Financial Advisor Marketing Podcast

James Pollard
  • 3.7 (94)
  • INVESTING
  • UPDATED WEEKLY

Financial advisors, does this sound familiar? You're barraged with people and companies who promise to help you get six thousand new clients in thirty seconds or less as long as you follow their magic tip, trick, or tactic. If so, take a deep breath and relax because that is NOT what this show is about. Lol. Hi, I'm James Pollard. I'm the founder of TheAdvisorCoach.com and host of the "Financial Advisor Marketing" podcast. This podcast is rooted in timeless principles designed to help financial advisors attract their ideal audiences, forge authentic relationships, and build deep roots with prospective clients. If you listen to this podcast, I think you'll find three things to be true: First, the information shared in this podcast is deceptively simple. This means you don't have to be a genius or marketing expert to get results. I take immense pride in keeping things simple. Let everyone else chase complexity. Second, the episodes are chock-full of data, research, and studies. This means advisors can do their due diligence on marketing strategies and make informed decisions about how they'd like to build their businesses. And third, I don't take myself too seriously. I joke around, laugh, and have fun. If any of this appeals to you, I encourage you to listen. ~James Pollard

  1. 7 Marketing Rules Of Thumb All Advisors Should Know

    2D AGO

    7 Marketing Rules Of Thumb All Advisors Should Know

    Most of the so-called marketing advice that advisors get sold by other marketing gurus isn't just flat-out wrong… But it also makes you focus on the wrong things!  This warped perception not only stunts your marketing efforts, but it derails your confidence, dupes you into believing certain tactics (or marketing as a whole) doesn't work, and causes you to toss and turn for hours each night as you drown in your own anxiety.  That's the bad news.  The good news? In today's show, I share 7 marketing rules of thumb that can help you prevent all of these problems mentioned above. Plus, it will help you avoid paying a marketing guru who's feeding on your insecurity.  And yes, it will make every marketing campaign you set live more successful than what you're doing today.  Listen now.  Show highlights include: The ONLY marketing metric that actually matters that almost every advisor completely ignores (2:29)  3 metrics every financial advisor must know to determine the health of your marketing strategy (and they have nothing to do with cost per lead, open rates, or click rates) (5:26)  The "brick method" for building trust that only the top 1% of financial advisors even think about, let alone implement into their marketing (7:27)  Why the fastest way to dry up your sales pipeline is by obsessing over new leads (and how to double your bottom line without a single new lead) (9:24)  How worrying about being annoying, being repetitive, or overdoing a certain follow-up strategy makes you an unsafe investment to prospective customers (10:36)  How to "tap into" the "mental environment" of prospective clients and hijack their minds until they become your best clients (10:59)  If you're making this mistake, you're one change away from complete and utter destruction of your financial advice business… (13:42)  Why you don't actually have "marketing problems" you have "sequencing problems" (and why adjusting the order can turn a flop into your best campaign) (14:39)  How to naturally soothe a prospective client's nervous system before it backs out of working with you (19:21)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    24 min
  2. Listen To This If You Feel Uncertain About Your Marketing

    MAR 2

    Listen To This If You Feel Uncertain About Your Marketing

    Most advisors create their marketing strategy by stitching together "quick tips," following the latest tactics, or otherwise getting some form of Shiny Object Syndrome.  This can work (and does work) for a while.  But there's a massive hidden debt that comes with this patchwork marketing strategy: It undermines your certainty, confidence, and even your ability to best serve your clients! In fact, this mistake kills more financial advice businesses that have achieved moderate success than anything else.  But here's the good news: Today's episode explains in nitty-gritty detail why this is such a costly mistake, why so many advisors fall victim to it, and the single most effective way to dig your business out of the hole your patchwork marketing strategy dug for it.  Listen now.  Show highlights include: The sneaky and undeniable way stitching together several "quick tips" and calling it a marketing strategy is like building your business on quicksand (0:41)  Why nothing is deadlier to a financial advisor's marketing strategy than stumbling upon more marketing ideas (3:39)  How marketing mistakes create a slow and almost imperceptible loss in your certainty, confidence, and ultimately, business growth (and how to better "spot" these mistakes before it's too late) (6:21)  One question that mystically makes marketing feel "lighter" and more fun (8:56)  How correct marketing tactics without the necessary context to use them drains your time, your energy, and your very spirit (10:56)  The real, life-shortening cost of running your business by stitching together random marketing tactics (14:46)  The "Pattern Recognition" secret that advisors in my Inner Circle use to run marketing laps around 90% of advisors and compound their growth without investing more of their time (18:21)  Why the "invisible debt" that most advisors accrue is the single most dangerous form of debt that exists (even though it doesn't charge interest in the traditional sense) (20:57)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    26 min
  3. This Isn't Fun But It Can Fix All Of Your Marketing Problems

    FEB 23

    This Isn't Fun But It Can Fix All Of Your Marketing Problems

    There is something infecting your mind and your marketing right now.  It's not a lack of tactics or using the wrong ones.  It's not a lack of strategy or using the wrong one.  And it's not even a lack of expertise (in financial advice, business growth, or marketing) even though most advisors use it as an excuse.  The truth?  Somewhere along the way, you've created an identity for yourself that sabotages your marketing efforts before you even sit down to create one.  It explains why you procrastinate on every marketing campaign you create. It's why you're scared to send risky marketing messages. And it's the one thing that will halt your business's growth more than any other factor (yes, including a 2008-sized economic collapse).  That's the bad news.  The worst news? Upgrading your identity is one of the hardest internal battles you'll face. You'll have to confront some things lodged into your nervous system that your mind wants you to avoid at all costs.  But here's the good news: It's possible to upgrade your identity. This episode will show you how.  And the best part? It will fix all of your marketing efforts almost overnight.  Listen now. Show highlights include: The 2 main reasons that financial advisors struggle with marketing (and how to correct both causes) (0:32)  Why does marketing feel impossible for some advisors and effortless for others even when they have the same exact knowledge? I answer this question at (1:39) How trying to change your marketing strategy without changing this often overlooked character trait is a recipe for failure, burnout, and negative ROI (3:13)  Why your nervous system suplexes your marketing efforts before you even sit down to create them (it sounds bizarre, but it affects the vast majority of advisors) (5:07)  How staying busy, optimizing productivity productive, and planning ahead are the things keeping you stuck and miserable and allergic to growth (6:57)  The underlying, psychological reason behind why you're afraid to publish content (and one difficult shift that alleviates this fear forever) (10:10)  The insidious way low marketing intelligence seeps into your marketing strategy and sabotages your campaigns. (I've seen financial advisors kill successful ads for no other reason than having a low "MQ".) (12:07)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    18 min
  4. 7 Things My Most Successful Emails Do To Get More Clients

    FEB 16

    7 Things My Most Successful Emails Do To Get More Clients

    I recently analyzed a few hundred of my best performing emails that I sent to financial advisors last year for my Inner Circle members.  I went through them with a fine-tooth comb to analyze the patterns, similarities, and anything I could find to explain their success.  And, at the end of the day, I came up with 7 things that my most successful emails do. If you want to get more clients from your emails, it's as simple as listening to this episode, and making sure your emails have all 7 ingredients.  Listen now.  Show highlights include: The "Remove Dirt" marketing secret that unlocks twice the amount of clients for half of the work (1:38)  7 ingredients I'd include if I were designing an email marketing campaign for financial advisors with my life on the line (5:02)  Why emails that attempt to educate or provide value always get pummeled by this type of email almost nobody tells you to send (5:16)  One word that you should almost NEVER use in your emails because it can only scare away your best prospective clients (and a simple way to reframe the theme so your audience is receptive to it) (6:43)  The weird way listing your credentials and experience backfires and makes a prospective client go scroll through Facebook instead of finish reading your email (12:25)  A specific way to phrase your call-to-action in an email that makes it irresistible for qualified prospects to disobey (15:54)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    18 min
  5. Why Your Website Should Repel 95% Of Prospects

    FEB 9

    Why Your Website Should Repel 95% Of Prospects

    Most financial advisors approach their website in the completely wrong way. They build it to look professional and appeal to everyone. And this can only result in filling your calendar with a bunch of tire kickers and headache clients that will pay shekels and demand everything from you.  There is a far smarter approach that doesn't keep you busy for busy's sake. It actually makes you more productive, profitable, and happy.  All it requires is a simple mindset tweak and being okay with getting fewer total loads (in exchange for more total clients… and more higher-paying clients too).  The secret? Designing your website to REPEL 95% of your prospects.  It probably sounds weird and counterintuitive now. But it will make perfect sense after you click play. Listen now.  Show highlights include: The easiest way known to financial advisor-kind to consistently get a 100% return on investment (3:59)  Why wanting your website to showcase your professionalism is the silliest mistake advisors make (and why top advisors do the exact opposite) (6:07)  How to make your website so repellent that it ONLY attracts the best, most qualified, and wealthiest prospective clients to your calendar (6:58)  3 business bankrupting website mistakes that almost every single advisor makes. (These mistakes signal low trust, kill your conversion rate, and your profit-per-client metric.) (7:04)  Why listening to other marketers is the fastest way to overwhelm yourself with low-quality clients who frustrate you so much you might wind up dead sooner from all the stress! (11:34)  How low-quality prospects rob innocent and unsuspecting financial advisors for thousands of dollars every month (without you even realizing it!) (13:57)  What to do to turn your website into your unpaid sales qualification intern so you ONLY take appointments from prospective clients who are likely to thank you for your high fees (15:33)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    23 min
  6. Why Top Financial Advisors Grow Faster With Less Marketing

    FEB 2

    Why Top Financial Advisors Grow Faster With Less Marketing

    If you closely study the best financial advisors' marketing strategies, you might find something so counterintuitive that it makes you question reality: The top advisors grow faster with less marketing, not more! Most advisors get this completely wrong. They think they have to have daily marketing breakthroughs to break through the noise and land one client. This leads to frustration, burnout, and, worst of all, giving up.  But the top advisors?  They do far less, grow far faster, and probably have far more fun doing it too.  But how can you grow faster with less marketing?  That's exactly what you'll learn when you click play.  Listen now.  Show highlights include: How to add over 1200 new LinkedIn connections and 9 new clients from this almost-too-simple strategy (best part? It won't ruin your reputation like cold DMs do!) (4:21)  Why treating marketing more like you do investing is the single most important piece of marketing intel you'll ever learn (8:04)  A simple way to leverage basic math to make every marketing campaign you deploy significantly more profitable (10:51)  The strange way pure boredom sabotages your conversion rate (12:28)  How to "borrow" your next marketing breakthrough from another sucker who spent thousands of dollars testing an ad (without wasting a cent on testing it yourself) (15:28)  Since you listen to this podcast, I want to give you a gift: If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    21 min
  7. The High-Converting Lead Magnet Nobody Is Using

    JAN 26

    The High-Converting Lead Magnet Nobody Is Using

    There is a certain type of lead magnet that converts like crazy. And yet, nobody uses it, especially financial advisors! Some advisors are simply too lazy (or pretend they're too busy) to do it. Others have been led astray by marketing gurus who foolishly advise against it. Some are just unconvinced it will work before they try. And there's a smaller fraction of advisors who simply don't know that this specific type of high-converting lead magnet exists or that it naturally leads to higher quality and wealthier clients.  If you're in that smaller fraction of advisors, this episode will melt away your ignorance (for better or worse).  This is NOT the easiest lead magnet to create. In fact, it's the hardest and by a wide margin.  That's why it's so wildly effective.  If you want the easy route, find another podcast to listen to.  But if you're willing to do the hard work of sowing, so you can reap the long-term rewards, listen now.  Show highlights include: A new way to think about lead magnets that not only create some extra cashflow, but also enhance the quality of your clients (1:06)  The counterintuitive reason longer lead magnets (like a 57-minute webinar presentation) often win against skimpy ones (like a checklist someone will open once then forget forever) (2:20) How to quietly erase competitors from your market's minds while also filtering out the low-quality noise and only attracting wealthy, high-quality clients (4:33)  3 foundational reasons why so-called marketing gurus are especially vicious and ineffective for financial advisors (5:32)  The "LD" formula for cooking up lead magnets that are so persuasive some clients might skip past the appointment and hire you directly (6:10)  How to hijack your market's psychology and "ethically force" them to trust you completely. (This is Psychology 101, but I'm shocked by how few advisors ever even think about this.) (8:08)  The subtle "mental jiu jitsu" trick that subconsciously makes your market value you more than your competitors (10:12)  Why creating a lead magnet designed to repel is more important than one designed to attract (yes, even if it tanks your conversion rate!) (12:31)  How a "Map of Lead Magnets" can make you so persuasive to your ideal clients that it should almost be illegal (17:38)  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    24 min
  8. Why Growing A Financial Advice Business Is So Freaking Difficult

    JAN 19

    Why Growing A Financial Advice Business Is So Freaking Difficult

    Let me tell you a secret that might cause you so much frustration that you close out this episode… or that will give you the "ah-ha" moment your subconscious has been desperately searching for.  It has to do with your approach to marketing and it answers the question of why growing a financial advice business is so freaking difficult.  The secret? Your marketing sucks because you believe marketing equals providing information.  This is why prospective clients overflow with objections to your sales presentations… why your calendar is collecting more digital dust than PDFs in your Downloads file… and why, no matter what you say or how many hours you spend working, your business NEVER grows.  In fact, overwhelming prospective clients with information and education makes them far less likely to hire you as their financial advisor compared to the new approach you'll learn in this episode.  Listen now.  Show highlights include: Why your business doing "fine" is the single most dangerous place it can be (1:16)   How a simple shift in your marketing can help you book more high-quality appointments in the next 30 days than you have in the past 6 months combined (1:56)  The "Teacher Trap" that nearly all middling financial advice businesses fall into that stifles their growth, forces prospects to run to the closest competitor, and fills you with endless frustration (2:33)  How to "hijack" prospective clients' nervous systems and ethically give them no other option other than paying your fees (2:54)  Why telling silly stories, even ones that have nothing to do with financial advice at all, will not only make your calendar fill up, but your client roster too (3:21)   Two embarrassingly simple ways (that almost no financial advisor uses) to make prospective clients' "short circuit" and give you their undivided attention and trust (4:53)  A weird "glitch" almost all financial advisors have that intimates prospective clients and makes them freeze instead of pay your fees (7:02)  How being a narrator of your thoughts in your marketing copy works almost too well for making prospects eager to hire you (8:34)  Why lots of financial advisors market in a way where it is neurologically impossible for people to become clients (and how to avoid this fatal mistake) (12:11)   The simple, but powerful trick for framing your high fees as a reason to trust you (14:41)  Want to see the magic that happens when your marketing works with human psychology instead of fighting against it as most advisors do? Then I recommend my Profitable Pricing Blueprint, which you can find below: https://TheAdvisorCoach.com/Pricing  Since you listen to this podcast, I want to give you a gift:  If you subscribe to the Inner Circle Newsletter, I'll send you a collection of seven "objection busting" and copyright free emails, personally written by me, that you can use right away to begin getting more clients. Sign up here: https://TheAdvisorCoach.com/Coaching. Then, let me know you subscribed, and I will reply back with a link where you can download them for free.

    22 min
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3.7
out of 5
94 Ratings

About

Financial advisors, does this sound familiar? You're barraged with people and companies who promise to help you get six thousand new clients in thirty seconds or less as long as you follow their magic tip, trick, or tactic. If so, take a deep breath and relax because that is NOT what this show is about. Lol. Hi, I'm James Pollard. I'm the founder of TheAdvisorCoach.com and host of the "Financial Advisor Marketing" podcast. This podcast is rooted in timeless principles designed to help financial advisors attract their ideal audiences, forge authentic relationships, and build deep roots with prospective clients. If you listen to this podcast, I think you'll find three things to be true: First, the information shared in this podcast is deceptively simple. This means you don't have to be a genius or marketing expert to get results. I take immense pride in keeping things simple. Let everyone else chase complexity. Second, the episodes are chock-full of data, research, and studies. This means advisors can do their due diligence on marketing strategies and make informed decisions about how they'd like to build their businesses. And third, I don't take myself too seriously. I joke around, laugh, and have fun. If any of this appeals to you, I encourage you to listen. ~James Pollard

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