Top Advisor Marketing

Top Advisor Marketing header image 1

The Pursuit of Absolute Engagement w/Julie Littlechild

Human beings aren’t equipped with unlimited battery backs. The growth of our businesses goes hand-in-hand with our personal wellbeing. How does personal vision fit into business vision? How do you build a business that supports the life you want for yourself? Why is audacity necessary in achievement and action? On this episode, author, speaker and coach talks about her book The Pursuit of Absolute Engagement and gives insight on the principles she wrote about.

To pursue absolute engagement is to be intentional about structuring your business in a way that supports meaningful growth. Julie Littlechild

Takeaways + Tactics

  1. The 3 areas that are important in engagement are working with the right clients, doing the right work and playing the right role on the team.  
  2. It’s good to start with a big vision, but you have to unpack it and really understand what that means in a practical sense.
  3. Audacity is the bridge between personal and business vision, it inspires action.

At the start of the show, Julie gave an overview of the 5 key parts of her book, then she went into detail about vision and why it’s so important. “If we’re going to create something significant and meaningful, we want to make sure we have the vision as much as we have the goal.” Next, she shared on how she approached the research in her book, and the importance of working with the right clients, doing the right work and playing the right role on the team. Towards the end of the show, we talked about audacity, alignment and making sleep a priority.

Julie also shared insights on:

  • What causes drift from vision and goals
  • What it means to pursue absolute engagement
  • The connection between your life and your business
  • The importance of creating environments that allow us to succeed
  • Why self-editing is the enemy of awareness
  • Client engagement and the co-creation of value
  • Masterminds and the value of being with like minded people

Absolute engagement is about your business, your life and the connection between the two. It’s about finding that intersection between growth and wellbeing, getting into alignment, and having the audacity to take action towards your vision. It’s possible to create the life you want, but that endeavor starts with vision. Ask yourself what extraordinary looks like, and what might be possible if you intentionally designed the business you really want to have. Hold the filter of engagement up to your business, accept what you need to do differently and confidently put energy towards change.

Guest Bio:

Julie Littlechild is a speaker, writer and the Founder of AbsoluteEngagement.com. She helps successful professionals and entrepreneurs design businesses that support the lives they want to live and to create lives that fuel their capacity to do just that. Julie has worked with and studied top producing professionals, their clients and their teams for twenty years. She is a recognized expert on driving deeper engagement and growth and the author of a popular blog. To get in touch email jlittlechild@absoluteengagement.com. To learn more about her book or buy it www.AbsoluteEngagement.com/book.

00:0000:00

Get Quoted: Tips & Tactics to Become the Most Quotable Financial Advisor In Your Market w/Veronica Dagher

Reporter relationships help advisors gain exposure and build brand awareness. When it comes to maintaining these relationships, interviews, pitching and being on camera, what are the most common mistakes advisors make? On this episode, Wall Street Journal wealth advisor Veronica Dagher gives us tactics, tips and ideas to make it easier to work with the press.

If you’re being vague and not specific, you’re not going to get quoted and it’s not going to help the editors or readers understand. -Veronica Dagher

Takeaways + Tactics

  1. Don’t be vague or use industry jargon - being vague means the reporter has to keep asking follow-up questions.
  2. Think and speak in sound bites - come up with 3 bullet points and practice those before the interview.
  3. When you approach reporters, make sure you’re not pitching something they’ve already covered.

At the start of the show, Veronica told us about the biggest mistakes financial advisors make in interviews. She shared insights on advisors being afraid of talking to the press, and why it’s so important to be specific. Next, we talked about the importance of not taking it personally when you don’t get quoted. At the end of the show, we discussed the importance of bringing energy when you’re on camera.

On this show we also covered:

  • How to avoid creating more work for yourself and the reporter
  • Why you have to avoid industry jargon and big buzzwords
  • The importance of persistence
  • How to think and speak in sound bites
  • Why there’s a chance you won’t get quoted

When you put yourself out there to journalists and talk to them, it’s on their time. Make working with you as easy as possible. Be available, conversational, and be concise and easy to quote. Healthy persistence also comes in handy. Just because a reporter doesn’t work with you on a story, remember down the line there will be more opportunities. Keep building those relationships.

Guest Bio:

Veronica Dagher is columnist focused on wealth management, financial advisers, personal finance and philanthropy for Wealth Management at WSJ.com. She also hosts, writes and produces videos on those topics and more for WSJ.com and frequently appears on Fox Business, Fox News Channel and nationally syndicated radio. She also hosts podcast, Watching Your Wealth.

00:0000:00

Top 5 Keys To Working With the Press To Grow Your Advisor Practice w/Matt Ackermann

Advisors aspire to be an asset for the media, and someone journalists want to interview. What increases your chances of building that kind of relationship? On this episode we share insights on the top 5 things advisors should know about when it comes to working with the press. We talk about knowing your interviewer and building conversational relationships with Investment News’ digital content director Matt Ackermann.  

Journalists tend to go back to the same people over and over again because they’ve earned our trust, respect and have smart things to say. - Matt Ackermann

Takeaways + Tactics

  1. Relationship building should be your mindset when you reach out to the media, not the expectation of an instant transaction.
  2. When a journalist has you on the phone, don’t be distracted, talk in sound bites and always listen for typing.
  3. Be careful of going “off the record” - some journalists will print it anyway. If you don’t want something getting out, don’t say it.
  4. What you’re building towards is a Holy Grail story that’s all about you, but that takes time.

At the start of the show, Matt shared his background and the importance of building a relationship with the press. “We tend to go back to the same people over and over again because they’ve earned our trust and respect.” Next, we shared on not taking it personally when you don't hear back from a journalist, and the importance of being available. Toward the end of the show, we talked about how to make a journalist’s job easier.

Matt also shared thoughts on:

  • Transactional relationships vs. conversational relationships
  • How to build towards that Holy Grail story that’s all about you
  • How to be a more efficient communicator
  • Why first contact won’t build business right away

Journalists are looking for great stories to tell so they can stand out. Be an asset to them, listen, provide information, be available and ask the right questions without being a pest. Have something useful to say, give great content and present something different. Remember, it all starts with building a relationship.

Guest Bio:

Matt is the director of digital content at Investment News.  Follow him on Twitter @acketyack.

00:0000:00

Sales vs. Marketing

Many advisors came up on the mindset of selling but is this method the best way to build relationships and get new business? On this episode, we discuss the key differences between sales and marketing, and a marketing blueprint that will help you adopt marketing as your mode of communication and business growth.

You have to create a plethora of content to walk people through the process of the nurture. - Matt Halloran

Takeaways + Tactics

  1. The industry has shifted from selling to a marketing focus and that means the way we try to get new business has to change with it.
  2. If you want to build credibility and trust, you’ve got to move everyone across a sequence of tiers, built on content.
  3. Attraction brings people to the party, intrigue gets them interested, engagement is about learning more about you and influence is about sucking them into your vortex.

At the start of the show, we discussed the shifts that have taken place and how the industry is more about marketing, and less about sales. We also gave an analogy of how sales is like hunting and marketing is like farming. Farming changes the entire relationship, because it allows you to build relationships over time instead of threatening a relationship by moving people through the cycle quickly. We went on to discuss the marketing blueprint made up of the brushstrokes of attract, intrigue, engage and influence.

In essence, the difference between sales and marketing comes down to how you build relationships. In marketing the goal is to nurture the relationship through value and this is done through relevant content and moving up the tiers to build trust. At the center of marketing is content. If there is one thing you can do now, start creating content. Take the content further by making sure you’re an organic expert. Have your own content, have a variety of it, push it out regularly and have a lot of channels working for you.

00:0000:00