Unfortunately, Not Everyone is Going to Agree with the Content You Send.
Negative comments can be a shock the first time you receive them as a marketer, but they are actually great news! The fact that your client/prospect reached out to you on this topic means your campaigns are generating engagement. So the next time someone reaches out with a "complaint," view it as a unique opportunity to deepen your connection.
Here's an example of how you could respond by email:
"I can see that [topic] is a sensitive topic for you. What are your concerns? How can I help?"
Most complainers just want to be heard. You're showing that you're an engaged and empathetic adviser by asking questions to uncover their genuine concern. Our content is informative and does not take sides. It's meant to start productive conversations that build meaningful connections.
Example of a negative comment:
Market performance is excellent right now! Why would you send this to me? (from client or prospect)
Example of a response:
Thank you so much for replying, [NAME]! You're absolutely right, the markets are up.
In our experience talking with many families, some are not properly invested and have experienced significant losses. In other cases, they have missed out on opportunities.
Not everyone is invested in the "markets" generally. In fact, most aren't.
Furthermore, many are concerned about what's in store for the future in the current environment. So this kind of information can be a helpful education to call back to mind when things change.
If you review the content, I'm sure you'll agree that there are timeless principles many investors can benefit from. If you don't personally need this information, feel free to disregard it. Hopefully, a resource we'll send in the future will resonate with you more appropriately.