Many investors likely feel overwhelmed by Tuesday’s terrorist attacks in the United States and their aftermath.

Communicating with anxious clients can be made easier if advisors develop a communications plan.

The current issue of online newsletter “Getting Clients, Keeping Clients” offers seven guidelines for communicating with clients during a crisis.

It is important to be proactive. If clients aren’t getting information from advisors, they are likely getting advice from someone else.

“Communicate early”, says the newsletter, “hearing from you is more important than what you actually say.”

Advisors can reassure clients by bringing historical context to the current crisis. Markets may drop in the short term, but they always recover.

Advisors can reassure clients with what they know about the current situation. For example, the newsletter recommends that advisors tell clients that the “the central banks have made it clear that they will do whatever it takes to keep financial markets working.”

It is also important to maintain the right balance. Advisors should steer clear of spreading doom and gloom, while taking care to avoid coming across as a “Pollyanna”.

The newsletter stresses the importance of following up with clients individually. E-mail is quick and efficient, but it’s no substitute for personal contact.

Finally, the newsletter urges advisors to remember that this week’s tragedy is “not just about money.” Don’t diminish the suffering of the victims, their families and friends.