How many of these phrases can you complete?
"Like a good neighbor, ..."
"A diamond is …"
"The few. The proud. The …"
You probably recognized most, if not all, of all these slogans, each made popular by media advertising. In the annals of American marketing and promotion, these are Hall of Fame-worthy for the way they embed the brands they represent in the awareness of millions of consumers.
Since we've all experienced the power of a message that sticks, it makes sense for financial advisors to give careful consideration to how to most effectively present their investment philosophy publicly, especially when there's an opportunity to connect with large cohorts of prospective clients.
After all, one of the core "products" advisors offer is our investment ethos. It's one of the first things prospective clients ask about; even if they don't use those exact words, they want to learn as much as they can about our approach to handling their hard-earned money: how we'll position it in the markets, our recommendations for constructing a well-diversified portfolio and our approach to risk and the other basics that form the foundational principles for investing client assets.
This challenge requires thought and preparation. In our over-communicated age, media time is more precious than ever. When you manage to obtain moments on screen or on air, your message must be honed and ready. You need to provide authoritative information, you need to be memorable and, above all, you must be concise.
Velcro messaging
Can you capture your investment philosophy in a short phrase? It doesn't have to be five words, of course, but it should be brief enough to say in a few seconds — the size of a sound bite. It should present an accurate summary of what you think are the most important priorities for investors, whether it's focusing on what you can control, avoiding emotion-driven decisions, tuning out the background noise, trusting the resiliency of the markets or another important financial or investing tenet. Use your signature phrase on all client-facing communications and in all media appearances — doing so allows you to be consistent and memorable.
Succinctly put: Boil down your best, most fundamental advice to just a few words that will stick in the minds of whatever audience you're addressing. Once you've got your words, use them at every opportunity. Repetition is your friend:
In time, the mantra (mine is "Stay diversified, stay your course") will become associated with your practice, your approach to investing and the way you take care of your clients. It will become the product upon which you base all communication with the media — and your brand. The messaging will draw others who have come to connect it with you: the knowledgeable, consistent, informed, calm advisor with a steady approach to the markets.
