A few weeks ago, my husband MITCHEL HARAD, who is also a Fractional CMO, asked me a question over breakfast that stopped me mid-sip of my coffee.

"When was the last time you sent a 'here's how to work with me' email to your list?"

I paused. And I realized... it had been a while.

Which is almost embarrassing to admit, because I spend my days helping RIA leaders with exactly this kind of thing.

So I wrote the email. Nothing fancy. I acknowledged where people might be in their year. I described the two ways I work with firms (in case you, my dear reader, do not know: I provide clear marketing strategy and direction as a Fractional CMO for RIAs and I help build confidence in multi-advisor teams through Business Development Coaching).

I wrapped up the email with one clear link to schedule a conversation. (Which, of course, I would include here, too but Linkedin no longer likes to support links off of the platform. Feel free to message me. )

It generated new business within days.

Not because the email was brilliant. Because people who already knew me and already trusted me needed to be reminded of how to take the next step.

Here's what I want you to think about:

The people on your list, in your network, in your CRM...do they actually know how to hire you right now?

Not "do they know you're a financial advisor?" They probably know that.

Do they know what working with you looks like? Do they understand the breadth of problems you help solve? Do they know what the first step is?

Most firm leaders assume yes. Most of the time, the answer is no. Here is the reality:

People are busy. Your great conversation from six months ago is competing with a thousand other things in their brain. They need you to tell them regularly.

A quarterly "here's how to work with us" email solves this. Keep it simple:

  • Meet them where they are. Start with a question that reflects what they might be feeling right now. Beginning of a quarter is natural timing.
  • Be clear about what you do. Describe the problem you solve and what working with you looks like. Keep it to plain language.
  • Make the next step obvious. One link. One button. "If this sounds like where you are, let's talk."

Send it quarterly. Adjust the language to reflect the season. And share the same message periodically on whatever social platform(s) you use, too.

I coach firm leaders on growth for a living, and I still needed someone to nudge me on this. One casual question over breakfast turned into real revenue within a week.

There are people in your network right now who would benefit from working with you. They just need to be reminded that the door is open.

Before this quarter gets away from you, send the email.

And yes, I told my husband he was right. He's still smiling about it.

Related: If Prospects Googled You Today, Would They Trust You Enough To Hire You?