Originally published on Advisor Perspectives

Writing content for faith-based advisors is both challenging and rewarding. Here are some issues you should consider.

Niche marketing

You probably don’t think of being faith-based as part of your marketing strategy. But if you discuss your faith on your website, it will have an impact on the clients you attract.

As a faith-based advisor, you are differentiating yourself and becoming an advisor with a niche.

Why is that?

It’s a basic principle of psychology that we tend to like people who are similar to us. According to research, when we read about someone (for example, on a webpage), finding out they have a lot in common with us greatly boosts our affinity with them.

Envision a prospect reading a webpage about a faith-based advisor. The prospect has similar views. This research indicates that the prospect is likely to have a positive feeling about the advisor.

Conversely, if the prospect is of another faith (or has no religious affiliation) it’s less likely the prospect will pursue a relationship with an advisor whose beliefs markedly differ from their own.

There are many benefits to niche marketing. Michael Kitces has written extensively on this subject. His basic point is that, instead of competing in the crowded market, trying to appeal to everyone, carving out a niche permits you to differentiate yourself.

Being a niche advisor also simplifies your marketing. You can focus with laser-like precision on attracting clients who share your beliefs. Reaching them on social media is quite easy. You can craft a message that appeals to those prospects. Your message will be different from the more general communications of your competitors.

As a faith-based, niche marketer, you’re saying: We already share a very basic and important value. I’m someone you can trust.

It’s powerful and compelling.

Resistance

The benefits of niche marketing are evident, yet our digital marketing firm has not been successful in persuading any of our faith-based clients to adopt that strategy. They want to appeal to everyone.

With these advisors we suggest a compromise. Instead of an overt discussion of their faith, we suggest they include activities that demonstrate their religious views in their biographies.

For example, if you are a member of The Church of Jesus Christ of Latter-Day Saints, your biography could include a reference to a missionary trip you made in your youth to a foreign country, and how that impacted your life.

We all admire selfless acts of charity and kindness. This reference is far more inclusive.

Be aware of how a discussion of your religious beliefs will affect readers of your website and craft your message accordingly.