At about 4 p.m. ET last Friday — 48 hours after the attack in San Bernardino — the FBI called the fatal shooting of 14 people an act of terror. Suddenly, performance of the stock market after the attack was a compelling story.
Immediately after the attack, late Wednesday afternoon, stocks prices fell, and they dropped again on Thursday. On Friday, however, by the end of trading, stocks had recouped those losses.
While an advisor almost never focuses on performance over a two- or three-day period, in the aftermath of the attack, the bounce back was real news. It was a testament to the resillience of the U.S. It was a story investors ought to know about it. The mainstream media did not cover this angle. We did, on behalf of advisors.
Shown above is the email clients received. If recipients of the email clicked on the headline or chart image, a browser opens showing the full article on the advisor's website. In addition, the home page of advisor's website is updated by the new article. The panaoramic image and headline across the top of the advisor website gets updated with the latest weekly update, which means your website changes all the time.
Spotting news and poignant financial moments takes news judgment. It is journalism and nto marketing. When you hired your current Web developer, you probably never considered their news judgment. Advisor website vendors are not expected to be news organizations. They're tech companies. They are not news organizations or continuing professional education companies. Consequently, breaking news and incisve analysis, though they are crucial to successful content marketing, are missing from advisor email newsletters. The vast majority of independent advisors, as well as the RIA custodians, BDs, and trust companies serving independent advisors, have little notion of how important content is. Ironically, this is why virtually all advisor websites fail to help advisors generate business. Advisor websites, generally, are, at best, a collection of boring articles and videos no one cares about.
What makes our work at Advisor Products totally different from other advisor website vendors and content providers is that Advisor Products was formed over 20 years by a financial journalist. CEOs of other advisor website vendors don't provide continuing professional education programs for CFPs, CPAs, CIMAs, ChFCs, CLUs, EAs, and other financial advice designations. Other vendors build advisor websites, but Advisor Products builds advisors a communications system.
The weekly update from Advisor Products is part of a comprehensive platform for financial professionals. It's just one of many ways Advisor Products is totally unique. Happily, after doing this for 20 years, I am finally seeing a small number of really advisors with good businesses who are figuring it out. If you are one of them, let's talk.
