Note: This article was provided courtesy of Iris.xyz.
By Andrew Broadhead
Financial services marketers face challenges every day, from writing investor education articles to managing complex rebranding initiatives. There’s one marketing challenge that we all wish would never happen, even though it’s inevitable: communicating with investors about an underperforming investment solution.
So, tip number one: don’t hide from underperformance. Quite the opposite. Get in front of it, be transparent and talk about what matters most to investors. Trust and understanding will go a long way to building a strong, enduring relationship.
Identify investor concerns
Any project that tackles underperformance must start by identifying investor concerns. And when it comes to performance, investors typically have two highly important concerns:
- Am I overpaying for my investments?
- Will I achieve my financial goals?
Once you know investor concerns, use them to identify your key messages. Fees and the value of advice are hot-button topics in the financial services industry but for the purposes of this article, let’s move forward with the idea of reassuring your investors that they will meet their goals.