Great Attributes of Great Financial Advisors and Great Blog Posts

Business blog content writers, I couldn’t help thinking, would do well to focus on developing those great attributes that dimensional.com believes are signs of great financial advisors.

Purposeful – they have a clear mission to serve clients and help them reach their goals.
Particularly in the opening lines of a business blog post, it’s important to be purposeful, leaving no doubt in searchers’ minds that they’ve come to the right place to find the information, products, and services they need.

Authentic – they reveal their true selves to clients.
Use emotional content to evoke feelings that drive people to share and to act. Reveal your own cherished beliefs, creating a feeling in your audience of being connected with you and the people in your business or practice.

Empathetic – they know they cannot effectively serve clients without genuinely relating to them.
Researchers at the University of Bath created a measurement for ads called the Emotive Power Score to gauge if the ad is going to change feelings about the brand. Readers of bogs seeking iformation to support their hobbies, interests, and beliefs will seek “empathetic” content.

Intellectually curious – they continue to learn and to search for solutions, are open to new ideas and committed to honing their own knowledge and skills.
How can we ghost bloggers write for business owners and professional clients without being trained in those fields ourselves? The answer is constant curiosity and learning.
As content writers, we offer our clients’ blog visitors a more personal and even a more analytical perspective on the information they might find on the company website.  Often, precisely because we’re industry “outsiders”, learners, we are actually better able to approach the subject in ways online searchers will understand.

Use questions to better understand needs before suggesting action.
While in a blog post, you’re often providing answers to questions that your potential customer might ask, the very fact that it’s in the form of a question allows readers to feel you’re helping them form them form their own opinions.

Honest – set reasonable expectations about outcomes.
Blogging honestly about your business’ capabilities and “incapabilities” helps set reasonable expectations tha prospects appreciate.

Disciplined – they don’t let media messages or market swings drive impulsive actions.
Drill sergeant discipline is required for content marketing, with web rankings are based at least partially on frequency of posting new content.  And, while successful marketing blog content writers don’t aim for “trendy”, they can tie blog content to current events.

Great attributes of great business leaders make for really great business blog posts!