Your clients chose you over the giants because they wanted something different. When markets wobble, they need your perspective, not another generic take.

A quiet phone isn’t reassuring. It signals trouble. For every client who calls, five others silently question their decision as they watch account values drop. These silent worriers become targets for competitors who actively reach out while you remain quiet.

When you don’t communicate, clients fill in the blanks themselves. They assume you’re either caught off guard or avoiding bad news.

Your niche expertise gives you an edge during volatility. While large firms issue sanitized statements designed for everyone, you can provide specific insight into how events impact your particular strategy.

“But our approach is long-term. We don’t react to market noise,” you say.

Fine. Tell them that. Even if your strategy isn’t changing, clients need to know you’re present and attentive. They need reassurance that the plan remains sound—and why.

What Your Commentary Should Address When Markets Fall

Want effective communication? Focus on six key questions.

1. What happened? Keep it clear and neutral. Skip the politics—half your clients will disagree with you anyway. Clients need unvarnished facts without unnecessary speculation or bias.
2. Is this normal? Help clients understand if this volatility is exceptional or routine market behavior. Remind them what happened after previous downturns—markets recovered. Historical reference points help anxious clients see that temporary declines rarely destroy long-term wealth.
3. How does this affect my investments? Here’s where boutique managers stand out. While big firms talk about markets generally, you can discuss your specific strategy and insight. Connecting these dots gives clients clarity about their actual portfolios, not just market averages.
4. What are you doing about it? If you’re making changes, explain why. If you’re maintaining positions, explain that reasoning, too. Transparency about your process shows the active thinking behind portfolio decisions, even when the right choice is staying the course.
5. What happens next? Don’t just analyze yesterday’s news. Share what you’re watching and what scenarios you’re preparing for. A forward-looking perspective gives clients confidence during periods when uncertainty runs high.
6. What should clients do? Address their natural impulses directly. If they should stay invested, explain why patience typically rewards long-term investors. Clear guidance helps clients remain disciplined precisely when emotions might otherwise drive decisions.

Handling Politically Charged Market Events

Politics drives markets. But talking politics drives away clients.

• Stick to investment implications only. That new trade policy creates winners and losers in certain sectors. Your job is to identify them, not judge the policy. Save value judgments for personal conversations.
• Use if/then statements. “If these tariffs continue, we expect these effects…” This approach works regardless of your personal views on the policy.
• Let history do the talking. Markets have weathered many different administrations. Data speaks clearly and alienates fewer clients than opinions do.
• When you must mention politics, acknowledge that reasonable people disagree. Your job isn’t political commentary. It’s translating current reality into a smart investment strategy.

Practical Timing Framework for Market Communications

When you communicate with clients after a market drop is just as important as what you say to them.

• First 24 hours: Just show up. Acknowledge the situation and remind clients why they hired you. Don’t try to be the market prophet yet – nobody has the answers this early anyway. “We’re watching this closely” beats silence every time.
• Next few days: Now dig deeper. Markets have had time to react, and you’ve had time to think. Explain what’s driving the volatility and how it connects to their portfolios. Clients want to know if you’re making moves or sitting tight – and why.
• After a couple of weeks: The initial shock has faded. This is when you can talk about opportunities and your longer-term outlook. Clients are calmer now and can actually hear you. Their competitors are mostly quiet again, which means your voice stands out.
• A month or two later: Almost nobody does this follow-up, which is why it works so well. Look back at what happened. Admit what you missed and share what you learned. Clients don’t expect you to predict everything but value seeing how you adjust.

This timing framework keeps you relevant throughout the market cycle, not just during the initial panic. When others go silent after the headlines fade, your ongoing communication becomes a competitive edge.

Where to Share Your Market Commentary During Market Volatility

Great content means nothing if clients never see it. Here’s how to reach them.

• Your website should be home base. Create a dedicated “Insights & Perspectives” section where all your market commentary lives. Make your thinking easy to find.
• Email gets your analysis directly to clients. Keep it brief. Use specific subject lines that signal relevance. “Our Take on Today’s Market Drop” works better than “Market Update.” Include a link to the entire piece on your website.
• Social media extends your reach. Don’t just post to current followers. Your thoughtful take on volatile markets might be exactly what someone needs while their current advisor stays silent. Share key points with a link back to your site.
• Media mentions add credibility. Being quoted in respected publications tells prospects you’re a recognized voice. These third-party validations can appear across all your channels, multiplying their impact.
• Webinars work for deeper dives. Schedule these 5-10 days into a period of volatility when you have developed insights and clients have specific questions. Record them for those who can’t attend live.
• Phone calls still matter. Mass communication is efficient, but direct conversation with a nervous client remains unmatched.

All this becomes much easier when you build your communication processes before markets decline. When volatility hits, you want to expand existing activities, not create systems from scratch during market stress.

Making Client Communication  Work With Limited Resources

Small team? Limited resources? You can still communicate effectively.

• Create templates beforehand. Build frameworks for market drops, policy shifts, inflation surprises—whatever might happen. Having most of your response ready saves valuable time during market declines.
• Use a camera if you have one. Video lets clients see your calm demeanor. A simple two-minute recording often reassures more than the most carefully written email. No need for studio quality—authenticity counts more than production value.
• Know who does what. Even solo advisors need a process. Who drafts? Who approves? How quickly does it go out? Decide this now, not when markets are declining and your phone’s constantly ringing.
• Work efficiently. A quick video often takes less time than writing the perfect email. Webinars let you answer multiple people’s questions at once. Batch similar tasks—don’t switch contexts every half hour.
• Delegate appropriately. Writers who understand markets can transform your notes into client-ready commentary while you focus on portfolios and important client calls.

Clients value speed and authenticity over polish. They’d rather get your unvarnished thoughts today than a perfectly crafted message next week.

Market Turbulence is Your Moment of Opportunity to Communicate

Market turbulence is your opportunity to prove your worth beyond performance numbers. When investing feels uncertain, your clients want your specific expertise, perspective, and voice.

The boutique managers who succeed during volatility aren’t necessarily those with the best performance. They’re the ones who communicate clearly and confidently while everyone else remains silent or sounds uncertain.

Focus on both money and meaning.

Want help building your market volatility communication plan? Let’s talk. Schedule a free strategy session and we’ll explore how your firm can turn market uncertainty into a distinct advantage.

Dan Sondhelm is the CEO of Sondhelm Partners. He works with boutique asset managers to help them raise AUM, stand out in crowded markets, and create more meaningful conversations with prospects.