A Letter from a Marketer to an Advisor

Dear Frank Maselli, Re: “A Letter from an Advisor to a Wholesaler” I loved it. (To other financial advisors… Please read Frank’s post here before you go any further. This won’t make sense otherwise.) To your comment: “What I need…and I’m being totally honest here…are...

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7 Expenses a Good Brand Negates

First: Some Background People refer for two reasons; 1) to be helpful, and 2) to look good. A good brand makes your clients and COIs look great. A compelling advisor brand positions you as different, better and relevant. With simple marketing your brand will inspire...

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12 Website Mistakes: Don’t Make These

This article is for financial advisors who want to be better at marketing. If you can relate to any of these WEBSITE DON’Ts, I’m hoping they inspire you to reflect on why you have a website and what you hope it will accomplish for your practice. 1 – Use Others Peoples...

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5 Simple Boosts to Attract Ideal Prospects

It’s easy to get lost in the service, administrative, and compliance side your business while pushing aside the work needed to attract more ideal prospects. There are simple strategies and tactics that often get started and stopped over and over. It’s a cycle of...

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9 Best Practices for Your Advisor Blog

Content rules marketing. I’ve written on ways to create content, how important is to generate leads and how content transcends marketing. Essentially, content is marketing. And if you find it difficult to produce content, you’re behind the eight ball.   You risk...

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10 TIPS: Financial Podcast Etiquette

If you don’t already know, financial podcasting is on an upwards trend. As an experienced financial marketer, I think this one makes perfect sense for financial advisors.  Financial Podcast Etiquette Here are TEN tips to help you nail your financial podcast.  Stand,...

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Should Advisors Blog, Email or Mail

Let’s say you want to write a timely article and you’re wondering how to distribute it to your readers. You might also be wondering how to write it. And you might also wonder how to make sure it gets read as much as possible. You and thousands of advisors are in the...

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How to Produce a Shareable Corporate Video

Your Corporate Advisor Video I’m working with an advisor in Australia. He has a brilliant mind and he’s on the cusp of changing the way investors see investment risk.  His views are non-mainstream so that complicates the communication challenge. Last year, he produced...

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10 Benefits of Starting A Financial Podcast

10 Reasons You Should Start Your Own Advisor Podcast: For many years now media publicity was the pie-in-the-sky for advisors aspiring to “influencer” status. The goal was to attract attention and ultimately fill their prospect pipeline. Often times, being a media...

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5 Steps to Creating Great Financial Content

How to Fill Your Advisor Blog with Great Financial Content 5 steps to simplify the content creation process for advisors.  Are you a Financial Advisor seeking to conquer online marketing? Do you have a burning desire to crack the online marketing code? Are you...

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3 Reasons Financial Advisors Should Podcast

Is content creation keeping you from achieving more success? 3 Reasons Financial Advisors Should Podcast… Count how many times over the past 90 days you could have leveraged having more, and better content at your disposal? It could be to email or share with clients,...

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7 Keys to an Ultra-Effective Advisor Website

Effective Advisor Website Design No doubt, you’re well aware that your financial advisor website is an opportunity to make a first and lasting impression with your audience. What eludes most advisors regarding their website design is the winning formula to make it...

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9 Best Practices for Building Marketing Team

Building Your Financial Marketing Team Just like running a successful business, your marketing requires a variety of different talents with deep skill sets. In business you hire: A bookkeeper or accountant to manage your financial reporting. A lawn maintenance company...

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7 Reasons Advisors Struggle Attracting Leads

Everyone in financial services understands that advisors generate 75-90% of all their new business from referrals. That doesn’t mean they’re generating enough revenue however, as most advisors will tell you they want more referrals, more leads, more clients. Advisors...

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The 7 Faces of Financial Advisor Marketing

Advisors are marketers – if not by choice, by necessity. To be successful in this business, professional advisors need to create opportunities to: Advance their careers Earn a great income Enjoy the privileges of being self-employed Over the years there have been many...

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Financial Advisor Marketing on a Budget

Most advisors I’ve met struggle with marketing. We’re at a particularly tumultuous time on the financial services industry. There are incredible demands being placed on advisors including compliance, fee transparency, more solutions than ever, constantly changing tax...

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Your Financial Brand Style Guide:

What it is, Why it’s needed and How to do it. WHAT IS A FINANCIAL BRAND STYLE GUIDE? Your brand style guide is set of prescribed rules to follow whenever anything about you or your firm is created to ensure your audience sees and hears about you and your firm in a...

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The Seven Evolutionary Stages of Marketing

Marketing Stages As we loop back in history, we can see that the way we “market” our products and services has changed drastically. We’ve gone from very limited supply of goods to a point where just about everything is a commodity. Progress is impossible with our...

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4 Ways Your Advisor Brand Impacts ROI

Advisor Brand ROI Most financial advisory firms understand the potential value of a powerful brand.  One challenge I often see though is the problem they face in understanding and positioning Brand ROI within their firms. Unfortunately, most advisory firms are...

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The 4-Step Advisor Marketing Blueprint

Financial Advisory firms can use a formula to move prospects along the sales path: from suspect to lead to client.   This isn’t a magic bullet but it is straightforward and simple.  It takes discipline and dedication but once the formula is engrained, the rewards can...

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Advisor Marketing Plan Template

Your Advisor Marketing Plan Template If this year is all about focus and results, then a marketing plan is a must. Having worked with financial advisors for over 16 years now, I know just how compelling a written advisor marketing plan can be. Sure, everyone has an...

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Professional Advisor Websites: It’s now or….

ADVISOR WEBSITE MARKETING: Good News for RIAs & IARs Independent financial firms are quickly gaining momentum on large financial firms in their ability to leverage the advisor website marketing. Back in 2008, the Securities Industry Association published research...

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Advisor Marketing Ideas – Build Brand Depth

Advisor Marketing Ideas: Separating the winners from the, well, not-winners.  I just wanted to share what several people told me was an Aha-Moment while attending the RIA Summit, sponsored by Business Development Partners. My role at the summit was to meet with...

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Trust, the #1 Advisor Marketing Strategy

Trust, the Best Financial Advisor Marketing Strategy “Trust”, there’s no word I’ve heard offered more when I ask advisors and RIAs what separates them from their competition. It’s such a predictable response I’ve been thinking of changing my business model to, “If I...

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The Difference Between Branding and Marketing

Over the last 16 years working with financial advisory firms, one question I find myself answering often is the difference between Branding and Marketing.  It’s an important education process towards having the right marketing mindset, the right strategy and an...

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