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Q1 hedge fund letters, conference, scoops etc
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Writing content for faith-based advisors is both challenging and rewarding. Here are some issues you should consider.
Niche marketing
You probably don’t think of being faith-based as part of your marketing strategy. But if you discuss your faith on your website, it will have an impact the clients you attract.
As a faith-based advisor, you are differentiating yourself and becoming an advisor with a niche.
Why is that?
It’s a basic principle of psychology that we tend to like people who are similar to us. According to research, when we read about someone (for example, on a webpage), finding out they have a lot in common with us greatly boosts our affinity with them.
Envision a prospect reading a webpage about a faith-based advisor. The prospect has similar views. This research indicates that the prospect is likely to have a positive feeling about the advisor.
Conversely, if the prospect is of another faith (or has no religious affiliation) it’s less likely the prospect will pursue a relationship with an advisor whose beliefs markedly differ from their own.
There are many benefits to niche marketing. Michael Kitces has written extensively on this subject. His basic point is that, instead of competing in the crowded market, trying to appeal to everyone, carving out a niche permits you to differentiate yourself.
Being a niche advisor also simplifies your marketing. You can focus with laser-like precision on attracting clients who share your beliefs. Reaching them on social media is quite easy. You can craft a message that appeals to those prospects. Your message will be different from the more general communications of your competitors.
As a faith-based, niche marketer, you’re saying: We already share a very basic and important value. I’m someone you can trust.
It’s powerful and compelling.
Read the full article here by Dan Solin, Advisor Perspectives
