Newsletter Mistakes I See Advisors Making (and How to Fix Them)
A newsletter can be one of the best ways for financial advisors to stay top of mind, build trust, and attract ideal clients. Some of the fastest-growing RIAs have incredible newsletters full of content to keep clients engaged and informed, while driving new prospects their way.
But too often, advisors treat their newsletters like an afterthought, sending them sporadically, stuffing them with generic content, or making them outright boring.
If you’re putting in the effort to send a newsletter, make sure it’s one that people actually want to read. Here are a few common mistakes I see advisors making—and how to fix them.
1. Not Sending Newsletters Often Enough
A newsletter isn’t effective if it’s only sent when you “get around to it.” Some advisors send one, then disappear for weeks or months. Others start strong and fizzle out.
Fix it: Consistency is key. Pick a frequency (weekly, biweekly, or monthly) and stick to it. Your newsletter should be something readers look forward to—not something they forgot they signed up for.
2. Just Dropping Links with No Real Insights
Some advisors treat their newsletter like a news aggregator, stuffing it with links to articles, economic reports, or generic finance content. The problem? There’s no reason for readers to care about your newsletter if they could just Google the same information.
Fix it: Add your own insights! Instead of just linking to a market update, interpret it for your audience. Answer questions like:
What does this mean for the average investor?
How should retirees think about this?
What’s the one key takeaway that actually matters?
Give readers a reason to open your email beyond just a list of links.
3. Being Too General Instead of Speaking to a Specific Audience
A big mistake advisors make is writing their newsletters like they’re talking to everyone. If your content is too broad, it won’t resonate deeply with anyone.
Fix it: Be specific. If you focus on high-net-worth individuals, business owners, or retirees, tailor your newsletter to them. Example: Instead of a generic “How to Invest in 2025” newsletter, try “How Business Owners Can Prepare for Market Volatility in 2025.” Speak directly to the people you want to work with.
4. Making It Boring and Dry
Some advisor newsletters read like corporate reports—stiff, overly formal, and packed with industry jargon. If your newsletter feels like homework, people won’t read it.
Fix it: Write like a human, not a financial textbook.
Add a bit of personality.
Share personal stories or lessons from your career.
Use simple, conversational language.
Make it something you’d actually want to read.
5. Never Including a Call to Action (CTA)
Even if your newsletter is valuable, it’s a missed opportunity if you never guide readers on what to do next.
Fix it: End each email with a clear CTA:
Want to chat about your financial plan? [Book a quick call here.]
Have a question about retirement? Reply to this email—I read every response.
Forward this to a friend who might find it helpful.
People need a nudge to take action—so give them one.
The Bottom Line
If you’re putting in the time to send a newsletter, make sure it’s worth reading. Ask yourself:
Am I sending it consistently?
Am I adding my insights, not just links?
Am I speaking to a clear audience?
Am I making it engaging and easy to read?
Am I guiding readers toward action?
Fix these mistakes, and your newsletter won’t just be another email in the inbox—it’ll be something people actually look forward to reading.
