Financial Advisor Marketing Podcast with hosts Stephen Oliver and Michael Levin
Creating Trust - Why Every Financial Advisor Needs There Own Book
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Meeting Purpose:
Discuss the value of books for financial advisors, and how Michael can help advisors create effective books to build their brand and attract clients.
Key Takeaways
• Books build trust and credibility for advisors, helping them attract clients in a niche.
• The book allows the advisor to fully tell their story and express their uniqueness.
• Compliance-friendly books can easily get approved if they avoid specific claims, touting products, or bashing competitors.
• Marketing the book through the "Dream 100" strategy (sending copies to top prospects) is very effective.
• Physical books make a bigger impact than PDFs - worth spending $10-15 to mail a copy.
• Michael has extensive experience writing advisor books and makes the process quick and painless.
Topics: Establishing Trust with Prospects
• A book allows advisors to fully tell their story and express their uniqueness, instead of appearing generic. This builds trust.
• Advisors should explain what they stand for instead of being bland. Attract your niche instead of trying to appeal to everyone.
• The book helps advisors separate themselves from negative perceptions of Wall Street.
Compliance Considerations
• Michael knows how to write compliance-friendly books that avoid claims, touting products, or bashing competitors.
• Books like this sail through compliance since the advisor clearly "gets it".
Marketing the Book
• The "Dream 100" strategy sends copies to top prospects with a personal note. Very effective but rarely followed up properly.
• Physical books make a bigger impact than PDFs. Worth spending $10-15 to mail a copy to qualified prospects.
• Books are great lead magnets and for sharing with clients to pass along.
Michael's Experience
• Michael has extensive experience writing advisor books and makes the process quick and painless.
• He can create a 125-page book with just 8-10 hours of the advisor's time over 4 months.
• His background in fiction helps create engaging stories and parables in the books.
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