Tired of playing broken telephone?

So are your clients

July 29, 2024

406

When did you last zone out during a telephone or video call? If it was within the last few days, you’re not alone! The Harvard Business Review shared this not too long ago: “… it’s more pertinent than ever. In the past two years, most of our work conversations have moved online – and while meeting times have increased by 10%, research shows that most of them actually decrease the productivity of employees”..[1]

But even if we are paying attention, it’s still tough! When I was a kid, we used to play this game called “Broken Telephone” – I am sure you know it. I was always amazed and amused that a message that was whispered ear-to-ear, with no interference, could end up so different after having passed through 12 to 16 kids. As a communication strategist, I still think of those kindergarten memories as I help our clients with their communication because we still find ourselves getting it wrong occasionally.

And often, it’s the technology that is letting us down. In the foresty suburb where I live and work, cellular reception is downright shockingly vacant. I frequently find myself, phone in hand, wandering around the pool in my backyard, trying to catch a signal. It is tricky because the water in my pool always looks so enticing; I spend a lot of time keeping it crystal clear. If it’s a gorgeous day, and I’m outside on my phone, the glittering ripples under the sun’s gaze are a quick distraction. I wonder if I should add more chlorine or wait until I see the subtle traces of light yellow and green glinting off the walls. I try to spot goggles, hairbands and stones left in there by my kids. And this is all while trying to focus on a call that keeps going in and out of reception.

The clarity of our online communication should reflect the depth of our commitment to those we serve

If the call is clearer than the water, and the conversation coherent and unbroken, the pool offers little distraction and I have a productive phone call.

Similar episodes unfold during virtual meetings, where a poor Internet connection or unplanned loadshedding can turn discussions into a maddening puzzle. Catching every second word isn’t just annoying; it is a barrier to genuine connection and understanding. And this is in a short, focused conversation. What about communication that happens over weeks, months or years? What about the conversations we’re trying to spark through our website, blogs, email campaigns and social media?

In an increasingly digitised communication landscape, the clarity and consistency of your online communication are paramount. For independent financial advisors (IFAs) in South Africa, where the digital realm is a vital bridge to clients and prospects, sporadic or outdated communication can be likened to a broken telephone line. If your last blog update was a distant memory or your LinkedIn profile a relic of your past, you are standing in a communication dead zone.

Recent stats underscore this point, revealing that an overwhelming majority of consumers now expect digital engagement from the brands and professionals they trust. A 2021 survey by HubSpot indicated that 82% of consumers expect an immediate response to sales or marketing questions.[2] For IFAs, this digital expectation translates to a clear mandate: maintain consistent, engaging and up-to-date communication or risk losing connection with your audience.

But what does effective online communication look like for financial advisors? It goes beyond mere presence; it’s about crafting and deploying sustainable strategies that resonate with the who, what and why of your brand. It’s about ensuring your website and social profiles authentically reflect the current you, engaging with your audience through regular lifestyle-focused blogs, monthly email campaigns and daily (or at least tri-weekly) social media interactions. This multi-channel approach is not just about broadcasting your message; it’s about creating a space for two-way engagement where clients and prospects feel heard and valued.

If there is no sustainable online communication strategy in place, you’re playing Broken Telephone with your clients and prospects. When it comes to your online brand, your digital avatar, consistency is your lifeline. It’s what keeps your online brand buoyant and visible, relatable and relevant.

Whether it’s through insightful blog posts that spark conversation rather than sell products or regular email updates that keep your audience informed and engaged, your online efforts should strive to keep the communication lines clear and uninterrupted.

Your ability to communicate consistently and effectively is not just about maintaining a signal; it is about making meaningful connections. As we stride further into the digital age, the clarity of our online communication should reflect the depth of our commitment to those we serve. In the art of financial planning, being fully present – in every blog, email, social media post, video call and conversation – is the truest form of connection.