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1) Stories resonate more with clients than charts or statistics. One of the stories I’ve adopted was developed by a mutual fund vendor that I use and describes the idea of herd mentality. In a nutshell, 12,000 years ago Native Americans developed a highly efficient hunting strategy that took advantage of the buffalo’s instinct to move in herds. The hunters caused a panic that allowed them to drive the herd over cliffs called buffalo jumps, where they would meet their demise. Obviously this story is designed to highlight the dangers of moving like everyone else when the stock market goes down, but it has proven far more effective for me with clients and prospects than just showing statistics of the benefits of staying invested over the long-term, even with difficult times.

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