Weekend Content for New Planners

Weekend Content for New Financial Planners (October 2-3, 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.

Meg Bartelt, founder and lead planner of Flow Financial Planning, and Alex Cavalieri discuss [Podcast]:

  • The “90/10” ratio that forms the basis for all of her content marketing
  • The important difference between a “market niche” and a “service niche”
  • How she iterated on her original niche
  • And more…

“I didn’t try to create my own pond and invite the fish over – that’s way too ambitious for me. I went to where there was already a pond of my target fishes swimming around and just jumped in there. And then physically, I found conferences where they targeted women in Tech. Specifically in my case it’s something called The Grace Hopper Celebration…an annual conference that attracts literally tens of thousands of women in Tech, usually earlier in their career. So, I was like, ‘that seems like a good fit.’ So, I applied and got accepted to speak I think three years running. I think I was literally the only speaker, there talking about finances. … But the underlying question always was: where does my online client live? That’s where I need to go.”

The Path To Developing Your Niche: A Conversation With Meg Bartelt [Alex Cavalieri, Seven Group]

Stone Steps Financial founder Scott Frank shares why financial life planning not only encourages clients to enjoy their personal finances more, but also offers a behavioral finance benefit [Podcast]:

“It was the lack of follow-through by a lot of clients on the work we need to do, right? It’s the thing that we talk about as advisors. Everyone knows they should get an estate plan, but that’s like the last thing people want to go do. A lot of people know they should get life insurance, but they drag their heels to go do it. A lot of people know they should save more but they drag their heels to go do it. So it kept coming back to this core issue: I know how to help them. I know what they should do, but I can’t get them to execute. Why is that? That’s what the driver was trying to understand what drives people and the other.

So the shift that happened for me, though, was, I went from thinking I was the hero. That my job is to solve their problem. I’m here with like this cape on, or our firm is, and we come in and we just save people. I realized that instead, I’m kind of getting hired by the family to be their guide for this journey that they are on. And at the end of the day, they have to know where they want to go. We have to know what resources and capabilities they have and then we have to look at what’s the best thing we can do to make the best of this experience.”

Advisors As Financial Guides With Scott Frank [Reese Harper, Elementality]

Carl Richards on how to manage fear when you want to commit to new projects [Video]:

How To Stop Fear From Stopping You [Carl Richards, The Society of Advice]

Taylor Schulte refreshes his “Experiments In Advisor Marketing” podcast with an update on his Snappy Kraken experiment, how he drives prospective clients to his middle-of-the-funnel podcast, and what steps he took after being affected by “negative SEO” [Podcast]:

“The next thing that’s been working for me in the marketing department that I wanted to share with you today is also contributing to the growth of the podcast, but this can really be applied to any content marketing strategy. So, most listeners know that I’ve been using Snappy Kraken for well over a year now and I’ve really enjoyed their platform. While many advisors use their marketing solutions to generate leads and introductory phone calls, I decided after a lot of experimenting and brainstorming to instead use them as a top-of-funnel marketing activity to drive new subscribers to my retirement podcast.”

Advisor Marketing: What’s Working, What’s Not, and More! [Taylor Schulte, Experiments In Advisor Marketing]

The benefits of incorporating text messaging into practices outweigh compliance challenges [Article]:

“On top of this, text messages yield an astounding 98% open rate. That is a sales and marketing dream, especially when you compare it to email (20% open rate). In part, this is likely due to the fact that text is not yet overrun with spam, but when advisors use it well, the immediate impact and benefit of the medium are hard to deny. While recipients are free to ignore texts until it is convenient, currently 90% of them are read within three minutes.”

Texting: The Holy Grail For Modern Financial Services Professionals [Michael Boese, WealthManagement.com]

Which piece of content did you like? Comment below!

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Image Credit: Tim Bies

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