social media efforts. CLIENT RETENTION: Newsletters and market updates show that the advisor is staying on top of market events and can increase client loyalty. An experienced writer can contextualize the news in and focus on takeaways for clients. Another way to improve client retention is to develop financial planning deliverables like retirement projections and college savings plans in a way that is consistent with a firm’s individual brand. RESEARCH: Considering a new fund family for your client portfolios? Or maybe you want to scope out a new prospect’s potential needs, or keep an eye on what the competition is doing. Writers are excellent at stalking—uh, I mean “researching.” TIME EFFICIENCY: Why agonize for hours over a blog post if you find it difficult to put your thoughts to paper? My strategy is to
interview, take notes, and then quickly write up copy when my colleagues receive press requests or have other writing tasks that would take them more time than it takes me. Allow the portfolio manager to manage the portfolio, the advisor to advise clients, and the writer to tell the firm’s story. When each person focuses on what they do best, the firm becomes more efficient on the back end, giving the capacity to bring on more clients or even partner with a new advisor.
Carla LaFleur is the Communications and PR Coordinator at Halpern Financial, a NAPFA-registered independent fee-only RIA based in the Maryland and Virginia suburbs of Washington, DC (www. halpernfinancial.com). A lifelong equestrian, she spends her free time trail riding and volunteering with Pony Club.
WHEN EACH PERSON FOCUSES ON
what they do best
THE FIRM BECOMES more efficient ON THE BACK END, GIVING THE CAPACITY TO BRING ON
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