follow the golden rule of blogging:

Never lose sight of your audience and always write directly to him.

The biggest mistake you can make is turning your blog into an industry echo chamber.

Technical posts about markets and products are fine if your audience is other financial planners. But if you're trying to reach potential clients, turn your focus to solving problems and you'll get more eyes on your post. You can still demonstrate your expertise but spin it so the content stays relevant to solving your client's problems.

Keep Your Client in Sight

Writing blog posts becomes easier when you keep your client as the center focus. You can even think of each post as something you'd share with them during a planning session.

To keep your focus, make sure to touch on as many of the 5 Client-Centered Elements as possible:

1) What’s bothering your clients?
What problems are your clients facing? What’s keeping him up at night?

Writing blog posts that get to the core of these problems will attract the eyes of people who need you most.

2) Tap into core values
What do your ideal clients value more than anything else––family, security, wealth, saving money, travel, luxury, knowledge?

Tapping into the things your clients value will resonate with your ideal client.

3) Talk about solutions
Ideal clients will connect with real life situations and will seek you out to build their own road to financial security.

4) Focus on end the result
Help potential clients see the benefit of working with you by painting a picture of the end of the road. What’s life going to look and feel like with you on their team?

When prospects start imagining their life with problems solved, making the leap to hire you isn't a stretch at all, but a natural next step.

5) Provide a next step
Always include a call to action. This could be as simple as following you on social media or as much as scheduling a discovery call.

If you’ve done the above steps correctly, you’ll have an ideal prospect primed and ready to take action.

So, to blog or not to blog? The answer is, Yes! It's a great way to generate leads. But keep your eye on the client and write to the heart of his problems.


About the Author

Natalie is a content coach and brand strategist for passionate solopreneurs. She works with financial planners and other service based professionals to turn Content into Profits. Grab a copy of Blog Post Outline and experience firsthand how a little strategy makes creating content easy and effective.

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