IFA: video will be my way to differentiate

Dan Woodruff, managing director of Woodruff Financial Planning, said the evidence from some trials shows time spent on his firm's website dramatically increased when video is present. "We see it as a trust-building exercise with prospects," Woodruff said. He said his aim is to make content more relevant to clients' questions. "Our initial research has been that video appeals to a much wider audience, but we feel that most advisers do it in a way that appeals to them rather than their potential audience. "We regularly see videos with 2 suited individuals staring at each other and...