Top 5 Reasons To Blog (Or Not To Blog)

Professional advisors are a unique class of bloggers. We essentially sell advice for a living. We (rarely) make money from advertising, nor do we really want to. Blogs for advisors are often a distribution channel for thought leadership and—done well—a piece of our sales funnel. So the big question is: to blog or not to blog?

I’ve assembled a list of the top 5 reasons for both. Take a look and share your additions, deletions and comments.

Top 5 Reasons To Blog

You've got a clear point of view. As an advisor, you should have a clear, compelling POV to serve as your blog's organizing theme. Every post relates in some way to your core beliefs about how your clients can be successful.

You write regularly. No exceptions. Pick a schedule that works for you (a minimum of 2x/month) and stick to it. No matter what client emergency comes up. Why is consistency so critical? Because readers—future clients—make snap judgments about your reliability from your posts. Don’t let them view you as flighty or unreliable.

Your return (financial, PR or otherwise) warrants your time investment. Be clear on your goals, time commitment and desired outcomes. You won’t reach your goals overnight, but monitor your metrics. This is an investment in your future and you want to make it worth your while.

You know it’s about your audience. Look for new ways to present ideas that will engage your readers. If they make comments, write back! They have taken some of their valuable time to connect with you—don’t blow it now. I’m still waiting for a so-called PR blogger to engage in a conversation he started—6 weeks later!

You hold yourself publicly accountable. Not only do you publish regularly, but you are willing to be accountable to your readers. This means that you don’t just promote your blog, you own up to mistakes and deal with critics (and trolls) effectively.

Top 5 Reasons NOT To Blog

You sound like everybody else. If all you have to say is a regurgitated version of someone else’s content, you won’t be successful in the blogosphere. Find your authentic voice and share it. Hint: It may take a few posts—with feedback—to find the voice that best suits you.

You insist on putting your political or religious views front and center. Just don’t. You’re not a political or religious blogger, this is about your business. Your goal is to draw the right clients to you, not to convert someone to your religious beliefs. Stick to your expertise and insights.

Your writing doesn’t cut it. Long, jargon-packed sentences will not help you demonstrate your expertise. Since I have yet to meet a professional advisor who believes they are NOT a good writer, get a 2^nd opinion! Or a very good editor.

Public criticism makes you wilt. Frankly, this could be all the more reason to blog—you need to toughen up and get yourself in front of a larger audience. But if you have all the work you can handle and don’t want to deal with this particular fear, simply abstain.

You never met a rant you didn’t like. We’re talking turning a mild-mannered, smart advisor into a raging beast. Haven't you witnessed emotion-fueled rants in blogs and various social media? The only thing rants bring you is fellow ranters. Is that really how you want to grow your business?

Blogging. Not for everyone, but a clear opportunity to spread your word. What would you add to the lists?

Specialty Of The House

Imagine your clients choosing you the way most of us choose restaurants. They decide what they’re in the mood for—sushi, deli, pizza. Or maybe it’s that special occasion, break-the-bank meal. And then they consider where they’re likely to find exactly what they want/need.

If you own a restaurant, you want your clientele to say “I want Canter’s Deli”, not “I want a sandwich.” Ditto every other top-of-their-game restaurant from Fatburger to The French Laundry. Draw your clients to you in the same way. Make your offerings clear, compelling and uniquely distinct.

Choose your category. What kind of restaurant are you? Unless you’re a category-breaker, you’ll slot into a niche—haute cuisine, burger joint, seafood shack, food truck. Look around you and see how many others claim your category. Chances are, clients are surrounded by good choices. You’ve got to make yourself stand out.

Narrow your appeal. Will you focus on an ethnic cuisine or perhaps steak or seafood? Are you all about romantic corner booths, a spectacular view or whacking crabs with a mallet? Do patrons come to you for a raucous good time or are they serious foodies worshipping at the latest mecca? Narrowing your appeal lets those who will love you find you faster.

Discover your specialty of the house. Your clientele will tell you what they come back for. And it may be more about their waiter remembering their name and favorites then about your clams casino. It’s about their complete experience, which any successful restaurateur will tell you includes price, service, ambience and location.

So ask your clients why they choose you. Dig for the truth. And use what you find to let the rest of the world know your claim to fame.

Tilting At Windmills

Remember Don Quixote? He was busy attacking windmills while imagining himself fighting giants. He believed he was achieving a grand and glorious vision as he ignored reality.

It’s a risk we all run when we’re trying to stake our territory in a fast moving, challenging economy. Instead, ask yourself some key questions.

Who am I competing against? Is it really competitor A, B or C? Or is doing nothing your real competition? Let’s face it. For lots of services, inertia is a powerful thing: financial advisors, accountants, actuaries, estate planners. Why should your client make a change? Maybe the real fight is getting them to know they must act.

What is your financial truth? I spoke with someone recently who was consumed with determining his ideal billing rate. The problem? He had no idea where his next project was coming from. The issue wasn’t his billing rate, but his pipeline. Focusing on rates gives him something to obsess about while he busily ignores the elephant in the room.

What’s your sweet spot? Which clients and what work best suit your talents and passions? How front and center are they in your daily interactions? Beware of defaulting to what comes to you. You may quickly find yourself getting wrapped into elaborate time-sucks outside of your sweet spot. Before you know it, your productivity is down and your fun evaporates.

Tilting at windmills didn’t serve Don Quixote. Don’t let it seduce you.