![]() Every little bit of personalization helps.Įspecially at first, I think it’s better to send one newsletter a month that’s filled with great content than two newsletters a month that are mediocre. Are you appearing on video or in portraits? Is there a team member you could highlight? Could you showcase a COI or client who is a business owner? Maybe you could snap some photos of a holiday charitable effort. The easiest way to personalize is to include photos and mentions of the people closest to your brand. Highlight the People Closest to Your Brand The more upmarket you focus, the more this holds true. But if they know you and like you, they’ll make time for content that you had a hand in creating. Why? Ideal clients aren’t making time to read boilerplate financial newsletters. Your articles, podcasts and videos are the stars of your newsletter. ![]() People can tell when the content is yours. If you’re going to do it, create a more personal newsletter that people will actually enjoy. Many financial advisors would benefit from getting into newsletters, but not the boilerplate, all-financial type. We’ve also learned it can really be helpful in building relationships, especially when you include content that you’ve had a hand in creating. Through it all, we’ve learned that a good newsletter is an art form. We’ve had some successes and some memorable flops. We’ve experimented with everything from all-promotion to no-promotion, from daily to monthly and everything in between. For reference, here was our template from 2005: Over the years we’ve reworked our financial advisor newsletter more times than I can remember. It was a big part of our operation then and still today as we’ve grown to over 50,000 subscribers. I’d watch him spend hours reworking an article to get it just right. Every time he’d fly out for a speech, he’d come back with a pile of business cards for me to enter. ![]() He wanted to see our newsletter list growing and each edition filled with the highest-quality content. It was something Matt Oechsli was passionate about. One aspect of my role back then was our financial advisor newsletter. ![]() I think about my first projects, my first clients, and the many other “firsts” that stepping into a real job provides. I think back to my first years at Oechsli pretty often. ![]()
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