Photo by Samuel Rios on Unsplash
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
Advisors understand the importance of writing blogs and social media posts.
Original content posted once or twice a month is important for search-engine optimization (SEO) and broader marketing.
When I discuss this subject with advisors, a common response is: “I can’t write.”
Yes, you can.
Believing you can’t write is like saying: “I can’t play the guitar.” It would be more accurate to say: “I haven’t learned how to play the guitar.”
No one is born a writer. It’s a skill to be learned and nourished. Unlike most skills that erode as we age, you can always improve your writing skills.
Here are some tips that may help you.
Write in your voice
We all have a unique perspective. Your prospects and clients are interested in yours.
What are you passionate about? What’s different about your approach to helping your clients? What is your investment philosophy and why? What fees do you charge and why did you adopt your fee model?
Your audience wants to know the answers to these questions and many others.
Your writing should share your views.
Talk to me
One of my clients was adamant about her inability to write. Here’s what I told her: “If you can talk, you can write.”
Good writing isn’t a lecture. I try to picture someone reading my blogs or books. I want them to feel like we are having a conversation.
The highest compliment I receive is when a reader tells me: “I felt you were talking directly to me.”
When you review your draft, ask this question: “Does it read like a conversation or a lecture”?
Don’t preach
All my writing goes through an editing process. I find it helpful to have the perspective of others before I publish.
When I started writing, my editor would often note in the margin: “Sounds preachy.” That hit home.
That’s not how I want to be perceived.
Keep it short
Here’s an insight that changed my writing style: Eliminate every unnecessary word.
It’s amazing how many words fit into this category.
Here’s an example: “There are many choices you can make.” That sentence has seven words. I would revise it to: “You have choices,” which only has three words. Better yet, take it out. You know you have choices.
Sometimes I find entire sections of my writing are unnecessary. In the first draft of this article, I wrote:
More AUM. Better Relationships.
Guaranteed
My micro-learning course will increase your AUM and deepen your relationships.
If not, I’ll give you a 100% refund of the $29.95 cost.
Volume discounts are available.
Eliminate all words that aren’t necessary. When I review my first draft, I start by eliminating every word that doesn’t add value. It’s amazing how many words fit into this category.
In the edit, I shortened the first sentence and deleted the second sentence entirely.
Start writing
Writing begins with a single step. Start with a small post on social media.
Then write an article. Keep it short. I suggest 500-750 words.
Show the draft to someone you trust to give candid feedback.
Be patient and cut yourself some slack. When I draft the manuscript for a book, it’s not uncommon for it to undergo 20 drafts.
You can learn to play the guitar...and to write.
Dan trains executives and employees in the lessons based on the research on his latest book, Ask: How to Relate to Anyone. His online course, Ask: Increase Your Sales. Deepen Your Relationships, is currently available.
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.