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Investor awareness programs are a great way of acquiring new clients. The most integral part of an IAP is the content. The content should be chosen in a way that it reaches the audience in the simplest way and builds your connection with them.
We spoke to Jaipur MFD Rajesh Kumar Sodhani, Sodhani Group of Companies and Goa MFD Celso Fernandes, Nave Marg Financial Consultant who gave us some tips which MFDs can use for their next IAP.
- Short and crisp content- The content which you plan to present in the IAP must be short and to the point so that there is better engagement of audience. Remove the unnecessary and irrelevant stuff from your content. Goa MFD Celso Fernandes, Nave Marg Financial Consultant says, “The timing of an IAP can be somewhere between 15- 40 minutes maximum, shorter the better. Post the session there should be some time allotted for Q&A sessions which gives investors a chance to raise their doubts.”
- Include solution-oriented content- While doing research on content, make sure to include the problems your set of audience is facing and what can be done to resolve those issues. Celso Fernandes says, “Supposed, you find that your audience comprises people who don’t invest long term then you can include content on why should one be invested for long or how compounding makes you money grow.”
- Form an emotional connect through storytelling and including family- One earns money not just for themselves but also for their loved ones. Try to include some content about the family of the investor, be it parents or children. Investor would want to know how to secure the future of their parents and children. You can include topics like how to plan your children’s education or secure funds for your old parents. Use storytelling while you talk about such topics, as it makes it more relatable.
- Don’t just talk about investing, give a wider picture to audience - Try to give your client a wholistic perspective of things. If you just talk about investing, you can come across as a seller which will make it difficult for investors to build trust in you. Rajesh Kumar Sodhani, Sodhani Group of Companies, Jaipur says, “I talk about financial planning, right from risk coverage, insurance and then I also talk about investing. My purpose is to serve my client and not push my personal agenda of investing like many others do.” Also, topics can range from wealth creation, wealth protection, wealth continuation and also on how to enjoy wealth.
