Avoid Costly Mistakes & Build Your Marketing Foundation First With John Wernz (Ep. 462)

April 9, 2024 Jen Chandler

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You know what marketing is, right? But what about the difference between foundational and growth marketing?

In this episode, Matt Halloran talks to John Wernz, a seasoned marketing expert in financial services. They reveal why knowing the difference is key to marketing success — and why doing foundational vs growth marketing in the right order can save your marketing budget. Spoiler alert: John recommends getting your foundational marketing right before pouring money into growth in order to maximize the leads you generate and ultimately close more business.

Matt and John discuss:

The major differences between foundational and growth marketing
How to quickly nurture and connect with leads
The role of center of influence (COI) marketing in a thriving advisory practice
And more

“But so many times, people skip foundational marketing. It drives me bananas. And you don’t have the social proof, and you don’t have the influence — people are going to go to your website, and they’re going to be like, ‘What? No, I’m not ready to work with you.’” – John Wernz

Resources:

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About Our Guest:

John Wernz is an Entrepreneur-in-Residence at Great Hill Partners and a strategic advisor to growing FinTechs.

He believes in the power of scalable and measurable organic growth programs to enable financial services firms to have a greater impact.

For more than a decade, John served as the organic growth leader at Wealth Enhancement Group, one of the nation’s top RIA firms, driving the asset growth from less than $2B to more than $50B in assets in his tenure.

Today, he brings that expertise and practical know-how to growing financial services firms, and related early stage FinTechs, helping them achieve faster growth than they thought possible.

How Storytelling Builds Unbreakable Client Relationships With John Bucher (Ep. 461)

April 2, 2024 Jen Chandler

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We all love a good story. In fact, we’re hardwired for it.
But how can advisors use storytelling to create stronger connections, build trust, and more effectively guide their clients?

We all love a good story. In fact, we’re hardwired for it.

But how can advisors use storytelling to create stronger connections, build trust, and more effectively guide their clients?

In this episode, Matt Halloran talks to guest John Bucher — a renowned story consultant — about the power of storytelling for advisors. Drawing from his first experience in working with a financial team, John dissects how they used storytelling — and story listening — to build trust and, ultimately, turn him into a fan. This is a conversation packed with examples and techniques you can use right away to break down barriers, even if you’re nervous about sharing your own stories.

Matt and John discuss:

The three core elements that make a good story
The intimate relationship between storytelling and persuasion
The power of “why?”
How advisors can break free from “presentation mode” and foster true collaboration with their clients
And more

“There is evidence from the latest neuroscience research that what happens inside the brain when we encounter a story is similar to the activity we see in the brain when a human being solves problems. So when we encounter a story, what we’re actually doing is practicing solving problems.” ~John Bucher

Resources:

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About Our Guest:

John Bucher is a story expert who has appeared in outlets ranging from the LA Times to the BBC to The History Channel. He has consulted for government and cultural leaders, as well as organizations such as HBO, DC Comics, Paramount Pictures, Nickelodeon, A24 Films, Atlas Obscura, and The John Maxwell Leadership Foundation. John has worked with New York Times Best Selling authors, YouTube influencers, Eisner winners, Emmy winners, Academy Award nominees and cast members from Saturday Night Live on using the power of story to reframe how individuals, organizations, cultures, and nations believe and behave.

Discover the Language of Referrals With Bill Cates (Ep. 460)

March 26, 2024 Jen Chandler

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Are you struggling to get valuable referrals from your clients? Have you tried the power of introductions?

In this episode of the Top Advisor Marketing Podcast, Matt Halloran is joined by referral guru, Bill Cates — author of the new book, The Language of Referrals — for his FIFTH appearance on our show. Bill explains his powerful strategies, outlining the six key areas you need to master for referral success. Whether you’re a seasoned professional or new to the field, this conversation offers actionable insights to help you build a referral-based practice with integrity and confidence.

Matt and Bill discuss:

The subtle difference between a “referral” and an “introduction”
Why your mindset matters
How to navigate objections like a pro
The 6 parts of referral language
The VIPS Method
And more

“You’ve asked the client for the possibility of referrals or introductions, didn’t work out for whatever reason, and 2, 3, 4 weeks later they say, “Hey, I got somebody for you.” They want to do it on their terms, when they feel most comfortable, and they see the connection.” ~Bill Cates

Resources:

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About Our Guest:

Bill Cates, CSP, CPAE, works with financial advisors to speed up their growth without increasing their marketing budget. Advisors tap into Bill’s proven process to multiply their best clients through introductions from advocates and Centers of Influence, communicate their value proposition more effectively, and create a reputation in a profitable target market. Bill helps advisors move from push prospecting to magnetic marketing – to attract more Right-Fit Clients™.

Bill is the author of 3 best-selling books, Get More Referrals Now, Beyond Referrals, and Radical Relevance. Bill’s newest book, The Language of Referrals is due to be released in March of 2024. He is the founder of The Cates Academy for Relationship Marketing™, has been named the #1 Financial Advisor Influencer by Indigo Marketing, and is the host of the acclaimed Top Advisor Podcast (www.TopAdvisorPodcast.com) – now ranked in the Top 10% of podcasts worldwide.

Write a Book and Stop Chasing Prospects (It’s Surprisingly Easy!) With Paul McManus (Ep. 459)

March 19, 2024 Jen Chandler

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Have you ever considered using a book to elevate your credibility and influence?

In this episode, Matt Halloran is joined by Paul McManus — founder of More Clients More Fun LLC, MCMF Publishing, and host of the Million Dollar Producer Show podcast. They explore why having your own book allows you to present yourself as the go-to expert. Writing a book doesn’t have to be daunting. Paul overcomes the biggest challenges advisors face, such as imposter syndrome and feeling overwhelmed by the writing process.

Matt and Paul discuss:

How a book establishes credibility and helps you stand out from the competition
Paul’s Short Book Formula that can guide you in producing your book in as little as six weeks
How to use tactics like a coordinated social media campaign and an Amazon launch to generate momentum and potential bestseller status
How to leverage the book as an opportunity to re-engage past clients and ask for their support (reviews, referrals, etc)
Why a book is like your skeleton key to getting invited to be a podcast guest
And more

“The two things that tend to be able to create this effect most consistently for financial advisors is number one, being an author and having your own book. And number two, it’s having a podcast. And when you marry those things together, it’s a magical system.” ~Paul McManus

Resources:

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About Our Guest:

Paul G. McManus is the founder of More Clients More Fun LLC, MCMF Publishing,

Creator of The Million Dollar Producer LinkedIn Program, and host of The Million Dollar Producer Show Podcast.

He has worked closely with over 500+ financial advisors, CPAs, life insurance producers, and business advisors since 2015. He is also the author of Million Dollar Producer: The Secret Playbook For Financial Professionals To Land High-Value Clients Using LinkedIn.

He lives in San Diego, California with his wife Atsuko and his two Boston Terriers, Moo and Potato Chips.

How To Get More Clients and Turn Them Into Raving Fans With Jack Martin (Ep. 458)

March 12, 2024 Jen Chandler

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How can financial advisors significantly grow their business in a competitive market while providing exceptional client experiences?
By starting with this podcast.

How can financial advisors significantly grow their business in a competitive market while providing exceptional client experiences?

By starting with this podcast.

In this episode, Matt Halloran welcomes Jack Martin — the virtual CMO for InsurMark — onto the show. They explore the current competitive IMO/FMO landscape and the importance of having a strong marketing partner. Jack shares insights about the InsurMark Growth Framework, a proven system that helps advisors grow their businesses sustainably.

Matt and Jack discuss:

A mindset shift from transactional selling to building long-term relationships
A well-defined target audience to tailor marketing efforts
Strong marketing strategies that leverage SEO, lead nurturing, personalized communication, and client engagement
The three phases of the InsurMark Growth Framework
A focus on truly listening to clients’ needs and concerns
And more

“So there are three phases to this growth framework. There’s the lead to prospect, meeting to client, and from clients to evangelists.” ~Jack Martin

Resources:

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About Our Guest:

Jack Martin is a strategic leader with a proven track record of motivating teams to develop and implement innovative 21st-century brand and marketing initiatives for expanding national wealth management and annuity firms. He brings a wealth of experience to the table, fueled by a passion for the financial services industry. For over 30 years, Martin has excelled in conceiving, branding, and promoting financial services products and firms.

As a Certified Financial Planner since 1985, he possesses in-depth industry knowledge. Martin’s career highlights include his position as a leading branch manager with AIG Royal Alliance Associates and his successful founding of a national IMO. His expertise lies in brand and marketing management for financial institutions, making him a valuable asset to any organization in this sector.

Building a More Inclusive Financial Services Industry With Sheryl Hickerson (Ep. 457)

March 5, 2024 Jen Chandler

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We know that inclusion, equity, and diversity are important. But why?
Why do diversity, equity, and inclusion (DEI) matter in financial services? And how can we make this industry a more welcoming space for women and people of color?

We know that inclusion, equity, and diversity are important. But why?

Why do diversity, equity, and inclusion (DEI) matter in financial services? And how can we make this industry a more welcoming space for women and people of color?

In honor of Women’s History Month, Matt Halloran speaks with Sheryl Hickerson — founder of Females and Finance — to answer these defining questions. They explore why representation is crucial, how we can better assist underserved communities, and the benefits diversity offers the profession as a whole.

Plus, you’ll get actionable tips on how to be part of the solution.

Matt and Sheryl discuss:

The importance of role models and representation
Strategies for serving diverse communities
How diversity strengthens the financial services industry
The 100,000 goal and Females & Finance Fearless Pledge
Practical ways to get started
And more

“Have I brought three people into financial services, held onto them for seven plus years? That’s just to keep homeostasis. That’s actually not even growth. That is just to keep what we have today.” ~Sheryl Hickerson

Resources:

Connect With Sheryl Hickerson:

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About Our Guest:

An award-winning, international speaker on social media and community-building strategies for financial services organizations, Sheryl Hickerson founded Females and Finance, a private community network dedicated to supporting women and male allies in financial services and financial technology. Their industry rally cry called The Fearless Pledge, was introduced in 2022 to support the hiring, mentoring, training, and advancement of 100,000 women.

Membership today is more than 4,600 professionals with no signs of letting up. After 30 years in financial services, Sheryl has dedicated her professional life to promoting better business and diversity initiatives within the Financial Services community.

Insider Secrets for Accelerating Growth With Jon Kuttin (Ep. 456)

February 27, 2024 Jen Chandler

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What are some proven tactics and strategies that advisors can employ to accelerate growth and achieve their goals?

What are some proven tactics and strategies that advisors can employ to accelerate growth and achieve their goals?

In this episode, Matt Halloran is joined by Jon Kuttin – CEO of Kuttin Consulting Group, financial advisor, podcast host, and disruptor extraordinaire – to explore the importance of innovation, delegation, and forward-thinking in financial advisory practices. Dive into Jon’s playbook as he shares his secrets on scaling his business, the power of podcasting for advisors, and why wearing “busy” as a badge of honor is so last season.

Jon is a true visionary shaking up the industry with his innovative approach to growth, success, and what it means to be a top advisor.

Jon and Matt discuss:

Effective strategies for scaling your business, such as through mergers and acquisitions, and implementing scalable business models
The importance of delegation and empowering team members to leverage their unique abilities
The significance of investing in your marketing efforts – particularly through podcasting – to enhance branding and client engagement
How and why you should develop a long-term perspective and proactive approach to differentiation, change management, and business growth
And more

“I got involved in podcasting because it gives me the ability to share my expertise on a particular niche – whether it be for a financial advisor or a financial planning client – in a way that I could be my authentic self.” ~Jon Kuttin

Resources:

Connect With Jon Kuttin:

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About Our Guest:

Jon Kuttin is a Barron’s Hall of Fame Advisor with 30+ years of experience leading and growing a financial advisory practice. As the CEO of Kuttin Wealth Management, a private wealth advisory practice of Ameriprise Financial Services, LLC, Jon helps guide the strategic vision of the practice as they seek to become known industry wide as a leadership development factory. Driven by a mission to build leaders and give back to the financial services industry, Jon regularly speaks and contributes articles on CPA alliances, leadership, acquisitions, recruiting, and other topics for numerous publications including Forbes, Financial Advisor Magazine and Barron’s. His 9.5B+ AUM practice is headquartered in Hauppauge, NY and has offices across the country.

Top 5 Concerns That Stop Advisors From Podcasting — And How to Solve Them! With Kirk Lowe (Ep. 455)

February 20, 2024 Jen Chandler

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Struggling to get your podcast off the ground? We get it!

In this episode of the Top Advisor Marketing Podcast, Matt Halloran and ProudMouth CEO Kirk Lowe break down the 5 biggest concerns that stop advisors from hitting record – like figuring out a name, getting listeners, and avoiding podfade.

Want solutions to take action? They’ve got tips on planning, video strategy, and even how to be a guest on other podcasts. Plus, get a sneak peek at something new (coming soon!) to make podcasting way easier.

So, how can you overcome the common obstacles that prevent you from starting and maintaining a successful podcast? You start with this episode!

Kirk and Matt discuss:

What is podfade?
The top 5 concerns that stop advisors from starting a podcast (you’ll have to listen if you want to know what they are!)
How to quickly and easily identify your first 12 topics
How to leverage AI in getting started
Three quick tips for attracting listeners
And more

“If your episode is downloaded 478 times in the first seven days after release, you’re in the top 10% of Buzzsprout podcasts. If you’re downloaded 121 times, you’re in the top 25%. It’s actually not that difficult to rise up the ranks.” ~Kirk Lowe

Resources:

Connect With Kirk Lowe:

Connect With ProudMouth:

Thinking about starting your own podcast? Book a call to learn about our done-with-you service
ProudMouth
LinkedIn: Matt Halloran
Twitter: Matt Halloran
LinkedIn: ProudMouth
Facebook: ProudMouth
Twitter: ProudMouth
YouTube: ProudMouth

About Our Guest:

After decades spent helping build and market successful financial services brands, Kirk Lowe recognized the increasing role and importance of influence in the rapidly expanding Expertise Economy. Successful financial advisors harnessing the power of podcasting, video, social media and progressively building their influence were attracting clients rather than having to chase them.

Kirk’s ‘ah-ha’ moment—that influence is essential for professional experts—led to his co-founding of ProudMouth, an influence accelerator dedicated entirely to liberating financial experts and advisors from the tyranny of sales by giving them the means and methods to become recognized, in-demand authorities.