Hiding the most relevant pieces of a story within other distracting information is called burying the lede and can be fatal in advisor marketing. The phrase “don’t bury the lede” was originally coined in journalism to teach writers how to grab the attention of their audience, but has since been adopted in marketing for the same reason. 

All too often financial advisors suffer from burying the lede when describing who they are, what they do, and why others should work with them. They lead with irrelevant information or jargon that causes their audience to tune out and miss the most valuable parts of their offer.

What is your ideal prospect doing when they land on your LinkedIn profile page? Hopefully, it’s staying and reading through. But how can you be sure?

Here’s the problem: if you have a Linkedin profile, it’s one of the top results people will see when they Google your name or start researching you or your business online.