What Financial Advisors Should Actually Write in Their Emails

Most advisors send emails about money. Market updates, the S&P 500, interest rates, inflation.  For the love of God...please don't do this unless you want to bore your prospects to tears.

You can write about money, but only if it’s framed as a client success story.

Telling a real story about how you helped someone reach a goal, avoid a mistake, or solve a problem is far more powerful than a generic market commentary.

Most of your emails should do one of two things:

1. Agitate a Pain Point

Your prospect already knows what hurts, but they haven’t connected the dots between that pain and the need to hire you. Your job in email is to make that pain so clear they can’t ignore it anymore.

Examples:

• “Why so many people end up working until 70, even when they thought they saved enough.”

• “How much a missed tax strategy can cost you in one year.”

• “The hidden risk in rolling over a 401(k) without checking first.”

You’re not just giving information...you’re making the reader feel the cost of doing nothing.

2. Crush an Objection

Every prospect has doubts about working with an advisor. They may think:

• “Advisors are too expensive.”

• “I can handle my money myself.”

• “All advisors are the same.”

Your emails should directly address these objections and dismantle them.

Examples:

• Share a story where your fee saved a client multiples of what they paid.

• Explain how DIY investing cost someone years of progress.

• Show the difference between generic advice and a tailored plan that worked.

Why This Works

When your emails agitate pain points or crush objections, you’re not just filling inboxes...you’re building urgency and trust.

You’re moving people closer to booking a call.

And when you do talk about money, it’s always through the lens of a client success story, not a lecture on the markets.

If you’re a financial advisor who wants help writing emails that actually convert, book a call with me  and let’s talk about building a system that gets prospects off the fence and onto your calendar.