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When Doris Clarke wrote Stand Out, she wasn’t talking about going viral, she was talking about building trust that lasts.Many financial advisors start strong online but fade because they post without purpose.
Here’s how to stay on the right path and a few real-world lessons from those who’ve walked it.
Top 5 Best Practices to Adopt
Educate with Empathy
Great advisors use social media to teach, not preach.
Share real stories, not sales scripts.
Example:
One Filipino MDRT-qualified advisor posts weekly “Family Finance Fridays,” breaking down topics like education funds or emergency savings in Taglish.
Her reels don’t mention products, yet her inbox is always full. She teaches first, sells later.
Be Consistent, Not Constant
Posting daily isn’t the goal, posting reliably is.
Clarke reminds us: “Reputation is repetition.” Whether it’s once a week or twice a month, keep your rhythm.
Example:
A Dubai-based OFW financial coach sticks to #MoneyMondays and #SavingsSaturdays.
Two posts a week, but both thoughtful, polished, and always on brand.
Show the Person Behind the Policy
Authenticity builds loyalty. Share moments that reveal why you do what you do.
Example:
A veteran advisor once shared how his father’s sudden illness made him realize the value of protection. That single heartfelt post got over 1,000 shares and positioned him as a mentor, not just an agent.
Use Testimonials and Third-Party Proof
Let others speak for your credibility.
A simple thank-you post from a client says more than any marketing line.
Example:
A Cebu-based advisor reposts clients’ gratitude messages (with permission). Each one becomes a trust-building story and a magnet for referrals.
Engage Like a Human, not a Bot
Reply personally. Ask questions.
Social media isn’t a broadcast; it’s a conversation.
Example:
During the pandemic, an advisor hosted a free “Money Talks Live” Q&A on Facebook. By listening, not lecturing, he gained dozens of new long-term clients.
Top 5 Mistakes to Avoid
Selling Too Hard, Too Soon
Nothing turns people off faster than a post that screams, “Buy now!”
Educate before you invite.
Example:
An agent’s first three posts were all rate tables and product photos. Engagement? Zero.
He rebranded with educational reels and followers finally started asking questions.
Copying Instead of Creating
Clarke warns: “You can’t stand out if you sound like everyone else.”
Avoid recycling company posts; interpret them with your own insight.
Example:
Two advisors shared the same “Insure Now!” poster.
One added his own two-sentence story about a client who used the policy proceeds to pay for college, his post got 10× the engagement.
Neglecting Your Visuals and Tone
Your image, language, and layout reflect your professionalism.
Blurry selfies and angry rants destroy credibility.
Example:
A highly skilled advisor lost potential clients when his page mixed inspirational quotes with political memes.
Consistency isn’t just about frequency, it’s about character.
Ignoring Feedback
If followers' comment, reply. If they ask questions, answer.
Silence signals indifference.
Example:
A young agent ignored 20+ questions on his viral post about health insurance.
Others in the thread answered instead and took his leads.
Chasing Trends Over Truth
Trends attract attention, but wisdom earns respect.
Not every viral sound or meme fits your mission.
Example:
One advisor joined a dance-challenge trend with a product caption.
It went viral, for the wrong reasons. He later said, “I got views, not value.”
Stick to authenticity; it never goes out of style.
Standing out on social media is not about being famous, it’s about being trusted.
When you combine authenticity, consistency, and empathy, your presence becomes your promise.
As Doris Clarke puts it:
“People don’t follow you because you’re perfect. They follow you because you’re real, and you care.”
All the best my friends!!
#acgadvice
