Our Top Tips

Helpful tips and guidance on writing, marketing and communicating in the financial planning world.

Marketing is EXACTLY the same as investing!

With the current state of the share market due to the Coronavirus pandemic you would probably be reminding your clients that investing is about time IN the market, not TIMING the market - and it's the same with marketing. Are you practising what you're preaching?

Here's how it works...

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5 blog post ideas your clients will LOVE!

Every week or month when it’s time to write your next blog post, do you feel like the blinking cursor on the blank screen is teasing you? “C’mon” it blinks, “start writing! I’m ready!” But your fingers remain as still as your imagination? Don’t worry, we write for a living and we all suffer from writer’s block at some stage. You’re definitely not alone. So we thought we’d share some ideas that might help you get the creative juices flowing.

Here are five ideas to make blogging effortless and that your clients will love!

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3 reasons why content is the most important element of your website

There are so many obstacles you can encounter in the Content Marketing process. For starters, maybe you’re still working on building your army of devoted readers – your clients and potential clients.

Or maybe you don’t know how to get people to visit your website so they can read your well-crafted words on all things financial.

Creating website content is only half of the battle – promoting it needs some serious legwork, as well. 

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Supercharge 2020 in just one step!

Did you know that the third most popular New Year's resolution focuses on money? This is an opportunity not to be missed as you approach the time of year when the majority of people are planning to make big changes.

It will take you just one hour to do this important task before Christmas. Make the most of this opportunity - the result could mean your 2020 starts on a high.

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One simple exercise to help your financial planning business THRIVE!

It is not necessary to change. Survival is not mandatory.” - W Edwards Deming 

When this highly honoured statistical consultant uttered those words many decades ago, he probably didn’t intend to sound sarcastic. After all, not everyone wants to change ... and not everyone wants to survive.

If you use this analogy in the context of business, there are so many people whom you would swear aren’t interested in surviving either ... but if you’re reading this, thank goodness you’re not one of them. You don’t just want to survive, you want to THRIVE!

What are you telling the world?

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The REAL meaning of value

1. Why should we pay?

Kate and her husband finally made an appointment to see a financial planner to review their personal insurance cover. Kate has a real phobia about money management believing there will always be enough and the thought of planning for an injury or death in advance horrifies her; hence their delay in getting life cover. Both are aged in their 40s and Kate’s husband, Jake, had an old insurance policy he’d taken out when he was in his late 20s but hadn’t looked at in years. The premiums just disappeared from his account every month. He didn’t even know what the value of the policy was should he die. Sound familiar?

At the end of the meeting with the adviser, Kate and Jake were told that there would be a fee charged to put together a quote for their insurance cover. They were both very shocked. They believed the adviser would get paid via a commission from the insurance provider. Kate was shocked to be quoted over $1400. Jake had abruptly ended the meeting with a “we’ll get back to you” response – obviously with no intention of doing any such thing.

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The best way to get referrals ... is to ask!

Everyone knows that the best way to build your business is via word-of-mouth... clients and contacts referring their colleagues, family and friends to you. It's simple, cost-effective and because these people have already seen your work, they have personal experience of the value you offer.

So how do you get more referrals?  Here are three simple techniques...

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Does social media work for financial advisers?

Social MediaSince Twitter, Facebook, Snapchat and other modes of social media entered the world’s consciousness we have been watching and waiting to see how these forms of instant communication would benefit our clients. We did the same when electronic newsletters (e-news) became hot in the early 2000s. Having started by offering only printed versions of newsletters 18 years ago we also took the time to determine whether and how electronic delivery would best work for our clients. Over the years clients have asked “what’s best for me” when it comes to choosing the right medium.

This is our response...

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It's time to reach the next generation

If you’re tired of being asked to complete online surveys for anything from your last visit to the supermarket to the experience of buying a new car, you probably wonder where this information ends up.

Data is now likened to gold – well, actually it’s probably more valuable than gold! But it does have a role to play in helping you plan your business marketing. When I read about the findings from a few surveys pertinent to how financial advisers can reach upcoming generations, I thought I’d share some of the findings with you in the hope it might help with your marketing segmentation.

The data on financial planning

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Answering your marketing questions - Part 2

In Part 2 of this series, I will answer common questions about which marketing tools to use.

However, before I go any further, I would like to make it clear that marketing is not used merely to attract new business. You might think that’s obvious, but in my conversations with planners and clients, this point has come up a few times. One planner told me last year that he had so much new business that he wanted to stop sending his newsletter “for a while” because he had all the new clients he needed. When I explained that his newsletter is crucial to staying in regular contact with these new clients easily and affordably (compared to regular personal contact), he still couldn’t be swayed. He recently contacted me asking if he could re-join the library to resume his monthly newsletter admitting that he had made an error in judgment.

I could share many anecdotes but let’s give you some answers to common questions about marketing tools.

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Answering your marketing questions - Part 1

I’ve had the great pleasure of talking with advisers recently and asking them about their marketing activities, in particular what they’ve tried, what each has cost and what worked best for them. I really appreciate the openness I’ve experienced and I’ve been extremely surprised, shocked even, by what I’m hearing.

The common theme of every conversation has been that the adviser is trying to stay in contact with their client base and reach their target markets but what has surprised me is the amount of money being spent on this for the little or no return.

It is also evident that most are using a smattering of communication tools with all believing that social media is the best way to reach their markets - but the majority have no idea of how to make social media really work for them – and provide a suitable ROI on both money and time.

Over the next few posts I’m going to address some of the questions and comments I’ve received about marketing and provide answers and guidance. 

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It works for Donald Trump - what about you?

Quite a few years ago I wrote an article about the role of social media in the financial services marketing space. This was in response to advisers asking us whether they should start using Twitter and/or Facebook to communicate with clients and reach out to their marketplace.

Rolling on five or so years to a time when we are immersed in a world seemingly governed by what every person thinks, says and photographs, I thought it timely to review the answer to “Does social media work for financial planners?”

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3 highly effective marketing strategies for financial planners

After years of answering similar questions about the best ways to use content in marketing campaigns, I finally got smart and wrote a book containing the answers!

Available as an e-book, "3 Highly Effective Marketing Strategies for Financial Planners" explains in simple steps how to use educational content to build a financial planning practice... and  achieve a better return on your marketing spend.

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3 Powerful Marketing Strategies

Written especially for financial advisers

Create and implement effective marketing campaigns for your practice with these 3 simple yet powerful strategies.

Developed from more than 20 years' experience in financial services marketing, this step-by-step guide will show you how to benefit from content marketing, just like the big corporates do, but on a much smaller budget.

Get your free e-book here!