It's time to reach the next generation

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

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

The data on financial planning

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The power of words

We’ve all heard about how body language can have a major impact on the words we actually speak out loud. How many times have you heard someone say one thing but their body conveys a distinctly different message? Well, the same goes for writing. The way we write, our choice of words and how they are phrased can deliver an entirely different message to our readers than we’d originally intended.

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The emerging importance of "content compliance"

To advisers it must seem like everyone bangs on about content marketing and its importance to build and maintain business, but is increasing regulation in the financial services industry turning something that has previously been a choice into a legislative requirement?

Instead of talking about content marketing, in our industry it should be called “content compliance”. Here are two examples why and how it might be affecting you.

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Answering your marketing questions - Part 2

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

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

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

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Aussie Helpers helping Aussies - you can too!

In 2012 I was listening to Alan Jones on the car radio while driving to a meeting. As usual he was passionate about his topic and as I listened I could understand why. I was amazed by what I heard.

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Answering your marketing questions - Part 1

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

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

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

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

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It works for Donald Trump - what about you?

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

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

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3 highly effective marketing strategies for financial planners


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

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

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3 Powerful Marketing Strategies

Written especially for financial advisers

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

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

Get your free e-book here!