blog

Comforting Conversations

by Corianna

According to a very smart consulting firm, right now asset managers' market messaging is all about buoying confidence and refocusing investors on the long run.

These marketing campaigns are essentially conversations. To gain some insight into best practices around calming conversations, I called a clinical psychologist with over 30 years of experience.

Here's what he said:

• Make sure people feel heard: firms need to keep communication channels open, and find ways to show advisors and investors that they are listening.
• Engage the panicked party in the solution process: communicating the "trust us" message is necessary, but not sufficient. Asset managers should help investors and advisors understand what's going on at the product, firm, and market levels. Transparency is key.
• Close with an action plan: Don't just reassure. Market messages should leave investors and advisors with a clear idea of what they should do, which -- in most cases -- is to remain invested.