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Improving On Rule No. 1 Of Advisor Marketing: Fed Case Study


The Fed just uninverted the yield curve. It did not get much press but is probably the No. 1 financial story of the year. The un-inversion is a case study in the challenges of marketing if you're a "woke" financial professional advising clients who are thought leaders in their fields. For advisors in this elite class, traditional advisor marketing rules just don't apply. For example, Rule No. 1 of advisor marketing is "keep it simple, stupid" (KISS), but KISS marketing simply doesn't work for true financial professionals.  


To educate a network of local lawyers, tax accountants, insurance agents and allied professionals, a CFP, CFA, CIMA, CPA/PFS, RICP, and other real financial professionals can improve KISS marketing by having it stand for "keep it smart and simple." That more accurately describes the communication strategy true financial professionals must implement. It's easier said than done, of course.


Communicating a complex message about the importance of wealth management lawyers, along with tax and insurance professionals, requires thought leadership content. Making it understandable to retail clients and putting it in the medium in which they are most comfortable understanding it is much harder.  


The 4-minute video below is a case study in how professionals can bridge that communication gap. Historical context on the Federal Reserve's recent actions adds perspective appreciated by advisor's clients who are smart and appreciate education and who are content to receive facts about financial planning delivered in bite-sized articles, tweets, graphics, and videos.     


The video below begins with the first 2-1/2-minutes of an hour-long conversation between independent economist Fritz Meyer and Andy Gluck -- that's me! -- a veteran financial reporter who runs a Financial Advisor New Service (FANS) that advisors license to share with their local professional network and prospective clients.   


For thought leaders who want to educate a network of professionals or clients, FANS generates leads and builds relationships. FANS educates prospects and maintains long-term relationships with HNWI-, and ultra-HNWIs in your local community.  


If you would like to attract local professonals by creating your own continuing education classes or want strategic SEM and SEO for your financial services practice, please call us during business hours, 9-5 Eastern at 888-274-5755. 


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