Best Practices: Of books and social media

Dear Gabriel,

When there is motivation to do so. I think that if you have any interest in writing or getting better as a writer then you should challenge yourself. I had a boss at one point in my working career who used red pen a lot – and I mean a lot – so my desire to write a book started with that and a whole lot of ideas I had in my head.

From then on, all I said was…I am going to make this happen! Of course, a book is never put together by only one person so find a good team – editor, copy-writer, graphic designer, publisher or self-publish, understanding family and friends – and get moving!

As noted so well by Carl Friesen in ‘Building your Profile in the Second Edition of Best Practices: A Handbook for Advisors and their teams’, “ Your clients, prospects and COIs will see you as an established authority on personal financial matters. You might also see yourself in a new light. Certainly, you’ll have a clearer idea of your brand and the value you bring to clients.”

Building a profile is not only for prospects but your existing clients and COIs. They will stand up and listen and it will truly reinforce your message allowing you to state your opinion on various topics.

You might decide to find a local paper you can write for, create your own blog, write your own newsletter, write a weekly update, create a book for clients on your beliefs on investing, client service, your team’s client experience, a balanced life, etc. You will also want to make sure you are able to do so through the help of your strategic partner the compliance department! All kidding aside, many advisors see compliance as an enemy but really they have your best interest in mind.

Start by thinking about the clients or prospects you want to reach, who are they, what do they like? What are their interests and values? Be sure you know whom you are trying to reach.

The written word has such power. I have a female client that is truly eloquent with her emails, newsletter and website. She draws you in to want to listen and take notice of what she is saying. She is able to use her passion and background of English literature to her benefit in her business.

So, “Yes, it is very important to be seen as an expert and what better way then to use the written word to reinforce your expertise.”

Go Gabriel Go! Looking forward to seeing your name in print!

Hi Joanne,

I do not Twitter, blog or have a Facebook account as I have always been dubious about putting all that personal information out there. However, I am a financial advisor and am now seriously considering using social networking sites such as Linkedin and blogs for professional networking and to keep in touch with my clients.

Where should I start?

Terry

Dear Terry,

Start by having a clear message of who you are and what you do. Being able to articulate this verbally and in the written word is very important and is really your first step before starting out on your social networking adventure.

I am not sure if you have to use Twitter so all can keep up with your every move, however, using other social media forums is probably a pretty smart idea.

I, too was reluctant about using social media for the very same reasons but I started with Linked-In as it is seen as the more business like venue. It has keep me current in many areas, changes and interests of colleagues and other business owners. I am part of a Kolbe Group that permits us to share ideas and ask questions if needed.

As far as Facebook is concerned, many companies have made it mandatory so their employees can be seen as current and connect with old friends, potential clients or customers.

I did set up an account at the end of last year and I cannot tell you how many old friends and colleagues have found me. It is quite amazing and do not underestimate the power of networking and old school friends that know and trust you. Here’s hoping you were a good kid and not a bully!

Chris Chard a friend and colleague, MBA and PHd in branding says ” Whether you like it or not you have a brand image!” Taking this into account, it is really important again to know your brand and be able to articulate your business and what better way to get to thousands of people fast but to have your message stated on your social media page.

Remember to check in with your firm on their social media policy. Many firms have not finalized their policies so you might be able to state your name and title but not your firm name. What you can control is what you are able to do so do not let the non-finalized policy stop you from getting your message out.

Having an effective online presence will be a benefit to you:

• Friends, clients, COIs can find you and your message.
• Have advocate clients give you an endorsement.
• You can have a link to your website where clients and prospects can access an abundance of resources and services from you including articles of interest etc.

Remember: Your social media presence helps to support your branding and deliver your brand promise.

To send along your questions for Joanne’s next column, send an email to AskAdvisor@advisor.rogers.com