Why is it so important to promote good news?

According to me, a “Trusted Advisor” is one held in such high esteem that the client will do what the advisor recommends with full confidence that the advisor is acting in the client’s best interest.  

Creating the “trusted advisor relationship” between yourself and your clients is obviously critical.  

One way to do that is to become – and be seen as – an expert in your field.  In fact, at the foundation of establishing the “trusted advisor relationship” is this fact: you must first be perceived as an expert financial advisor.

One of the best ways to create this perception is to promote your own successes.  Whenever you win an award or receive some other sort of official recognition, you should let your clients and prospects know without delay.  

I know, I know – sometimes it’s difficult to “toot your own horn.” But when good news happens, it’s critical that you get out that news to everyone you know.  If something good happens, and your clients, prospects, and associates don’t know it, the perception never happens. According to me, if the tree falls in the forest and no one hears it, nothing happened.

For example, take the annual Barron’s Top 1200 Financial Advisors list, which is released every February or March.  Every year, literally dozens of my clients – some of the best and most successful FAs in the industry – are named to this list.  What do they do?  They immediately send out a letter informing their clients and prospects.  What happens?  Their clients are impressed.  They invest more money.  They follow advice more readily. They provide referrals.  

Their prospects are also impressed.  They call to schedule an appointment. So whenever you win an award or receive recognition, do what they do: promote the good news to everyone you know.

To help, I’m happy to give you some free goodies.  

Promote Good News Letter: This is my standard letter for promoting good news.

Promote Good News Barron’s Variation Letter: This was a variation of the letter I wrote for the Barron’s 1200 list.

Promote Good News Checklist: A list of steps you should take to promote good news and brand yourself as an expert financial advisor.