For any IFA or Financial Adviser thinking about how they communicate their expertise to clients and prospects, they should take a leaf out of Dave Grant's book.
We're constantly told that writing and blogging enhances the perception of an adviser's expertise and credibility, but there's a right and a wrong way to do it.
True-life stories are proven time and time again to attract more engagement with blogs, and Dave's own story here is a powerful way to highlight to people where your expertise really lies.
Stories and emotional content are central to connecting with people on Social Media and in other written materials, and this is a great post for advisers who are looking to blog more but who want their writing to create impact.
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I have countless tales to tell of how depression has affected my life over the past 12 months — far more than can be covered in a 1,500-word column. I have stories that involve fellow professionals, current clients and interactions with strangers. But the quality of the story is more important than the amount of words. By explaining my situation succinctly, and making sure it read well, I was able to connect with readers and have them understand my situation. They were able to identify with the scenario without my giving them more examples just to emphasize the point.