New Advisor Marketing Inside Out

New Advisor Marketing Inside Out (January 2024)

The best marketing strategies, tactics, and trends for new financial advisors from experts inside and outside of the industry.

Donald Miller on financial advisors and coaches developing a top-of-funnel product that actually brings in revenue while you build trust and nurture prospective clients to your core service [Video]:

“What you actually need is a top-of-the-funnel product. When I say ‘top-of-the-funnel product,’ I mean one thing that you can sell for like $99 that introduces everybody to the value you offer as a financial advisor.”

I see this all the time. I have worked with hundreds, maybe even thousands of financial advisors now.What you are missing, as a financial advisor, is wisdom at the top-of-the-funnel. You are loaded with wisdom at the bottom of the funnel, but it’s very hard for anyone to get down there. Because the products are so complicated. The advice is so complicated. There’s so much trust I have to give you.”

The Essential Product Every Financial Advisor Needs [Donald Miller, Coach Builder]

Webinars are one of the highest-converting marketing strategies, but most advisors neglect to use them. How to pick webinar topics, the best ways to get registrants, where to promote your event, and much more [Video]:

Samantha: One of the things to remember, where a lot of people get tripped up is, they don’t invite current clients to their webinars. They just do it as a prospect tool.

If I can encourage you, whenever you host one, to try to think what is a topic that would help my clients, but also be something they would even be interested in forwarding on to a friend or family member.

So, if you can think of a topic that is going to be so helpful that you send it to your clients and say ‘Oh, and if you have anybody else, you know, that this would benefit from coming, it’s a webinar, so we can have as many people as we want. So, feel free to pass it on.’

How much easier is it to ask someone to do that than to just refer you to a friend or a family member?”

Video Timestamps:

  • [9:44] Webinar logistics
  • [13:57] Topic ideas
  • [18:43] Planning logistics
  • [26:09] How to get registrants
  • [49:53] Post-webinar tactics

Our Best Growth Strategy For 2024: Webinars That Wow [Samantha Russell & Elise Lambert, FMG]

ICYMI: How to write social media content that actually gets results [Podcast with Transcript]:

Thomas: Yeah. I think if you first realize that the goal of social media is really to let people know you. But the other part about it is, people are scrolling all day every day. You’re on LinkedIn, you’re on Twitter, you’re on Facebook, you just continue to scroll until something grabs your attention. And we are fighting for people’s attention. And I think that’s the hard part.

So, I think you can do some of those things that I talked about, but you have to get people to want to read that. And so, I think working on the hook of your post is really important.

When I first started, this was about four and a half years ago, I started on social media, I felt like I was putting out good content. I’d put out informational posts about HSAs or Roth IRAs or whatever. And I remember reaching out to Samantha Russell and I was like, ‘Hey, this is something I want to get really good at. What do you see that I’m doing wrong?’ And she said, ‘Your content is really good, but you’re not making anybody want to read your content because you’re not giving them a reason why they have to. There’s no hook, there’s no interest, etc.’

And so let’s say you have a post about HSAs, and I think it’s really great to put out educational information about HSAs, but let’s say you wrote a blog post about it. If you just go to Twitter or whatever social media platform you use and you say, ‘HSAs are triple tax advantage accounts. Here’s what you need to know about them. Check out my blog post on it.’ I don’t think that you did anything to get people to say, ‘Oh, I need to learn about this,’ or, ‘That really applies to me.'”

#FA Success Ep 368: Getting Real Social Media Marketing Results By Focusing On Your (Ideal) Client’s Desire To Learn, With Thomas Kopelman [Michael Kitces, Financial Advisor Success Podcast]

A compilation of clips on how to get started creating content marketing, taking advantage of “digital leverage,” and more [Video]:

“If you’re writing online and you’re only writing for what people will respond [to], you are not going to last.

Michael Jordan played for the process and not the results. The championships he won were merely a byproduct. If there were no fans I could guarantee you he would still be playing just as hard.

With writing online, you need to write as if no one was reading and be okay with that. So, it’s almost a selfish writing where you do it for yourself and for what feels right to you. The byproduct is really great writing.

It’s funny how those go together. It’s funny how the writers who do write for themselves and to clarify the way that they think, the result is such good writing it’s inevitable that you build an audience and gain an authority.”

Video timestamps:

  • 00:00 Intro
  • 01:13 How to never run out of ideas
  • 01:44 What stops people from succeeding online
  • 02:24 The ABZ Framework
  • 03:06 The mistake most people make with online communities
  • 03:32 What is digital leverage and how you can profit from it
  • 04:28 How to make your writing 10x more powerful
  • 05:04 The internet benefit spectrum
  • 05:42 The 1 thing that will instantly improve your headlines
  • 06:06 The Marathon Pacer Framework
  • 07:23 If you do this as an online writer, you won’t last
  • 08:04 The easiest way to start creating online
  • 09:40 Why podcasts are more important than you think
  • 10:08 Slow growth as a writer? This is why:
  • 10:42 How to hack your dopamine for top performance
  • 11:26: How to have endless writing ideas

12 Minutes Of Dickie Bush Talking Online Writing, Digital Leverage, And Personal Growth [Dickie Bush, Dickie Bush YouTube Channel]

Amanda Natividad on the serendipity and business opportunities created by consistently publishing online [Article]:

“I don’t tell this story to brag about it. I tell it because I genuinely believe outcomes like this are within everyone’s reach. If you set a clear goal for yourself, home in on your unique voice and stick with a topic consistently over time, you’ll turn yourself into a magnet that attracts relevant, even life-changing opportunities.”

How Publishing Online Changed My Life [Amanda Natividad, The Menu]

Advisors share a lot of similar financial strategies in their content marketing. So, how can you stand out? With, among other things, personal stories and client stories, your tone and style, and messages that convey your “why.” Jay Clouse with a call to arms to tap into these experiences and values to make your writing easier and more enjoyable (and your content marketing more effective) [Article]:

“I’ve been writing for years – but the more time that passed, the more my writing has felt more and more measured.



But this [is a] call to arms to write like my hands are on FIRE…

The kind of writing that just flows out of you without much thought. The kind of writing that NEEDS to get out of you and onto the paper.

I miss that kind of writing.

So I asked myself:

What sets my hands on fire?”

What Sets Your Hands On Fire? [Jay Clouse,]

If sales conversations make you uncomfortable, it can be difficult to promote yourself. Deirdre Van Nest on how to shift your view of “sales” from being pushy to finding a mutually-beneficial fit [Article]:

“Not that long ago, I was being considered as a keynote speaker for an event I really wanted. The audience was ideal for my business and the destination was super exotic. But based on what the program organizer said, I wasn’t sure I was a perfect fit.  

If I was being pushy about getting the gig, I would have called them with a list of the top five reasons they should hire me. Instead, I told them, ‘The first thing I want to find out is if I’m a good fit for your audience. Would you mind if I asked you a few questions?’  

Making it about them was more effective than talking about me. During that 20-minute phone call, I was able to diagnose that I would be a good fit for their group, and I could give them exactly what they wanted.  

I was committed to figuring out with them if I truly was the best fit. Would I provide value rather than trying to shoehorn myself in their event? Once that was established, then it was my job to sell myself, or prescribe a solution to their problem. I wasn’t being pushy. I was offering them what they wanted.”

How Do I Promote Myself Without Being Pushy? [Deirdre Van Nest, Crazy Good Talks]

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