57 Marketing Tips For Financial Advisors by James Pollard - The Advisor Coach LLC

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1. Embrace Productivity
One of the most important pieces of advice I can give financial advisors is to begin viewing
their marketing and business-building efforts through a “productivity” lens. According to
Dictionary.com, here is the definition of productivity:
I want you to notice how it doesn’t say anything about having twenty different to-do lists,
productivity apps and browser extensions.
At its core, productivity is about getting more OUTPUT for the same level of INPUT. As a
financial advisor, your income is closely tied to how productive you are.
Your input may be a hundred phone calls to prospects. If you can raise your output to six
appointments set instead of three, you will have doubled your productivity. Your input
may be sending out a hundred direct mail pieces. If you tweak your headline and body
copy to get three phone calls instead of one, you will have tripled productivity.

Because of this, effective marketing and business-building as a financial advisor means
you must be in a state of constant and never-ending improvement.
It also means that you must continually “level up” your hourly rate. I don’t necessarily
mean raising your fees (although that can help). I mean striving to focus on higher and
higher value tasks that contribute more to your business.
For example, let’s assume a financial advisor divides up his income and discovers that he
makes an average of $40 per hour. This doesn’t mean he is working on $40 per hour tasks
from 9 a.m. to 5 p.m. every day. I’ve discovered that, most of the time, a financial advisor’s
workday looks like this:
Work on $20 per hour tasks for 80% of the day and $120 per hour tasks for 20% of the day.
If you do the math, you’ll realize that this still works out to $40 per hour. However, the key
to increasing productivity is identifying the activities generating more than the hourly
average and focusing on those. Doing so can lead to a quantum leap in your income.
2. Focus on Value Instead of Price
“Price is what you pay. Value is what you get.” – Warren Buffett
This is another shift financial advisors must make if they want to experience rapid
increases in income. In my experience, most financial advisors are “numbers” people. They
like making budgets and doing math. The mere thought of a spreadsheet gets them hot
under the collar.

Even though thinking this way has its benefits, it often leads advisors to squeezing pennies
so hard that Abraham Lincoln sheds a tear. This sabotages their business-building efforts
because they only see price, not value.
Allow me to illustrate the price vs. value difference using an example from my own life…
One of the best purchases I’ve ever made is

a BedJet. It’s a climate control system for
beds.
It costs $400.
At first glance, this may seem like a lot of

money to spend on something I only use to
warm and cool the bed. However, it’s paid
for itself many times over in two ways…
A BedJet, which is one of the best purchases I’ve ever
made…
First, because I’m warming/cooling the bed, I

can adjust my thermostat accordingly. This means I’m not paying as much in utilities and it
saves me money there.
Second, I’m SIGNIFICANTLY more productive when I’m well-rested. One of the greatest
things I’ve ever done is dial down getting good sleep to a science. I’ve spent thousands of
dollars on books, supplements, courses, sleep coaches and equipment all designed to help
me sleep better.
(If you’re interested, you can see how I get better sleep than 99% of the population at this
URL: TheAdvisorCoach.com/Sleep)

If I was focused on price instead of value, this could seem a bit outrageous. Yet, because I
get so much additional productivity out of being well-rested, the VALUE I get is easily ten
times everything I’ve ever spent on getting better sleep.
I’m always encouraging financial advisors to view life the same way.
In health…
Relationships…
And especially business.
So, stop looking for expenses to “cut” and bills to “slash” (yikes, even the terms sound like
they’re from a 1970s teen horror flick…) because you can’t shrink your way to wealth.
You’ve got to grow and expand. The only way to do that is to continually collect more and
more value from what you’re spending in price.
Would you rather spend $10 on a program that gets no results? Or $1,000 on a program
that makes you much more in return?
It should be a no-brainer.
Remember, the most expensive *anything* is the thing that doesn’t work.
3. Leverage Email Marketing
I don’t care what the “experts” or “gurus” tell you. There is no such thing as a magic elixir
or silver bullet for when it comes to setting appointments and converting clients.

BUT…
Email comes REALLY close.
I have been helping financial advisors get more clients for many years and I have managed
campaigns involving:
• Cold calls
• Direct mail
• Seminars
• Webinars
• Radio ads
• Podcasting
• Content
• Social media
• Referrals
And more. Now, here’s the thing – they can all work and you should strive to have multiple
marketing strategies within your business. But nothing I’ve ever seen comes close to the
effectiveness of email marketing. NOTHING.
Of course, I know there are some financial advisors out there who work for certain
companies who won’t allow them to do email marketing. I would never encourage anyone
to break their company’s rules but here’s my advice to those advisors…
Find a new company.
Seriously.

I know that seems harsh, but you’ve got to look at the facts.
According to Campaign Monitor, email marketing returns an insane $44 for every $1
spent, on average.
According to McKinsey & Co., email marketing is literally 40X more effective than
Facebook and Twitter… combined.
An article on RIA Intel (called 2.5 Million Emails, 14,299 Advisor marketing Campaigns,
And One Inescapable Truth) pointed out that email gets more traffic for financial advisors
than anything else and it converts more prospects than anything else.
Even YCharts did a study (called How Can Advisors Better Communicate With Their
Clients?) which asked people how they wanted financial advisors to communicate with
them. Email was #1… and it wasn’t even close.

I’m not just making this stuff up to “convince!” or “persuade!” you. These are all 100%
verifiable sources. Any financial advisor who isn’t using email in the next 3-5 years will get
left behind.
NOTHING builds trust, credibility and rapport like email.
NOTHING sets appointments better than email.
Anyone who tries to skirt this undeniable truth is simply being naïve. It’s like stubbornly
using kerosene lamps even when lightbulbs are readily available. Or sticking to horses and
buggies even after cars are mass-produced.
I’m not saying you have to make any drastic changes or do anything that you’re genuinely
not allowed to do but you’d be a fool not to keep your eyes and ears open in the coming
months and years.
The writing is on the wall.
If you’re interested in discovering some of my most effective email marketing secrets,

make sure you watch my webinar here: TheAdvisorCoach.com/Webinar
4. Launch A Podcast
I must admit that this strategy is starting to become saturated because it seems like every
other day some financial advisor launches a podcast. There are millions of the darn things
out there… and for good reason, too. Having a podcast can be an incredible marketing tool
and a whole lot of fun.

(By the way, you should subscribe to my podcast. It’s called the “Financial Advisor
Marketing” podcast and you can find it on iTunes, Spotify, or wherever the heck the kids
are listening to stuff these days.)
Here are three big reasons why financial advisors should start a podcast…
First, podcasts have built-in leverage. Once you create your podcast content, it can work
for you whether you’re asleep, working, or on vacation because it has built-in leverage.
There’s something beautiful about creating something that continues to work on your
behalf. A prospect could find a podcast you recorded two years ago and end up reaching
out to you because of it.
Plus, the longer you do your podcast, the more time a prospect can virtually spend with
you. If you have twenty episodes that are thirty minutes each, that’s a total of ten hours of
podcast content. Don’t you think that your prospect will build at least SOME rapport with
you after listening to your beautiful voice for ten hours? 😄
The second reason financial advisors should start a podcast is because podcasts can reach
many target audiences. There are shows out there for working mothers, pet owners,
harness racers and everyone in between.

This is excellent news for financial advisors who specialize in working with a certain niche
because they can create content around that niche. Since many podcast player services
also function as search engines, this makes it easier for their niche market for find them.
For example, let’s say you’re a financial advisor who specializes in working with military
families. If your target market types in “military” into their favorite podcasting service,
there’s a good chance your show will be found… especially if you use the word “military” in
your show and episode titles.
Not only that but people in various niches will share podcasts with each other. This allows
your podcast to grow through word-of-mouth while still reaching your desired audience.
The third reason is because podcasts build relationships. With a podcast, people can hear
your voice with all of its tonality and inflection. They can get a glimpse into what you’re
like. They can listen to your stories and relate to you as a person.
If you’ve ever listened to my show, you know how laid-back and casual I am. You also
know that I go on rants and give controversial advice at times. That’s just me. Some people
don’t like it and that’s okay because it allows the people who love what I do to get even
closer to me.
Never forget that being a financial advisor means you are in the business of building
relationships.
Speaking of building relationships…

5. Build Relationships With Attorneys
And Accountants
According to research from Invesco, in partnership with Prince & Associates, 68.9% of
affluent investors find their primary financial advisor through their attorney or
accountant.
If you only include investors who had more than $10 million in assets, the percentage that
rely on their attorneys and accountants for referrals rises to 89%.
So, now the question becomes:
If affluent investors find their primary financial advisors through these relationships, what are
YOU doing to nurture those relationships yourself?
If you want to dig deep into my referral-getting process, visit

TheAdvisorCoach.com/Referral-Marketing-Tips but for now, I’ll summarize a simple
process for getting more referrals from CPAs…
First, get a big list of CPAs.
Why?

Because some CPAs will never give you referrals. Period. It’s the big, fat, ugly truth that
“experts” and “gurus” won’t admit. That’s
why if you’re only trying to network with
two or three CPAs, the odds are against
you. When you start with a big list, you
can network your way through and
whittle it down to the top five who are
most willing to work with you.
If you have no idea how to find CPAs in

A quick search on LinkedIn for “Certified Public Accountant” revealed
9,749 results in the Greater Atlanta Area. This is more than enough to your area, start with a simple Google
build a few relationships…
search or use LinkedIn.
Next, be candid with them. Don’t beat around the bush and waste time.
Let them know that you provide a lot of value to your clients (and SHOW them, don’t just
tell them) and let them know you’re looking to bring that value to them as well.
When you start with a big list, this becomes a lot easier.
Some folks will be happy to work with you and have you as a resource, while others won’t.
Finally, make it clear who you serve best.
One of the biggest reasons advisors don’t get as many referrals as they want is because
they never make it clear who they work with. For example, if I tell you that I work best
with company executives, you immediately have a qualifying mechanism. If you run into
an executive, you’re much more likely to introduce me than if I told you I worked with
anyone who can fog a mirror.

Members of your referral team need to know for whom you do your best work and how to
recognize these people.
6. Seek Client Feedback
One of my favorite podcast episodes I’ve ever recorded is an interview with Julie
Littlechild where we talked about how financial advisors can use feedback to optimize
their businesses.
(If you’re curious and want to search for it, the episode title is “Using Client Feedback To
Grow Your Business”.)
Not getting client (and prospect) feedback is one of the most overlooked “quick wins” for
financial advisors who want to grow. Because if you want to better serve your clients,
you’ve got to know what they want in the first place. You must become aware of where
they’re happy and unhappy so you can do more of the good stuff and less of the bad stuff.
If it sounds simple, it’s because it is.
Here are some of the top success factors for getting client feedback:
• Keep it brief. I have tested surveys within The Advisor Coach, and I get the best
results with three question surveys. My hypothesis for why these short surveys
outperform is that they’re not intimidating. Asking people to answer three
questions is such a small “ask” that I get significantly more responses and more
data. Plus, it forces me to drill down into the three questions that matter most.
• Ask actionable questions. The whole point of getting client feedback is to use it to
improve your business, so make sure you’re getting feedback on aspects of your
business that you control.

• Include a deadline. Deadlines encourage people to act and they ensure that you
have all of your survey responses by your desired date.
• Make the client’s name optional. I’ve found that some people are hesitant to give
critical feedback with their names attached. Making the name optional will
encourage clients to respond more honestly.
7. Become Superhuman
Many people struggle to build their businesses because their bodies and minds are not
optimized enough to operate at a higher level. They have “brain fog” all the time.
Because building a business is largely a result of making good decisions, it’s imperative
that you develop the ability to think clearly.
Here is my four-step process to achieving superhuman focus:

TheAdvisorCoach.com/Superhuman-Focus
I built this process out step-by-step after months of experimentation. Each individual step
helps, but when you combine them there is a HUGE positive effect, at least for me.
I’ve already talked about getting better sleep. That’s huge. Because numerous studies
confirm that starving the body of sleep robs your brain of its ability to function properly
and can lead to the same effect as drinking too much.
In fact, losing just one hour of sleep per night for a week can cause a level of cognitive
degradation equal to a .10 blood alcohol level.

(Some advisors are FAR more sleep-deprived than one hour per night… it’s downright
terrifying…)
Another way to upgrade your entire life is to become a speed reader.
According to a study done by Pew Research, the median American has read four books in
the past twelve months.
I used to read a book a week. That meant I was reading 13X more than the typical
American.
Then, I tripled my reading speed.
This means I’m now reading an insane 39X more than average.
It’s an incredible upgrade to my life and I did it by using a speed-reading training software
called 7 Speed Reading, which I talk about here: TheAdvisorCoach.com/7-Speed-Reading-
Review
When I started, I could read 370 words per minute. Not too shabby… but not excellent,
either. Two weeks later, after going through the training, I can read 1,135 words per
minute with 90% comprehension.
Don’t believe me? That’s okay. I provide proof in the URL above. 😊
8. Keep Your Eye On Profit, Not Revenue

When I founded The Advisor Coach, I became known as the “revenue guy”. I put things like
“get more revenue” and “increase your revenue” on all of my marketing materials and,
speaking candidly, it worked.
Financial advisors swarmed me like reporters around a celebrity court case.
Sadly, I was focused on the wrong target… because profit matters a LOT more than
revenue.
Revenue is cool. It’s sexy. There’s something about seeing revenue numbers grow that
strokes people’s egos. But who would you rather be?
A) The financial advisor who runs a firm making $2M in revenue per year and only
$500K in profit?
B) The financial advisor who runs a lean, mean practice making $900K in revenue and
$600K in profit?
I’ll take higher profits all day every day.
Because more revenue doesn’t always mean more profit. Revenue is only a small part of
the story. Since you likely give financial advice for a living (otherwise, what the heck are
you doing reading this?) you’ve probably seen individuals with high incomes squander it all
while others with relatively modest means are able to amass a fortune.
The same concept applies to business. It’s not how much you make. It’s how much you
keep.

I have tons of ways to help financial advisors make more profit but because this is a
marketing-related guide, I’ll give you this piece of advice: making your marketing more
efficient is one of the best ways to pile on profits in your business.
This is similar to reducing your costs with the exception that by making your marketing
more efficient, you’re not “cutting” anything. You’re getting the same (or better) results
for the same money.
Imagine that you’re doing online marketing and you’re spending $10 to acquire a lead. By
split-testing your ad, you could get your cost down to $7.50 per lead. That’s a 25%
reduction in costs for the exact same lead. If you’re spending thousands per month, this
can make a massive difference.
Plus, once your marketing is more efficient, it’s easier to

scale. If you’re already profitable at a 1% conversion rate,
you’re going to be REALLY profitable at a 2% conversion
rate and you’ll be able to aggressively expand your
efforts.
One of the reasons email marketing works so well for

financial advisors is because email marketing systems
are inherently trackable. You can see what’s working and
what’s not. Take a look at this photo. →
You can see that while three emails got 26%, 27%, and 28% open rates, the other two only
got 18% open rates. Because these numbers are being tracked, it enables the advisors to
go back to the email sequence and either delete those emails or tweak them to make them
more like the other emails getting higher open rates.

Small tweaks like this, across your entire business, compound over time and make your
marketing machine virtually untouchable.
9. Understand How Your Clients Think
Having a niche is a way for a financial advisor to grow leaps and bounds faster than
everyone else over the long term. (Full disclaimer: you may make less money up-front by
focusing on a niche because you have to create a solid foundation but, over the long term,
you should blow everyone else out of the water.)
One reason why having a niche makes such a big impact is because financial advisors can
dig deep into researching their market. In other words, advisors can understand how their
clients think.
Start researching your market. What are their favorite podcasts? What books are they
reading? What YouTube channels do they watch? The more you know your market, the
more you can tailor your marketing to them and connect with them on a personal level.
Let’s assume you’re a financial advisor who works specifically with teachers. A quick
Google search reveals some of the best books for teachers…

Chances are the people in your niche have read these books. Don’t you think that if you
read these books and understand them that you will stand head-and-shoulders above all
the generalist financial advisors in the marketplace? Trust me when I tell you that people
are impressed when financial advisors can talk about books related to their profession
and/or hobbies.
If you want to dig even deeper, read Amazon reviews of these books to see the actual
language people in your niche use when discussing the book. Here’s a review I found
online for the first book on the above list, Teach Like A Pirate…

This review tells you several things about teachers, such as…
• They’re interested in neuropsychology and how learning takes place. In your

marketing, you can talk about how the brain processes money, budgeting, saving,
etc. or how we LEARN to use certain financial tools.
• They can be afraid of not being a perfect teacher. You can relate to them by sharing
how you were afraid of not being a perfect financial advisor.
• They’re in the profession to shape better future adults. You could even take this
exact terminology and apply it in your marketing. You could say something like: “I
Help Teachers With Their Finances So They Can Focus On Shaping Better Future
Adults”.
10. Know Your Numbers
Financial advisors ask me all the time about how they should set their goals. It’s such a
common question that I created an entire product about it here:
TheAdvisorCoach.com/Goal-Setting

Financial advisor goals usually involve hitting a certain income or revenue target. In order
to break down the goal, you’ve got to know your numbers. I gave an example of this in a
podcast episode called “How To Get To $1M/Year As A Financial Advisor” where I talk
about reaching the magical million-dollar revenue mark.
Knowing your numbers is all about reverse engineering. You’ve got to know the following:
• How much you make per client

• How many appointments it takes to get a client
• How many prospects it takes to get an appointment
One of my Inner Circle members (you can learn more about my Inner Circle over at
TheAdvisorCoach.com/Newsletter) charges $2,500 for a full financial plan, among other
things. Yet, for the purposes of this example, let’s say that the $2,500 plan was all he
offered.
$1,000,000/$2,500 = 400, which means he has to do 400 of these plans to generate one
million dollars.
If he works 250 days per year, it means he has to do 1.6 of these plans every single day
he’s working, on average. Once he knows that number, he can come to a bunch of different
conclusions, such as:
• He needs more prospects in his pipeline

• He needs to convert his prospects at a higher rate
• He needs to charge more per client

Who knows? Maybe he does a combination of all three to reach his goal even faster. The
point is that by knowing his numbers, he can put together a plan directing him toward his
goal.
11. Avoid Buying Leads
Every so often I’ll hear from financial advisors who want to buy leads from a third party.
They’re typically shocked when I tell them that buying leads is perhaps the DUMBEST
thing they can do.
The biggest reason why I urge you not to buy leads is because when you buy leads, you’re
not in control. Buying leads is like riding in the bed of a pickup truck while someone else is
driving. You’re subject to the harsh bumps and tire-bursting potholes while the driver
rides comfortably in the air-conditioned cabin.
Now, before people start whining and

bellyaching, I want to point out that the key
word here is DEPENDENT. Because if buying
leads is a small part of your business and
you’re consistently profiting from those
bought leads, more power to you.
But there are some financial advisors who desperately seek out leads like a zombie seeks
out brains.
“Leads… leads?? Do you have any leads?!”
These advisors are a sad bunch because, with all the time (and money) they spend buying

leads, they could build a business 10X the size of what they currently have.
Instead, they’ll spend the rest of their days fulfilling their lead addiction while the smart
financial advisors remain in control.
Why?
Because successful financial advisors know that the real money comes from CONTROL.
Besides, what happens if your lead company goes out of business? Then what will you do?
If you’ve hitched your wagon to their star, you’ll be screwed.
You will never learn how to generate the leads yourself and you will always be dependent
on buying leads. This is a “give a man a fish” problem because if you give someone a fish,
that person will only eat for a day. However, if you teach that person to actually FISH, that
person will eat for a lifetime. So, stop depending on stinky fish handouts and grab your
reel.
12. Defeat Call Reluctance
When I first started out in business, I had a severe case of call reluctance. I couldn’t make
cold calls no matter how hard I tried. I could prepare a list, psych myself up, listen to pump-
up music and visualize all I wanted but as soon as I sat down, I was crippled with anxiety.
It SUCKED.
So, I’m going to give you a straight-up book recommendation. If you suffer from call
reluctance, run and get The Psychology of Sales Call Reluctance by George W. Dudley and

Shannon L. Goodson. The techniques in that book allowed me to defeat my call reluctance
so I could reach out to people I could help.
Another thing that helped me make more calls was getting clear on how much money I
was making, on average, per phone call. I’ve taught financial advisors this method and
they’ve told me it’s helped them as well. Here it is…
Imagine you call one hundred prospects and set three appointments, which results in one
client. If that client is worth $2,500 to you, it means that each phone call required to get
that client was worth $25.
Think of that… with those numbers, every time you pick up the phone, it’s like adding $25
to your bank account. If someone rejects you or curses you out, think “Thank you for the
$25!” and hang up. That may sound cold or callous but I’m only sharing what has helped
me.
One last thing that helped me defeat call reluctance was picturing my prospect list as a
deck of cards. I would imagine that picking an Ace of Spades meant setting an
appointment, while every other card would reject me. I knew that if I kept plugging away, I
would eventually get that Ace. This kept me from getting discouraged.

The Ace of Spades is in there somewhere… I’ve just got to find it…
13. Eliminate Neediness
Have you ever smelled durian?
It’s widely considered the smelliest fruit in the world. Some people describe the smell to
resemble feces, rotting onions, turpentine and sweaty gym socks… mixed together.
It’s even banned in Singapore.
Anyway, I want you to imagine that you won a brand-new car in a contest. It’s your dream
car, whatever that may be. However, the “catch” is that it has durian rubbed all over it.
In the seats, on the steering wheel, on the dashboard and all over the trunk. Every square
inch of your brand-new dream car smells like that malodorous concoction I described.

Would you still want it?
Well, being needy is like spreading durian all over yourself when dealing with prospects
and clients.
NOTHING REPELS LIKE NEEDINESS.
Unfortunately, most financial advisors reek with neediness. They have to set an
appointment. Their prospects “need!” their services.
It drives people away.
One rather dastardly mistake advisors make that projects neediness is putting prospects
on a pedestal. Advisors who do this feel grateful when prospects talk to them and they’re
thankful when they set an appointment.
While there’s nothing wrong with being thankful or expressing gratitude, the truth is that
your prospects are the lucky ones.
The sooner you realize this, the better. Because you can and do make a positive difference
in your clients’ lives. Your prospects are fortunate to even have the opportunity to speak
with you. If they don’t accept your offer to help, that’s okay. You shouldn’t feel rejected at
all. In fact, you should feel sorry for the prospects and move on.
14. Get Comfortable With What You

Charge

One of the best business books I’ve ever read is an obscure book called How To Sell At
Prices Higher Than Your Competitors by Lawrence L. Steinmetz. Even though it’s an old-
school book designed primarily for sales reps, I suggest you read it if you have any trouble
discussing price with your clients.
As a result of the teachings in that book, I have ZERO squeamishness about price. I charge
what I charge because I add tremendous value to a financial advisor’s life. You should have
the same attitude with your clients.
In my case, a single phone call can unlock some ideas which can double or triple an
advisor’s income. A system like “Appointments On Autopilot”
(TheAdvisorCoach.com/Appointments) can quite literally be worth tens of thousands –
even hundreds of thousands – of dollars over a financial advisor’s career.
But the most interesting part of that book was NOT about justifying prices…
It was about the mental side of pricing…
Because Mr. Steinmetz said he would fire any sales reps who were price shoppers in their
own lives.
Why?
Because those sales reps would project their own beliefs onto their prospects. The sales
reps would mistakenly believe that their prospects bought on price just because they did.
In reality, price is almost always more important in the mind of the seller than the buyer.
I’ve found that financial advisors should stop worrying about charging too much and start
worrying about charging too little.

Because people set their prices based on their emotional hang-ups on what they should or
shouldn’t charge. Besides, a “fair” price for one person could be “gouging” to another.
Charge what you’re worth. Because that’s what you’ll get.
15. Follow Up Faster
Nearly 100% of the advisors I have worked with one-on-one have benefitted from adding
an additional follow-up touch or method into their business. This is because most financial
advisors don’t follow up enough and the ones who do often follow up slowly.
An article written in the Harvard Business Review (called “The Short Life of Online Sales
Leads”) revealed that companies that tried to contact potential customers within an
hour of receiving a query were nearly 700% more likely to have a meaningful
conversation as those that tried to contact the customer even an hour later.
Let me be perfectly clear: if you are doing any inbound marketing whatsoever (content,
social, email, online ads, etc.) and you aren’t following up quickly, you are leaving stacks
of cold, hard, cash on the table. If you get nothing else from this guide, implement a faster
follow-up system.
16. Look For Ideas Outside Of The

Financial Services Industry

A big problem I’ve noticed across the financial services industry in the past few years is
the rise of the “copycat advisor”. This is the advisor who sees another advisor employing a
particular marketing strategy and copies it, without knowing if it’s working or not.
For example, I once saw a financial advisor tweet out that he was sending out brochures to
cold prospect. I don’t quite remember his tweet but I’m sure it was something like:
“Sending out these mailers!! One of the best ways I know to spread the message of how I can
help! Lol. 🔥 🔥 🔥 #RetirementPlanning #IDontKnowWhatImDoing #GRINDING”
Now, anyone who has even a SMALL amount of direct mail experience knows that sending
out a brochure as your first contact with a prospect is one of the worst things you can do.
Yet, I’m sure several advisors who saw this advisor’s tweet jumped on the bandwagon and
sent their own brochures.
I see this a lot with financial advisor’s websites, too. For

example, one well-known advisor might put an image
slideshow on his homepage. This is a big mistake that’s
been proven to decrease engagement. However, other
advisors will see his site and think, “Mr. Dumb-Dumb is
doing a slideshow??! Well, I’ve got to do a slideshow,
too!”
My Inner Circle newsletter (TheAdvisorCoach.com/Newsletter) has been so successful

among financial advisors because I discuss topics OUTSIDE of the industry. I synthesize
ideas and tell advisors how they can use them in their businesses. Doing this REQUIRES
advisors to step outside the realm of playing “copycat”.
In my newsletter, I’ve talked about…

• Heroin addicts (yes, really)
• Hulk Hogan
• Fast food restaurants
• Mr. Rogers
• Van Halen
• Car dealerships
• New York pizzerias
• Michael Jackson
• Bill Gates
And more. I do it because it helps financial advisors take ideas that are already working in
other industries and apply them to their businesses. This is infinitely better than watching
the next financial advisor to see what he/she will do.
As my fourth-grade teacher used to say: “Keep your eyes on your own paper!”
17. Remember That The “Experts” Aren’t

Always Right
It seems like everyone is an “expert” these days. You’ve got to extra careful.
To be completely transparent, one of the reasons I’ve put together this guide is to
demonstrate my expertise. I want you to know that I’m the real-deal and that I know what
the heck I’m talking about.
“Experts” told me that daily email is too much and that it would burn out my audience.
Lol. WRONG.

“Experts” told me that long direct mail pieces wouldn’t convert. They specifically said, “I
wouldn’t read all this stuff.”
Lol. WRONG.
“Experts” told me that running a company, writing a monthly newsletter, a blog, a daily
email, and recording weekly podcast would burn me out.
If you’ve even seen The Waterboy with Adam Sandler, you’ll appreciate this reference…
Mama’s wrong again!
18. Build Relationships With Influencers

In Your Niche
If you have a niche and Internet access, you have no excuse for not doing this…
Begin reaching out to influencers in your niche. I’m talking about bloggers, podcasters,
editors, publishers and other content creators. Offer to speak, to provide a column, to
write a guest post or whatever you have to do to get exposure.
These influencers have already built a relationship with your niche. If you write a guest
post for a niche-specific blog, you could get thousands of views over that post’s lifetime.
Even better – being published gives you credibility among that niche. You can take that
same guest post and share it on your own social media, email list, etc. to show that you
genuinely care about your niche.

Also, start following niche-specific influencers on LinkedIn. This is a “stealth” tactic that
not many people know about. You want to follow these people so you can see their status
updates on LinkedIn. You want to see their status updates so you can comment on them.
You want to comment on them because THEIR followers can see your comments. You
want their followers to see your comments because…
Drumroll, please…
They’re in your niche!
This is one of the easiest strategies to gain exposure within a niche.
I’ve even had people use this strategy on me. People who want financial advisors to notice
them will comment on my LinkedIn posts because they know that thousands of financial
advisors follow me there.
I can’t blame ‘em. It’s a smart move.

My LinkedIn profile makes it very clear that I serve financial advisors. Feel free to connect with me if you want!
19. Recognize That Your Prospects Don’t

Care About You
“You wouldn’t care so much about what people think about you if you
knew how little they did.” – Dr. Phil McGraw
We all think we’re special. We like to talk about ourselves. I get it. But during the
prospecting phase, prospects only care about what you can do for them.

You’ve got to make it clear WHAT you do and WHO you help. This is yet another reason
why having a niche is so important. If you’re a financial advisor who works exclusively with
physicians, your physician prospects should instantly realize that you help people just like
them.
Building a rapport and making small talk is fine – I’m not saying you should avoid doing
that. I AM saying that you need to make it known to your prospects how you can help
them so they can decide if there’s any benefit in working with you.
This is a hard pill to swallow for most people. It was tough for me to accept, too. Financial
advisors outside of my world don’t necessarily care about ME. They care about the results
I can get them. I do a lot of charity work and love to talk about it, but financial advisors
don’t give a crap about that stuff until they know that I can help them.
Knowing that your prospects don’t really care about you makes dealing with rejection a
lot easier as well. When we get rejected, our natural response is to dwell on it and worry
about why we weren’t “good enough” for that person to accept. It’s completely natural.
But the truth is that those prospects won’t remember who you are in 24 hours. Them
rejecting you was a tiny blip on their radar.
Once people know how you can help… and they’re genuinely interested in that help… you
can begin to invest more time and resources into building a relationship.
20. Use CRM Software
Customer relationship management (CRM) software will allow you to organize your
interactions with prospects and clients. Here are a few reasons why you should use CRM
software, starting today:

• It will give you access to necessary data. You get out of a CRM what you put into it,
so make sure you’re uploading notes, data, files, etc. and assigning them to
prospects/clients. This also increases your productivity because trying to go
through an inbox or call log to get a prospect’s information is a huge waste of time.
Because a CRM is a full, accurate record of your entire interaction history, you can
literally pull up the CRM and see where you stand with someone.
• It will help you track metrics to predict your future. A CRM gives you a reasonable
expectation of your future based on your past performance and past events. For
example, when you see that one group of prospects isn’t responding well to a
marketing strategy, you can downgrade it and do something more productive. Goal
setting becomes much easier when you use a CRM because you can see your
pipeline and get an accurate feel for how much business you can expect in the
weeks and months ahead.
• It serves as the “brain” of your business. Too many financial advisors try to
manually track every interaction with their prospects and clients. This quickly leads
to overwhelmed. With a CRM you can store and manage hundreds, if not
thousands, of clients and let your system handle the memory and recall.
One of the biggest reasons why I encourage financial advisors to use CRM software is
because it can allow you to optimize your marketing over time.
For example, let’s say you send out a direct mail campaign and use a unique phone number
so you can track it. Whenever a prospect calls that unique number, you can tag him or her
in your CRM as originating from your direct mail campaign.
Good CRM software will also integrate with the other tools and software you’re using,
such as MailChimp, G Suite, QuickBooks, etc.

The CRM I recommend is Capsule and you can read more about it here:
TheAdvisorCoach.com/CRM
A photo of my account inside Capsule, proving I actually use it…
21. Test Your Website’s Contact Form
I’ve found that financial advisors’ contact forms are some of the most critical, yet under-
tested, areas on their websites.
I once did a website review for a financial advisor where I recommended moving his
contact form from the far right of his page to the center of the page. He did it and guess
what happened?
It boosted conversions! I don’t remember the exact numbers, but I think it was something
like a 30% increase in form fills from that one change.

22. Get Your Own Financial House In
Order
Would you buy a Honda from a salesperson who drove a Toyota? No way. You need to be
completely sold on your service. You must believe that both you and your company can
provide THE best service for the client, bar none.
One way to gain this confidence is to get your own financial house in order. Work on
YOUR retirement plan. Buy life insurance for YOUR family.
Whenever I say this, some people inevitably get offended and make any excuse they can
to rationalize what they’re currently doing. But here’s your reality check…
As a financial advisor, you’re in the business of dispensing financial advice! How in the
world can you be a financial advisor and be broke at the same time?
It’s ridiculous. I get emails all the time from financial advisors who say they can’t afford my
products and services. Here you have people giving FINANCIAL ADVICE for a living and
they say they “can’t afford!” to invest in themselves.
Take my Inner Circle newsletter, for example. It’s $99 per month. The average financial
advisor’s income is about $90,000 per year.

When you do the math, this works out to be less than $3.26 per day. I’ve seen homeless
people spend more than that on their daily coffee and cigarettes.
Anyone who is giving “financial advice” who can’t invest that small amount of money into
themselves is a poser, plain and simple. Because that $3.26, invested into advisors’
knowledge and careers can pay them back many times over. Some advisors are truly
tripping over dollars to pick up pennies.
23. Understand Your Client’s Motivations
Almost every financial firm says they provide custom, high-quality service. But the truth is
that most firms have NO IDEA how to give remarkable service. Yes, they might be able to
crank out a financial plan or do some Monte Carlo simulations, but they can’t really
connect with their clients on a deeper level.

In order to connect with your clients, you must understand their motivations. By
understanding where they’re coming from and their personal investment goals, you’ll
establish a long-term, profitable relationship.
Remember, your clients don’t necessarily care about the money itself; they care about
the things money can do for them.
Most people’s primary goal with investing is to take care of themselves and their families.
So, when you’re talking to clients, don’t talk about the investment product/service itself.
Instead, talk about how it can meet the family’s needs of education, retirement, weddings,
travel, and so on.
Other clients (in my experience, about 20% of them) don’t even want to talk about
investing or finance at all. They’re not knowledgeable in the field and don’t even want to
approach the subject. Don’t use complicated jargon with these folks (or any clients, for
that matter) because they’ll leave you faster than you can say “derivatives”.
These people will focus on building rapport and they’ll talk about many other topics
besides investing. All you need to do with these clients is simplify the concepts and
provide support.
Figure out your clients’ true motivations by asking questions such as:
• What would you like to achieve?

• What does money mean to you? (This is a tough question for most clients to answer
but it’s pure gold.)
• How involved do you like to be with your finances?

Once you figure out their motivations, you can cater your approach to them. If family is
their biggest concern, explain how you’ll focus on their family and take care of them. If
they care about accumulating more assets, tailor your approach to accumulation. If they
feel uneasy about investing, explain to them that you’ll do whatever it takes to ease their
minds.
Knowing your clients’ motivations allows you to provide unparalleled, TRULY custom
service.
24. Use Metaphors And Similes To

Explain Concepts
Metaphors and similes make learning as easy as ABC. (Ha, you get it?)
Metaphors are a very potent psychological technique that compare two seemingly
unrelated concepts:
“Love is a battlefield.”
“Life is like a box of chocolates.”
“All the world’s a stage.”
They work so well because they take abstract, hard-to-understand ideas (love, life, the
world) and compare them to simple, easy-to-understand ideas (battlefield, chocolates,
stage). In other words, they make your job a lot easier because they can help you explain
complex financial topics to your prospects and clients.

For example, when you’re explaining
taxes, talk about a fox robbing a
henhouse. Explain how most people
focus on getting more eggs (higher
returns) but pay little attention to the fox
(the government) coming into the
henhouse. Tax-efficient investing is like
building a fence around the henhouse,
“Boy, those chickens sure look delicious…” keeping the sly old fox at bay.
If your clients are uneasy when the stock market is volatile, tell them that the market is
like a man walking up a hill with a yo-yo. When they focus on the market’s short-term
swings, they’re focusing on the yo-yo instead of the journey up the hill.
To get them to think about investing for the long-term, tell them to imagine that they have
to drive from the Atlantic to the Pacific Ocean. During the trip, their car gets stuck in
traffic, but they see bicycles zooming by. Should they jump out of their car and hop on a
bicycle? No! But so-called “investors” do it all the time when they make short-term
decisions for a long-term game.
One spectacular advisor kept a picture of a city skyline in his office. When explaining
index funds to his clients, he would point to a building in the photo and ask them, “What
are the chances of this particular company going out of business?” Then, he would ask,
“What are the chances that every business in this skyline will go broke?”. This helps the
concept of diversification “click” for his prospects and clients.
25. Contact Your Clients Once Per Month

A survey done by Financial Advisor Magazine (called “Top 5 Reasons Why Clients Fire
Advisors”) revealed that the #1 reason why clients fire financial advisors is poor
communication.
In fact, 72% of clients said they fired their advisors due to their advisor’s failure to
communicate on a timely basis.
The good news is that this is a problem you can fix! The best advisors put their
communication strategy at the core of their businesses, and they communicate
frequently.
Poor communication can also lead to poor investor behavior, such as buying or selling at
the wrong time. It can also give clients the false impression that their advisor is “asleep at
the wheel”. If you’re not communicating with your clients, don’t be surprised if they drop
you.
Speaking of dropping someone, it may be difficult for you to contact every single client
once per month. If that’s the case, you’ve got two choices:
• Hire someone, or…

• Get rid of your lowest revenue-producing clients.
Let’s assume you have one hundred clients and you speak with them every month for an
average of fifteen minutes. This equals 25 hours of client time. You can do that by setting
aside a little more than an hour each workday and reaching out to them. They’ll appreciate
it.

Note: I’m also assuming that your clients will want to be contacted once per month. I
would be sure to ask at the beginning of the relationship if they would prefer emails,
phone calls, etc. or no contact at all. Don’t just assume they want to be called but calling is
almost always better than ignoring them.
26. Send Out Birthday Cards
Make a note of your clients’ special day (preferably in your CRM software) and send out
birthday cards.
If you really want to take things to the next level, you can send out cards for EVERY
holiday. Joe Girard, regarded as the best car salesperson ever, sent out nearly 13,000
greeting cards per month to his customers.
Yes, that’s PER MONTH.
This guy celebrated everything from Christmas to

Groundhog day. As a result, clients viewed Joe not
just as someone who sold cars, but as a member of
their family. Imagine the influence he had!
When you send out cards, they aren’t mere paper and ink. They’re a symbol that you’re
someone who cares enough to recognize and honor your relationship with them. It evokes
a sense of loyalty which can pay dividends several times over.
27. Upgrade Your Service Standards

Here’s another harsh truth: other financial advisors are not your only competition. You
are competing with EVERY SINGLE PLACE your clients interact.
Because once someone experiences great customer service somewhere – whether it’s a
restaurant or resort – their expectations are raised. It’s kind of like going off to college and
living in a dorm for the first time. You love that dorm. Then, you get your first apartment
and you realize how crappy the dorm was. Then, you move into a bigger house and wonder
how you ever survived in your apartment.
I encourage financial advisors to study Ritz-Carlton, which I consider to be the gold

standard for customer service. Entire books have written about their legendary service.
One of their most famous rules is called “The $2,000 Rule” and it goes like this…
The Ritz empowers its employees to spend up to $2,000 to solve customer problems – per
day, per guest – without asking for a manager. VOLUMES of lessons about trust and
employee empowerment could be written about that one rule alone, but let’s focus on the
math behind this number…
When a lot of people hear about this rule, they’re immediately impressed by the dollar
figure. But what they don’t realize is that the average Ritz-Carlton customer will spend
about $250,000 with the Ritz over his or her lifetime.
Ritz-Carlton didn’t pull the $2,000 figure out of thin air.
They understand the value of the relationship with their customers and have decided, in
advance, to do what it takes to maintain those relationships.
Read the above sentence ten times because it holds one of the major keys to a financial
advisor’s success.

28. Send Thank-You Letters
These are so simple, yet so powerful. When was the last time a service professional sent
you a thank-you letter? Your clients will appreciate this more than you’ll ever know. It’s a
nice touch.
You can keep it short and sweet. Say something like:
“Thank you for choosing me and ABC Firm to handle your financial affairs. I appreciate you and
will do my best to serve you.”
Make it sincere and handwritten. Even a post-it note on top of their paperwork will do the
trick. It takes maybe twenty seconds to write one of these notes, but the effect lasts for
many years.

Here is an example of a handwritten thank-you note one of my Inner Circle members sent me…
29. Be Referable
I used to roll my eyes when people used to tell me that “being referable” is the first step to
getting referrals. Now, I realize how right they were.
You won’t get many referrals if you suck. Study after study has found that people don’t
give referrals to help their financial advisor. They give referrals to help their friends,
family members, and colleagues. They help these people by referring them to people who
can (gasp!) actually help them!

For many years, I underestimated the power of referrals here at The Advisor Coach.
Because my business is primarily done online, I had no idea how many financial advisors
were referring their friends and colleagues to me. When I finally figured out that a large
percentage of my products were purchased based on a referral, I realized I had been
“referable” all along.
For me, getting referrals is a result of being good at what I do and providing results. If a
financial advisor goes through my LinkedIn training (TheAdvisorCoach.com/Get-Clients-
With-LinkedIn) and gets results, he or she is more likely to share it with others to spread
the love.
30. Spend More!
The average advisory firm spends no more than 2% of its revenues on marketing.
This is pitiful.
How can you expect to grow your business if you’re barely spending anything on
marketing? Too many financial advisors sit back and “hope!” for referrals or cross their
fingers that people will discover them.

Marketing shouldn’t have a “budget” anyway. Good marketing should make you money. If
you’re spending $1 on marketing, your goal should be to get more than $1 back. Assuming
that happens, would you put a limit on how much you’d spend? I hope not!
It sounds simple but one of my “secrets” for indirectly getting financial advisors more
results is to get them to spend more money on marketing. For example, let’s say a firm
makes $1M per year and spends $20,000 on marketing. I would recommend DOUBLING
that to start and breaking it down into various categories such as direct mail, email
marketing, seminar marketing, content marketing, social media, etc. because once you see
one area working, you can amplify it and capitalize on it.
31. Respond To Objections With

Questions
When dealing with a prospect, it is your job to remain in control of the conversation. And if
there’s one part of the conversation you’ll want to steer with a strong arm, it’s objection
handling.
The best way to do that is to respond to objections by asking questions.
According to Gong.io, which has analyzed millions of sales calls, it’s one of the most
effective objection handling techniques. They found that top reps ask questions 54.3% of
the time when they hear an objection, compared with only 31% for average reps.
Plus, financial planning is a discovery process. The only way to learn more about your
prospects and show them that you’re genuinely interested in them is to ask questions.

32. Stop Asking For Referrals Like This…
I recently saw an ad online for a supposed referral marketing “expert”.
Out of curiosity, I clicked on the guy’s video. What I heard was a combination of aggressive
put-ons and outdated sales tactics.
You know, the stuff that would make even the sleaziest used-car salesperson cringe.
I felt physically ill.
Because you don’t have to twist someone’s arm to get a referral. Yet, these “experts”
continue to pile on the sludge. I can’t tell you how many times I’ve heard things like…
“I get paid two ways!”
“I need your help to grow my business!”
Or how about this one…
“I’d like to list three names on this sheet of paper. We’ll call them together!”
*Gags*
If you think those strategies work with today’s sophisticated clients and you’re okay using
them, then more power to you. Keep doing your thing. But if these phrases make you
wince – or if you have any sense that these tactics don’t work with modern clients – then
stop. Please. You’ll thank me later.

And if you’re interested in learning some better ways to get referrals, go here:
TheAdvisorCoach.com/Referral-Marketing-Tips
33. Get Your Clients To Complain
A client complaint is like a diamond in the rough. Having no complaints in a relationship is

a sure sign of declining interest or trust. Trust me when I say your clients have
SOMETHING they don’t like about you or your service.
A study done by The Technical Assistance Research Programs Institute in Washington

D.C. revealed that, for services, 55-63% of unhappy clients won’t complain. These are
people who can help you improve but they’re not saying anything!
Another study, conducted by The Strategic Planning Institute, revealed that the average
business never hears from 96% of unhappy clients and 70% of clients will do business
again if a complaint is properly resolved.
Is your 70% walking away?
You need to get your clients to complain. Because if you don’t hear their complaints, you
can’t fix anything. Plus, if one client is having a problem, it’s likely that others are having
the same one.
Once you hear a complaint, apologize, don’t argue and get to work fixing it. Resolve the
situation quickly and thank the client for bringing his or her concern to you. They will
know that you value their input, making it likely they’ll tell you immediately the next time
something goes wrong.

34. Focus On Conversions Instead Of
Looking Pretty
I encounter many financial advisors who want to improve their websites but don’t know
where to start. Sure, they could read a few books or articles, but it’s rare that the
principles apply directly to their websites.
They could also hire a fancy web designer… but there’s a big problem with that, too…
The web designers get paid to make websites look pretty and pretty doesn’t convert.
Unfortunately, web designers rarely have the marketing expertise necessary to know
what works and what doesn’t when it comes to taking cold traffic and turning into booked
appointments.
My personal philosophy is that your website should be making you money. I could care
less about looks or designs. I’m running a business, not a fashion show. In my opinion, the
purpose of a website is to maximize the chances of turning a web visitor into a prospect
and then into a client.
If you’d like me to review your website, go here: TheAdvisorCoach.com/Website-Review
I’ll record a 10-minute video of me interacting with your website and pointing out things
that you should add, change, or remove. I can go through your site with fresh eyes – as if I
were one of your prospects – while at the same time telling you what it’s going to take to
make your website more effective.

I’ll record the video and send it directly to your inbox within 48 hours. I offer a quick
turnaround because you probably hate waiting as much as I do.
You’ll get to download and keep the video, so you can watch it again and take notes,
forward it to your team, and do whatever you need to do.
But be warned – if you’re looking for an ego boost, this is NOT it! I will take your website
and pull it apart like a mechanic. I’ll tell you what’s working… and where it’s failing
miserably. I’ll give you specific steps that you can take immediately to make your website
more effective.
This is my website. It may not be pretty, but it’s designed to CONVERT!

35. Simplify Your Value Proposition
While writing about doing website reviews, I was reminded of this…
Once upon a time, I reviewed an advisor’s website and found one of the most garbled,
wordy “value proposition” I’ve ever seen on his homepage.
I don’t remember the exact wording, but it went something like this:
“We are a small, boutique firm with the ability to make research-backed decisions to provide our
clients with superior, personalized service that maintains our advantage over large, impersonal,
one-size-fits-all firms.”
I immediately pointed this out and told the financial advisor to change it.
He worked with medical professionals and ended up changing it to this:
“We help medical professionals make smarter financial decisions.”
MUCH better.
I reckon that one change alone doubled or tripled his conversion rate.
Don’t overthink this stuff. If you can get clear on WHAT you do and WHO you serve, your
value proposition will work much harder for you.

36. Master The LinkedIn Connection
Request
I’ve gotten a lot of bad LinkedIn connection requests over the years, but this one takes the
cake.
I got it awhile back and couldn’t believe the jumble of word soup this guy threw together.
Read it for yourself…
“Hi James,
We are building our Global proposition. Committed to expanding and diversifying by effectively
focusing on our core strengths whilst rejuvinating the business philosophy and approach.
I am reaching out to those professionals that can potential offer value and support.”
Wow!
What in the world is this guy smoking?
Here’s just a sample of why this request is the worst I’ve ever seen…
• It’s incredibly hard to understand.

• He uses a lot of words and says NOTHING.
• He didn’t check his spelling. Now, I’m the last person who should be talking about
spelling and grammar, but for a LinkedIn request… come on!

• He’s asking ME to provide value and support. Why would I want to help this guy
when he hasn’t done anything for me? He provides nothing valuable in his request.
If you want to make your LinkedIn connection request work for you…
You should make it easy to read, you should be clear about how you can provide value, and
you should give the other person a reason to accept.
Fortunately for you, I’ve done all the hard work for you and revealed the exact connection
request I teach financial advisors to use while prospecting on LinkedIn here:
TheAdvisorCoach.com/Get-Clients-With-LinkedIn
It’s the result of years of hard work and split testing various messages. There’s no need for
you to reinvent the wheel. Just follow the system and get results.
37. Find Out Your Clients’ Favorite

Restaurant
There are two reasons for this. One is so you can, if you want, send them gift certificates for their
birthday, anniversary, or other special occasion.
The impact of sending a gift is multiplied when
you know it’s their FAVORITE restaurant.
Secondly, you can use their favorite

restaurant as the spot to take their
potential referrals. If you find out they
know someone who fits the description of
your ideal prospect, you can ask them to introduce you at that restaurant (your treat, of
course!).

38. Know How To Handle “I Don’t Give
Referrals”
If clients ever tell you that they don’t give referrals, it’s because they’ve had a bad
experience in the past or they’re unsure about how their friends will react about them
giving their names out.
This is a sensitive area, so use your common sense here. If a client seems touchy about it,
back off. You might bring up referrals one day and get an ice-cold response, but three
months later the client might send you two referrals.
You can’t make any progress if the client is uncomfortable.
If you encounter heavy reluctance, reassure your client that it’s completely okay and back
off. I know this is contrary to what many referral “experts” will tell you to do but I know it
is more profitable to maintain the integrity of your current relationships.
Backing off means you’ll live to ask another day and you won’t lose the client you
currently have by chasing referrals (which may or may not materialize).
39. Conduct Automated Webinars
What if I told you that there was a way to give a presentation to prospects…
Without renting some room at the library…

Without spending a small fortune on a “seminar marketing” company…
And WITHOUT being physically present?
Many years ago, this wasn’t possible. However, today’s financial advisors can systematize
and scale their businesses using one of the most powerful marketing tools available: the
automated webinar.
I know that not EVERY company out there will allow its financial advisors to run webinars
(you know who you are). If that’s the case, I give you the same advice I gave about email
autoresponders: find a new company. If you aren’t using these tools and other financial
advisors are, it’s only a matter of time before you fall behind.
I break down my webinar process here: TheAdvisorCoach.com/3-Ways-Financial-

Advisors-Can-Use-Webinars
According to SmartInsights.com, an average of 36% of registrants attend the webinar.

According to GoToWebinar.com, marketing webinars (which tend to be done by
experienced marketers) have an average attendance rate of 44%. So, if your attendance
rate is somewhere in this range, you’re doing just fine.
My attendance rate is 72.9%.
I know some people will call B.S., so here’s proof…

My personal webinar attendance rate is 72.9%, nearly DOUBLE the average…
Here are some quick tips on how I do this…
Perhaps the biggest mistake people make when they do webinars is pick bad times. Forget
all the stats and recommendations out there… what time(s) work for YOUR market? If
you’re a financial advisor who specializes in working with teachers, it’s probably a bad idea
to run your webinars at 11 a.m. on a Tuesday, no matter what the “experts” say.
Another good way to solve the timing issue is to offer multiple times for prospects to
attend. Offering two or three times per day is a good way to do it. Unfortunately, most
people only offer their webinars once or twice per week because they want them to seem
like they’re live. That’s sneaky, deceptive and audiences can see right through that.

Next, provide some sort of “add to calendar” button or reminder on the thank-you page. I
use these buttons all the time and I must admit that I forget about stuff until I get
notifications on my computer. They’ve gotten me to attend several online meetings,
webinars, appointments, etc. that I would have otherwise missed. They can provide the
same benefit for your webinar.
Also, reminders work wonders. Do not be afraid to email your registrants several times to
let them know the webinar is coming up. I like to send a reminder a day in advance, six
hours before and fifteen minutes before.
Some people might say this is overkill but I’ve found that people appreciate getting the
reminders to make sure they don’t miss it. Besides, I’m not trying to cram “value!” down
their throats in every email. I’m being 100% transparent (are you noticing a theme here?)
and telling them it’s just an automated reminder.
40. Answer These Questions To Put Your

Prospect’s Mind At Ease
Prospects are more skeptical than ever before, which means they’re looking for a reason
NOT to do business with you.
In a 2016 poll by the American Association of Individual Investors, 65% of respondents

said they don’t trust advisors, with only 2% saying they trust them “a lot”.
Think of that… only 2% of people are predisposed to fully trusting you before working
with you. This misplaced suspicion is a huge roadblock between you and the prospects you
want to serve.

Some of the questions skeptical prospects are asking when they first meet you include:
“Is this advisor real?”
They want to know that you’re genuine. That you’re really a financial advisor and that you
really have their best interests at heart.
“Is this advisor telling the truth?”
It’s sad to say but we live in a world where people keep their guards up and
sometimes assume you’re going to lie to them. Making sure you come across as honest and
trustworthy is a crucial part of forming a solid first impression.
“Is this advisor competent?”

Prospects want to know that you’re able to help them. With all the current rules and
regulations surrounding the industry, displaying competency is tricky but it can be done.
I’ll show you how later in the article.
“Is this advisor appropriate for me?”
This last question is a major stumbling block for most financial advisors. They work so
hard to come across as real, trustworthy, and competent but fail to convince their
prospects that they’re appropriate for them.
In other words, the prospect is left thinking, “Yeah, you may be a great advisor but you’re
not the one for me.”
41. Control Your Environment
This is perhaps the best tip I can give anyone on forming better habits.
By controlling your environment, you make it easier for you to complete your good habits
and more difficult for you to complete your bad ones.
In my experience, many advisors work like this:
• Their phones are on their desks next to them.

• They’ve got eighty million browser tabs open at the same time.
• They’re constantly checking email and/or social media, horrified that they’ll miss
something important.

A study by global tech protection and support
company Asurion found that average Americans
check their phones once every twelve minutes.
One in ten check their phones every four
minutes.
Guess what? You can’t dilly-dally with your

phone if you don’t have your phone with you. One of the best things I’ve ever done for my
personal productivity is to get rid of my phone. When I’m working, I keep it in a different
room.
You can also change your digital environment. Delete your apps. Do you really need the
Burger King app sending you a push notification every time there’s a discount on
Whoppers? Install a website-blocking app to automatically block social media sites after a
predetermined time limit.
As you begin to control your environment, pay attention to your “defaults”. If you sleep
with your phone next to your bed, then checking your email first thing in the morning is
likely to be your default option. However, if you set up your CRM to automatically open
when you open your browser, you’re more likely to follow up with prospects.
Also, prime your environment to make your desired actions easier. For example, cleaning
your office at the end of the day is a great way to prime your environment because you’re
reducing the friction of getting started the next day. Another way to prime your
environment is to create a to-do list at the end of each day. I write out a to-do list every
night and leave it on my desk, so I see it first thing in the morning. All I have to do is take a
look at the list and I hit the ground running.
People who work out every morning (I’m one of those rare birds who likes working out at

night) tell me they kick-started that habit by packing their gym clothes in a bag the night
before so it’s easy to grab the bag and go to the gym. Some people even sleep in their gym
clothes.
Your environment influences EVERYTHING. I can’t possibly overstate this. If you use a
bigger plate, you’ll eat more. If you have a takeout place on speed dial, you’ll order out
more. If you don’t have a dedicated workspace, you’ll work less. If you’re surrounded by
whiners and complainers, you’ll whine and complain more.
42. Combine Outcome-Based Goals And

Activity-Based Goals
This is extremely important for financial advisors because they’re prone to set outcome-
based goals like these:
• “I want to get an additional $20M AUM this year.”

• “I want to bring on six new clients in the next three months.”
• “I want to get five referrals from existing clients after my annual review meetings.”
While these goals can be indirectly influenced, they’re not under the advisor’s direct
control. A much better set of goals would be activity-based goals, such as the following:
• “I want to build a pipeline of a hundred people who all have at least $1M in
investable assets.”
• “I want to reach out to fifty people per day, every single day, for the next sixty
days.”
• “I want to ask all of my clients for referrals during their annual review meetings.”

However, this doesn’t mean that outcome-based goals aren’t important. They’re critical.
Because setting an outcome-based goal allows you to get clear on what you want to
happen. After you set an outcome-based goal, you can connect your activity-based goals
to them.
Setting only activity-based goals with no connection to outcomes can be a recipe for
disaster. Just because the activities get completed doesn’t mean the desired outcome has
been achieved. Lots of people are “busy bees” but never accomplish much.
Researchers from the University of Chicago coined the term “idle aversion” to describe
how people are drawn to being busy regardless of how busyness harms their productivity.
This means people are literally using being busy to hide from their laziness and fear of
failure. They cling to activity-based goals to keep themselves busy, whether or not it
propels them toward the desired outcome.
The lesson? Don’t be a “busy bee”. Combine activity-based goals and outcome-based goals
to be a “productive bee”.
43. Build Your Prospect List At Night

Don’t waste your time building your list during the day.
So many advisors will get to their offices and get straight to work building their list and
doing “research”. The truth is that the list should be finished before you ever step into the
office. During the day, you should be focused on MARKETING and MEETINGS.
Building your prospect list is a “zombie task”, meaning it’s not cognitively demanding. You
can sit in front of a computer at 9 p.m. and put your list together. Other zombie tasks

include organizing, cleaning, sending email responses and entering information into your
CRM.
44. Always Look For Leverage And Scale

Financial advisors who sail past low six figures and enter high six figures (and sometimes
seven figures) tend to have mastered two things…
Leverage and scale.
Leverage is all about having things work separately from your time. For example, using
your website is a great form of leverage because it works for you whether you’re working,
asleep, or on vacation. It’s always talking to prospects.
Another form of leverage financial advisors can use is any content they create. Take this
guide – I all I had to do was create it once and it will continue to work for me for years.
After I’ve written it, it’s completely separate from my time. One way I can get this guide to
work even harder for me is to get more readers. That’s where scale comes in…
When a business is able to scale its operations, it means the business is able to handle its
amount of work in a capable, cost-effective manner. When it comes to financial advisor
marketing, scale means reaching 1,000 prospects just as easily as 10.
One reason why I love showing financial advisors how to get clients with LinkedIn is
because LinkedIn has scale built in. It takes the same amount of time and energy to post a
status update or share a piece of content no matter if you have 10 people connected with
you or 1,000. However, if you have a large network of people and they’re all in your niche,
it becomes very easy to build a book of business.

Imagine you’re a financial advisor who specializes in working with dentists and you’ve got
4,000 dentists who follow you on LinkedIn. Continuing with our example from earlier, we
established that you only need 40 clients to make six figures as a financial advisor.
If that’s the case, do you know what percentage of your LinkedIn following you need to
convert into clients?
1%.
Yes, that’s right. A mere ONE out of every HUNDRED of your connections.
If all of them are dentists and you’re a financial advisor who works specifically with
dentists, do you think this will be difficult?
Your website also has the ability to scale, providing you get enough traffic to it. So, let’s
keep going with our example, where we assumed you got one client for every three
appointments you set.
If that’s the case, it means you need 120 appointments throughout the course of a year.
Okay, now make sure you’re following along…
Because according to WordStream (an online advertising firm), the average landing page
conversion rate is 2.35%. This means for every 100 visits to your landing page, 2.35 people
will make an appointment with you.

When you reverse-engineer everything, you find out that you only need 5,107 visits to
your landing page to set 120 appointments.
And that’s assuming you’re drop-dead AVERAGE. If you’re better than average, you need
even less traffic.
Over the course of a year, that works out to be about 14 visitors to your landing page per
day.
What’s really cool is that you can get better at everything. Meaning you split-test and get
your landing page to convert 5% of people instead of the average 2.35%… or you build
your social networks… or your website gets a huge spike in traffic… or you increase your
client’s lifetime value… or you convert more appointments into clients…
When that happens, your income can soar.
45. Avoid The “Branding” Trap

There are people out there who hate what I teach advisors about marketing.
They hate the fact that I’m showing you how to put more dollars in your pocket…
(Instead of designing pretty logos and dreaming up cutesy slogans.)
I try to repel these people so they can stay in their own little bubble.
However, every so often someone crawls out of the woodwork and tries to tell me that
you need to “build a brand”.
Usually, this comes from someone who only seems to know how to write slogans and
create pretty pictures.
They’ve never had to put their OWN money up (like I did).
They’ve never been in a situation where their marketing HAD to work, or they wouldn’t be
able to pay rent (like I have).
Yet, they can somehow preach from their pedestal about how everyone should be
“branding”.
I want you to imagine two door-to-door sales reps selling identical products in identical
neighborhoods to identical people.
Let’s say that one sales rep drives around the neighborhood in his company car, which has
his company logo and website address written all over it.

Oh, and let’s say that he’s singing a song about how wonderful his company is.
But he never asks for the sale and he never talks to anyone on a personal level.
Now, let’s say that the other sales rep goes door-to-door and face-to-face telling his story
and showing his products one house at a time.
Here’s my question: If your life was on the line, and you HAD to pick which sales rep
would make the most money… who would you choose?
46. Ditch The “Closing” Techniques

Do you wear luxury brands?
I’m talking about Brioni, Gucci, Prada, Versace, Tom Ford, and more.
I know some financial advisors love that stuff while others keep it plain, simple, and frugal.
But I’ve found that luxury brands can teach financial advisors quite a bit about “selling”
because here’s what the sales process looks like when you walk into one of the luxury
stores…
First, they ask about you and your situation.
What are you looking for? Where will you wear this suit? Will you wear it every day?
Based on your answers, they can find the right solution for you.

Remember, prescription without diagnosis is malpractice.
Next, they’ll figure out what you’re doing now.
They’ll ask about your current suits, bags, wallets, etc.
They’ll figure out what you like and dislike about your current situation so they can take
that information and tailor something specifically for you.
After that, they’ll get you to try on a few suits.
They’re creating vision.
(Very, very important… without vision, there’s no decision….)
Finally, they close the deal.
But, here’s the thing…
They won’t “hard sell” you… and they won’t use any cheesy “closing” tactics.
They let you come to a conclusion on your own.
These same concepts apply when “selling” prospects on why they should work with you.
I’ve found that the harder advisors push, the more they repel clients.

(By the way, if you’re interested in getting some more sales tips related specifically to
financial advisors, I encourage you to check out “37 Sales Tips For Financial Advisors”,
which you can find here: TheAdvisorCoach.com/37-Sales-Tips)
47. Create Niche-Specific Content

If you’re a financial advisor and you’re targeting teachers, every single piece of content
that you put out there needs to be relevant to teachers and help them in some way.
You will begin to attract a following. People will come back and check to see if you’ve
posted anything else that can help them. And if you’re targeting teachers, guess who they
have in their network? Other teachers! The same is true with the vast majority of niches
out there. In today’s digital world, you’re just a hop and a skip away from getting shared
with others within the same niche.
There are many different ways to skin a cat, but I want to talk about one. Picture this: you
have a piece of content on your website about how teachers should be planning for
retirement. A teacher in your area searches for this topic online and either through
organic rankings or paid ads, you show up on top.
She clicks on your article, and rather than you trying to sell her on how great you and your
company are, you actually tell a story or provide valuable insight or help in some way.
Don’t you think that she is more likely to reach out to you than if you rambled on about
how long you’ve been in business and how you provide “comprehensive financial planning
solutions” or any of the other garbage advisors like to spew?

“Wow, look at this cool financial advisor’s website! He’s been in business 17 years and he provides “comprehensive
financial planning solutions”. Yay! I’m totally going to reach out to him… NOT!”
48. Fire Your Clients

This advice always shocks some people but those who “get it” realize it’s one of the most
powerful business-building strategies a financial advisor can employ…
Picture your worst client. Do you have the guts to look that person square in the face and
say, “You’re fired!”?
Maybe not literally… but you DO want to get rid of your worst clients.
What’s the bottom 10% of your client base like? If they’re anything like the horror stories
I’ve heard from countless financial advisors over the years, they complain a lot, they waste
your time, they’re rude, they expect special treatment, they don’t respect your
boundaries, etc.

I’m hereby giving you permission to FIRE them. Get them off your back for good.
When you get rid of the bottom 10%, you have a lot more time to focus on attracting more
of your best clients.
Every year you should drop the bottom and add to the top. Drop the bottom, add to the
top. Just keep doing that your business will transform in a few years’ time.
49. Build Your Network

“I discovered that being a little bit different actually sets you aside in show
business; it makes you special. You always try to turn your negative into a
positive.” – Jay Leno
Is WHAT you know more important than WHO you know?
Back in the early 1990s, David Letterman and Jay Leno were both being considered to
replace Johnny Carson on “The Tonight Show”.
Both men looked like good choices. Letterman hosted his own late-night show for ten
years and did well. Leno had filled in for Carson on a regular basis and also did well.
But there was one difference…
Letterman relied on his show’s performance to get him the job while Leno went out of his
way to build relationships with NBC affiliates. Leno would do stand-up at their meetings,
help them sell their commercials, and do interviews with local press.

In other words, Jay Leno went above and beyond to connect with the people at NBC who
would influence the network’s final decision in his favor.
So, what’s the lesson here for financial advisors?
Actually, I think there are two…
First, it’s the fact that you can’t rely solely on WHAT you do or WHAT you know to build
your business. You could be the best financial advisor in the world but if nobody knows
you, it doesn’t matter. You’ve got zilch.
So many advisors, like Letterman, believe their performance is enough to carry them
through the day. I guess that’s why so many of them sit back, cross their fingers and
“hope!” for referrals instead of going out into the marketplace and shaking things up.
The second lesson is that it’s not necessarily about what you know… or even who you
know…
It’s about who knows you.
That’s the essence of marketing.
50. Shift From “Doer” Of Your Thing To

Marketer Of Your Thing
Here’s a shocking truth that many financial advisors don’t want to accept…
Experience and certifications (for the most part) do not matter.

When I said that for the first time, I caught a LOT of heat for it.
Experienced advisors - often those with a jumble of alphabet soup after their name - sent
me nastygrams and hate mail like you wouldn’t believe.
They were so upset that their entire worldview had been shattered.
After all, they’ve been conditioned to believe that knowledge is the meal ticket.
Wrong.
Too many financial advisors are focused on being the “doer” of their thing instead of being
the marketer of their thing.
I’ve seen inexperienced financial advisors

completely crush the experienced ones because
they became good marketers.
Now, don’t get me wrong - experience and

certifications are good. In fact, I encourage you to
get both.
“He’s shattering my worldview! He’s wrong!!!”

But good marketing trumps all. I know new financial
advisors who are making more money and making more of an impact than advisors who
have been in the business for ten or twenty years.

Just because someone has been a financial advisor for ten years does NOT mean he or she
has ten years of experience. Because that person could only have one year of knowledge
repeated ten times.
By working with thousands of financial advisors, I’ve discovered a few painful truths…
Your credentials don’t matter as much as you think they do, and your experience doesn’t
matter as much as you’d like it to.
Newer financial advisors can succeed more rapidly than their experienced counterparts
provided they understand the concepts discussed in this guide. Namely, choosing a niche,
using leverage and scale, having a market-to-message match, etc.
I give advice specifically for new financial advisors here: TheAdvisorCoach.com/Your-

First-Year
51. Do The Hard Stuff

The easier something is to do, the more people are doing it.
It’s hard to build a content machine that consistently attracts new leads. That’s why few
people do it.
It’s hard to build a piece of marketing collateral that can work for you 24/7. That’s why
few people do it.
If you want to set yourself apart from everyone else, DO THE HARD STUFF.
I can’t even count how many complaints I’ve heard over the years, such as:

• “That’s too hard!”
• “That won’t work for ME! I’m special!”
• “That won’t work in MY market!”
• “I can’t afford it!” (People who say they can’t afford it really need to change their
wording to they WON’T afford it…)
• “I’m overwhelmed!”
Wah, wah, wah.
If you can’t come to grips with the fact that running a business takes REAL investments of
time, money, and energy then you’re going to have a bad time. Here are some of the hard
things that happen when building a business:
• Learning to say no to the things that don’t matter. Only say “yes” to things that can
produce results.
• Managing all the tools, software, updates, regulatory changes, compliance, and
more.
• Hiring people who actually give a crap about what they do and won’t lie, cheat, or
steal.
• Forcing yourself to put in the work even when you don’t feel like it.
• Delivering a consistent client experience that amazes your clients.
• Dealing with the consequences that come from not spending as much time with
your friends and family members as you’d like.
• Putting up with skeptical people and the constant rejection that comes with
prospecting and marketing.
You must be a warrior and embrace the challenge that comes with building an earth-
shaking business.

52. Find A Purpose Bigger Than You
A lot people talk about how important it is to have a strong “why”. I agree with most of
them. When you align yourself with something greater than just you, it will encourage you
to improve and increase your marketing
efforts.
One of the reasons I work so hard is because

I want to support my charity of choice,
Donors Choose. It’s a charity which allows
me to donate directly to public school
classrooms. I can support their projects and
give them the resources they need to
succeed.
A mentor of mine gave me a piece of advice

years ago and I’ve treasured it ever since.
Here it is:
“Outside of your own health and abilities,

nothing is more important to your success
than the information you feed your mind.”
When I took this advice to heart – I mean,

REALLY took it to heart – everything I love donating to DonorsChoose.org and I hope you’ll
help me help them…
changed for me. I started connecting the dots
in business. I recognized opportunities where I had been blind to them before. All because
of the information I find my mind.

Following this philosophy – that nothing is more important to success than the
information you feed your mind – I want to ensure less fortunate children get the
education they deserve.
53. Have Fun

“I don’t think of work as work and play as play. It’s all living.” – Richard
Branson
Life too short not to have fun along the way. Lots of people talk about having a good
“work-life balance”. I must admit, it’s all life to me. I have fun everywhere.
Something that’s surprised me in my marketing journey is how well “fun” marketing

works. I talk in-depth about the power of entertainment in “Appointments On Autopilot”
(TheAdvisorCoach.com/Appointments) but I’d like to share one of my own Facebook ads…

This ad literally has a rainbow unicorn, the word “lies”, and a sun wearing shades. It’s
downright weird and it captures peoples’ attention than 99% of the stuff on Facebook
right now.
If I wasn’t afraid to push the boundaries and have fun with my marketing, I would have
never tested this ad. I encourage financial advisors to incorporate fun into their marketing
as well. You don’t have to be stiff and uptight with everything. I’ve found that the more
“professional” your niche, the more they’re dying inside for fun and games.
54. Set Bigger Goals

Ever since I created “Your First Year As A Financial Advisor”
(TheAdvisorCoach.com/Your-First-Year), I’ve gotten tons of attention from new financial
advisors. These new advisors are often encouraged to set goals for their first year in
business. Some of them set huge, lofty goals but, based on my experience, most new
financial advisors set the bar too low.
Now, why is this phenomenon especially prevalent among new financial advisors? I have a
few hypotheses…
The first is that they don’t know what’s possible. They’ve never been in financial services
before, so they have no baseline whatsoever. For all intents and purposes, they’re picking
a random number. Because they’re just daydreaming potential numbers, some advisors
appear full of unbridled enthusiasm while others appear afraid to aim high.
My second hypothesis is that their goals are influenced by the other financial advisors
they meet. When financial advisors hear about how tough it is to succeed or the industry’s
high turnover rate, they get nervous. If other financial advisors tell them how they’ll have
to “grind it out” for a few years, low goals are merely a product of confirmation bias.

My third hypothesis is that they fear change. This is assuming financial advisors ARE
thinking accurately about what’s possible and they DON’T have any negative influences.
Because when most people talk about “fearing success”, they’re really talking about
fearing change. They’re worried that success will turn them into different people. They’re
worried that success will alienate their friends and family members.
Because of this deep-rooted fear of change, advisors set low goals and remain in their
comfort zone. However, as Tony Robbins famously quipped: “All growth starts at the end
of your comfort zone.”
55. Never Give Up

According to Investopedia, up to 90% of financial advisors fail in their careers.
Make no bones about it:

succeeding as a financial
advisor is difficult. It does
require hard work and
strategic thinking. Yet, it can
be done. Thousands of
financial advisors have already
achieved the success you want
to achieve. If you want to
replicate their results, you’ve got to replicate what they’ve done.
In my experience, most financial advisors tend to be optimists. And there’s nothing wrong
with being optimistic unless it takes you away from reality. If the cold, hard reality is that it
takes a certain amount of effort to succeed, no amount of positive thinking is going to

change that.
I’m bringing this up because optimist financial advisors are the ones who (ironically) tend
to get discouraged when the going gets tough. This is because they’re optimistic in the
sense that they think everything will be easy for them. When things don’t happen as
quickly or as easily as they’d like, they get discouraged.
56. Use “The Mere Exposure Effect”

This is one of the most powerful marketing tips I’ve ever learned… pay attention…
There’s a psychological phenomenon called “the mere exposure effect”. It describes the
phenomenon by which people feel a preference for something merely because they’re
familiar with it.
It’s NOT fair…
It’s NOT logical…
But it works.
And financial advisors who take advantage of the mere exposure effect will find
themselves setting more appointments and getting more clients in less time than ever
before.
Let me give you an example using LinkedIn marketing…

On LinkedIn, you can connect with people… you can message them… you can post in
groups… and you can literally put your headline in front of anyone who sees your profile.
Because whenever people see you on LinkedIn, they see your headline.
If your headline is something like “Financial Advisor Who Helps Teachers Plan For
Retirement” then you can bet your sweet gluteus maximus that any teacher who is even
“kinda sorta” interested in talking with a financial advisor will make a mental note that you
exist.
From there, all you have to do is sit back and let the mere exposure effect do the heavy
lifting and your prospects will be psychologically wired to prefer you over everyone else.
57. Invest In Yourself

All serious business owners recognize that it takes investments of time and money to
grow a business. Anyone who thinks otherwise is just “playing business” in the same way
that a young child plays “doctor” or “house”.
Allow me to explain this using a stock market analogy…
When investing in stocks, value investors try to buy stocks that appear underpriced by
some form of fundamental analysis. One of the metrics used is the P/E ratio, or the price-
to-earnings ratio. For example, a P/E ratio of 10 means the company will pay 10X
earnings.
Sadly, a lot of people will jump to buy a stock with a low P/E but not invest in themselves
when they can get an even lower “P/E ratio”.
And I’m not just talking about investing money…

You can invest time.
That’s what I did. When I didn’t have any money, I invested my TIME. I read everything I
could get my hands on. I studied everything. No TV… no mindless entertainment… no
barhopping… none of that B.S. I took every waking moment I had an invested it back into
myself.
However, I must warn you…
Investing MONEY in yourself speeds up the process and it makes things way easier
because you can shorten your learning curve and implement faster.
Either way, invest in yourself whether it’s with money or time. Use what you have to get
where you want to go. I am here to help you along the way.
Thank you so much for reading this. I appreciate you and I wish you nothing but the best!
James Pollard
james@theadvisorcoach.com
TheAdvisorCoach.com

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2. Focus on Value Instead of Price

© The Advisor Coach LLC TheAdvisorCoach.com

One of the best purchases I’ve ever made is

At first glance, this may seem like a lot of

First, because I’m warming/cooling the bed, I

© The Advisor Coach LLC TheAdvisorCoach.com

And especially business.

3. Leverage Email Marketing

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Email comes REALLY close.

Find a new company.

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© The Advisor Coach LLC TheAdvisorCoach.com

NOTHING builds trust, credibility and rapport like email.

NOTHING sets appointments better than email.

The writing is on the wall.

If you’re interested in discovering some of my most effective email marketing secrets,

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© The Advisor Coach LLC TheAdvisorCoach.com

Speaking of building relationships…

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So, now the question becomes:

If you want to dig deep into my referral-getting process, visit

First, get a big list of CPAs.

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If you have no idea how to find CPAs in

Finally, make it clear who you serve best.

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6. Seek Client Feedback

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Here is my four-step process to achieving superhuman focus:

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Another way to upgrade your entire life is to become a speed reader.

Then, I tripled my reading speed.

8. Keep Your Eye On Profit, Not Revenue

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Financial advisors swarmed me like reporters around a celebrity court case.

I’ll take higher profits all day every day.

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Plus, once your marketing is more efficient, it’s easier to

One of the reasons email marketing works so well for

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9. Understand How Your Clients Think

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© The Advisor Coach LLC TheAdvisorCoach.com

• They’re interested in neuropsychology and how learning takes place. In your

10. Know Your Numbers

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• How much you make per client

• He needs more prospects in his pipeline

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11. Avoid Buying Leads

Now, before people start whining and

“Leads… leads?? Do you have any leads?!”

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12. Defeat Call Reluctance

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© The Advisor Coach LLC TheAdvisorCoach.com

13. Eliminate Neediness

Have you ever smelled durian?

It’s even banned in Singapore.