La confiance des clients dans le chaos : 5 stratégies éprouvées pour ajouter de la valeur pendant la volatilité des marchés

I, before we share the slides, want to ask a question. I just kinda shared the story today, actually. I was speaking live at a conference here in London, and we were talking about market the market volatility. And so I shared this story. So who here has ever old school true hitchhiked?

Susan, have you?

No. I was just checking to see where is it today before we start this, the the market. I have never hitchhiked.

Okay. On the call, just yes or no, have have you ever actually hitchhiked? I did hitchhike one time when I was, like, twelve years old. What?

Yes. I know. It was with my cousin. We got lost, and then it was a really far walk home.

So we okay. We got a no, never. So when I asked this question today, it was hundreds of people in the room. Everyone said no.

They’ve never hitchhiked before. And the reason I’m asking this is because for the longest time, right, the last basically since the seventies, hitchhiking has been very, very taboo. But it used to be something that people would do. Like, in the thirties, in the forties, after World War one and two, it was very common.

And it was common all the way up until the sixties and seventies, and then the counterculture movement really took it, you know, make it made it part of their movement. And then it yeah. It had, like, a kinda negative connotation to it. So where am I going with this?

There’s there’s a reason I’m telling this story, which is that, you know, again, for for the longest time, it was really considered to be taboo.

So when a very popular app that we all know and love, Uber, wanted to come to the market, they really had a problem, which was how do we get people to get in a stranger’s car Absolutely.

Feel comfortable with it. Right? So what did they do? They came up with the idea of this interactive map where at any point, you could see where the cars are, and you would feel comfortable.

You know where they’re coming from, how long till they get there. And it was really it’s not like they made the ride safer. They I mean, yeah, they do background checks with the drivers and things. But, really, what it was doing was it was showing through visuals a hyper exposed level of communication.

Right? And this really, really worked for them. Rory Sutherland, an amazing marketer who I love, he he said that the Uber map represents a psychological moonshot because it’s not reducing the amount of time you wait for the taxi, making the taxi safer. What it’s doing is simply making the wait less frustrating.

It’s making the idea of what you see and how you deal with getting the cab, where the cab is, how safe you feel. It makes it easier because of the visual. And so so much of this, I think, is applicable to this topic because when we think of market volatility, we know what’s gonna happen. We know that the markets can be volatile.

We know that every once in a while, we have this happen. And yet no matter how much we prep clients for it, they are going to want some level of communication deep down inside to reassure them and make them feel better.

And the lack of it in the taxi example just creates anxiety because it’s like what you don’t know.

That is such a great analogy. I love that.

Thank you. Yeah. I didn’t tell Susan what I was where I was going before. So so okay. With that, we’ll do some quick intro. Susan, you can go first.

Oh, I’m chief marketing experience officer at FMG and thrilled to have all of you here.

Yes. And I’m Samantha Russell, our chief evangelist, which basically just means I get to go out and tell people all about the great things we’re doing at FMG, teach the best marketing tactics we know are working. And if for some reason you’re unfamiliar with FMG, we are an all in one marketing and texting compliant texting platform. We have that offered now as well.

And we work specifically with financial advisers. So we know your pain points, and we really try to make your life easier and make your business, better through the marketing technology we provide.

Alright. So, Susan, why don’t you kick us off?

Awesome. Alright. Well, we scheduled this, I think gosh.

You know, we’re probably talking about six weeks ago, and I’ve lost track of when the market was up or down. But this has been a pretty volatile year, and we’ve had so many advisers reach out to us and, you know, just ask for support. And so, you know, we our clients are super nervous. We need something to communicate with them. We you know, the market’s doing something yesterday. I need something today. And this is where it feels so good to be part of FMG because this is one of the times where I feel like our value is so front and center and advisers are so grateful.

And I think we’ve also hit on this a number of times because, you know, we are fans of content marketing. The number one reason that clients leave advisers is due to lack of communications. And I would bet I don’t know that there’s ever been a study that focuses in times of volatility, but I would bet that it is even more so heightened.

So we wanted to talk about how we could help and give you some ideas to really take an like, leverage this as an opportunity as well as, you know, obviously, there’s there’s coverage that you need to do to make sure that you’re keeping your clients at ease, but I think there’s an opportunity to pick up clients in this kind of market too.

Oh, absolutely. And so even though things have cooled down, we hope that you’ll take a lot of the resources. We’re gonna give you the templates, the talking points, and have them in your back pocket ready to go when you need them.

Yeah. And, you know, volatility is I think this is hopefully what you guys have been sharing with your clients. It’s not the exception. It is the rule.

It is sort of the cost of investing in the market long term. And there’s so many stats that we’ve been leaning on, and I hope you have too, and we’ll share some of them that will enable you to I think historic perspective helps people gain confidence and feel relaxed. There’s a we actually we wrote a a do it for me blog and and email and social post. And the subject, I I found a quote.

It was from, sir John Templeton, and it says the foremost dangerous words in investing are this time it’s different.

And I think every time there’s been a market disruption, we all say, oh my gosh. It’s different this time. You know? COVID was certainly different than the last you know, than the financial crisis and so on, and this feels different as well. But the historic lens on the market shows that it really it isn’t different, and it will recover, and that’s what people wanna hear. So, throughout this presentation, we’ll be sharing lots of stats and charts that I think you can leverage with your clients either in conversations or in your communications or in your social posts.

Love it. And, you know, one thing that is really interesting that I think it that is about twenty twenty five in this time is that a larger percentage of the population higher than ever are now paying attention and are attuned to the markets. Right? So if we look, you know, historically at who was invested, who was paying attention to what equities we’re doing, it was very it wasn’t as wide as the swath of the population.

We have people who are twenty two years old who are following influencers and wanting to invest money, which is great in so many ways, but there’s a lot more noise. And if you look at even the media, right, we just came back up and we’re back to where we were before this huge slide happened. You don’t see headlines saying, we’re back, everybody. Like, you know, the media makes so much noise when it’s bad, but not as much when it’s good.

So I definitely think that contributes to it. I found oh, nope. Sorry. I’ll I’m going ahead of myself.

I found a Google trend that I wanted to share, but we’ll get to that in a second. Yeah.

And I think, you know, we were thinking, oh gosh.

You know, we’ve started promoting this webinar, I guess, a week or two ago, and then, of course, the market’s, like, swung back. But, you know, as we we did some research and confidence consumers’ confidence does not swing as quickly. It is still and I I’d love to see even in the chat, you know, have your clients been reaching out? Do you feel like there’s a sense of unease in your clients?

And, you know, do you agree with us that confidence is is lagging? Just because the markets have gone up in the last couple weeks does not mean that they are suddenly like, ah, I’m good. You don’t need to communicate with me anymore. I’m good.

If only. If only. Yes. Let us know in the chat. What what did you experience? Did you feel like people needed more reassurance this time? Were people scared, or did it happen and come back, like, whiplash so fast that it maybe wasn’t as bad as previous times?

Still lack of confidence, need to see earnings.

And no because we talk about it constantly, which is exactly what we are preaching. So good for you, Carla.

Love it. So these stats are coming from a wide chart study.

We’ve partnered with them a few years to to unveil these results.

And, it’s just reiterating what we’re talking about today. So I know most of you probably are like, okay. Give us the strategies. But just setting the stage, people one hundred percent keep want a lot of communication, and a lot of people wish their adviser communicated more. I think that that surprises a lot of advisers. They feel like, I don’t wanna be in people’s inboxes. I don’t wanna be what if they feel like I’m overdoing it?

The percentage of people who say, I wish my adviser would contact me less is one point six percent. Everyone else pretty much wants more, and then we have a small segment also that are happy with the amount.

And I think, you know, one of the misperceptions I hear is, you know but I know younger people don’t. But we you know, the study showed it’s the same whether you’re, you know, under sixty, over sixty. And we also I don’t think we shared this chart, but email is still everybody’s preferred method of communication.

And we’ll get a quest I think it’ll it should come up. Actually, I’ll I’ll throw it to you, Sam. Is there such a thing as too much communication? Is there a just right level of communication? And and I’m talking email probably for the purposes of this conversation.

Yeah. Yes. There definitely is. I just unsubscribed from somebody who was sending me really helpful stuff, but it was twice a day.

And it was just it felt like I I mean, I can’t read that amount. Right? So, you know, we really coach on either having a piece that regularly goes out once a week, every other week, or once a month, picking a frequency that will work for you. I think once a week or every other week would be what I would suggest just because in our world today, how fast things change once a month can be too too little.

But, that still leaves room for one offs. So even if you’re sending a weekly message every Thursday, it leaves room where if something is going on, you can send a second email and it’s not gonna be overkill.

Totally agree. Love it.

Okay. So oh, this is what I was talking about. You know, clients asking themselves, should we be doing something? And everybody obviously has different reactions.

We’re seeing in a chat, how we just wrote, we haven’t had much of reaction at all. We talk constantly to our clients. I think one of the things that is interesting, though, is these are Google Trends. So I don’t know if anybody here ever used Google Trends.

You can go and you can look at different queries and how popular they are on different days and times. So the highest popularity is a hundred. That’s the most it can be searched for. So you can see what should I do with my investments.

This is a two year time frame. Basically, nobody was searching for it at all. We had a blip last summer, and now this spring, it is gone off the rails with people wondering, what should I do with my investment? Should I change it?

Right? And then if we look on the other chart, the Dow Jones Industrial Average, a lot of people this is a five year, so it’s a little bit of a longer time horizon, but you can see this massive spike of people wondering what’s happening with the Dow Jones Industrial Average just in the last spring. So my point is even if you don’t hear from a client because maybe they don’t wanna pester you or they feel like, oh my gosh. I don’t wanna ask about it.

They still might be googling and looking for information.

So sending out that email, just saying, hey. Here’s what’s happening in the markets.

Here’s our take on it. Here’s how you know what we’re doing, you know, in the background for you and your investments in your portfolio. It is a reassurance because we don’t know what clients are doing, who they’re talking to, what they’re reading online, and the trends show that this is something that wide swath of population are curious about.

You know, I actually I just was looking at that Y chart study, and one of the questions was, you know, where do you go to find information about finances and the markets?

And for those that had that had indicated that their adviser communicated frequently, they sought information from their adviser.

It was twice two x for those that indicated that their adviser communicated infrequently.

Twi they had twice the tendency to get information from, like, CNBC or just online sources, which is not what you want your clients doing. So in the absence of just like the Uber story, in the absence of information, they will seek it elsewhere. So you wanna be that source of truth.

Yes. Okay. So let’s actually get into some tactics now, and thinking about how we wanna frame who we’re communicating with and the types of ways people might be processing this. So, Susan, this was actually something that I didn’t know about these emotional profiles. So maybe if you wanna share a little bit more about this.

Yeah. I mean, it but we just I was just trying to think about ways to give advice to our audience in terms of communicating during market volatility and just doing a little bit of research. Looks like and I I’d love to see in the chat if this like, let me know if if this matches what you would say you’re seeing in your clients that they fall into three categories. One, they want reassurance.

Two, they’re like, should I be doing something? You know, this seems like I should be doing something.

And then three, they’re just, like, checked out. They don’t care.

Maybe it’s time that, you know, you need to kinda tap on them and get them reengaged.

Love it. And I like that thinking of it in that way. I mean, obviously, people aren’t all gonna fall in these buckets, but maybe tell us in the chat, which of the three do you feel like is the largest swap of your clients or maybe order them, like, you know, have the most conservative, but some, you know, disengaged. Where do you feel like people fall?

I do feel like a lot of the advisers that we work with say very few people are saying the markets are dropping. Let me send you more sideline cash to invest.

But I’d be curious to hear if maybe some of you saying, nope. That’s a hundred percent our clients. We get a ton that wanna throw us more money when the markets are dropping.

Okay. Rob said opportunistic. He’s got some.

One and three. It’s kinda all over, but one, two, and three.

One and two.

Interesting. Okay. So it doesn’t sound like we’re really missing any segment. All three.

Yeah. Okay. Well, good. So we’re gonna give you strategies for all three.

Perfect. So you’re gonna be good. Okay. So with conservative, I mean, I think this makes a lot of sense, but calming minds with clear messaging.

And I really love the idea of anchoring conversations in your plans, not your predictions. And I saw a note in here from Karen who said, I watched a behavioral finance webinar. They said never talk about your thoughts on the market, but rather focus on your services and how to calm their emotions. Right?

Really focusing in on the plan, what you’ve built with them, what we’re doing, not what’s happening in the markets.

And she said, I think this is different from what you’re you’re saying. No. I I don’t think it’s different from what we’re saying. What we are saying, though, I do think some people, like to kind of hear yeah.

Yeah. They wanna know, like, kind of, like, well, what is the reason that the markets fell maybe? Like, the the thoughts behind it. We’re never ever suggest suggesting, excuse me, that you should predict what will happen in the future.

Ever, ever, ever. We know that that’s not possible. But giving a little context that said so these things happened in our macro environment, in the political system, and what’s happening just around the world globally, and so that’s why the markets are reacting this way or making people think they are. Having some context to it can be a a good thing.

But even if that’s not what you feel comfortable with, focusing on the plan is always something that will work well.

I think it’s, yeah, it’s twofold. We, I think many of you if you’ve attended one of our webinars before, we’ve probably mentioned our do it for me program, where Sam and I are helping to write content, and then our team executes. Obviously, we’ve been very active with writing content as it relates to what’s been going on this year. And we have an advisory board, our do it for me advisory board.

It’s about fourteen advisers. And so we’ve increased the you know, as we’ve met with them, we’ve been really asking them what they’ve been hearing and what they would like to have in terms of content. And that’s what’s really been steering us towards it’s a combination of reinforcing your the plan and long term perspective, diversification, all those key components. But, also, they they’ve wanted something that would dispel this this time is different, and I need to panic.

And that’s where they’ve asked us to lean in on showing historic like, using visuals and charts to show what the market has done, you know, since it, you know, since its origins and using that in combination with the planning piece to calm people’s minds and that it’s had a lot it’s been very successful. So that we’re kinda going from what we are hearing from all of you.

So I would say it’s in it’s complimentary with the behavioral finance, not, you know, one or the other.

And I thought this was interesting. And I don’t think I would say, like, oh, you need to email people this out or anything, but this is just something I think that’s really interesting.

This is a chart from a very, academic paper. So I’ve I’ve listed it down here. But, basically, these gentlemen ran a study where they asked not just individual investors, but institutions and advisers, would you increase or decrease your equities allocation in response to the S and P falling between ten and twenty percent?

And you can see here the amount of people who would change it. Right? So I think reassuring clients that this is why they hired you for these types of moments.

And, again, we’re gonna show you some of the charts you can use. That is another thing that that can be a talking point is that and even leading up to it. You know? Like, a lot of you have said this. We coach clients on it proactively so that when it happens, we don’t have to do it then, and I think that’s such a smart way to go.

Yeah. And that’s actually you know, right now, maybe some clients are feeling more at ease, but it for those of you that aren’t frequently communicating and have a sense that your clients are just like, I’m good because I know what’s going on. I’ve our advisers talked about it. Now is the time to start laying the groundwork for the future because there will be more market volatility.

But I think this also goes to that individual investor theory that we always, as individual investors, not always, tend to want to do the wrong thing at the wrong time. And Right. This is showing the blue being the individual investor versus the gray being exactly opposite. Like, when the institution wants to do something, the individual does not.

And I think, again, that is that’s why these these charts just using words is awesome, but sometimes visuals just add another dimension. Worth a thousand words. Yeah. Exactly.

Okay. So these are just some little talking points, little, blurbs that sort of set the stage that you can then expand upon. Right?

And I think that they’re not they’re short and sweet. They’re not they don’t they’re not super verbose, which is wonderful when we think of messaging that people can understand.

My one of my favorites is, we’re planning for many markets, not just this one. The idea that, like, we did plan for this, but also the words your plan is built to handle it, I think is so great. And I’d love like, this would be a great one. I’d love to have people in the chat type in what are what’s their go to phrase?

What have they found that’s worked? Because part of what is the best part of these webinars is usually when we’re sharing from each other. So, yeah, we’re people too. So if anybody does anybody have any go to phrase that they found has just really resonated with clients?

Yeah. We see something in the lines of we’ve planned for this. Yep.

Anything else? Yeah. There’s there are a lot of different ways to cut it. But, anyway, if these are helpful, hopefully, we will be sending out these slides, but you can jot them down.

We’ve been through this are sharing.

Calvin said our industry is the only one where people don’t want to buy when things are on sale.

That’s awesome.

Love. We plan for market declines so we don’t have to fear them, said James.

Yep. And diversification. So you guys you guys have this. Lock protect for a lifetime. Better to prepare than repair.

Yeah. Been through this before. I think that paired with chart showing it and the rebound is is a big one.

It is a big one. I mean, that that’s how honestly, I will say when I think it was right after maybe the market had dropped eight I don’t know. Was it eight percent? I’ve lost track at this point. But we had one of those different advisory board meetings, and I, like, I know all this stuff. I was an adviser, and I was really nervous. And I did feel like saying, but it’s different this time.

Should we change it? Yeah.

Yeah. And it was all the charts of you know, and which some of which will show that that made me just it did. It made me feel more comfortable.

So Okay.

So let’s get into that then. And we’ve listed where they are, at the bottom, but a lot of these, Susan, are available for people in FMG. Right?

Yes. They well, they are in the do it for me program, but we will make this available to all of our attendees as well. These charts were ones that, I found and used to create a blog as well as versioned into I didn’t use all the charts in an email, but used created an email and some social posts for our do it for me customers. So we thought we’d share these in case, you know, just, again, to have in your pocket, maybe to, you know, share with your clients now.

But all of these have a, you know, sort of a different angle aimed at providing comfort to clients that are nervous. So this one, I’m guessing let’s see in the chat if you guys have seen this one before. I’m guessing you have, but this is one of the best. It just I showing people very quickly, if you just missed ten days of the market, you’re getting fifty percent of the return.

And if you miss thirty days in the market, thirty best days in the market, you’re getting eighty three percent less. I mean, if that doesn’t make somebody wanna stay in, I’m not sure what does. And, also, you know, a lot of the charts we’re showing are pretty complicated. This one is just really simple.

So I love this one. Curious if anybody’s, used this before can I get the chart missing the market? Yep.

Getting some people saying they’d love to see this. So this one is a great one. And let’s see. We’ll go to the next one.

This one is a little bit busier, but what I like about this was the duration of bull and bear markets.

You know, and and this was you know, we’re not in a bear market, but knowing that even when we do enter a bear market showing the duration and then the duration of the bull market just indicates that they are always they have always been much shorter than the bull markets. And looking at the, you know, average trend of the market, it just keeps going up. So this one was, one that was really well liked by our our do it for me advisory board. So we included this one in.

Yeah. You can just see the the length. The color is really how magnified. Yeah.

It’s pretty clean and then, you know, it shows the duration.

The average bull market, sixty three months, and I actually can’t I think it’s, like, fourteen months for a bear market.

Bear. Yep.

And this one, has anybody used this one? This is I think they call this the quilt. Is that is that right? Am I saying it right? Yep.

Like, the asset I want they do.

This one is, like, a little over my head. I’ve seen it many times. I’m always like, what am what am I seeing?

So I think the net is that, diversification isn’t about hitting home runs. It’s about staying in the game. And pretty much any given year, there’s gonna be a different asset class that outperforms and, you know, is it the top versus the bottom? And so if you try to pick it every year, you’re gonna miss. And it it’s really just the argument behind diversification.

If you chase a trend and react to news cycles, you’re gonna probably lead to regret. And this is just kind of a visual reminder to stay diversified, focused on your strategy, and not try to switch based on the headlines. So I think from that perspective, it’s it’s a good one, but definitely needs some experience.

I see. So the bottom row is The lower. Negatives, and the top performing is at the top. But then I was thinking that the colors meant something, but that’s just the same stock. Like like, different The sector. For the sector. Okay.

If you just did small cap, you know, a couple years, you’re gonna hit it out of the park, and some other years, it’s gonna be at the bottom. So you can’t you know, you just it’s like picking stocks. Like, you you need to be diversified because it’s always it’s just changing.

Every year. Yeah. I like this chart now that I understand it.

A little bit. I mean, I’m guessing that our our audience could probably explain it way better than we are. So apologies, asterisk for, messing up. But we know these slides are are helpful in communication.

This is just another one. This gets a little more technical, but this is showing, you know, if you’re looking at twenty year time frame, then you essentially have statistically eliminated any kind of negative any kind of negative return. And each, you know, as you get into shorter and shorter time frames, yes, you’ll see some volatility and some negative. But as you broaden from one year to twenty, you can see how little you’re seeing of the red.

So that In two words to me is just the the phrase zoom out. Right? Like, if you focus on zooming out and focusing on the big picture, just like in life when, you know, the the the bad day sort of become a blip and you don’t focus on them or your your growth of your business is hopefully always up into the right, that’s sort of what it reminds me of.

Very true. And you can see, like, if you’re if you’re talking about a one year time frame, it can the max one year was fifty three percent. I kinda wonder when that was. And the min was thirty seven, but the average is eight point six. And if you look at the averages all the way through, it’s a very it’s a very narrow range. They almost all have the same average, but in a you know, the more narrow you get, yeah, it’s gonna vary widely.

Yeah. And it’s and what’s really interesting too, I think, is as we’re looking at these, these all they’re not all saying the same thing, but they’re getting at the same idea with different approaches. And I so I do think it’s so smart in a let’s say, you know, the just over a a period of time to use different charts because we don’t know which ones resonate most with people. So it’s so nice to have different different ways to look at it, to communicate it, that you know that one of them will resonate.

Yep.

And I think the other thing, you know, we were talking to again, I’ll bring up the advisory council because they’re just kind of a microcosm of all of you, I think, reflecting multiple, you know, types of practices, but all having the same goal.

And we were debating, you know, frequency. We’re saying, you know, like, you know, if the market’s been volatile and then, you know, then two weeks later, it has another dip and three weeks later, it goes up. Are we emailing each time?

And I was feeling like we potentially could be getting to a point of doing too much.

And the advisory board suggested, you know, obviously, we won’t don’t wanna do every time the market does something, send something out, but that reiterating the same story is not a bad thing. Because that’s the other thing I was like, I feel like we just did an email that talked about, you know, use some of these charts to talk about, you know, stay the course.

And they said, you know, using visuals that kinda say the same thing, but they’re different visuals, give you an opportunity to just keep reinforcing that message.

And that, like everything, you know, if you say it once, it usually doesn’t stick. You gotta say it several times, and they felt that it was there was no downside to reiterating. And, you know, the charts kinda give you an excuse to talk about it.

I love there’s a quote I love. It’s actually really applies more to marketing, but I think it there it’s come from marketing, and, like, lead gen, but I think it applies here so beautifully too, which is that just about the time you feel like if you have to say something one more time, you’re just gonna throw up from repeating it is when most of your audience is going to be hearing it for the first time, like, really hearing it.

So Oh, Perfect.

For a lot of you that are saying, like, we talk about it till we’re blue in the face, so our clients are good. I think that that, obviously, is is lending itself to to that point.

Awesome.

And then this one is it gets I sort of went from simplest to busiest, but, you know, this one is just showing from eighteen seventy two to twenty twenty four how you know, I mentioned this on the last chart, but, you know, the greatest up was fifty three.

The greatest down was thirty seven. But when you start holding stocks for five, ten, and twenty years, you pretty much have eliminated the negative returns.

So this is kinda just exactly what the other one was, but a little bit different, visualization.

So we just thought and this is probably one of our shorter this will probably end up being one of our shorter webinars, but we just wanted to give you as many, you know, ideas and assets that you could leverage to continue to tell the story to the point that you may think your clients are getting sick of it, but we can tell you being a client of an adviser, there’s probably no part there’s no point at which they’ll tell you to stop. But you had this chart. What’s this one?

This is one from Dimensional that I’ve used before. It’s kinda showing the same thing with the blue and red, but it’s just basically saying that historically, after, you know, we see a down a huge downturn, we see the bear market that it comes back. So it’s just, you obviously can’t it’s gonna happen every time, but it’s showing that even in the the periods where maybe it was terrible and it was really long, we’ve seen the Great Depression, that it does does come back. So just another way to iterate that that same one. Yeah. Like, this one’s really good.

I like I think it’s almost the same thing as one of the earlier ones, but I’m you know what?

Just visually, I’m I’m seeing the percentage up and the the months better here. So I like this one.

Okay. Okay. Yeah. So see, they all resonate differently. But I think we’ve been talking a lot about, our do it for me program, and I realized that we didn’t explain what that was.

Maybe put a poll up, Aubrey. If you’re interested, again, all of these charts are available for people, for all of the amazing advisers that work with us through our do it for me program. And if you’d like to learn more about it, if you just say yes, please, we can tell you more. But, Susan, maybe we should just give a quick overview right now.

Yeah.

Well and, actually, I think one of the next slides, I’ll show an example of an email because we’re talking about how to calm people’s nerves.

The second segment we talked about are people that are like, what do I do? So we you know, one of the things we did for our do it for me customers is write this opportunistic email, ways you can go on offense during market volatility, things like, you know, maximizing retirement contributions, which I actually did as a result of that advisory board meeting.

I just front loaded my contributions to my four zero one k to be, you know, earlier in the year.

So I didn’t take advantage. Yeah.

Yeah. Exactly. So that’s a great one contributing to a Roth IRA, thinking about doing a Roth conversion. These are all conversations that flip from, you know, talking to a client and trying to reassure to helping them think about what they can do now, which I think is just you know, we wanna control.

So this was a great one. So, anyway, the do it for me program is, essentially, every month, we’re writing blogs and emails and social posts and podcast scripts and webinar scripts and video scripts and a marketing idea. But I think some of the biggest value is that we’re also continually thinking of ad hoc, you know, timely emails, timely social posts that just can be you you know, we wake up and Sam and I are like, oh my god. It would be great to give advisers an email on blankety blank.

Or we even hear from a different customer and they say, can you write me something on and we just write it and get it out. So, kinda like having Sam and I in your pocket writing you content.

Yes. So, this is just a quick example of what those calendars would look like. So with the do it for me program, you actually are paired with someone on our team who will go in and execute this for you. So it’s not like you’re logging in and actually saying, okay. I’m scheduling the social post. We are doing it for you.

But there’s, two blog posts that then become the basis of two emails that go out, and there’s a version for both prospects and clients as well as centers of influence, which I keep hearing about more and more and more. So many people want to get leads and referrals from centers of influence, but so few people actually have a strategic systematic program to engage those COIs.

So this is really, really popular.

And then you can see there’s also social posts and all each piece of content is in here. So when you get the calendar, you’re able to go through it and say, yes. I would love to use this piece, or, no. I don’t wanna use that. Or you can just say, yep. Use it as is. I trust you, which is often what happens when people have been in the program for a while.

But, Susan, right, we also have marketing tips, every month, which are really in-depth. Like, this one’s a summer event where we give you everything you would need to host the event, even a planning checklist and the copy to send out the invite. So the program is so much more than just these emails, but we’re highlighting them today because of the market volatility topic.

Perfect.

Okay. I think the last one to talk about is just the disengage. What do we do for people who we don’t even hear from regardless? Is that maybe are they the ones that quietly are bleeding?

I I think that’s I I do think, you know, we just even from our own perspective, you know, there’s, you know, net promoter scores. The ones that aren’t responding are the ones that you actually are more at risk than those that are responding and complaining. So quiet is not good. I know it probably feels better to have clients that are not bugging you, but I think it’s a great opportunity for you to be proactive and try to engage them. So if you have those three segments, you have the ones that are just, like, super nervous, the ones that are like, how can I capitalize? And then you’ve got the disengaged.

It really could be a great exercise, and I think somebody in the chat mentioned that they’re gonna segment their CRM and add a tag group for these three categories.

Doing a drip for your disengaged, including just revisiting their goals, suggesting you get a meeting on the on the calendar. Certainly, if you wanted to segment your disengaged by a, b, c, d clients, you definitely wanna get those disengaged a’s. But, you know, that’s a it’s a whole another communication strategy to get them reengaged.

And I think that market volatility gives you that reason to reach out and Yeah.

Reengage.

And this is, the action items that we want to leave you with here, make it really easy to implement.

So, you know, obviously, we are big huge believers, and it sounds like a lot of you are too, in proactive communication that happens year round so that when these times of volatility happen, you already have a great system in place.

But, you know, you can always take it one step further. So identifying maybe top ten clients that you can reach out to this week and being prepared to share a visual or a chart, whether the next time the market seems to be extra volatile or just even in an upcoming update to start that education and lay that groundwork now, and then adding a reoccurring confidence check to your calendar, especially for the disengaged with really simple language. Something like, we haven’t heard from you in a while. We’re wondering how you’re feeling, you know, and keep it really, really simple so that you get a better response rate. So, hopefully, these are some very tangible tips that you can leave here and implement today.

I have there’s one question I think would be interesting to end on, which is what do we do for clients that ask us not I mean, the the quote is any suggestions for clients that seem to never wanna hear from us. And there are there are people that, you know, probably are perfectly happy, but just not you know, they just don’t want a lot of email. Could totally be the case. Those, I would suggest that they follow you on social and just say, you know you know, connect you know, send out connection requests to them.

We have an email in do it for me, and, I think it might be in the general library just asking people to follow you on social.

That would be great. So it’s sort of, you know, at their leisure. But, again, you’ve gotta be dripping and posting so that if they are out there looking for anything, they’re seeing your information and not trying to go to CNBC to get it.

Yeah. I love I love that tip too because then they’re just gonna see it naturally, and it doesn’t feel like an invasion of their inbox.

Yeah. Exactly. They control it.

So we wanted to share with all of you this market volatility kit that we put together. We didn’t have time to go into everything, but there’s samples of social media posts you can do, how you can set up a dedicated section of your website so that if the time comes where you feel like you need to be updating people regularly, you can put it all in one place there. There’s the email templates and scripts that you can use, so many amazing resources that you definitely wanna bookmark and have it ready to go. So everybody will be getting that along with the slides and all the charts from today.

Awesome.

Well, I think, hopefully, nobody minds getting extra time back on their calendar, and we appreciate everybody joining us. And, Sam, thanks for the Uber story.

I really love that one. Oh, good. Yes. Yes. Well, you know, we said we’re gonna end early.

It’s eight forty well, eight forty two. Oh, yeah. We would give them, like, twenty minutes back. We’re trying to keep them more to forty five minutes, but we always end up being long winded.

So I think having such a clear topic helped us this time, Steven.

It does.

Just ending the cost of our, do it for me program is eight ninety five a month.

Somebody just asked that. And if you’re a steal. Kinda is. So feel free to connect with us, message us, and, we’ll be emailing out this information. If you’re interested, just hit reply, and we’ll make sure that we follow-up.

And thank you all for the feedback that you found it helpful or that it was good. We really always wanna do sessions that are just really helpful for all of you. So we love your feedback. If there’s something you would love us to educate you about in the future, we’re all ears, so please tell us.

And everyone enjoy the rest of your day.

Good night, Sam. Almost bedtime.

Oh, yes.

Bye bye. Everybody. Bye.