Most financial advisors haven’t completely filled out their LinkedIn profiles. They often have trouble writing about themselves and the benefits they offer clients. Writing a LinkedIn bio for financial advisors can be the most difficult type of writing, yet a great bio is critical when attracting prospects online. Follow these five steps to create an impactful bio that resonates with website visitors and communicates what makes you different.
What Do You Do & Who Do You Do It For?
The first step is to succinctly explain what you do and who you do it for. Examples include: A wealth manager to affluent women. A 403(b) specialist for teachers in Dallas. Financial planning for investors in their 20’s and 30’s. Folks reading your bio want to know, first and foremost, what your specialty is and who you serve. It’s important to resist the temptation to be too broad here. The more specialized your niche, the more interesting your bio will read.
Why Do Clients Choose You Over Competitors?
Dig deep and think about why your clients choose to work with you, rather than a competitor that offers similar services. Most advisors we work with haven’t thought through exactly why clients make the decision to work with them. It’s helpful to ask some of your clients why they hired you and what they think makes you different. Is it your experience in their particular demographic? The investment philosophy you offer? More than likely, clients choose to work with you because of a service- related aspect, like the trust they have with you or the support they feel from your staff.
What’s the Benefit Clients Value Most?
Clients choose to take action and work with you to solve one of their problems. Try to understand which problem you are solving for your top clients. Do you simplify their financial picture? Do you offer risk management that helps them sleep at night? Do you educate them so they can make informed financial decisions and feel empowered? By understanding the biggest problem you solve for clients, you can more persuasively illustrate the benefits you offer to potential clients.
Weave a Story
We know from analyzing website visitor behavior for thousands of advisors’ sites that people first want to know what you do, then why you do it. This compelling story is the most common missing thread in bios we read. Why did you get into this business and why do you come back each day? What drives you to serve your clients? Weave a story that illustrates your passion. One advisor who formerly worked as a curator for an art museum was moved to change his career after a tragic event. A group of wealthy families returning from a tour of the great museums of Europe were killed in a plane crash, leaving many of their children with no financial resources. Whatever your story, illustrate the why so people can understand what drives you.
Make it Personal
After understanding why you do what you do, people want to know who you are. How do you spend your free time? What are your hobbies and interests? What charitable causes are you passionate about? Sharing personal information allows prospects to find commonalities and get to know you, which is where a foundation of trust begins. List organizations you belong to and groups you’re involved with to give an added SEO boost. Don’t be shy in offering up personal details. We hear over and over from advisors that once they make their websites more personal, they get positive feedback from clients and prospects.
Bonus Tip: Try Writing Backwards
Having trouble getting started? Try writing your bio backwards. Start with the personal side, including your hobbies and interests, then move on to your experience. Write the most important opening paragraph last, when you’re warmed up.
Want to see some awesome bios? Check out three I recommend copying:
Once you’ve followed these five steps, proofread and fine tune your bio. Ask a friend or assistant to give it a quick review to make sure there are no spelling or grammatical errors. Once you’re happy with the result, send it to compliance, feature it on your website, and don’t forget to share it on your social media profiles!