By Jodie Cook

Potential buyers visit your website, check your LinkedIn, scan your content. Then they disappear. They choose someone else. Someone who connects with them instantly. Someone who matches their specific needs. What if you could figure out exactly what makes you irresistible to the clients you want most?

Most business owners overlook the reasons clients buy. But that information holds clues and ChatGPT can help. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.

How to make clients buy: ChatGPT prompts for unmistakable attraction

Understand why people buy

People buy based on feelings while logic justifies their decision afterwards. This fundamental truth applies to your prospects. They scan for someone who gets them. Someone they trust to solve their specific issues. Someone whose approach aligns with their vision. Before you can influence them, you need to know exactly what drives their decisions.

“Your task is to help me understand why my ideal clients really buy from businesses like mine. Using what you know about what I sell and who my dream clients are, analyse the deeper emotional and psychological needs driving these purchases. If required, ask questions to find information you don’t have. For each need, help me identify the real desires underneath. Create a table with three columns: ‘Surface benefit’, ‘Real motivation’, and ‘Strategic positioning’. Include at least 5 rows covering different aspects of why people would choose my service.”

Decode your dream customer

Business owners have vague ideas about the demographics or job titles of their dream client. That approach fails every time. You need to get inside their head. Know their fears. Understand their ambitions. Figure out what keeps them up at night. Speak directly to these concerns. That way, your work becomes impossible to ignore. Your messaging hits harder. Your offers feel custom-made for them.

“Guide me through creating a comprehensive ideal client profile that goes beyond basic demographics. Ask me questions about my most successful client relationships, one by one. For each question, dig deeper into what made these clients perfect fits. After our discussion, create a detailed profile that includes: their biggest fears, core desires, daily frustrations, values and beliefs, and specific language they use to describe their problems. End with three exact phrases I should use in my marketing to instantly connect with them.”

Uncover your magnetic elements

Your biggest advantages remain invisible to you. Your background. Your approach. Your process. The way you think. ChatGPT has been learning about you through all your previous conversations. It can spot patterns you miss. The unique combination of traits that sets you apart. Use this prompt for a deep analysis.

“Based on what you know about me through our previous conversations about [my business, content, and approach], what makes my work unique or magnetic? Analyse my approach, background, and communication style. Identify 5 specific elements that could attract clients to my business that I might be overlooking. For each element, explain why it matters to potential clients and how I could highlight it more effectively in my marketing.”

Master your communication style

Your words create connection or distance. The phrases that stick. The stories that resonate. The explanations that click. Every message carries an opportunity. Winners identify the language patterns that work for them. They use these patterns consistently to build recognition and trust. Find your authentic voice. The one that commands instant attention.

“Help me identify my most effective communication patterns. I’ll share examples of my content that has performed well with my audience. Analyse these examples for common elements in my tone, structure, word choice, and storytelling approach. What specific aspects of my communication style seem to connect most with my audience? Create a brief style guide I can reference when creating new content, highlighting the 5 key elements that make my communication magnetic. [Include 2-3 examples of your social posts, articles, or emails that received strong engagement]”

Amplify your differences

Blending in kills business growth. Too many entrepreneurs follow industry standards. They use identical templates. Then they wonder why nobody remembers them. Your quirks are your superpowers. The elements that make you different make you memorable. You don’t need universal appeal. You need to become unforgettable to specific people. Start emphasizing your edges.

“Your task is to identify what makes me fundamentally different from others in my space. First, ask me about my industry and what others typically offer. Then, ask questions about my unique approach, background, or philosophy. After gathering this information, create a comparison chart showing standard industry practices versus my approach. For each difference, explain why this could be attractive to certain clients. End with three unique selling propositions I should emphasize in all my marketing materials.”

Make your work irresistible and draw dream clients to you

Understand the real reasons people buy to attract them in. Decode what your dream customers truly want. Uncover the unique elements that make your work stand out. Master the communication style that resonates with your audience. Big up the differences that make you unforgettable. Your magnetic qualities already exist. Now it’s time to find them.

Feature Image Credit: Getty

By Jodie Cook

LinkedIn. Visit Jodie’s website.

Sourced from Forbes

By Andrew Hutchinson

Are you considering adding Pinterest into your social media marketing approach?

You probably should. The product discovery focused app is now up to 570 million users, who mostly come to the platform with a level of shopping intent. Less a social media platform than an online mall, with ever-improving search tools, used right, Pinterest can connect you with a range of opportunities, and buy-ready shoppers looking for your products.

When used right.

That’s where this new guide from Pinterest comes in, providing a complete overview of the Pinterest business process, and how you can use both its organic and paid options to best effect.

You can check out Pinterest’s full overview here, but in this post, we’ll outline the key steps.

1. Upload your product catalogue

Pinterest’s first key step is to feed your product catalogue into the app, which will power your Pin listings.

“Merchants with Catalogues have seen 5x more impressions than those who don’t. This foundational step puts your products in front of potential buyers across the platform.”

You can learn more about Pinterest’s catalogue ingestion process here.

2. Optimize your listings

With your catalogue feed connected, you also need to ensure that all of the relevant metadata is listed with each of your items, including relevant keywords, high-quality visuals, and informative descriptions and titles.

Pinterest also suggests that brands monitor feed heath to avoid any errors that could restrict opportunities, while adding more products, if you can, improves performance.

“Upload more products for stronger performance. Feeds with more than 2,500 products have seen over 3x higher ROAS. By increasing the number of products in your Catalogue, Pinterest machine learning has more options to test and choose from, helping it identify the best item to serve for each impression to each user.”

I mean, 2,500 products is a lot, but the point is the more variation you have available, the more options Pinterest’s system has to show your products to the right users.

3. Expand your opportunities

Pinterest advises that brands should look to maximize their opportunities by making all of their Pins shoppable, and adding products to themed boards.

Click HERE to read the remainder of the article.

By Andrew Hutchinson

Sourced from SocialMediaToday

By Alexander Storozhuk, Edited by Kara McIntyre

In a media landscape where visibility matters, entrepreneurs are turning to content marketing and “do-it-yourself public relations” strategies to take control of how their stories are told.

Key Takeaways

• DIY PR enables businesses and professionals to actively shape their online presence and credibility without waiting on traditional media.
• Content marketing, which includes blog posts, videos and articles, is an effective DIY PR strategy to build trust and visibility in the digital realm.
• Real-world successes prove that strategic content placement can lead to significant gains in brand recognition, website traffic and sales.

Edited by Kara McIntyre

Sourced from Entrepreneur

By Yael Klass

I’ve seen marketers deliver pitch decks that read like they’ve been run through a meat grinder of SEO jargon, brand teams crafting tone-deaf social copy, and PR leads sending press releases that feel suspiciously like … they were born from a prompt.

We’re all guilty of it at some point. With the rise of generative AI (GenAI), especially tools like ChatGPT, it’s easy to fall into the trap of “good enough.”

But good storytelling is never just about stringing words together. It’s about resonance, rhythm and relevance. AI can support content creation, but only when you lead the narrative.

Here are the most common storytelling mistakes I see—and how to avoid them.

1. Mistaking Output For Insight

AI can generate sentences. Beautiful ones, even. But that doesn’t mean it understands why your story matters.

Great brand storytelling starts with human insight—something that touches on a tension, a truth or a transformation. If your copy sounds like it’s quoting a business textbook, it probably is.

Avoid it by: Starting with a core message before using AI. Prompt with purpose, not panic.

2. Forgetting The Brand Voice

Your brand is not vanilla. So why does your AI-generated content read like it was written for everyone and no one at the same time?

Avoid it by: Training your tools. Feed them your tone guidelines, values and actual examples of high-performing content. Don’t ask it to “write a blog post”; instead, ask it to “write a confident, witty LinkedIn post in the voice of a challenger brand targeting mid-market CMOs.”

3. Overusing The Same Clichés

Let me guess: You’re “redefining the future,” your product is “powered by innovation,” and your team is made up of “passionate experts.”

ChatGPT didn’t invent corporate clichés, but it sure has memorized a lot of them.

Avoid it by: Editing ruthlessly. Let AI give you a rough first draft, then cut, slash, rewrite and humanize. Swap tired phrases for honest ones.

4. Not Fact-Checking The Fiction

GenAI doesn’t know what’s true—it just knows what sounds true. In marketing, where credibility builds trust, that’s a huge risk.

I’ve seen press kits quoting articles that don’t exist and blog posts referencing outdated stats.

Avoid it by: Verifying every claim. If AI gives you a data point, source it. If it gives you a quote, Google it.

5. Losing The Narrative Arc

Stories need structure—a beginning, middle and end. Problem, tension, solution. Too often, AI-generated content jumps around like a caffeinated intern trying to impress every stakeholder at once.

The result? A muddled message that says a lot but lands nowhere.

Avoid it by: Mapping the arc before you write. What’s the hook? What pain point are you solving? Where’s the moment of clarity or transformation? Treat AI like a junior copywriter: It can help you fill in the blanks, but you still need to connect the dots.

6. Confusing Volume For Velocity

Yes, GenAI can crank out content at scale. But speed without strategy is just noise.

Churning out 20 mediocre LinkedIn posts might feel productive, but if they don’t reflect your brand’s POV or move your audience, what’s the point?

Avoid it by: Prioritizing clarity over quantity. Let AI handle the heavy lifting on first drafts, summaries or rewrites—but don’t publish without purpose. Focus on fewer, better pieces that align with your business goals.

A quick word of caution: While AI tools can dramatically speed up content creation, overusing them or using them poorly can backfire. Unoriginal, low-quality or overly “spammy” AI-generated content may trigger search engine penalties and hurt your chances of syndication or being invited to contribute elsewhere. When in doubt, quality and originality should always win out.

7. Skipping The Human Gut Check

AI doesn’t know your audience like you do. It can’t sense when something feels “off” or too slick or just … meh. That emotional intelligence? Still 100% human.

Avoid it by: Reading everything out loud and sharing drafts with real people. Ask yourself, “Would I read this? Would I believe this?” If it doesn’t move you, it won’t move anyone else, either.

Final Thoughts: Be The Pilot, Not The Passenger

ChatGPT is an incredible tool, but it’s not your brand’s voice, your company’s conscience or your customer’s confidence. That’s your job. Use AI to improve your craft, not replace it.

The best storytellers will use this technology to go faster but never shallower.

So the next time someone shrugs off flat messaging with a casual “ChatGPT made me do it,” remind them: AI might be your assistant, but it’s not your alibi.

Feature Image Credit: Getty

By Yael Klass

Sourced from Forbes

Sourced from ModernRetail

Sourced from ModernRetail

By Indiegraf Staff

Digital media consultant David Arkin shares proven strategies to help digital publishers and content creators level up their newsletter.

David Arkin, a digital media consultant with 25 years of experience in media, presented an Indiegraf Webinar on newsletter strategies that not only will help you captivate your audience but also boost your revenue. Known for audience leadership, he has a proven track record of driving audience growth and revenue.

Arkin, former content leader at GateHouse Media and named Digital News Innovator of the Year by the Local Media Association, now runs David Arkin Consulting, which offers services in digital leadership, branded content, and social media.

“Why are newsletters so important today?” says Arkin. “They are a very clear path to loyalty and revenue, and I think they’re one of the safer places to play and to build first-party data.”

Want more than just the recap? Get the full recording of David Arkin’s webinar and dig into the details behind each newsletter strategy.

Here are five takeaways from the session to help journalists and publishers grow their newsletters.

1. Optimize CTAs to Drive Action in Your Newsletter

Various on-site strategies can significantly enhance email sign-up rates. Providing a clear call-to-action coupled with a compelling reason to subscribe is crucial. The overall tone and messaging should align with your brand identity and target audience.

As well, it’s important to be clear about what subscribers will receive. CTAs should use friendly and inviting language to further encourage sign-ups and place themselves prominently.

For contests, integrating an email collection mechanism within the submission process is essential for list growth. Leveraging social media through paid campaigns can be an effective avenue for generating email sign-ups. A successful approach often focuses on providing valuable content. This content should encourage people to sign up to access it.

2. Write Content That Converts Readers Into Supporters 

To encourage donations and membership, create content that connects with your audience. This will inspire them to support your mission. Consider these key characteristics:

• Decide the kind of stories that are right for your brand: Align your content strategy with your organization’s values, mission, and target audience. Determine the types of narratives and topics that will authentically represent your work and resonate with your supporters.
• Develop a planning process that helps identify the stories: Implement a system for brainstorming, researching, and developing compelling stories that align with your fundraising and membership goals. This might involve editorial calendars, regular content meetings, and dedicated resources for story development.
• Try different topics and formats to see what resonates: Experiment with various themes, storytelling techniques (e.g., personal narratives, data visualizations, interviews), and content formats (e.g., articles, videos, podcasts) to understand what engages your audience most effectively and drives the desired outcomes.
• Work on the language before the actual CTA: Craft compelling and persuasive language throughout your content to build an emotional connection and highlight the impact of supporting your organization. The CTA will be more effective if the preceding narrative has already motivated the reader.

3. Implement Subject Line Best Practices

Subject Line Automation

Avoid using the same automated subject line repeatedly. This can lead to reader fatigue and lower engagement rates. Instead, consider using a variety of templates or dynamic fields that pull in personalized information or highlight different aspects of your content each time.

Character Count Considerations

Keep subject lines concise, ideally between 20 and 30 characters. Shorter subject lines are more likely to be fully visible on various devices and email clients, especially mobile. Prioritize keywords and the most compelling information to maximize impact within the character limit.

Emoji Placement in Subject Lines

If using emojis, place them at the beginning of the subject line. This can help draw the reader’s eye and add visual appeal without taking up valuable character space within the core message. Ensure the emoji is relevant to the email content and target audience.

Marketing Mindset

Approach subject lines with a marketing perspective. Focus on creating a sense of urgency or highlighting the benefits and value proposition for the recipient. Personalization, such as including the recipient’s name or referencing past interactions, can also significantly improve open rates.

4. Repurpose and Amplify Your Newsletter Content

Beyond simply sending out a newsletter, consider various strategies to maximize its reach and impact. Repurpose compelling content from your newsletters by transforming key insights, tips, or stories into standalone blog posts. Within these posts, strategically include calls to action encouraging readers to subscribe to your newsletter for more valuable content.

Extend the lifespan of your newsletter content by sharing it across your social media platforms. Craft engaging threads on X, create longer-form posts on LinkedIn or Facebook, and adapt the content to suit each platform’s unique audience and format.

You can also visually highlight the most engaging aspects of your newsletter using platforms like Instagram Reels or TikTok. Create short, dynamic videos summarizing top stories, offering quick tips, or showcasing interesting data points. This visual approach can attract a wider audience and drive traffic to your newsletter.

Tap into the growing popularity of audio by using voice tools and platforms to share highlights from your newsletter. Consider creating short audio summaries, recording key takeaways, or even hosting brief discussions inspired by your newsletter content. This provides an accessible way for your audience to consume your information on the go.

5. Use Newsletters to Strengthen Your Editorial Brand

Newsletters offer a valuable platform for nurturing relationships with your audience and driving engagement. Here’s why:

• It builds on your editorial strength: Leverage your existing storytelling capabilities to create engaging and informative newsletters that capture your audience’s attention.
• It allows you to position the content in a consumable way: Newsletters provide a curated and easily digestible format for delivering your content directly to your subscribers’ inboxes. This allows you to ensure your key messages are seen.
• Self-contained newsletters can build a loyal audience: By consistently delivering valuable content, you can build a dedicated subscriber base that looks forward to receiving your updates and is more likely to support your work.
• You can build patterns with readers: Regular newsletters create a consistent touchpoint with your audience, fostering a sense of connection and anticipation for your content.

By Indiegraf Staff

Sourced from Indiegraf

By Lindsey Gamble

Meta unveiled several updates to its creator-brand advertising solutions. Highlights are:

• Reels Trending Ads: Brands can deliver ads after popular, engaging creator Reels, such as top overall trending Reels or top trending topical lineups like beauty and sports.

• Trends in Instagram Creator Marketplace: It highlights and ranks topics that are trending on Instagram Reels, and recommends creators based on those topics.

• Creator Marketplace: Brands can use AI-powered keyword search suggestions to find creators and view metrics like hook rate, interaction rate, and past brand partnerships to elevate them.

• Recommendations: AI-powered suggestions for which organic creator content to use in Partnership Ads, based on what will likely perform best. Meta will also surface users and creators who have posted about a brand.

• Creator Marketplace Discovery API: Meta is testing a new API that will allow third parties to connect with Instagram’s Creator Marketplace to discover creators at scale.

• Facebook Live Partnership Ads: Advertisers can now boost Facebook Live videos via Partnership Ads.

• Video Ads on Threads: Select advertisers can test 16:9 or 1:1 video ads that appear between organic posts in the feed.

Why It Matters: Meta is adding new and improved ways for brands to partner with creators across its family of apps.

With Reels Trending Ads, it gives advertisers the ability to show up alongside trending content, similar to TikTok Pulse. With the Trends tab, search updates, and AI-powered recommendations, brands have new ways to discover and assess creators based on their content and likely performance.

Partnership Ads for Facebook Live and new ad units on Threads open fresh opportunities for brand placements. The Facebook Live update is especially notable, given Meta had been pulling back from live. This suggests it may be watching TikTok’s live shopping success and considering re-entering the space.

Feature Image Credit: Meta

By Lindsey Gamble

Sourced from Lindsey Gamble

By Sarah Jackson

• Companies continue to lay off managers.
• Match Group, Amazon, Google, and Meta are thinning out middle managers, flattening org charts.
• Mark Zuckerberg was an early advocate of the “Great Flattening,” describing it as an overhiring fix.

“How many managers to have — what are the pros and cons of managers?” The question was posed to Mark Zuckerberg nearly two years ago during an interview with the podcaster Lex Fridman.

At the time, the Meta CEO — still sporting his shorter “Caesar” haircut — had kicked off the “Great Flattening” trend, culling middle managers amid his “year of efficiency” as a correction to overhiring during the pandemic.

But as companies beyond Big Tech, the latest being the Tinder owner Match Group, pare back managerial roles, Zuckerberg’s answer to the podcaster’s question in June 2023 remains relevant — and helps explain why CEOs continue to thin out management ranks.

The Facebook founder began by acknowledging that managers are an important component of a company like Meta.

“I believe a lot in management,” he said. “I think there are some people who think that it doesn’t matter as much, but look, we have a lot of younger people at the company. For them, this is their first job, and people need to grow and learn in their career.”

Zuckerberg said there was “a mathematical way” he thought about the ratio of employees to managers and making cuts.

Before Meta’s layoffs, Zuckerberg said he had asked about the average number of direct reports each manager had at the company and learned it was about three to four. He said he felt it should be more like seven to eight. The lower numbers made sense at the time, Zuckerberg said, as Meta was hiring a ton and helping newcomers ramp up.

“So in a world where we’re not adding so many people as quickly, is it as valuable to have a lot of managers who have extra capacity waiting for new people? No, right?” Zuckerberg said.

He said he decided to “defragment the organization,” thinning out the ranks of middle management, which “decreases the latency on information going up and down the chain and I think empowers people more.”

It all added up to a leaner organization that he felt could move faster in both decision-making and execution.

Elsewhere in the interview, Zuckerberg mentioned that the cuts came at a time of uncertainty in the world. As companies navigate geopolitical tensions and President Donald Trump’s trade war, Zuckerberg’s words in 2023 likely ring true to many CEOs today.

“I just feel the external world is quite volatile right now,” Zuckerberg said in the interview. “And I wanted to make sure that we had a stable position.”

Middle managers have increasingly found a target on their backs in recent years. Massive companies have followed Meta’s lead over the past year, with Amazon and Google moving to flatten their org charts amid a renewed focus on greater efficiency.

Their CEOs have similarly voiced their reasons.

At Amazon, CEO Andy Jassy said in September that the company would increase the ratio of individual contributors to managers by at least 15% by the end of March.

“Having fewer managers will remove layers and flatten organizations more than they are today,” he said at the time. In short, he told employees in a November all-hands, “I hate bureaucracy.”

Google is cutting manager, director, and vice president roles by 10%, CEO Sundar Pichai told employees in December.

Pichai said Google had made changes designed to simplify the company and boost its efficiency, two employees who heard the CEO’s comments previously told Business Insider. In September 2022, he’d said he wanted Google to be 20% more efficient; months later, the company conducted a massive round of layoffs, eliminating 12,000 jobs.

“Over the past two years we’ve seen periods of dramatic growth,” Pichai told staff in an email about those layoffs. “To match and fuel that growth, we hired for a different economic reality than the one we face today.”

Salesforce in 2023 slashed some layers of management and turned some managers into individual contributors, with the goal of reducing the “spans” and “layers of control” across the company. Earlier that year, Salesforce CEO Marc Benioff announced layoffs of 10% of the workforce as part of a cost-cutting restructuring plan. In his memo to staff, he cited pandemic overhiring and a “challenging” economic environment as reasons for the cuts.

Middle managers made up nearly one-third of layoffs among white-collar workers in 2023, an analysis by Live Data Technologies for Bloomberg found.

Match Group, the parent company of dating apps like Tinder and Hinge, announced this week a 13% reduction in its workforce, affecting one in five managers.

Beyond tech, the focus on flattening has extended to behemoths of other industries.

Citi in 2023 announced it was paring back its layers of management from 13 to eight; the company later announced cuts affecting 1,500 managerial roles. At the start of 2024, UPS said it was laying off 12,000 of its 85,000 managers.

Some workplace experts have said the Great Flattening targeting middle managers could hurt workforces, as middle managers often carry out vital responsibilities like executing on upper management’s goals and boosting employees’ morale and performance.

The trend is continuing as companies decide that restructuring to decrease the number of managers is the right move to appease investors who are zeroed in on efficiency, especially after the pandemic hiring boom in tech.

Or as Zuckerberg previously said:

“I don’t think you want a management structure that’s just managers managing managers, managing managers, managing managers, managing the people who are doing the work.”

Read the original article on Business Insider

Feature Image Credit: Getty Images

By Sarah Jackson

Sourced from AOL

By LISA LARSON-KELLEY

By LISA LARSON-KELLEY

Sourced from Inc.

By Griffin Kelly

With more than 100 million Americans users, Instagram is becoming a platform for advisors to connect with investors and secure new clients.

Advisors rely on an array of marketing tactics to promote themselves, from newsletters to digital ads, referrals, bus stop posters, athlete endorsements, and in some questionable cases, even images of burning dollar bills. But with more than 5 billion people now on social media globally, advisors are zeroing in on platforms that aren’t traditionally associated with wealth management — especially Instagram.

Sure, Facebook is great for finding online groups and LinkedIn is the premier spot to tout career achievements, but the Gram is known for being the app where users express individuality, said Alissa Todd, an advisor with The Wealth Consulting Group. “It’s a way to stand out and show your human side, which I don’t think you can really get from a LinkedIn post,” Todd told Advisor Upside.

Get on the Gram

It’s hard not to notice the more than 100 million Americans who are on Instagram daily. That accounts for roughly three out of every four Americans between the ages of 18 and 29, according to Pew Research. Two thirds of people between the ages of 30 and 49 also have an account.

The upshot for advisors is that social media can funnel investors to additional resources and ultimately turn them into paying clients, Todd said, adding that about 20% of her firm’s clients initially engaged with a post on one of her social media accounts. “It’s not just someone scheduling a meeting with me directly through my Instagram link,” she said. “Maybe they joined my newsletter from Instagram, or they attended a master class through Instagram.”

Still, more than eight in 10 advisors said they have never used the app, according to SmartAsset, and that makes it untapped territory for the industry. With the Great Wealth Transfer of as much as $124 trillion now underway, advisors are bolstering their Instagram reach to secure, or at the very least, connect with a new wave of investors.

It’s Compliance-cated. Because the industry is highly regulated, the posts advisors share on Instagram tend to be basic, yet sound, financial management tips like investing early and consistently and living below your means if you’d like to retire on time. “Don’t be afraid to give away good content for free,” Todd said. “People respect it, start to imagine what kind of advice your clients are paying for, and want to work with you.”

Some firms like Brazos Wealth Advisors aren’t necessarily trying to find new clients, but rather increase their brand recognition. “We don’t need new clients. We have more than enough from referrals,” said advisor Wes Shannon, adding that the goal is to build a following with light-hearted and fun content. (Here’s a series of dad jokes.)

What Makes a Good Post?

Nearly 1 billion photos and videos are shared on Instagram each day, so it takes a lot of tinkering and creativity for advisors to stand out in a deluge of synchronized dancing, cat content, and recipe tutorials.

For example, Todd’s post might show her styling her hair, sporting a new outfit, or grabbing her morning coffee, accompanied by financial tips. Sometimes she’ll repost the same video or image multiple times because the original content got so much engagement. “I did one for International Women’s Day recently, and that has been the same post for the last three years,” she said. “It’s a good strategy. You don’t always have to be thinking of new content.”

Danielle Darling, an advisor with Resource One Advisors, has tried a couple of different techniques to see what sticks. Some posts are no frills, just her speaking directly into the camera, sharing financial tips. In others, it’s text over stock photos and calming music. And in others, she’s doing something very — for lack of a better term, Instagram-y — like playing in the snow in slow motion while highlighting how people can reinvest dividends and capital gains. She said 30- to 90-second videos tend to get the best engagement from users.

“The ones where I’m showing my face perform better,” Darling told Advisor Upside. “Trust is built on seeing a face and hearing a voice.”

The Greater Good. On the flip side, the internet is full of bad advice. Whether it’s meme coin recommendations, guaranteed strategies to turn $10 into $10 million, or Top 10 lists of the best ways to make passive income, someone is always hawking an insubstantial, if not dangerous, product on social media. And when a majority of investors under the age of 35 cite social media as a source for financial information, that’s not good.

“I spend more time combating harmful things clients see or hear on social media than I do actually posting or marketing there,” said Donald LaGrange, an advisor with Murphy & Sylvest Wealth Management. The challenge comes from unregulated finfluencers being able to produce more eye-catching and exciting content, whereas licensed professionals held to fiduciary standards have to be very deliberate with what they say on social media, which can be quite boring by comparison, LaGrange told Advisor Upside. “It’s a bit like watching a documentary vs. an action movie,” he said.

The problem has gotten to the point that some advisors feel they need to post their own content to cancel out some of the finfluencer noise. “There are a lot of self-proclaimed financial gurus out there,” Darling said. “If the professionals aren’t active on social media channels, someone else without the skills or abilities will be.”

Feature Image Credit: Photo by Claudio Schwarzvia Unsplash

By Griffin Kelly

Sourced from The Daily Upside