I was one of those kids who snuck a flashlight into my room, waiting patiently for my parents to shut the door until I could dive under my covers to read. Stories filled my world, replete with characters that made me laugh, cry, and everything in between. One of the reasons I love reading is the connection I feel to the characters.
Many advisors think they can only provide content that is educational– but that is not a universal truth. As long as you are adding value and being authentic, you are creating excellent content.
What are ways to be personal?
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Create weekly inspiration blog posts
- You can do this through books you’ve read (or want to read) on money, investing, or personal finance. This can be a good way to both educate your audience and provide them with an insight into your interests.
- Recommend your favorite podcasts to your audience. Introduce them to new conversations.
- Share blog posts and content from other consultants in your industry. Supporting one another is crucial because kindness goes a long way.
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Use personal photos on social media and your website
- Social media is a great space to interact with your audience. It allows you to share information in a fast and fun way. It can also be a way for your audience to get to know you.
- Your followers want to connect with you and your team. They can do that by seeing your face, understanding your hobbies, knowing your involvement with the community. All of these things can be communicated through your social media presence.
- In addition to designing your website to be user-friendly, you should also include some images that mean something special to you.
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Be conversational when you can
- Speak to your audience like they are real people– not robots. Use familiar language to engage with your audience in your newsletters. Be genuine in the information you provide.
- Another way to be personal is in email campaigns. Engaging emails are short, informative, and conversational. Show them your personality and give them the information they need.
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Don’t be afraid to have some fun
- End your email with a giggle-inducing pun, or decorate your newsletter with a well-timed meme, or even add a GIF to your social media posts. These elements can be a great way to break up your content and can resonate with your reader.
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Tell your own story
- Develop 5 consistent brand stories that encompass who you are, what you do, and the value you provide. Take your time with these stories and be sure each version is true to your brand. You can repeat these stories in different ways across your web platforms (website, LinkedIn, social media channels)
- For me, I love coffee and that shows up in my Facebook and Instagram posts. I also love my family and my dogs who also pop up in my professional social media platforms as well as my About page on my website.
In your quest for personalizing your content, be true to who you are and your brand. People respond the most to authenticity. Use your story to make your younger, staying-up-too-late-to-read self proud!
