With my 35 years of experience in the financial services industry, I know where you’re coming from. I’ve been there, pouring money into marketing efforts that seemed like a black hole. Every time my FMO told me to “spend more on marketing,” I felt the frustration build. It’s easy for them to say — after all, it’s not their money. But what about when those dollars don’t yield results? It’s exhausting and disheartening, and I feel your pain.
For years, I struggled with the same challenges many financial advisors face. We’re told to trust the process, increase our budget, and keep pushing. Yet, no matter how much I invested, I didn’t see the returns I was promised. It wasn’t until I found an FMO that aligned with my goals and truly cared about my success that things began to change. That’s why I’m writing this — to share what I’ve learned and help you avoid the same mistakes.
The Branding Dilemma: Are You Chasing or Attracting?
Let’s get real: branding can feel overwhelming. As the excerpt from my book says, “There are a million ways to brand. The key is to brand yourself in a way that attracts instead of chases.” This concept transformed my marketing approach. Instead of trying to chase down every prospect, I shifted to creating a brand that naturally attracted the right clients.
The secret? “Double-duty branding.” This strategy allows you to help maximize your marketing efforts by simultaneously boosting brand awareness and driving lead generation. By embedding your brand’s value proposition and identity into every marketing activity, you can position yourself as a trusted advisor — not just another salesperson.
Double-Duty Branding in Action: Webinars and Workshops
If you’re tired of wasting money on traditional marketing methods, consider hosting webinars and workshops. These strategies not only help generate leads but also strengthen your brand’s reputation. Here’s how:
1. Webinars: Host webinars on topics your target audience cares about. For example, you might discuss strategies for retirement planning, navigating market volatility, or managing debt. These sessions provide value upfront, positioning you as an expert while capturing leads. Remember to incorporate your unique brand identity into every aspect of the webinar, from the presentation style to the follow-up materials.
2. Non-Dinner Workshops: Organize workshops in libraries, schools, or other public venues. Unlike traditional dinner seminars, these events feel more community-oriented. Prospects perceive you as a trustworthy figure endorsed by the venue, making them more likely to engage with you. By hosting these events regularly, you’ll help build relationships with attendees while continuously reinforcing your brand.
Why Most Marketing Fails
Many FMOs push advisors to spend without considering whether the strategy aligns with their unique needs. They might offer generic marketing campaigns that fail to differentiate you from the competition. The result? Advisors feel like they’re throwing good money after bad.
Here’s where my FMO stands out: we’re different. Not only do we prioritize your success, but we also back our commitment with a money-back guarantee. We understand that your marketing dollars are an investment — and we’re invested in ensuring you see results.
Building a Brand That Works for You
Effective branding isn’t about flashy logos or catchy slogans. It’s about creating a cohesive message that resonates with your ideal clients. When you embed your brand’s values and identity into every touchpoint, you’re not just marketing — you’re building trust.
To get started:
● Define Your Value Proposition: What sets you apart from other advisors? Make this the cornerstone of your brand.
● Stay Consistent: Ensure your messaging, visuals, and tone align across all platforms.
● Focus on Connection: Engage with prospects in meaningful ways, whether through content, events, or one-on-one conversations.
A Partner Who Gets It
If you’re frustrated with marketing that doesn’t deliver, know you’re not alone. I’ve walked this path and have come out the other side. By partnering with an FMO that truly understands your needs, you can finally achieve the results you’ve been striving for.
So, stop chasing prospects and start attracting them. Invest in strategies that do double duty — boosting your brand while driving leads. And remember, you don’t have to do it alone. Together, we can help turn your marketing struggles into success stories.
