Weekend Content for New Planners

Weekend Content for New Financial Planners (January 16-17, 2021)

“Weekend Content for New Financial Planners” is a collection of articles, podcasts, videos, etc. that I’ve been consuming regarding breaking into financial planning, industry trends, career development, and more.

Financial advisor marketing consultant Sara Grillo shares the one word that gets qualified prospects to say ‘yes’ [Article]:

“When you want to persuade someone to do something, you have to show them the positive opposite of what they are doing. Instead of arguing or throwing confusing claptrap at them, help the person visualize a more positive scenario that is the result of behaving differently from how they are currently.”

The One Word That Closes Prospects (Sara Grillo, Advisor Perspectives)

ICYMI: Michael Kitces and Carl Richards explore why it can be difficult to select a niche, an alternative perspective to make it easier, and the counter-intuitive reasons why niches work [Video with Transcript]:

“I think it makes sense to me why people would be nervous because…it feels paradoxical. It feels like, ‘Wait, I’m supposed to say ‘no’?’ That’s the first thing; it’s like, I’m supposed to say ‘no’? Then you also get this… So first on the understanding, and then I think we can talk about, what are some things we can think about to shift that mindset? Because it is completely a mindset. It’s a story that we’ve told ourselves. It’s a story that the industry has told us. We’ve been taught, if they have a pulse, they’re a prospect. So I think saying ‘no’ can feel paradoxical.”

Kitces & Carl Ep 51: Fighting The Fear Of Focusing When Trying To Select A Niche (Michael Kitces, Kitces.com)

A dash of creativity combined with technology to create personalized, engaging annual reviews – along with 2 samples from top advisors [Article]:

“The key is personalization. Personalized marketing at scale can reduce acquisition costs by as much as 50%, lift revenues by as much as 15% and increase the efficiency of marketing spend by as much as 30%, according to the Harvard Business Review. And 84% of people who work with a financial advisor feel personalized content is important, according to a separate study by financial planning technology firm eMoney Advisor.”

What Spotify Can Teach Advisors About Personalized Marketing (Ryan Neal, Financial-Planning.com)

Eschewing email for more phone calls and video meetings to gain a deeper understanding of clients in order to create a stronger bond, improve the client experience, and build a long-term relationship [Article]:

“As a profession, we must continue to find ways to improve our firms and enhance our client relationships. My system is one easy way to get started. But we need to move beyond this. The client experience is going to drive growth and attrition. Prioritizing phone calls and video meetings over emails will help us better understand our clients and find new ways to enhance their experience. The advisors who bond with their clients will win.”

Why I Stopped Emailing My Clients (Matt Reiner, Advisor Perspectives)

Cal Newport and Ryan Holiday on the art of “time blocking” [Podcast]:

“Where time blocking’s going to really start to shine more is when you’re juggling a lot. And you have to figure out, okay, ‘I have meetings at various times that I don’t control. I have tasks that are due at various times. I have larger projects that are due at various times. Progress needs to be made.’ … So a lot of people who are in, let’s say like a standard ‘knowledge work’ job, are in a consistent state of having this pool of things that are on their plate that is too big to get your arms around on any one day. It’s just big and stressful. And so every day is like ‘how do we construct a day that is not only going to make the best attack into that, but also going to make sure we on track for all of the different things that we need to be on track for. In those scenarios, time blocking does really well.”

Cal Newport On The Art Of Time Blocking (Ryan Holiday, Daily Stoic)

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