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Should advisers/planners publish content about politics? A copywriter weighs in

I’ve been a copywriter at The Yardstick Agency for just over three years.

During that time, the UK has had four – yes, four – prime ministers, just one of many statistics from our country’s political landscape that might feel more than a little baffling, when you put it into perspective.

Across the pond, you won’t have missed the recent news: Donald Trump is now serving his second term as president of the United States, having won the closely contested race against Democratic nominee, Kamala Harris.

Outside of the UK and US, there are countless geopolitical events all happening, and being reported on, by global news organisations. Social media is rife with it – it’s almost impossible to bury your head in the sand, for better or for worse.

I have longstanding relationships with the amazing writers here at Yardstick, and of course, with the financial planning clients for whom I write content every month. And the most common question I’ve heard from both parties in the last few months, is: “Should financial advisers/planners publish content about politics?”

From my brief jaunt around the hallowed halls of LinkedIn while researching this article, it’s clear that some advisers have no qualms about posting their political opinions online, whereas others make no mention of current affairs.

Understandably, there’s a huge amount of anxiety about saying the “right” or “wrong” thing when discussing politics, but does that mean the topic should be shelved entirely by those in the advice profession?

If you want the short answer, my opinion is that no, advisers shouldn’t necessarily shy away from the subject of politics altogether.

However, in reality, it’s all a bit more complicated than that.

Here are the “dos” and “don’ts” of discussing politics in your content, from a copywriter who’s just about seen it all.

DON’T…

Rant

We’ve all seen political events happening in the news and let out a few expletives from pure frustration. However, client-facing platforms like LinkedIn, Facebook, or your company’s blog page aren’t the place to rant out your anger about the state of the world.

Take it to your friends, family, or even to your local pub – anywhere but your clients’ doorsteps, who would much prefer you to be a source of calm, rationality, and professionalism.

Play the blame game

If you tried to work out who is really “to blame” for certain political issues the world is facing, you’d work your way back to around 4,000 BC, which as far as we know, is when recognisable civilisation began.

It’s easy to sneak snipy comments into your blogs or social media posts while explaining who brought in a certain policy that affects your clients’ finances today.

Nevertheless, playing the blame game only makes you look bitter, and might even cause your clients to question your impartiality where wealth management is concerned.

Fall into doom and gloom

The online world is already saturated with doom and gloom headlines that sensationalise geopolitical events and cause consumers to feel anxious about the future.

So, if you do choose to write political content, avoid scare tactics. In fact, using them could even fly in the face of Consumer Duty guidelines – your content should be geared towards bettering consumer understanding, not frightening clients into taking action because they’re worried about certain politicians tanking the stock market.

Here are some words and phrases I’ve seen bandied about online that I’d caution you to avoid:

  • Awful
  • Terrible
  • Detrimental
  • Tax-robbing
  • Hateful tax
  • Terrible tax
  • Nightmare

I could go on, but you get the picture.

DO…

Think about how the subject matter affects your clients

So: how does one actually write content about politics while avoiding the above pitfalls?

First and foremost, remember who your content is for. If you already write your own blogs and social media posts, you likely tailor these towards your clients’ age range and wealth bracket, among other important demographic factors. Content that makes mention of politics is no different.

Take the recent US election, for instance. Your clients might have read the news and been concerned about how the new president’s policy decisions could affect the stock market in the weeks, months, and years to come. Therefore, it makes perfect sense to write a piece of content about the importance of long-term thinking for investors.

If you avoid the topic altogether, your clients might feel they can’t bring their worries to you, or “go rogue” and start making hasty investment decisions without turning to you first.

Remember, “political content” doesn’t have to be “about” politics. It can, and should, come back to a discussion of potential outcomes for your clients’ wealth.

Provide data-driven insights

If you’re worried about starting your blog or social media post with good intentions and ending up down the rabbit hole of opinion and scaremongering, attach your insights to hard data.

Whether this is data you’ve gathered yourself, or findings from reputable institutions that are published online, your audience will likely appreciate that you’ve taken the time to do your research. They’re also more inclined to trust what you say and believe you’re speaking impartially, further solidifying you as the voice of reason in a world of fake news.

Take this graph, for instance, published by JP Morgan in 2023.

As you can see, it shows that no matter who has been in power in the US, GDP has taken an upward trajectory. In other words, stop panicking!

Is this technically “political content”? Yes.

Is it reassuring and valuable to your clients? Yes.

Using reliable research and helpful graphics like this one demonstrates clearly that politics isn’t always a “danger zone” for advisers/planners.

Take the opportunity to provide reassurance

Ultimately, nobody likes living in a tumultuous political landscape. But every cloud has a silver lining, and for your business, that silver lining might be that your clients will be looking for reassurance.

Now, an important choice lies ahead of you:

  • Post a lengthy rant about the state of the world on your LinkedIn page.
  • Bury your head in the sand and pretend nothing’s happening.
  • Choose to provide tangible reassurance with carefully written, measured, professional content that addresses current affairs, and their effect on your clients’ finances.

I know which one I’d choose.

Need bespoke content that strikes the perfect balance? Talk to us

Our content and social media teams are on hand to provide bespoke content that strikes the perfect balance and increases client trust.

Want to know more?

Email hi@theyardstickagency.co.uk or call 0115 8965 300.

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