Every wonder how to take your client relationship to the next level -- how those other guys truly become the Trusted Advisor. The reality is, it's actually simpler than you think -- it's just a matter of adding another dimension to your relationship. A lot of us just have the sales relationship with our clients -- we meet once or twice a year (if that), catch-up on everything and wish each other well until next time. If that's the case with you, let's talk about building the personal side of your relationship with them.

See, every financial planner has to consistently show two sides -- their character side and the competent side. While the majority of you excel on the competent side; we could all use a little extra help on the personal side. So many of us believe that our clients are seeking a serious, straight-laced, "dressed in a suit" advisor. And while some of that is true, the majority of them would like to feel a more personal connection to you too. And, for the die-hard salesperson this task can seem very daunting.

The easiest and most painless way (for you) to begin building this bridge is to add a personal notes section or a gossip column to your newsletter (if you're not doing a monthly newsletter or ezine, we really need to talk). This is in ADDITION to the serious/industry specific articles that are probably what make-up most of your newsletter. A few things that people generally like are…..

1. The Family -- If you have kids, include what they're busy doing (almost everyone has kids or grandkids and can relate). Mention anything from big achievements, to sport playoffs, to any fun planned vacations. Everyone can relate to family updates!

2. You and What You're Up To -- Did you play a great game of golf last month or are you competing in any marathons or events? How about studying for a new certification or participating in an upcoming radio show? People desire that connection to YOU and it doesn't always have to be big and over the top -- it could be as simple as a lesson you learned last week.

3. Your Assistant -- If you have a permanent assistant, have them include a small paragraph on anything new happening in their life. Perhaps they have children of their own or recently became an aunt. This will help develop dialogue between them when the client calls in and help strengthen the relationship even further between your firm and your client -- it becomes another relationship that's connected through you.

4. Charity Work -- If you're not involved in some sort of charity work, you should really begin investigating what you would be interested in volunteering in. If you are already involved with a group or groups, mention this in the column as well. It doesn't have to be every publication but maybe you helped at a food pantry or delivered meals for Thanksgiving. Can you hear your clients sighing "Awww?" I can!

5. Pictures -- People LOVE pictures -- pictures of anything! This will also make them stop and read it if they see a picture of you. They don't have to be in color (since toner costs a small fortune) but the value of a picture in the gossip column is worth a thousand words. Maybe you went boating with the family or the kids dressed the dog up funny -- ANYTHING works!

6. Ask for Help -- Doing something new or purchasing something you don't know much about? Ask them for help -- it is amazing the response you'll receive -- PEOPLE LOVE TO HELP. Don't do this the first time you add gossip to the newsletter because it will take a while for them to begin reading it but once you have their attention, put a question out there and see what happens.

The reason why this is so important is because it allows you to introduce the other side of you in a non-intrusive way. After awhile (it won't happen overnight), they will begin asking questions about your upcoming events or recommend places to eat at your vacation destination because they've been there before. I even know of offices that now receive good luck cards or congratulation cards simply from what they wrote about their achievements in the gossip column. Lastly, when you have your next event, outing or meeting, it breaks down that barrier (especially with your assistant) because they feel they have something to talk about with you and your office. Remember that one happy client is worth several more in referrals!