Is Your Blog Broken or Are You Just Talking to the Wrong People?

You just published a blog post on a topic you know inside and out. You put real effort into it, and it shows. But only three people clicked on it, and you suspect two of them were other advisors.

Sound familiar?

Here's the thing: the problem probably isn't the quality of your writing. It's the audience you're unconsciously writing for.

Who Are You Actually Writing For?

Most advisor blogs read as if they were written to impress a peer or to demonstrate technical expertise. And while those things matter in the right context, your ideal client doesn't care about them the way you do.

They're not reading your blog to evaluate your technical knowledge. They have a question, and they want to know if you're the right person to answer it.

That's a very different bar to clear.

What Client-Level Writing Actually Looks Like

Writing for your client just means starting from where they are, not from where you are.

Here are three you can do differently in your next post:

• Replace jargon with outcomes. Instead of "tax-loss harvesting strategies," try "ways to reduce what you owe at tax time."

• Write about their life, not your process. Clients care about retirement, their kids, their business, and their peace of mind, not your portfolio construction methodology.

• Start with the question your client is actually typing into Google. “What to do with your 401(k) when you change jobs” will always outperform “rollover optimization strategies for employer plan participants.”

You Already Do This in Every Client Meeting

Think about how you explain things in a client meeting — the language you use and the analogies you reach for. That version of you is the one your blog is missing. 

Your writing doesn't need to be perfect. It needs to sound like you’re talking to someone you genuinely want to help.

Your Quick Win

Pull up your last blog post and read it as if you're your ideal client, not as the advisor who wrote it. Every time you hit a sentence that would make a real client think "so what?" or "what does that mean?" — mark it. That list is your rewrite guide. Start there.

This material has been edited with the assistance of artificial intelligence tools. The information presented is based on sources believed to be reliable and accurate at the time of publication. This material is for educational purposes only and does not necessarily reflect the views of the author, presenter, or affiliated organizations. 

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