Let’s be honest – most people don’t eagerly await market updates in their inbox. Sure, there’s a rare exception, but those same people read earnings reports for fun. For everyone else, newsletters have to work a little harder to be engaging.
What if you could transform a boring financial advisor newsletter into one infused with authenticity, personality, and a human touch? Your clients and prospects don’t just want sound financial advice; they want to feel a connection with the person giving it.
Here are ten simple ways to make your advisor newsletter something clients actually look forward to reading:
1. Share What You’re Consuming
A great way to infuse personality into your newsletter is to share a book you’re reading, a documentary you found insightful, or even a podcast episode that resonated with you. This does two things: it humanizes you and it gives clients (and prospects) something of value that’s outside the typical financial realm. For example, if you’re reading The Psychology of Money by Morgan Housel, you could share a key takeaway and how it applies to everyday financial decisions.
2. Tell a Story
People connect with stories far more than they connect with charts and graphs. Whether it’s a lesson you learned early in your career, a financial mistake you made and overcame, or even a recent client success story (with permission, of course), storytelling makes your newsletter more relatable. For example, maybe your grandfather always said, ‘Take care of your pennies, and the dollars will mind themselves.’ You could share how that wisdom stuck with you, what it means in your own life, and how it shapes the way you approach your work every day.
3. Feature a “Question of the Month”
You get questions every day. Why not use them to make your newsletter more relevant and valuable? Featuring a “Question of the Month” allows you to address real concerns from clients and prospects, ensuring your content speaks directly to what matters most to them.
4. Recommend a Local Business or Event
Building relationships isn’t just about finances—it’s about community. Share a favorite local restaurant, an upcoming charity event, or a small business you support. This adds personality and builds goodwill.
5. Highlight a Team Member
If you work with a team, showcasing a team member in your newsletter can make your practice feel more personal and accessible. Feature a short Q&A with them, share a fun fact about their background, or highlight their favorite financial tip.
6. Feature Video Thought Leadership
There’s something about seeing someone on video that builds connection in a way written words just can’t match. Whether it’s a short video with personal financial tips or an explanation of your process, video helps people get to know you.
7. Share a Recipe
Food brings people together, and sharing a favorite seasonal recipe or cocktail is a great way to add some personality to your newsletter. Whether it’s a refreshing summer cocktail, a cozy autumn soup, or your favorite holiday treat, tying your recipe to the time of year makes it even more engaging. You could even share a fun backstory. Maybe it’s a drink you always make for a holiday gathering or a dish that reminds you of family traditions. Encouraging clients to try it out and share their own variations can create a sense of connection beyond finances.
8. Give a Peek into Your Personal Life
Share a little about your life outside of work, whether it’s a hobby you love, a recent family trip, or even a challenge you’ve faced and overcome. This isn’t about oversharing; it’s about making the connection more personal. A simple paragraph about how you spent the weekend coaching your kid’s soccer team or hiking a new trail makes you more relatable—and more memorable.
9. Share Your Perspective on a Thought-Provoking Quote
Find a quote that resonates with you—whether it’s about finances, success, or life in general—and share your personal take on it. Clients will appreciate the wisdom, and it’s a great way to offer motivation while letting them see your perspectives.
10. Share a Professional Update
What have you been learning lately? Whether you’ve attended a conference, completed a certification, or read an insightful industry whitepaper, let your clients in on how you’re staying ahead. This helps reinforce your credibility while making your newsletter more dynamic and educational.
Your newsletter is more than a way to deliver financial insights—it’s a tool to deepen client relationships and stay top of mind for prospects. By infusing it with personality, you make it something people actually want to read.
So, before hitting send on your next newsletter, ask yourself: Would I enjoy reading this? If the answer is yes, you’re on the right track! If the answer is no, you might want to chat with us about our newsletter program. We specialize in crafting newsletters that build a personal connection.
