A top marketing blog for financial advisors

The market has slashed your clients’ wealth and your revenues based on assets under management. So gaining new clients is more important than ever. If you’d like to get some fresh ideas about marketing, check out Kristen Luke’s Financial Marketing Wire blog.

Are you puzzled by how to leverage social media? Kristen has posts on topics such as
* Using Facebook to build business in “A Social Media Marketing Success Story
* “How to Host a Webinar for Your Clients
* “Twitter Your Way to New Clients”–By the way, you can follow Kristen on Twitter

If you don’t like social media, Kristen has advice for you, too. I especially like this one: “Touch Your Clients 24 Times a Year without Breaking a Sweat.”  She’s delivering a webinar on the same topic on April 6.

Are there other blogs on marketing or communications that you’d recommend? Please let me know. I have a couple in mind for future posts on this blog.

MFS Investment Management is using LinkedIn to circulate commentary

MFS Investment Management has set up a LinkedIn group called MFS Investment Commentary. 

Its purpose? According to the group profile, it is “A group for financial advisors and investment industry professionals interested in getting updates on MFS’s outlook on financial markets around the world. James Swanson’s Chief Investment Strategist corner, the Week in Review, and the month Global Perspective are featured here. U.S. investment products offered through MFS Fund Distributors, Inc.”

At a quick glance, it looks as if many of the group members are MFS employees. But perhaps they haven’t publicized it yet among the professionals whom they’re targeting.

Have you noticed any other fund or investment management companies setting up LinkedIn groups? What about other uses of social networking?

Related post: Eaton Vance, Evergreen, and FRC on “Communication Strategies for Good Times and Bad”


How can I come up with ideas for a weekly newspaper column on personal finance?

That’s the question a newly independent advisor asked me.

Before I offer some ideas, I’m going to challenge the idea that a newspaper column must be weekly. As newspapers decline, this advisor would be lucky to get into print once a month. But let’s assume the paper DOES need a weekly column. How about offering to rotate authorship with three advisors who have different niches?  You’ll reduce your burden and increase the range of topics covered by the column. That sounds like a win-win situation to me. If you know of anyone who’s tried column-sharing, please leave a comment below. 

Once you’ve landed your column, here are some sources for ideas.
1. Questions your clients ask you
2. LinkedIn and other social networking sites–See what questions appear on relevant LinkedIn’s groups. Pose a question in a social networking forum. For example, “What’s your most pressing personal finance question?” or “What questions do you have about managing your 401(k)?”
3. Professional publications–Have you read an interesting article in Financial Planning, Advisor Perspectives. Financial Analysts Journal or some other trade publication? Talk about the topic in plain terms that regular folks can understand.
4. Newspapers, TV, and other media–It’s especially good to pick a controversial topic.
5. Personal finance blogs–There are lots of good blogs out there. For a list of financial and economic blogs read by financial advisors, check out the list on page 3 of my article, “Investment Strategy Blogs Slow to Influence Financial Advisors.” For a more recent list, see “RIA blogs recommended by my Twitter friends.”

Can you suggest more sources? Please leave a comment.

Note: This post was updated on May 18, 2015 to remove a broken link and to add more recent information.

"Quantitative easing" is a weasel word

Governments should speak more plainly, says David Champion in “Bankers Turn to Weasel Words as a Desperate Measure.” 

As an example of what not to do, he cites the Bank of England’s references to “quantitative easing.” Quantitative easing is fancy talk for increasing the money supply.

Campion says, “I cannot help but feel that a term like quantitative easing is designed to obscure a rational discussion around policy. If the Bank of England were to come out and simply say that all it could do to get us out of the crisis was print new money, then we might all feel that we had to sit down and think of something more sensible to do.”

Are you using terms like quantitative easing in your investment commentary? If so, you run the risk that your readers, like Champion, will think you’re trying to pull the wool over their eyes.

By the way, there’s a decent explanation of quantitative easing at “Quantitative easing explained” on FT.com. 

Fixed income attribution falls short

Attribution analysis can help investment managers keep their clients, even in down-markets, said David Spaulding, president of The Spaulding Group, Inc. in his presentation on “Fixed Income Attribution: An Introduction” to the Boston Security Analysts Society (BSAS) on March 5. But good attribution analysis has been hard for fixed income managers to find. While equity managers have long enjoyed good models and software, the fixed income world is only catching up now, according to Spaulding. The Campisi model for fixed income attribution offers a solution. 

Explanation of underperformance can save the day
Some managers underperform their benchmarks, but keep their clients because of attribution. How’s that? Attribution helps them to explain what’s working–and what’s not. With that information, managers can reassure clients with their strategies for fixing things. This is a technique I talked about in “How can you report underperformance in your client letters? 

Equity-based models don’t cut it
But many fixed income managers create their performance attribution with the equivalent of one hand tied behind their back, based on what I learned from Spaulding. They’re using attribution models developed for equities, which look only at security selection and sector allocation. That’s a poor match for fixed income, where decisions about duration, sectors, and risk levels (ratings) are most important and security selection typically doesn’t count for much.

“If you’re not looking at duration, you don’t have fixed income attribution,” said Spaulding. That’s because the duration decision typically has the greatest impact on fixed income performance. 

Campisi model fixes problems 
The Campisi model, developed by Stephen Campisi, CFA, may help. It is an attribution model with the potential to  play the role for fixed income that two Brinson models play for equities, said Spaulding. The model views bond returns as coming from income in addition to price change. Spaulding ran through the steps in applying the model, including gathering the data, calculating the contribution effect for the benchmark and the portfolio, and calculating the attribution effect.

The BSAS audience seemed receptive to the Campisi model. But some expressed concern about handling derivatives in a fixed income portfolio. Spaulding said that assets that aren’t in a portfolio’s benchmark should be isolated and only their contribution should be discussed. However, I got the sense that managers who invest heavily in derivatives aren’t satisfied with that solution.

It looks as if challenges still remain until fixed income attribution achieves the usefulness of its equity counterpart.

If you’d like a copy of Spaulding’s PowerPoint presentation, e-mail your request to The Spaulding Group.

"Cut Out the Doom and Gloom Talk"

“In tough times, words matter. Leaders must choose them carefully,” says John Baldoni in “Cut Out the Doom and Gloom Talk.” Baldoni’s trying to get leaders to stop using terms such as “financial Armageddon.” I don’t think that Armageddon talk is much of an issue for financial advisors. Advisors are trying to calm clients, not stir them up. 

But Baldoni’s advice for the doomsayers can also help advisors. He suggests that you:
1. “Think ahead. Don’t wing it and get emotional when you’re talking about serious issues.
2. “Pause before you speak. “The pause radiates calmness. It demonstrates that you are in control,” says Baldoni, even if you don’t feel in control.
3. “Avoid hyperbole.” It’ll just upset your clients.
4. “Convey urgency.” But only about actions that your clients can take. Not about things they can’t control
5. “Be like Warren [Buffett].” Throw in some humor to lighten the mood. I’m sure Baldoni would also tell you not to use humor to make light of your clients’ concerns.

Have you tried these techniques? How have they worked for you? Please leave a comment.

"Op-Ed Guidelines for The Wall Street Journal"

The Wall Street Journal is a great place for you to get noticed. Getting your opinion piece published on the op-ed page carries cachet. Plus, it’ll make a great reprint to share with clients and prospects.

Check out “Op-Ed Guidelines for The Wall Street Journal.” Your essay should run 600 to 1200 words and be pasted into the body of your email to edit.features@wsj.com. Those words should be “jargon-free,” according to Robert Pollock, editorial features editor. The 1200-word upper limit is on the long side, so keep that in mind if you submit to other newspapers’ op-ed sections.

The guidelines don’t say this, but your essay should get to your point quickly. A busy editor may reject your essay after reading only one or two paragraphs.

Also, try for what reporters call a “news hook.” Tie your essay to something in the news.

"How to send a personal email" by Seth Godin

How to send a personal email” by Seth Godin gives some excellent suggestions about how to avoid being perceived as a spammer.

But there are no easy answers. Basically his 14 points boil down to taking the time to make your email short, clear, personal, and relevant to the recipient. 

I found Godin’s blog post thanks to Anna Goldsmith’s “Just Because You Have Someone’s Email Address Doesn’t Mean You Have the Right to Email Them.”

"Institutional investing" isn’t as great as you think

That’s what Van Kampen Investments discovered when it researched how to name a new retirement income product.

“Institutional” means expertise to financial services professionals, but it makes individuals think of hospitals and prisons, said Andrew Scherer, managing director, Van Kampen Investments, in his comments to the Managing Retirement Income conference on Feb. 10.

Van Kampen named its new product “Retirement Strategy Funds” and adopted the tag line “helping you build a better plan” under the influence of research showing that
1. “‘Retirement’ resonated better than ‘Freedom,’ ‘Target,’ ‘Lifetime’ and others.”
2. “‘Strategic’ tested better than ‘automatic,’ ‘institutional,’ or ‘customized.'”
3. “Positive messaging resonates, fear-based does not.”

Can you think of other words that mean different things to you and your clients? Would you agree that “risk” is one of those words? Please leave a comment.

Related posts:
* Highlights from the Managing Retirement Income Conference
* Notable quotes from the Managing Retirement Income Conference


Notable quotes from the Managing Retirement Income Conference

Speakers expressed some interesting opinions at the Managing Retirement Income Conference on Feb. 10. Their comments are paraphrased below.

  • It’ll take at least two years at 5% equity returns for people to make back what their 401(k) plans lost in the 2008  stock market decline.–Jack L. VanDerhei, Employee Benefit Research Institute
  • Retirement will turn out to have been a twentieth century retirement phenomenon. Fewer people can afford our concept of retirement because of longer lives and all three legs of the retirement stool getting shorter.–Larry Cohen, SRI Consulting
  • Only one in six LIMRA survey respondents have taken action–mostly reallocating balances–related to the economic crisis. Respondents are planning to reduce debt, delay making investments, and reduce plan contributions.–Bob Kerzner, LIMRA International
  • A tremendous demand for financial advice is coming, but people lack confidence in financial advisors.–Bill Dwyer, LPL Financial Services
  • Top earners might be willing to give up receiving Social Security payments, which they don’t need, in return for not paying more for Social Security–John Murphy, Oppenheimer Funds
  • It’s a myth that income annuities reduce liquidity and your children’s inheritance. Used properly, they can allow your assets to grow. –Steve Deschenes, MassMutual
  • There are three categories of managed payout funds: perpetual horizon endowment, horizon targeted self-annuitizing, and dollar payout targeting.–Richard Fulmer, Russell Investments

Related post: “Highlights from the Managing Retirement Income Conference