Bring your authentic self to your clients

Merriam-Webster recently announced its Word of the Year for 2023: authentic. The word had a staggering amount of look-ups, driven by the growing popularity and integrations of trends like AI, celebrity culture, gender and identity discussions, and the ubiquitous social media.

According to Merriam-Webster, “Authentic has a number of meanings, including "not false or imitation," a synonym of real and actual; and also “true to one’s own personality, spirit, or character.” It’s difficult to find something that feels real these days, doesn’t it?

We live in a world that provides easy—even instant—access to many apps and sites that promise authenticity. (Just ask a teenager in your life; they’re likely on BeReal or a similar app that encourages real-time, unfiltered photo sharing.) Photo and sound editing are just the start of it, though. Fake videos and news stories are spreading, academics can easily plagiarize, and reality TV is anything but. So, how can financial advisors pursue authenticity despite this?

• Use technology wisely. The emergence of generative AI (genAI) has muddied the waters further. Chances are, you’ve played around with ChatGPT or similar services; weren’t you a little shocked at how good the bots were at answering questions and creating content? As a tool, AI can be valuable. But that’s all it is: a tool. It can’t replace—and shouldn’t be considered as a replacement for—a person. The Writers Guild of America’s 148-day strike in 2023 stemmed largely from concerns about using genAI to create scripts for sitcoms and movies, replacing or eliminating the need for humans in the process. To preserve their livelihoods, Guild members insisted that there be guardrails, limits, and detailed acceptable uses for this technology.
  
• Perform your due diligence. Some of these same threats apply broadly to advisors as well. I recently attended an Investments & Wealth Institute conference where several speakers discussed AI and its role in financial services. From analyzing portfolios to creating newsletter content, AI is proving to be a helpful tool. But we need to be careful. Not only are the SEC and FINRA actively monitoring and considering rules governing AI use in the industry, but advisors also need to do their research and be aware of the latest services, tools, and companies seeking to lure away valuable prospects.
  
• Stay true to you. But amidst these threats, what’s the one thing AI cannot replace? You.
  
  This technology can’t replace who you are as a person or how deeply you care about your families, clients, and the community around you. You help clients solve complex problems, reduce stress, and offer financial solutions that allow them to live better lives. Those aspects are what prospects really want to know about, yet advisors often struggle to let their clients and prospects get a glimpse of the real person they’re working with.

Take a look at your value proposition, branding, website, and social media content. Does it really reflect you? If you go to work in a golf shirt and khakis most days, that should be the photo you use on your website. If you just became a grandparent, brag about it on social media. If you’re passionate about a specific cause or charity, tell clients the reasons why you got involved.

Embrace authenticity
It’s important to always be yourself and embrace what makes you unique. That’s what people are hungry for and actively looking for. Too many advisors hide behind templated language and jargon, making it harder for people to choose them. Some people may not want what you offer, and that’s okay. There are more people out there who will want to work with you, and they’ll be more eager to reach out if you’re presenting your true, authentic self.

The key takeaway is that people are constantly searching for authenticity. So, let people get to know you on a personal level, and you might be shocked at how strong the response is. For real!