As I sat down in my local Starbucks to write this week’s blog post, something else caught my attention. Before my fingers could hit the keyboard, two women sat down at the table next to me. They immediately engaged in conversation.

Family came first.

“What’s going on?”
“How are the kids are doing?”
“How crazy is baseball?”
“Where’s the family vacation this summer?”

Then phones came out so that the ladies could share pictures.

“What a great picture!”
“Where were you?”

After one hour, they got up, hugged each other, and went their separate ways. Don’t be shocked with my next statement:

They didn’t bring up the markets or investing.

They didn’t bring up details of their financial plan.

They didn’t talk about the Fed minutes or the recent earnings season.

This is a reality that makes financial advisor marketing challenging. Are you thinking about her when you communicate with your clients? I hope you are. You should be. The lack of connection and relationship with your female clients is one of the top outflow risks facing financial advisors. Show your female clients that you care. And do it sooner rather than later. Your business depends on it.

To learn more about connecting with your female clients, download our white paper.