If you’re one of our newsletter clients, you’ll know we sometimes give you a gentle nudge (or three) to pick your blogs.

We know it’s not the most exciting job on your list. But when newsletters don’t go out – whether that’s monthly, quarterly, or on your own schedule – your clients miss out. They don’t hear from you. They don’t get the regular reminders that you’re in their corner, helping them make good decisions, and available when they need support.

Over time, that silence can lead to distance.

So why does sending a regular newsletter really matter? Here’s what we’ve learned, from working with hundreds of financial planners and advisers.

1. Clients trust consistency

Trust isn’t usually built in the big, flashy moments. It’s in the rhythm of regular, reliable touchpoints.

A newsletter says: “I’m here. I’m active. I’m thinking ahead.” And it keeps you visible between reviews, which makes a bigger difference than you might think.

In practice, that might look like:

• A monthly email with helpful, timely content
• A rhythm your clients get used to and come to expect
• Tips that answer real client questions like “Should I fix my mortgage?” or “What does the Spring Budget mean for me?”.

Don’t feel pressured to say something groundbreaking. You just need to say something useful, regularly.

2. It helps you lead, not chase

Financial updates come thick and fast. Clients might catch a headline, hear something half-baked on social media, or get spooked by the news.

A newsletter puts you ahead of the curve. You’re not reacting to panic, you’re pre-empting it. You become the calm, reassuring voice who explains things clearly.

One example: We recently created a scam awareness e-zine. Easy to share, nicely designed, and packed with useful info. Advisers loved it because it gave them a reason to check in. Clients loved it because it helped them stay safe. A simple win-win.

Want to buy it? You’ll find it here on the Yardstick shop.

3. It strengthens relationships between meetings

Between their annual review meetings, clients want to feel remembered.

Your newsletter is the little wave from across the room. A friendly reminder that you’re still here, still thinking of them, and still working in their best interests.

Try including:

• Team news (new starters, exams passed)
• Short client stories
• Something softer, like your charity work, an event you attended, or even the office dog.

It’s a simple, effective way to stay present during the gaps.

4. It shows you’re steady when the world wobbles

When headlines spark panic, clients don’t just want data. They want reassurance.

After we wrote and sent out a mailer reassuring people about market volatility and explaining why it’s so important to stay calm, one of our clients told us:

“In our meeting, all of the advisers said how much they appreciated the mailer we sent. It helped calm clients who would usually call in a panic. It made a tough week a little bit easier.”

That’s what good communication does. It sets the tone. And in a world full of noise, your newsletter can be the voice of reason, cutting through.

5. It gives you space to show who you are

Plenty of advisers can explain what an ISA does. Only you can explain how you think about it.

Your perspective, your values, your style – that’s the stuff clients really connect with. And your newsletter is a brilliant place to share it.

Consider adding:

• A story about a challenge you helped someone overcome
• Your take on a topical issue (keep it human, not corporate)
• A short intro with a personal touch – from new team members to marathon medals.

There’s an old adage that people buy from people. So, show clients who you are.

6. It creates chances for conversations and referrals

When people read something they find helpful, they act on it. Sometimes in small ways, like a reply, a forward, or a question. Sometimes in big ones, such as a referral.

Make it easy by including gentle prompts like:

• “Want to chat this through?”
• “If you have any questions regarding your financial plan, get in touch.”

You don’t need a hard sell. Just a helpful nudge.

7. It respects how clients want to hear from you

Not everyone wants to chat on the phone. Some prefer to read something in peace, over a cuppa, or on the train.

Newsletters meet them where they are – in their inbox, on their terms.

Keep it simple:

• Make it mobile-friendly.
• Use short paragraphs and clear headings.
• Focus on one key message per issue.

Make it easy to read, and people will keep reading.

Need a hand?

A regular newsletter helps you stay visible, build trust, and add value, without needing to be pushy or salesy.

If you’re not sure where to start (or just don’t fancy writing it yourself), we’ve got you.

Drop us a line at hi@theyardstickagency.co.uk or call 0115 8965 300 to chat about our newsletter memberships. Or look at our packages here.