Pre-Written Client Communications Are Essential for Financial Advisors: Here’s Why and How

Question from a financial services industry reporter:

​Given the news in the stock market today, I'm working on a related story regarding pre-written client communications. Advisors likely get a lot of calls and emails and texts when something like today happens. But can advisors get ahead of these things?

Do they pre-write emails to clients for things like market downturns, etc.? And then when something like today happens, they can plug in the pertinent info and send out client communications and thus minimize frantic calls and emails? How can advisors make sure they are compliant as they do this? Have you advised people to do this and has it quieted the nerves of clients when things turn? 

    Pre-written content allows advisors to respond swiftly to market and current events. By having templates ready, advisors can quickly customize and disseminate messages that address current conditions, providing clients with timely and relevant information.

Reply from Marie Swift at Impact Communications:

​In my 30 years of experience counseling financial advisors on client communications, crisis control, and public relations, I have consistently emphasized the value of proactive communication strategies, especially in volatile market conditions.

Proactive communication and leveraging pre-written content for predictable topics such as market volatility, election results, or pending legislation is always recommended.

Advisors can indeed get ahead of market-related client concerns by pre-writing communications for various scenarios, such as market downturns, significant economic events, or regulatory changes.

Pre-written content allows advisors to respond swiftly to market and current events. By having templates ready, advisors can quickly customize and disseminate messages that address current conditions, providing clients with timely and relevant information.

Pre-approved messages ensure that all clients receive consistent and clear information. This helps maintain a unified voice and reduces the risk of miscommunication or misinformation during stressful times.

When clients receive prompt and reassuring communications, it can significantly reduce their anxiety and the volume of frantic calls and emails. Knowing that their advisor is monitoring the situation and has a plan in place can provide much-needed peace of mind.

Pre-written content saves advisors valuable time, allowing them to focus on more personalized client interactions and strategic planning rather than drafting messages from scratch during a crisis.

To ensure compliance, advisors should work closely with their compliance departments when creating pre-written content.

All pre-written communications should be reviewed and approved by the compliance team before they are used. This ensures that the content adheres to regulatory guidelines and firm policies.

While templates provide a foundation, it’s important to customize messages to reflect the specific circumstances and client needs. This personalization can enhance the effectiveness of communication.

Keeping records of all communications, including pre-written templates and the final messages sent to clients, is crucial for compliance and audit purposes.

In my experience, advisors who adopt proactive communication strategies and utilize pre-written content have found it to be highly effective in managing client expectations and emotions. By addressing concerns before they escalate, advisors can foster stronger client relationships and demonstrate their commitment to client well-being.

Bottom line: Pre-writing and pre-approving client communications is a best practice that can greatly enhance an advisor’s ability to manage potential concerns and build client trust. It’s a proactive approach that not only mitigates the impact of market volatility but also reinforces the advisor’s role as a calm, reliable, and prepared financial partner.

​ ---

​Marie Swift is Founder and CEO of Impact Communications, Inc., a full-service marketing and PR agency that has been serving independent financial advisors and allied institution since 1993.

Copyright © 2024 by Impact Communications, Inc. All Rights Reserved.
This article/blog post is the intellectual property of Impact Communications, Inc. Any reproduction or use of this content without the express written consent of the author is prohibited. For permissions, please contact [email protected]. Attribution to Impact Communications, Inc. must be provided for any use of this work in accordance with the terms specified by the author. This article first appeared on ImpactCommunications.org on 8/5/24 and was sourced by a professional at Impact Communications, Inc.