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If All The News Is Bad, Should Advisors And Their Clients Turn It Off?

With all the negative reporting out there, it is hard for many investors or their advisors to find either a balanced viewpoint or a reason to be confident in the future. But should they just tune out?

 

Eleanor Blayney, consumer advocate at the Certified Financial Planner Board of Standards, is being quoted as telling people that when the news is bad, they should just ignore it.

 

That seems to be a slightly exaggerated take on Blayney's advice, which centers more around finding things in the economy and in life that are going well and trying to improve the things that aren't.

 

It's a very different proposition from trying to hide from the news.

 

As she herself says, "it's not a matter of whistling in the economic dark, but actually taking concrete steps to illuminate the course forward."

 

This has been coming up a lot with my work with advisors. People are tired of bad news, but some days there's just no good news in the media.

 

The media has been dreading a new recession since the last one ended. The reporters are still terrified that the next economic shudder will leave them with all their colleagues who were laid off a few years ago.

 

And they know that at least in the short term, fear sells. It destroys the audience you're trying to build over the long haul, but in the here and now that gloomy headline gets the hits.

 

But your clients don't know that. All they see is the negativity, and they either trust it or they don't.

 

This is an opportunity. Everything is.

 

Your clients should be trusting you to give them the real picture of how well the economy is doing and where they fit into it. 

 

You know a lot more about the economy than most of the reporters out there, anyway.

 

If things are bad, tell your clients what the solutions might entail. How can they adjust their lifestyle to protect themselves? How are you working to protect them?

 

Advice is not just about interpreting the data. It's about suggesting those "concrete steps" that take us into a better situation.

Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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