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Use the ‘Mere Exposure Effect’ to Attract More Clients

We tend to like people we’re most familiar with.

According to this Social Psych Online article, the phenomenon of liking something or someone after we become more familiar with them is called the mere exposure effect.

Basically, the more you see or hear something, the you more you like it. A 1992 study published in the Journal of Experimental Social Psychology demonstrated just how far mere exposure can go. Scientific American noted also that people tend to like people they share things in common with.

Researchers had four different women with similar appearances attend a college class numerous times throughout the semester. One woman didn’t go to any classes, another attended five times, another attended 10 times and the last one attended 15 times. The women simply sat in on the lecture, not interacting with any students.

At the end of the semester, students were asked to evaluate the women on several scales, one of which was physical attractiveness. They rated the woman who’d been to the class 15 times more positively than the other three, Social Psych Online reported.

How Can Advisers use Mere Exposure to Their Advantage?

So just by being around others more often, you have a greater chance that they will view you more favorably. This underlies many of the tenets of networking; the more you put yourself out there, the more others will view you more favorably over time.

But, you don’t have to physically be present for mere exposure to work. Advertisers like McDonalds discovered this long ago, and have been using it to their advantage for decades, as noted in this Science Blogs post.

By sharing information about yourself online, being active on social media and participating in online discussions, others will come to feel as if they know you and will be more likely to feel that they like you.

Twenty over Ten notes that you can nurture this even more if you go one step further and share a bit of personal information about yourself. Write blog posts or articles that include personal anecdotes and stories, which open the door to building rapport and allowing prospective clients to find things about you that they might share in common.

10 Blog Post Ideas to Write and Share to Speed Up the Mere Exposure Process

Every blog post you write is a chance for readers to learn more about you. We know that consumers make choices based not just on services, but based on who they ultimately think they’d enjoy working with.

1.) “Meet the Team”

A “meet the team” post is essentially a blog post that revolves around a Q&A session with you or one of your colleagues. Sharing a glimpse into that team member’s life allows your readers to get a better understanding of the individual and who they are as a person. For example, some questions the team could answer are:

  • What gets you up and going every morning?
  • Where is your favorite place you’ve ever been on vacation, and why?
  • What books are on your nightstand?
  • What inspired you to become a financial adviser?

2.) “5 of My All-Time Favorite Books”

Any favorite books? Articles? TV Show Commentaries? The information we are drawn to and consume says a lot about us. Listing these out in a blog post allows readers to get a sense of who you are, and gives you a great talking point. Sharing this post on social media and asking others to share their top five favorite books also fosters discussion—and you may even reach a new audience of prospective clients.

3.) “Financial News I Read Every Day (That Is Worth Your Time Too)”

Similar to example No. 2, you can share the financial news you read to keep up with daily events. Although it is more geared toward finance, this is still a great way of connecting with your audience because it shares a glimpse into your interests and fosters a sense of care. You are staying up-to-date and educated on behalf of your clients—and this blog post would show that.

4.) “A Peek at Our Own Family Budget”

In this type of post, you can share a glimpse into how you and your family budget and save, and the trade-offs you make personally. For instance, you may want to specifically gear toward a scenario like: “Simple Do’s and Don’ts to Saving for a House” if you are building a client base of millennials. You can discuss the uphills, the downhills, the peaks and the trials to budgeting. We are all instinctively drawn to seeing how others live and these types of post naturally pique our interest.

5.) “Conversation with a Current Client”

For this type of blog post, talk to the client in advance to get permission and ensure them they will remain anonymous. Essentially, this blog post should let prospective clients know the type of situations you and your firm deal with when it comes to handling clients and their financial situation. For instance, you might have a series of “Conversations with a Client”—one client in their 30s, one in their 40s, etc.—that revolve around the biggest questions clients have in those age groups. Or your approach could be “Conversation with a Client Business Owner,” etc.

6.) “My Family Vacation”

Have you taken a recent vacation? Talk about how you handled the budget for vacationing, along with friendly travel tips. For instance, you may have some great recommendations for the resort you stayed at, or the beaches you visited. As we all look forward to our vacations and usually spend a good deal of time investigating which locations/resorts/experiences will be the best value and most interesting, your readers will appreciate your own tips.

7.) “Budgeting for Big Life Events”

With weddings, holidays and many of life’s big events, money is always an important factor. In this blog post, you might share how to effectively save and budget for such events. Because the post will be in real-time (especially with holidays) your chances of getting more reads are definitely higher. For example, a post titled “Budget Friendly Tips for Holiday Spending” around November is sure to get many reads!

8.) “The Top 5 Tools I Use to Run My Business (That are Worth Every Penny)”

In this post, you might share the tools you use to run your business. Are there any tech tools that you couldn’t live without on a daily basis? Perhaps there is a scheduler app to schedule appointments? Or you might use Google Drive to share documents? By sharing your top tools, your readers can get a glimpse into your daily practice and immediately feel more connected with tools they may even potentially use themselves.

9.) “How I Save Money Every Day in the Simplest Ways”

Do you cut back on your daily Starbucks coffee and make your own at home? Do you pack your lunch instead of ordering out? Share a glimpse into your daily spending habits, and how your small trade-offs result in large savings. This type of post provides inspiration to your reader, where he or she may even begin to pick up your own smart saving habits. And since you often ask your own clients to track and take note of their own spending, this is a great “practice what you preach” post.

10.) “How I De-stress from the Financial Markets”

Being in the financial industry is isn’t always easy. With fluctuating markets and worrisome clients, it can even be extremely stressful. What daily rituals do you practice to stay at peace? How do you de-stress? Similarly to No. 9, this type of post can also provide plenty of inspiration to your readers, who may also have high-stress jobs.

Sam_Russell_Headshot
Samantha Russell is the director of sales and marketing at Twenty Over Ten, a web development company that creates tailored, mobile-responsive websites for financial advisers. She’s spent the last five years empowering advisers to market themselves effectively online using digital tools. With a background in marketing, social media and public relations, Russell focuses on helping business owners understand the value of their online presence and connecting them with the marketing tools and digital solutions they need to effectively manage their brand and engage clients.


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Are Your Blog Posts Engaging Your Audience?

Our financial adviser clients often pose this question: how do we attract readers to our blog and keep them engaged?

The sad truth is that not everyone who comes across a blog post is going to read it. Consequently, our suggestion is not to worry whether users read the whole article. The key goal is not to attract the masses, rather ensure maximum satisfaction for those who come to read your blog.

The advice we consistently give to our clients is to first and foremost attain an in-depth understanding of the audience they seek to connect with. Creating the right persona is key to running a successful blog and understanding who your readers are and what matters to them—their worries, needs and pains. Consequently, the focus must be on creating content that offers them tips, guidelines and actionable ideas that can be implemented to address their needs. However, the overall aim is to appeal not only to your aficionados but also to those who may never contact you but enjoy reading and sharing your expert advice.

An Emotional Investment

Our recommendation is to focus every blog post on how to reduce and perhaps even help stop your readers’ pains. When your content does that you have got your audience engaged. Ultimately, your audience’s engagement is a direct function of the emotional investment they make in reading your posts. You can foster their commitment by rewarding them with actionable ideas and suggestions they can put to good use over time.

Because the goal of having a blog is also to build a large audience, how then can an adviser attract and engage new readers? The fundamental idea that must be grasped here is that getting readers to read your entire blog post is not your first priority.

Experiencing Tactical Support

Every blog post ought to contain a central, compelling point. What matters is to give readers an experience of having come to a blog that consistently offers them the “tactical support” they need to address their issues. This in turn will compel them to share your insights with their family and friends and, ultimately, become your brand evangelists.

Your blog posts should be written in your own voice. It helps to create your specific style to which readers will grow accustomed and easily recognize—even if they do not read your post in its entirety.

Here are some tips and ideas that may help with your blogging activities:

  • Grab Their Attention: The headline of your blog is the most powerful tool to get your readers’ attention. A significant number of people are attracted by headlines and are more likely to read them rather than your actual post. Seek to write headlines that are clear and easy to understand and avoid technical language
  • Use the Inverted Pyramid Style: This style, also called front-loading, enables you to incorporate into the opening paragraph the vital details addressed in your post. It is a very effective blog writing technique, as web audiences tend to peter out after skimming the first paragraph.
  • Easy Does It: Make it easy for your readers to understand and consume your messages. Use headings to help them decide if they want to read or scroll on to the next paragraph. Write in a crisp clear language and avoid dense paragraphs, as well as industry jargon. Well-formatted posts prevent readers from missing your key insights and ideas.
  • Use Examples: Include in your blog real life examples. Use personal stories and anecdotes to facilitate understanding of complex concepts, ideas and strategies. Make sure to catch your readers’ attention by clearly stating what your product, idea or strategy does and give examples of how it has helped others.
  • A Strong Conclusion: Failing to appropriately conclude your article will offer your readers very little incentive for engagement. The last paragraph of your post should feature a recap of the key takeaways and a call to action to solicit comments and/or inquiries.
  • Be Social—as in Social Media: Make sure your blog features social media buttons that will enable your audience to share the posts they like. Also, make it easy for them to leave comments and/or pose questions by embedding in your blog a commenting capability, such as Disqus or IntenseDebate

Whether or not you are a blogger comments and questions are always welcome.

Claudio PannunzioClaudio O. Pannunzio
President and Founder
i-Impact Group
Greenwich, Conn.

 

Editor’s Note: Other Financial Planning Association content that may be of interest to you include:

A non-FPA resource that is always helpful when it comes to writing tips is Susan B. Weiner’s Investment Writing site