This week I want to explain how the new ACES project will be used strategically with your clients.
On September 16 (ie last Friday), Scott Morrison announced a change to the changes that were previously announced in the May Budget. One of the key ‘changes to the changes’ was in the area of non-concessional contributions.
Regardless of what you think about the changes, and the changes to the changes, whenever things like this are in the news it is a chance for an adviser to help solve a client problem. In this case, the client problem is to understand what the Treasurer is talking about.
So, on Wednesday of this week we wrote a blog post which was instantly uploaded to all of the websites that are live under the ACES program. You can see a version of it here: http://www.shanleyfinancial.com.au/friday-reflections/.
When ACES is fully operational, the blog will then be sent to everyone on your potential client list, as well as everyone on your existing client list (if you wish).
This lets you slowly but surely position yourself as your client/potential client’s primary resource for all things financial. Whatever is dominating the financial press in a given week is explained on your website in the same week. We are developing the technology where there will be a button at the end of each blog, such that all the reader needs to do is click the button and they will get in touch with you. Remember, in years to come, most people will be reading your site on their phone.
The articles already have links to social media placed on them. You can see an example in the tabs to the left. As the article is published, you simply ‘like it’ and it will be shared across your social media platforms. Make sure your loved ones like it too!
Providing articles like this highlights a key thing to remember about websites generally: the site needs to solve the client’s problem all on its own. Websites should not ‘tease’ or ‘tempt.’ They are not trailers for the main feature. Many advisers worry about putting too much on their website, thinking that a client won’t come to see them if the website has all the answers. This is not the actual experience. Clients are not that savvy that they can read something and the apply it. If they were, they would not need advisers anyway.
The actual experience is that people who see good content on a website become more likely to want to see the adviser, even if only to reinforce what they have read on the website. The website shows potential clients that you actually have the knowledge and skills to solve their problem. I have even had clients over the years who were disappointed that my advice, when they came to see me, differed from what they had read on the website! (Usually, their needs were simpler than they were hoping. Everyone wants to think they are Rupert Murdoch).
The point is, clients were not reading the website and then doing ‘it’ themselves. They saw the website as a way of identifying a knowledgeable and competent adviser, with whom they then got in touch. That’s what the ACES websites will do for you.
Remember, to order your site, simply complete the order form here: http://aces.dover.com.au/get-started/.