Financial Blogging: How to Write Powerful Posts That Attract Clients

By Susan B. Weiner, CFA

Blogging has become a “must” for many independent and fee-only financial advisors. It’s a great way to build your business by connecting with current and potential clients as well as referral sources. Blogging attracts prospects to your website, media attention, and speaking engagements. It also cements your reputation as a leader in your field. Savvy investment managers, wealth managers, and other financial professionals know blogs are an excellent way to communicate topical information before it gets stale. This deepens your relationships with current clients.

But many advisors struggle to create a steady flow of compelling blog posts. This isn’t surprising. After all, your professional training focused on helping clients manage their investments or finances. You may have never taken a writing class or written for publication. Don’t worry! Help has arrived.

This book will help you conquer the challenge of producing high quality blog posts by following a step-by-step process, including how to:

• Generate and refine ideas for blog posts that will engage your readers
• Organize your thoughts before you write so you can write more quickly and effectively
• Edit your writing so it’s reader-friendly and appealing
• Spread the word about your blog and attract more visitors

About the author:
Susan B Weiner, CFA, teaches a highly regarded blogging class tailored to the needs of financial planners, wealth managers, investment managers, and the marketing and communications staff that supports them. She has spoken about writing across the U.S. and Canada for the CFA Institute. Author of the Investment Writing blog, Weiner writes and edits articles, white papers, investment commentary, and other communications for leading investment and wealth management firms.