It’s hard to get your messaging right when markets fall, as they did after Trump’s tariff announcement.

Some clients won’t have noticed.

Many will be aware of the falls but won’t be worried.

Others will be anxious and turn to you for information, confidence, and reassurance.

A final group might suffer in silence, afraid they’ll be judged if they reveal their concerns.

So, now that things are calmer, it’s the perfect time to take a step back, review how you responded and prepare a plan for the next time it happens.

To help you do that, last week we ran a free webinar with Neil Bage and James Woodfall, two leading behavioural finance experts.

The full webinar is available to watch on our website.

In the meantime, here are the best seven tips from that session.

Tip #1. Communicate quickly and clearly

When markets fall, time isn’t on your side.

Concerned clients don’t need a 2,000-word essay explaining economic policy or the logic behind Trump’s tariffs (was there any?!?). Instead, they need confidence and reassurance.

And they need it fast.

It’s why we’ve previously recommended communicating quickly by sending a bulk email and then following up with specific clients.

That approach gives the best of both worlds: speed and personalisation.

Both James and Neil agreed with the need for speed, and our research supports this theory; during April’s market drop, bulk client emails outperformed regular newsletters.

To put it another way: speed reassures and builds trust. Silence creates space for worry.

Tip #2. Don’t forget the silent sufferers

Just because someone isn’t raising concerns with you doesn’t mean they’re not worried.

Neil shared research from the US showing that 68% of advised clients said they had no one to talk to about money.

Forgive me for quoting Liz Truss: That. Is. A. Disgrace.

The research shows the extent to which clients might suffer in silence, holding back because they don’t want to feel judged or sound silly.

Our experts explained how your job is to make them feel safe enough to speak up, especially when the news is bad.

Tip #3. Focus on empathy, not explanations

Neil explained how a red line on a graph (or the now-defunct 10% drop notifications) can trigger the same threat response in the brain as a lion running at you. And how people want to be heard at moments like this, not flooded with stats and charts.

James reminded us that when advisers/planners dismiss their clients’ concerns, they can feel shut down. Instead, sit with them in their emotions. Let them speak. Lead with empathy; everything else flows from there.

Tip #4. Learn how your clients like to receive information

Video, email, bullet points, and voice notes – communication isn’t one-size-fits-all.

James recommended asking clients how they like to receive information, ideally at the start of the relationship. Then, record it, perhaps on your back-office or CRM system, and use it to segment clients so you’ll be ready to communicate in a way that actually cuts through when the next wobble happens.

Tip #5. Write your comms plan now, not later

When a crisis hits, decision-making gets harder.

That’s why Neil recommended writing your plan now, while everything’s calmer. Save your bulk email templates. Draft a few “just in case” scripts. Record a quick video intro.

Then, the next time markets fall, you’re not starting from scratch. Instead, you’re simply pulling the plan off the shelf and pressing “go”.

Tip #6. Your gut will tell you when to use the plan

So, how do you know when it’s time to act? Neil believes you should trust yourself.

He explained that experienced advisers and planners develop intuition over time, like a doctor recognising symptoms before the tests come back. If something doesn’t feel right, don’t ignore it. You’ve seen this before. You’ll feel it again.

And acting fast, even if imperfectly, is usually better than waiting too long.

Tip #7. Be human

Clients don’t expect you to have all the answers, but they do want to know you have their backs.

Neil summed it up perfectly: “Sometimes you’ve just got to say, ‘It’s a bit mad out there, but I’m here, and we’ll figure it out together.’”

You’re not just their planner. You’re their guide. Show them you’re walking alongside them, through the chaos, not above it.

Start your planning by watching the webinar recording

We were so lucky to have James and Neil spend an hour with us last week.

The full video unpacks the seven tips and so much more. It’s free to watch, and there are no pesky sign-up forms.

After you’ve watched it, if you need help writing your plan, email hi@theyardstickagency.co.uk or call 0115 8965 300.

We’d love to chat about how we can help.