Everyone writes about taxes, but how well? with Derek Pollard, PhD
Oct 30, 2023
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Derek Pollard, content specialist for financial advisors, joins Steven to discuss how to write better on the topic of taxes. They emphasize the value of practice, building confidence, and embracing play in writing. They also discuss the challenges of simplifying complex tax topics and highlight the importance of gaining perspective and insight to improve the writing process. The guest offers services such as email marketing, copywriting, and editing for advisors.
Writing can be improved through practice and learning, regardless of prior experience or formal training.
Effective writing requires authenticity, empathy, and a conversational tone to connect with readers on a personal level.
Deep dives
Importance of Writing Experience and Practice
Writing is a skill that can be developed through practice and experience. The guest speaker, Derek Pollard, emphasizes that even without extensive formal training in writing, one can improve by putting in the time and effort. Writing proficiency is not limited to those with natural talent or a formal background. By engaging in trial and error, practicing regularly, and continuously learning, individuals can become skilled writers, regardless of their prior experience.
The Value of Authenticity and Empathy in Writing
The podcast highlights the importance of authenticity and empathy in effective writing. Derek Pollard discusses the need to write with a conversational tone, connecting with readers on a personal level. He points out that expertise does not lie in showcasing complex ideas, but in simplifying them for the audience's understanding. By empathizing with the reader and taking steps towards making the content relatable, writers can build trust, provide valuable insights, and establish connections with their audience.
Writing Strategies for Advisors
Advisors who need to write about taxes or other complex topics can benefit from several writing strategies. It is essential to avoid overly technical or clickbaity content. Instead, advisors should strike a balance, providing meaningful information while making it accessible and engaging for clients and prospects. Incorporating clients' words and phrases, seeking feedback from non-advisors, and making connections to real-life experiences are effective techniques to improve writing. By emphasizing relatability and addressing common misconceptions, advisors can help clients reframe their perspectives and deepen their understanding of financial topics.
Authentic Marketing and the Power of Connection
The podcast highlights the importance of authentic marketing and building connections rather than simply focusing on conversion. Advisors are encouraged to embody empathy, expertise, and patient understanding. By showing up as their true selves, advisors can create meaningful connections with clients, fostering trust and relatability. The conversation emphasizes that marketing should aim to empower clients and provide valuable insights, shifting the focus from baiting prospects to creating genuine connections and delivering exceptional service.
In this episode Steven is joined by Derek Pollard, PhD and content specialist for financial advisors to discuss how we can all write better on the topic of taxes. Even if you never want to publish an article or write a book taxes come up all the time and we are constantly getting questions from Advisors on how they can improve their newsletters, website copy, social media posting and even email communications with clients. Steven and Derek share ideas on how to embrace the writing process and improve the outcome for your team and your clients. Steven even shares tax specific examples of how he has been able to resonate on otherwise complicated topics.