(And Why It Converts Better Than You Think)
Most financial pros aren’t short on knowledge. But when it comes to content?
It’s easy to get stuck wondering: “What’s actually worth posting right now?”
If you’ve ever found yourself overthinking what to say, or staring at your LinkedIn feed wondering if anyone’s even listening, you’re not alone. We’ve heard it from advisors and tax professionals at every level.
You’re running a real business, juggling client work, and trying to stay visible. Content feels like one more thing. And worse, it feels like you’re throwing effort into a void.
Here’s what we tell clients all the time:
Stop looking for clever. Start looking for real.
Because the content that actually builds trust?
It’s already sitting in your calendar, your email inbox, and your DMs. You’re just too close to see it.
What Your Clients Are Actually Thinking About
Forget the financial terms and industry talking points for a second. Here’s what real people are walking around wondering this week:
- We make decent money. Why does it still feel tight?
- Can we take this vacation without blowing our progress?
- Should we press pause on saving while we pay for the wedding?
- We just had a kid. Are we supposed to be setting something up?
- Do we need a will? I don’t even know where to start.
These questions aren’t dramatic. But they’re sticky.
They make people open their phones at night.
And they make people scroll and think, “I should probably figure this out.”
If your content doesn’t speak to these moments, they scroll right past you.
How to Turn Real Client Moments Into Content
Here’s how we help our clients bridge the gap between “What do I say?” and “How do I show up in a way that connects?”
Let’s walk through some real-life examples.
CLIENT: “We’re going to a wedding this fall and it’s turning into a huge expense. Should we pull back on saving?”
POTENTIAL POST: “One couple asked if they should pause savings to cover wedding season expenses. Here’s how we broke down the decision together—without guilt, just clarity.”
CLIENT: “We got a raise this year but still feel like we’re treading water. Is that normal?”
POTENTIAL POST: “If your income went up but your stress didn’t go down, you’re not alone. Here’s what that usually means, and what to check first.”
CLIENT: “We want to help our kid with a down payment, but we’re worried about our own timeline.”
POTENTIAL POST: “Helping your adult kids financially can work, as long as it doesn’t leave you exposed. Here’s one family’s approach that struck the right balance.”
The Story Is Already There. Share It.
This doesn’t need to be complicated.
You’re in a meeting.
A client says:
“We probably shouldn’t have bought that car… but it’s too late now.”
You talk them through it. Helping them get back on track.
That’s a post.
You don’t need to name the client. Naming every detail isn’t the goal.
You can literally say:
“Had a conversation this week with a couple who felt like they ‘messed up’ by buying a car they couldn’t quite afford. Here’s the truth: most people feel like that at some point. The goal isn’t to avoid mistakes, it’s to have a plan when they happen.”
That’s it. Real. Relatable. Memorable.
One Client Moment = Three Pieces of Content
Let’s say this came up in a call:
“We got a bonus, and we’re trying to decide between using it to pay off the car, put it into savings, or take a trip.”
Here’s how you spin that one moment into three trust-building content pieces:
1. Navigating tradeoffs
“Not sure how to use a windfall—pay off debt, save, or enjoy it? Here’s how we talk through those tradeoffs with clients.”
2. Permission to enjoy your money
“You can take the trip and still be smart with money. Guilt-free doesn’t mean careless. It just means it fits the plan.”
3. The myth of the ‘right’ answer
“There’s rarely one perfect choice. There’s the choice that matches your values, your timeline, and your current priorities. That’s what we’re aiming for.”
Each one of those helps someone feel seen. And when people feel seen, they stick around.
TLDR;
Polish isn’t the answer. More reach isn’t either.
You just need to stop dismissing the everyday conversations you’re already having.
That moment when a client sighs and says, “I know we should’ve started sooner.”
Post-worthy.
A quick side question at the end of a review call.
Perfect content.
An offhand comment about “feeling behind” even when the numbers look fine.
That’s the kind of story people remember.
This is the content that builds real trust over time. Not because it’s educational. Because it’s relevant. It sounds like them. And it meets them where they actually are.
And if you do that consistently?
You won’t need to shout. They’ll already be listening.
Ready to stop guessing with your marketing? Let’s talk and put a real strategy in motion.
