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Episode #45 How to Revolutionize Digital Marketing for Financial Advisors with Stephen Beach

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , , , , , , , , , , , , ,

Digital marketing for financial advisors can be an overwhelming and/or confusing topic for many.

Financial advisors are often challenged by what marketing strategy is right for them, how to communicate their value, and what outside resources might be right for them.

Can you relate? 

While Bill Cates is the recognized expert and supreme advocate for growing through referrals and personal introductions, there are certain tactics and strategies in the world of digital marketing for financial advisors that shouldn’t be ignored.

This is a Case Study Episode of Top Advisor Podcast.

In this unique episode, Referral Coach Bill Cates interviews Stephen Beach, Co-Founder of Craft Impact, about their work with Burney Wealth Management. They discuss Burney Wealth’s marketing struggles prior to working with Stephen, and how he and his firm helped them develop effective messaging, a results-generating website, and greater overall clarity in their marketing. All of this work has served as a turbo charger to the referral culture Bill had already helped Burney Wealth develop and implement.

Bill and Stephen discuss: 

  • Why a website can be a financial firm’s most important digital asset along with some specific, implementable strategies.
  • Why Burney Wealth decided to offer a sample financial plan template to visitors of their website and how this strategy has exceeded their expectations.
  • Craft Impact’s approach to messaging, including internal workshops using the StoryBrand framework and external interviews with clients.
  • The importance of messaging on a website, specifically the banner, and how it should be emotionally appealing to potential clients.
  • The definition of cognitive fluency and Stephen’s method of helping advisors explain their process in a visual manner.
  • The importance of providing relevant information, checklists, or other tools valuable enough that potential clients are willing to submit their contact information on the website in order to receive them. (Often called, “Lead Magnets.”)
  • …And more!

 

Resources: 

Connect With Bill Cates:

Connect With Stephen Beach: 

About Stephen Beach:

Stephen Beach co-founded a growth and communications agency for a few reasons, among them: to create a successful company that offers employment opportunities, to be a role model to his son, to grow from the challenges of creating a sustainable business, and to help other small and medium size businesses grow their revenue and teams through inbound marketing. 

After graduating from the University of Notre Dame and working for a large pharmaceutical advertising agency, Stephen knew he wanted to create a new kind of marketing agency- one with fresh ideas, personalized support, and proven ROI without the big agency prices and overhead. 

Stephen continues to be a Notre Dame college football fan despite attending the university during the underwhelming Charlie Weis era and the more recent years of disappointment. He loves golf, craft beer (of course) and traveling with his wife, and being a father to his children Auggie, Lola, and Oakley.

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Episode #44 Holistic Financial Planning for Women with Craig Richman, CLU®, ChFC®, AIFA®, CDFA®

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , , , , , , , , , , , , , ,

The evidence is in and it’s compelling.

  1. Narrowing a target market to focus on financial planning for women has proven to be a successful move for many advisors.
  2. (Most) Women approach financial planning differently than men. 

“Just the facts mam.” 

  • Women currently control one-third of total U.S. household financial assets – representing more than 10 trillion dollars.
  • By 2030, women in the U.S. are projected to control much of the $30 trillion in financial assets that baby boomers will possess.
  • Since women are living an average of five years longer than men, 90% of all women will be managing their own finances during the final years of their life.

Both female and male advisors are thriving by attracting and serving primarily women.

In this episode of Top Advisor Podcast, Bill Cates interviews Craig Richman (founder of Richman Capital Management), about motivation to become an advisor who focuses on financial planning for women, and why he’s chosen to build a “lifestyle” practice.

Bill and Craig discuss: 

  • Craig’s highly unique journey from professional dancer to financial advisor.
  • When Craig realized that serving female clients and focusing on financial planning for women was the right path for him.
  • Craig’s perspective on what he calls, Intentional Wealth that is much more than managing assets and risk.
  • How his targeting a specific market has benefited both himself AND his clients.
  • Craig’s efforts in building a lifestyle business where he is able to enjoy a successful business that doesn’t come at the expense of truly enjoying life.
  • …And more!

 

Resources: 

Connect With Bill Cates:

Connect With Craig Richman: 

About Craig Richman:

Craig Richman is the founder and private money manager at Richman Capital Management. Craig earned his undergraduate degree from Florida Atlantic University in Boca Raton. He holds the Chartered Life Underwriter® (CLU®) and Chartered Financial Consultant® (ChFC®) certifications from The American College in Bryn Mawr, Pennsylvania that address insurance, tax, estate, and financial planning.

In addition, Craig has received the Accredited Investment Fiduciary Analyst® (AIFA®) designation from the Center for Fiduciary Studies and the University of Pittsburgh’s Joseph M. Katz Graduate School of Business which address best practices for fiduciary guidance. 

Craig also has completed the dividend analyst course from Morningstar, Inc., which addresses key education in dividend-paying stocks.

He has completed a mentorship for trading with the Senior Managing Director of Equities from Simpler Trading.

Craig is also a Certified Divorce Financial Analyst® (CDFA®) from The Institute for Divorce Financial Analysts to educate and guide clients to navigate divorce as their advocate.

Craig affiliated with and became a Registered Representative and Investment Adviser Representative of Commonwealth Financial Network®, an independent, privately held broker/dealer that has no proprietary products and an open architecture for advisors to build their businesses. Richman Capital Management is now celebrating its 25th year of working with Commonwealth.

Craig served the community as a board member and past chairman of the Florida Atlantic University’s (FAU) National Alumni Association. He also served as past president of the Rotary Club of Boca Raton and trustee member of the Greater Boca Raton Chamber of Commerce.

Craig is a Registered Yoga Teacher (RYT*200) through Yoga Alliance and has continued advanced studies in vinyasa yoga. He is also certified to teach yoga to veterans through the Connected Warriors not-for-profit organization. He also enjoys golf, walking, fine dining, and single-malt scotch.   

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Episode #43 Are the Riches Really in the Niches? Best Target Markets for Financial Advisors with Bill Cates, CSP, CPAE

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , , , ,

“If I target a specific market, what about my current clients? And won’t I be missing out on other opportunities?

These are a few of the common questions that come up in the discussion about niche marketing and the best target markets for financial advisors.

While these are valid concerns, they are easily addressed.  Listen to this 35-minute podcast episode from Bill Cates to get the answers … and a whole lot more.

Whether you’ve never even considered narrowing your focus before, are looking for information on the best target markets for financial advisors or are already successfully implementing niche marketing in your business, there is something in this episode for you.

In this solo episode with Bill Cates, you will discover:

  • The 5 most prevalent, logical and overall best target markets for financial advisors to consider.

  • The 7 biggest benefits to pursuing a clear, well-defined, and lucrative target market.

  • The 5 critical characteristics of a viable target market. 

  • 11 specific examples of what real advisors are doing right now to find riches in the niches.

  • Answers to the 3 most burning questions advisors have around this strategy.

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Episode #42 The Power of Effective Networking for Financial Advisors – with Michael Goldberg

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , , , , , , , , , ,

“I tried networking once. It didn’t work!”

Yes!  This is an actual quote from a financial advisor.  Sad!

Networking for financial advisors is not just going to networking events – which even “The Referral Coach” loathes. Networking is forming our own “community” of mutually beneficial relationships. And it can be done without ever going to a single networking event.

And don’t forget… It’s not called, “Net-sit” or “Net-eat.”  It’s called “Net-work” for a reason. Forming a great network of folks who can help you build your business does take some effort. The good news is that most of the time that effort can be fun!  

In this episode, Bill Cates interviews Michael Goldberg, author of Knock Out Networking as well as a consultant and trainer to financial professionals for decades. 

With unusually fun and lively banter, Bill and Michael discuss:

  • How Michael’s career as an amateur boxer (hence “Knockout Networking”) informs how he helps advisors become successful networkers. 
  • ​​Why effective networking for financial advisors goes beyond just attending events, emphasizing that it’s a verb that can be applied in a variety of ways, including social media (LinkedIn, etc.)
  • How the pandemic made people more intentional about networking, and how that intentionality is helping advisors achieve better results. 
  • Why and how focusing on a clear target market makes networking for financial advisors easier and more productive.
  • Michael’s three goals for networking events (if you do choose to go this route), and how to break the ice to have more meaningful conversations while you’re there.
  • The importance of preparation for networking events.
  • The difference between networking and selling, and how prospecting at events can be unattractive and off putting. 
  • How to answer the dreaded, “What do you do?” with Michael’s PEEC Statement formula.
  • The importance of time blocking and owning your calendar to manage your time properly and make the most of networking activities.
  • …And more!

 

Resources: 

Connect With Bill Cates:

Connect With Michael Goldberg: 

About Michael Goldberg:

Michael Goldberg has helped financial advisors, brokers, agents, reps, wholesalers, and other sales producers add hundreds of thousands of dollars to their bottom line.

His firm Knock Out Networking, LLC is renowned as a speaking and training resource in the financial services industry. Described by clients as “dynamic and motivational”, Michael is a master at invigorating and engaging audiences. His knock-out style is “in your face” and high energy. His content is real world and can be applied immediately. Michael speaks at conferences and associations, runs sales meetings, and delivers results-driven programs on networking, referral marketing, and sales presentations.

“It’s all about Connection” – Michael Goldberg

Boxing, like networking, is a contact sport. The more and better connections you make, the more wildly successful you will be. The state of growing a business and gaining more market share for your top performers is becoming more challenging. Despite technology and all that it has allowed us to accomplish, those with the most contacts, the best relationships, and a greater understanding of how to utilize them will achieve the most success.

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Episode #41 Client Experience vs. Engagement: Strategies To Take Your Business To The Next Level with Julie Littlechild

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , ,

Client Engagement!  Client Experience!  Creating “Wow!” 

What’s all the fuss?

Did you know that client service, client experience, and client engagement are NOT the same things?

Julie Littlechild, founder of Absolute Engagement and author of The Pursuit of Absolute Engagement has focused her business on showing advisors how to move their clients from satisfied to engaged. Why? 

Because her research shows that while satisfied clients are extremely loyal, there’s a low correlation between that satisfaction and providing referrals and making introductions.

So, who does provide referrals and make introduction? Engaged Clients! 

In this episode, Bill and Julie dive into the important topic of client engagement and what it can mean to your clients and to your business.

Julie and Bill discuss:

  • The distinction between client experience and client engagement and how you can measure client engagement.
  • The importance of personalization in all phases of your communication with prospects and clients. 
  • How client engagement goes beyond just clients to include prospects as well. 
  • The mindset challenges clients face when it comes to financial planning, and the importance of personalization in addressing these concerns.
  • The Absolute Engagement Engine, a tool that helps financial advisors understand clients on a deeper level by gathering relevant data throughout their journey with you.
  • How the future of client engagement will be co-created by clients and advisors, personalized, and informed by data.
  • …And more!

Resources: 

Connect With Bill Cates:

Connect With Julie Littlechild : 

About Julie Littlechild:

Julie Littlechild is a recognized expert on the drivers and evolution of client experience, client engagement and referral growth. She is responsible for: designing the firm’s strategic vision and product roadmap, conducting on-going investor and advisor research, driving firm growth and representing the company on conference stages around the world.

Julie has worked with and studied successful financial advisors and their clients for more than twenty-five years. Prior to founding Absolute Engagement, she launched and ran one of the industry’s leading research firms, focused on client engagement. She is the author of The Pursuit of Absolute Engagement.

Julie sat on the national board of the Financial Planning Association, currently sits on an Investment & Wealth Institute advisory board, was twice identified as one of the 25 Most Influential People in Financial Planning, and won an industry Influencer Award in practice management. She holds an MBA from the University of Toronto.

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Ep. #40 Explosive Growth and Getting Referrals Without Asking with Warren Brooks and Terry Parham Jr.

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , , ,

Imagine that you are getting so many unsolicited referrals that your new prospective clients are willing to be placed on a 4-month waiting list to see you. A pipe dream?  Not necessarily. Our featured guests on today’s show are experiencing this right now.  

How are they getting so many referrals without asking?  With strategic relationship building, minor celebrity status in their target market, and a dash of effective social media.

In this episode, Bill Cates interviews Warren Brooks and Terry Parham – Co-Founders of Innovative Wealth Building. They explain how they’ve built a steady flow of referrals without asking with a strong emphasis on building personal relationships with clients by going the extra mile. 

Bill, Warren, and Terry discuss:

  • The success resulting from their rapid growth – $100M in assets in their first year of going independent.
  • Their focus on building relationships with the extended family members of their clients.
  • How going above and beyond for clients and building personal relationships is the reason behind their explosion of referrals without asking.
  • How giving back to the community through sponsorships and participation in events can help build “celebrity status” that generates continual interest. 
  • How social media and their website actually converts prospects into clients.
  • …And more!

Resources: 

Connect With Bill Cates:

Connect With Warren Brooks: 

Connect With Terry Parham: 

About Warren Brooks:

Warren Brooks is the President, Chief Executive Officer (CEO), and one of the co-founders of Innovative Wealth Building In a world of tough financial choices, Warren has been a beacon of knowledge for his clients since 1999. 

​Warren has started over 1,000 new clients in his career and has amassed an impressive amount of knowledge over the years. As a result, Warren has become locally renowned as the go-to planner for Federal Employees and widows/ widowers that are navigating one of life’s biggest challenges.

What’s possibly most impressive is the relentless dedication that Warren has shown his clients over the years. When Warren says he will be there you know that he will, even if that means driving across the country or hopping on an airplane.

​Prior to becoming a financial planner, Warren honorably served 24 years in the United States Navy and retired as a Senior Chief Petty Officer. Additionally, Warren graduated from the University of Maryland University College with a Bachelor’s degree in Business Management.

About Terry Parham:

Terry is the Chief Financial Officer (CFO) and one of the co-founders of Innovative Wealth Building. Terry joined the financial services industry in 2011 and has held positions as a: Financial Planner, Corporate Trainer, and District Manager. Terry loves to talk about investments and also enjoys diving into the weeds of retirement income planning. When he’s not working directly with clients, Terry spends time mentoring other advisors and presenting financial education to individuals and organizations.

​Terry graduated from St. Lawrence University with a double major in Economics and Psychology and a minor in Mathematics. Always on the quest for knowledge, Terry has earned the following certifications: Certified Financial Planner (CFP), Chartered Financial Consultant (ChFC), Wealth Management Certified Professional (WMCP), Retirement Income Certified Professional (RICP), and Chartered Life Underwriter (CLU).

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Ep. #39 3 Strategies that Built a Multi-Million Dollar Firm with Todd Gillingham, JD, CFP®, ChFC, CLU

Education, Finance, Marketing, Speaking, Uncategorized, , , , , ,

If you’ve ever wondered if sending video messages to your prospects and clients can actually produce tangible, profitable results; then you need to listen to this interview.  

Have you harnessed the power of a clear, well-defined, and reachable target market – that’s hungry for your value?  

Are you using client successes, your client-focused why, and other stories to convey your value to prospects and clients? 

In this episode, Bill Cates interviews Todd Gillingham, the founding partner of Landmark Wealth Management Group. In this high-content, real-world discussion, Todd reveals how he and his team are using video, target marketing, and storytelling to maintain continual growth with ideal clients.  

You’ll want to listen until the end to discover how Todd and his team help their clients determine what “abundance” means to them and how to achieve it.

Bill and Todd discuss how:

  • One simple video campaign went viral and generated $20 million in revenue.
  • He and his partner moved from generic seminars to events targeting a large employer in his area, converting 50 percent of the attendees into new clients.
  • They moved from formal presentations and “Death by Powerpoint” into more informal sessions, covering less information and telling more stories. This significantly increased their conversion rate.
  • The concept of “Your Client Focused Why” has helped Todd’s team to differentiate themselves, win new clients, and become super referable, with each advisor sharing their “why” in a video on their website.
  • The team focuses on helping their clients create and act on their own definition of abundance. This creates deeper and super-loyal client relationships.
  • …And more!

Resources: 

Connect With Bill Cates:

Connect With Todd Gillingham: 

About Our Guest:

Todd Gillingham has more than 30 years of experience advising clients on their investments, retirement planning and estate and charitable giving strategies. You are most likely to see him deep in conversation advising one of his clients, but he is a popular speaker as well, giving hundreds of presentations over the years to community groups, churches and pre-retiree audiences (particularly employees or recent retirees from 3M). He has been recognized as a 10-time recipient of the Five Star Wealth Manager award, given to professionals who show a commitment to clients and demonstrate strong industry credentials. Before joining the Landmark Wealth Management Group, Todd served as an assistant vice president at Lutheran Brotherhood’s corporate office, helping representatives across the country with advanced estate and charitable planning strategies.

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Ep. #38 2 Big Marketing Strategies for Financial Advisors that Most Fail to Use – featuring Sara Grillo, CFA

Education, Finance, Marketing, Speaking, Uncategorized, , , , , ,

“Outspoken” “Controversial” “Disruptive” 

These are some of the words that have been used to describe Sara Grillo.

Sara’s on a mission to help advisors rise above the platitudes and sameness they use to describe the valuable work they bring to their clients. 

In this lively interview, Bill and Sara discuss 2 important (but often overlooked) marketing strategies for financial advisors – the concepts of transparency and brevity – and how to use those concepts in communicating your value.

Some of the highlights of this interview…

  • Sara’s challenge to advisors to define the term financial advisor in one sentence without using the words goals, financial, or plan – and why this is important.
  • How advisors can distinguish themselves from others through transparency.
  • Why financial advisors should master brevity and examples on using her 2-Sentence LinkedIn Message Formula and her 2-Sentence Elevator Pitch Formula for better concise and highly effective communication.
  • Excerpts from Sara’s 17-Point Self-Assessment advisors can use to measure their ability to communicate with authenticity and brevity. 
  • A powerful perspective on why and how financial advisors can use their knowledge and skills to unify people around shared values and family-oriented practices.
  • Plus other key marketing strategies for financial advisors. 

Resources: 

Connect With Bill Cates:

Connect With Sara Grillo: 

About Our Guest:

Sara Grillo, CFA, is a financial advisor, marketing consultant, and financial services keynote speaker focusing on LinkedIn lead-generation strategies for wealth management, investment management, financial planning, and RIA firms. All actions taken by Sara Grillo are governed by a professional code of ethics.

Before her current role, Sara Grillo worked as a financial advisor at Lehman Brothers. She holds a degree from Harvard University and pursued her Masters at NYU Stern School of Business before obtaining her CFA designation.

Sara Grillo is renowned for her outspoken and disruptive perspective on the unethical practices prevalent in the private wealth industry. She specializes in helping ethical financial advisors transparently attract wealthy clients. Her financial advisor marketing strategies prioritize simplicity, honesty, empathy, and high ethical standards over questionable methods. This is how she assists financial advisors and private wealth managers in areas such as marketing, branding, and lead generation.

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Ep. #37 Strategies for Attracting Affluent Women Clients with Adri Miller-Heckmann

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , ,

How are YOU doing when it comes to attracting and working with affluent women?

At this moment in time, women control one-third of total U.S. household financial assets – representing more than 10 trillion dollars.  By 2030, women in the U.S. are projected to control much of the $30 trillion in financial assets that baby boomers will possess.

Women are also the largest beneficiaries of the current transfer of wealth. Since women are living an average of five years longer than men, 90% of all women will be managing their own finances during the final years of their life.

Marketing to affluent women is the most lucrative demographic since the onset of the baby boomers!

In this episode, Referral Coach Bill Cates interviews Adri Miller-Heckmann, Founder of FemXAdvisor, about how advisors can make just a few adjustments in their practices to attract more affluent women clients. 

Adri and Bill discuss:

  • Focusing on the women’s market will become a huge differentiator for you AND generate more referrals more easily.
  • How some men repel potential women clients, while other men naturally attract women.
  • A unique way to help your female clients open up and share their financial goals.
  • How can advisors build stronger relationships with their female clients over time.
  • Adri’s recommendations for showing appreciation for your clients. 
  • …And more!

Resources: 

Connect With Bill Cates:

Connect With Adri Miller-Heckmann:

About Our Guest:

Adri Miller-Heckman is a powerful influencer in the world of women. As a former financial advisor and National Training Officer with Smith Barney, she learned firsthand what it takes to succeed as a woman in a male-dominated industry, and it’s not about working longer, harder, or sacrificing more. Adri’s femXadvisor business model provides new solutions, systems, and female-friendly tools fueled by a passion that drives growth.

As a globally recognized speaker, author, and consultant in the financial industry, Adri is highly motivational, challenging her audience to expand their vision of what is possible. Using humor and real-life experiences, Adri eloquently transforms thinking from linear to creative, traditional to innovative, conformers to disruptors, and redesigning long-held industry concepts.

Adri’s book, Keys to the Ladies Room, has empowered thousands of advisors to create a female-friendly business and marketing plan that appeals to women and attracts clients of both genders. Adri’s new podcast, femXadvisor, is quickly becoming a trusted resource for female financial advisors to embrace their authentic selves.

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Ep. #36 Attracting Affluent Women – Great Niche Markets for Financial Advisors –An Interview with Russ Thornton

Education, Finance, Marketing, Speaking, Uncategorized, , , , , , , , ,

“Targeting niche markets for financial advisors” is a common theme these days. Are you sick of hearing that?  Do you have a well-defined niche market?

Are you casting too wide a net in your marketing efforts? Could you benefit from a narrower target or adopting 2 narrow targets rather than one large target?

When you find the right market for you, almost every aspect of client acquisition becomes easier and more effective. Your messaging hits the bullseye in the brains of your prospects and wakes them up to how you might be of value to them.

In this episode, Bill Cates interviews Russ Thornton, founder and principal of Wealthcare for Women. Russ explains the benefits of focusing on niche markets for financial advisors and how he found success in serving women in their pre-retirement age.

Discover how Russ maintains extremely high client retention and the ways in which he uses blogs and podcasts as effective tools for building relationships with clients. 

This episode is a must-listen for financial advisors looking to grow their businesses and better serve their clients.

Bill and Russ discuss:

  • The inspiration behind Russ’ decision to specialize in serving affluent women, particularly those nearing retirement.
  • How focusing on a narrow niche has made Russ’ messaging much more effective in attracting his ideal clients AND generating unsolicited referrals. 
  • Why he considers his financial planning services as the “central nervous system” of the relationships he builds with clients.
  • An inside look into his use of blogs as a tool for connecting with clients and sharing his expertise.
  • Bill Cates’ perspective on the benefits of targeting niche markets for financial advisors. How narrow is too narrow?
  • …And more!

Resources: 

Connect With Bill Cates:

Connect With Ross Thornton:

About Our Guest:

Russ Thornton is the founder and principal of Wealthcare for Women, headquartered in Atlanta, Georgia. For almost 30 years, Russ has been delivering personal financial advice to clients and families. For instance, he has guided countless women to prepare for retirement, take care of their families, protect their wealth, and, most importantly, live life to the fullest.

When he was young, his mom went through a divorce and what she needed was someone in her corner to help her navigate financial uncertainty and look out for her best interests.

 As an adult, he devoted his career to helping women like his mother. That’s why he started Wealthcare for Women to empower them to make financial decisions that enable them to live comfortably without having to worry about money.

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