Why You Should Talk About Death in Your Marketing

– Understanding Death in MArketing -

They say nothing’s guaranteed in life except death and taxes, but does that make them equally suitable conversation topics for your marketing strategy? As a financial advisor, mortality may seem like too much of a downer to discuss with clients any more than you have to (especially on your social media platforms). Still, the truth is that opening the floor up for honest, compassionate strategizing goes a long way toward building client trust and enabling you to better meet their needs. Here’s a look at why you should include end-of-life finances in your marketing plan and how to navigate this tricky topic.

Some topics are just tricky and awkward to bring up, but including death in your marketing can benefit your business and client relations. Learn how to approach the subject.

Building a Trustworthy Foundation

Let’s address the elephant in the room: nobody wants to talk about death, especially when you’re trying to focus on helping your clients plan for financial freedom and retirement (warm fuzzies territory). The fact is, you have to broach the topic with them anyway when assisting in estate planning. Having a voice in end-of-life financial planning with your clients means you have the opportunity to take some of the fear and discomfort out of the topic. You’re already a trusted voice regarding their retirement accounts, and you can show them how to plan for a fulfilling life as well as a meaningful death.

As an advisor, framing end-of-life financial tasks gently and compassionately is just another facet of thinking through the details so your clientele doesn’t have to. It’s a good way to remind them that you’re in their corner, ready and able to offer guidance- even regarding their passing. This translates to building client confidence and strengthening relations, a vital part of any marketing strategy.

Reading the Room

Before you start posting estate planning advice to your Facebook page, dig into your demographics and make sure you understand your target audience. Who you’re focused on reaching determines what your voice should be. For example, talking about death with clients already in retirement means you’ll want to focus on practical applications, like how to convert and store your financial documents digitally for ease of access. If you work with a younger demographic, consider providing informative content, like the affordability of life insurance or considerations for non-spouse beneficiaries.

For more tips on identifying your target market and voice, request a copy of our free digital marketing manual here.

Providing Compassionate Guidance

After identifying your audience and tone, the key to covering such a complex topic is acknowledging sensitive emotions and following through with bite-sized, practical information. Doing so helps make death less of a big, scary monster where it intersects with money matters and reminds your audience that you’re a safe harbor whenever finances feel overwhelming.

Studies estimate that financial advisors spend 25% of their time navigating client emotions. Money decisions often involve heavy emotional investment, so it is no surprise that discussing finances and death can be tricky. However, acknowledging those sensitivities upfront reassures clients that you care and are just as invested in their well-being as you are in their retirement planning.

Keep your content compassionate, brief, and informative. Multiple choices or an onslaught of information can be overwhelming when emotions run high. Try creating a checklist to make this topic manageable, and post one item at a time to your socials.

Passing the Torch

At the end of the day, including end-of-life money advice in your marketing plan is just another aspect of providing holistic financial guidance for your clients. With a bit of consideration and planning, you can transform a taboo topic into an opportunity to reassure and inform your clients as you help them build their legacies. Still trying to figure out where to start? We’re happy to take it from here.