What topics should a financial advisor include in a newsletter? Ask yourself, “What subjects consistently capture client interest?” In upcoming posts, I’ll explore this question in greater detail. But for now, let’s start with the essentials.
A strong financial advisor newsletter keeps clients engaged and educated, whether your audience includes retirees, high‑net‑worth families, or young professionals just beginning their financial journey.
So, let’s dive in.
Stock market topics—in plain English
Write about the topics that matter to your clients—and do so in a conversational tone. One valuable topic a financial advisor can provide in a newsletter is clear, digestible commentary on the stock market that offers unique insights. This becomes increasingly important when markets run into turbulence. Clients want reassurance from a professional like you.
Yet, as a financial advisor, you speak the language of analysts. But to most clients, that language is jargon. Use plain English. Connect the dots for them.
If you must use technical terms, take a moment to explain them in clear and simple terms. This builds trust and helps inform clients rather than overwhelming them.
Discussing policy without politics
When political policies (like tariffs, deregulation, or tax changes) influence market behavior, clients naturally look to you for guidance. Some clients may support these policies, while others may disagree. Consequently, it’s important to frame your commentary through a market‑focused lens, not a political one.
For example, tariffs have recently been a driver of market sentiment. Instead of taking a position on whether tariffs are appropriate or inappropriate, explain:
- The market’s reaction and why.
- Why investors care.
- What it may mean for long-term financial planning.
This takes you out of the uncomfortable position of taking sides in a controversial policy move.
The same principle applies to topics like deregulation and tax policy. Stay neutral. Stay factual. Most importantly—stay educational.
Other topics of interest that impact markets include inflation and interest rates. Again, impart your knowledge and understanding in a conversational tone. Again, why are markets (investors) reacting? Why do investors care?
Your role: Be the educator
Your clients rely on you to help them understand what’s happening in the financial world and how it affects their long-term goals. When you break down complex topics into approachable explanations, you reinforce your role as their trusted guide.
Remember: You are the educator. Educate and maintain consistent communication.