A few years back, during a particularly heated election season, one of our financial advisors, Steve H., faced the same pressures you’re facing now. The markets were unpredictable, clients were nervous, and it seemed like every day brought new challenges. But Steve didn’t panic. Instead, he implemented our Election Season Branding strategy.
The result? His clients were not only reassured but also started referring their HNW friends. The impact was staggering—Steve saw about $4 million in new assets from referrals alone.
Why? Because he offered something their current financial advisors weren’t: clear, confident communication during uncertain times.
“I sent out your Election Day Branding Kit letters to my clients. Several of them passed those letters around, and the result is about $4 million in new assets from referrals from those letters. These new clients came in because their advisors are not sending that type of information.”
– Steve H., Financial Advisor
Steve’s success was no accident. He followed a strategic approach, meticulously crafted to turn the election season into a golden opportunity for growth. By implementing these election season branding strategies, Steve became the Trusted Advisor among a whirlwind of headlines and misinformation. And he was able to provide his clients with clear, concise information about the election’s potential impact on their investments before the volatility panic set in.
This kind of transparency built trust and alleviated fears. No frequent panic calls, no huge requests on investment allocation, just cool, calm, and collected clients who were confident in Steve’s ability to navigate them through uncertain times. So confident that these clients became referring machines, essentially putting Steve’s growth on autopilot.
Now, the strategies that worked so well for Steve were shared in our recent live webinar, “Talking Points: How to Talk to Your Clients and Prospects about the US Election.” In this session, Matt Hicken, our Senior VP of Consulting/former Financial Advisor, and Matthew Bailey, Director of Client Content at Bill Good Marketing, revealed the exact approaches Steve used to turn election season into a period of growth.
During the webinar, participants learned:
- How to engage clients at the right time, using webinars, phone calls, or emails to keep them informed and calm.
- The art of conversation to let clients voice their concerns, use stories to soothe their fears, and provide balanced, reassuring information.
- Ways to position themselves as the go-to expert for clients and COIs, attracting new opportunities and building credibility.
- Prospecting strategies during elections that address market concerns head-on, turning prospects into clients.
- How to balance personal beliefs with grace, expressing values without alienating clients while resonating positively with their audience.
Your Next Step
This is more than just catching up on a missed webinar. It’s your opportunity to transform election season into a time of growth and client engagement. Imagine the confidence you’ll inspire in your clients when you communicate with the clarity and assurance that Steve did. Picture the new referrals coming in, just as they did for Steve, because you stand out as the financial advisor who has the answers when every major news outlet is sending the masses into panic.
But you have to act now. The strategies we shared are powerful, but only if you put them into action. This is your time to shine, to turn a potentially chaotic season into a period of unprecedented growth.
Matthew Bailey
Head Writer & Director of Client Content
bill good marketing
Matt Hicken
Senior VP of Consulting
Bill Good Marketing
webinar recording
