Financial Advisor Marketing Podcast

James Pollard
  • 3.7 (96)
  • 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. 1d ago

    How Many Leads Do Advisors Need To Earn $1M Per Year?

    Financial advisors set themselves up for mediocrity or outright failure not because they lack the knowledge, skills, or intelligence to earn $1M per year, but for something far simpler (yet arguably harder to come to terms with). The problem? You're vastly underestimating the amount of leads required to succeed. This can lead to burnout, dips in your confidence, procrastination, shiny object syndrome, and other types of copium. Not because you lack the skills to earn $1M per year, but because you underestimated what it takes. Here's the good news: This is easier to fix than you think. If you have the patience and drive to follow through. And if you take your medicine by listening to today's show. Listen now. Show highlights include: The cold, hard truth about why you're not currently in the top 1% of financial advisors (and what you must do if you want to make $1M per year) (5:24)  How to make it harder to slack off and stagnate than to grow as an advisor, an entrepreneur, and person (11:07)  Why it takes far more leads than you think to reach $1M per year (I'll even give you a behind-the-scenes peek at my business's numbers to demonstrate you're vastly underestimating the number) (15:00) The step-by-step process for building a million dollar financial advice business from scratch (20:17)  Why you need at least 400 leads a year to generate 20 new clients (21:22)  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.

    How Many Leads Do Advisors Need To Earn $1M Per Year?

  2. Oct 5

    The Biggest Direct Mail Mistake Financial Advisors Make

    If you've run direct mail campaigns in the past and they haven't resulted in new clients, you're probably making a mistake that 90% of financial advisors make:  Your direct mail campaigns look like marketing. Problem is, your ideal clients hate being sold to (even if they desperately need your financial services). And so, if your mailers even smelled like marketing then they were tossed directly into the trash can.  But here's the good news: This is an easy problem to fix once you're aware of it. And it can significantly increase the response of all your future direct mail campaigns.  And that's what you'll discover when you listen to today's show.  Listen now. Show highlights include: The exact moment when your last direct mail campaign failed (and how to fix it) (1:24)  The #1 biggest direct mail mistake you're making that basically guarantees your ideal prospect instantly trashes it (1:55)  How to radically increase the success of your direct mail campaigns by tapping into the human brain's pattern recognition "glitch" (5:39)  Why marketing tactics become less effective over time (this is a real concept in consumer research called "The Persuasion Knowledge Model") (6:54)  How you're accidentally making every word and every credential in your direct mail campaign weaker (8:17)  The weird reason (backed by a 2008 research study) that your direct mail campaigns are making prospects unconsciously conclude that working with you will be difficult (11:17)  5 simple things your direct mailer must have or it won't pass the "Kitchen Table Test" (and you'll be lucky to get even one response) (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.

    The Biggest Direct Mail Mistake Financial Advisors Make

  3. Sep 28

    How Financial Advisors Can Charge Higher Fees

    Most advisors think that lower prices are more attractive to their ideal clients. But this actually goes against everything we know about the brain, psychology, and neuroscience.  In fact, it's not just true that we value higher priced goods more than lower priced goods, but the same product delivered at two different price points produces two different client experiences.  In other words, your clients will value you and your services, have less buyer's remorse, and be more likely to tell their family and friends about you if you charge more! So, listen to today's episode now to discover how you can charge higher fees and have happier and more satisfied clients because of it.  Show highlights include: How doubling the price of your services can actually make it easier to sell (with a story to demonstrate the underlying psychology of why this works) (0:54) Why charging MORE (and not less) lowers your clients' risk of developing buyer's remorse (4:44)  4 signals your ideal prospects are subconsciously looking for when deciding to hire you or a competitor (5:41)  How offering "free consultations" hurts your prospect-to-client pipeline and devours your time and energy for almost no return (7:16)  2 studies that prove that price doesn't just change what people believe, it changes what actually happens to them (8:34)  Why charging lower rates actively harms your clients' results (this means you're doing them a service by charging as high as possible!) (9:32)  The "fee is part of the product" mindset shift that can dramatically transform your business, your clients' results, and your bank account by the end of this year (12:08)  How quantifying the costs of your prospects' problems before dropping your fees can help you charge twice as much (and turn more prospects into paying clients) (14:34)  Why uttering this one sentence does more for perceived value than some fancy office ever will (the main reason it works? it feeds the brain the exact heuristic it uses to judge quality) (19:47)  3 big problems financial advisors face when trying to use premium pricing that backfires on them (20:47)  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.

    How Financial Advisors Can Charge Higher Fees

  4. Sep 21

    Why Nobody Reads Your LinkedIn Posts (And How To Fix It)

    As a financial advisor, I'm willing to bet almost nobody reads your LinkedIn posts.  But where most advisors trip up is that they think it's a content problem. So, they spend more time creating their content to be smarter, better, and more thorough.  But this is a big, fat mistake.  Why? You don't have a "content" problem - you have a "nervous system" problem! If you want people to read (and act on) your LinkedIn posts, then you need to understand how to make a human nervous system (and thumb) stop on a dime.  That's exactly what you'll discover in today's show:  Not how to make "better" content… but how to make content in a way that captures the attention of your ideal clients' nervous systems and "ethically forces" them to engage, read, and act on your LinkedIn posts.    Listen now.  Show highlights include: How you accidentally smother your LinkedIn reach before you ever even start writing your post (and one tip to forever improve your impact on LinkedIn) (1:16)  Why better, smarter, and more thorough content is actually a disadvantage on LinkedIn (1:52)  How to give your LinkedIn audience a biological reason to stop scrolling (if you aren't able to do this, nobody will ever see your posts) (3:04)  The "Half Second Secret" for instantly becoming more important than any other advisor your ideal clients follow on LinkedIn (3:34)  5 scientifically verified triggers (that have been studied by psychologists for close to 100 years) that have been proven to stop the human thumb from scrolling (3:55)  Why scrolling on LinkedIn for a few minutes and asking yourself this simple question will automatically make your posts more engaging (7:28)  How treating LinkedIn's "See More" feature as a subject line will help your posts dominate your competitors' posts in terms of sheer engagement (9:47)  The one word that stops a human scroll more reliably than any other word ever tested (this is so popular it actually got a nickname called the "Cocktail Party Effect") (12:00)  A weird, but proven by scientists and researchers in 2001, reason that something bad is stronger than something good (and how to apply this to your marketing for more engagement and profit) (15:03)  The ONLY type of image to post on LinkedIn if you're an advisor who wants more engagement with every post you make (16:29)  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.

    Why Nobody Reads Your LinkedIn Posts (And How To Fix It)

  5. Sep 14

    The 3 Best-Performing Emails I've Ever Sent

    I have tested millions of different emails over the years. And that's not a figure of speech:  I've literally sent millions across my list that I have that I operate personally, across campaigns that I've seen inside financial advisors' businesses, and emails that I have privately written for them when I was doing coaching. And you know what? I've stumbled on three types of emails in particular that always outperform every other type. And so, that's what you'll discover in today's show:  The 3 best-performing emails financial advisors can use to knock off their competition, create deep bonds with your email list, and fill up your calendar with your ideal prospects.  Listen now.  Show highlights include: The worst email metric to optimize for (because it's usually inversely related to making money from your emails!) (1:38)  The "Stream of Consciousness" email that can easily be written in 30 minutes and can fill your calendar with high-quality appointments (5:24)  A behavioral economist's secret to creating a persuasive "itch" in your prospective clients' brain that they can't help to scratch by taking the next desired step (8:03)  My #1 favorite type of email (and why I don't recommend you use it if you're a beginner) (8:42)   Here is the single most reliably effective way to write emails as a financial advisor to fill your calendar and make prospective clients only want to hire you (12:23)  The scientific reason that stock market commentary emails make your prospective clients sprint to your nearest competitor (15:45)  An overlooked way to start an email that instantly puts readers into the "action" and on the edge of their seat leaning in to learn more (16:49)  This email type is, pound-for-pound, the most profitable email financial advisors can wield (17:45)  The 4-step formula for "twisting" your prospective clients' biggest objections into a reason they hire you over another advisor (19:43)   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.

    The 3 Best-Performing Emails I've Ever Sent

  6. Sep 7

    10 Of The Best Financial Advisor Marketing Ideas From 400 Podcast Episodes

    To celebrate a milestone 400th episode (more than 200 hours of me running my mouth), I've decided to give you a "cheat sheet" of sorts: I've rounded up my 10 best marketing ideas I've ever uttered on this show, and put them on a silver platter for you in this episode. If you implement just one of these 10 ideas, you might double your income before the year ends.  But if you take all 10 and implement each and every one of them? Then, well, I'd be absolutely shocked if you didn't become a top 1% advisor - in terms of impact, wealth, and legacy.  So, if you want to become one of the best advisors walking on the planet today, listen now.  Show highlights include: The 10 best money-making ideas I've shared for free on this podcast (1:10)   Why actively trying to turn prospective clients off might be the single most persuasive tactic you ever use (2:08)  How to become more attractive to prospective clients by rising your fees (and why lowering them makes you look less trustworthy) (4:49)  How the human brain perceives a $90 bottle of wine vs a $10 bottle of wine that will forever change how you approach pricing your services (5:30)  Why being on one social media platform beats being on five (and why most advisors believe the exact opposite) (6:54)  The weird (but effective) way to leverage the "Pratfall Effect" to use your mistakes and flaws to build more trust with your prospects and clients (11:00)  What nobody understands about making referral marketing easy, reliable, and running on autopilot (15:04)  This is the single most powerful marketing force I have witnessed in over a decade of helping financial advisors (and most advisors are absolutely terrified by it) (21:34)  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.

    10 Of The Best Financial Advisor Marketing Ideas From 400 Podcast Episodes

  7. Aug 31

    AI Is Ruining Financial Advisor Marketing (And It's The Biggest Opportunity I Think I've Ever Seen)

    I have noticed some financial advisors depending way too much on artificial intelligence. They use it for everything: Their emails, their outreach, their social media posts, their blog articles, their ad copy, and, worst of all, their client appreciation notes! Not only does using AI too much cause cognitive atrophy and decline, but it's never going to create as successful marketing as your own noggin. In fact, it reminds me a lot of banner ads: Back in the 90s when banner ads first became a way for marketers to get clicks and make money, they were a reliable income source. The first ever banner ad was published in 1994 and had a 44% click-through rate. But today, the average is an utterly non-existence 0.05% click through rate.  And the same exact trend is happening to AI produced content.  This episode is your warning to stop using AI generated content immediately. You might not like to hear it, but you need to hear this message if you want your financial advice business to survive.  Listen now.  Show highlights include: Why I secretly regret creating Pollard AI (2:14)  The frightening reality about how I caught AI red-handed making up Bible verses (and why this has more implications than my Bible study) (4:55)  How ChatGPT, Perplexity, and Claude give your clients the wrong answers to their financial struggles (and how to help them avoid getting "got") (7:03)  Why I predict AI chatbots will go the way of banner ads (the first banner ad in 1994 received a 44% click-through rate … today? the average is a laughable 0.05%) (8:59)  How the human brain learned to completely ignore banner ads (confirmed with eye tracking studies) below the level of conscious thought (12:25)  Why your prospects have developed a subconscious filter that allows them to spot AI slop instantly (16:55)   How to profit from the "AI Blindness" that's going to pummel every short-sighted financial advice business that uses AI generated content (20:49)  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.

    AI Is Ruining Financial Advisor Marketing (And It's The Biggest Opportunity I Think I've Ever Seen)

  8. Aug 24

    How To Build A Marketing System That Gets Clients While You Sleep

    Most financial advisors think they have a marketing system because they can reliably land appointments and get new clients. But when you take a closer look, their entire marketing "system" is based solely on their output.  You might have consistency and great habits which support it. But what happens if you get sick, take a vacation, or would just rather spend a day at the beach than stare at a screen? For most financial advice businesses, their entire marketing "system" dries up the second they take their foot off the gas. That's because while they might have consistency and good habits, they don't have an actual marketing system that reliably gets them clients while they sleep.  If that sounds like you, today's show might be the best way to "invest" 20 minutes of your time for a lifetime of return. By the end of the episode, you'll know exactly how to set up an actual marketing system that brings you clients while you sleep.  Listen now.  Show highlights include: How your consistency is stealing your marketing returns without you realizing it (1:26)  The one common throughline I see infecting every financial advice business that's stuck at only making $200k a year (2:51)  Why something as simple as an email sequence can finally be the thing that helps you land clients without speaking a single word to them beforehand (4:42)  The "labor or asset" mindset shift, which, when applied to your marketing efforts, can add an extra 0 to your bottom line at breakneck speed (5:54)  4 things that every marketing system must have if you want it to help you land clients while you sleep (9:17) Why I can tell whether or not you have a marketing system by spending three seconds on your website (11:35)  The #1 most underused marketing asset in the entire profession of financial advice (13:38)  4 symptoms that can help you identify and fix the broken part of your marketing system (if you have all 4 criteria built, there's usually one "weak link" that's stealing your time and energy!) (17:34)  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.

    How To Build A Marketing System That Gets Clients While You Sleep
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3.7
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96 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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