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Finance is perceived as the driest and most boring industry on the face of the earth. So it’s no surprise that financial advisors whine about their failure to get anyone’s attention on social media. Yet this creates an amazing opportunity for the wise ones. Advisors who present themselves differently, even slightly, will succeed at getting noticed by their clients and prospects.

Here are the five things advisors should avoid to get investors to pay attention to them online.

1. Boring titles

This is the #1 reason why social media fails in any industry.

Just like the subject line of emails dictates which ones you open and which ones you delete, the title of a blog or social media posting is what gets the click.

Here’s an example.

“How to choose a financial advisor” is tired and overused. Before you publish an article, do a Google search and see how many times people have written on the exact same thing. This title is also self-serving. I know that this article is just to point to all the reasons you should hire the author as your advisor.

A better option: “The Six Types of Financial Advisors and how to know which is right for you.” Now this gives more information and there aren’t as many articles on this because the author actually has to do research and leverage creativity.

Or, even better: “Five Mistakes that Affluent People Make When Hiring an Advisor.” Affluent people will read this if they are interested in learning about what their peers are doing. But again, it’s not that easy to write. You actually have to survey affluent people and find some evidence to back up what you are saying.

Another possibility: “How To Make Sure Your Advisor Isn’t the Next Bernie Madoff”

2. Irrelevant content

Many advisors feel that in order to show value they need to predict the market, pitch products, boost about past trades or discuss their firm.

In reality, this type of content should be avoided at all costs, especially if you are marketing to generations who are wary of product-pushing advisors who “don’t get them” such as the Millennials.