marketing for financial advisors

Keeping the train going, host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, continue to break down the State of Digital 2024. 

The largest and most comprehensive data analysis on advisor marketing…ever. 

In this episode, we discuss why advisors need to be comfortable using video in 2024, the marketing campaigns that delight and deepen relationships with clients, and the data behind text message marketing.

Is your firm leading the curve, or lagging behind? 

DOWNLOAD YOUR COPY of the 40-page report.

We Explore:

• What key industry leaders are saying about video marketing.
• How advisors can unlock the power of video to build ultimate credibility across social platforms.
• How advisors can “inspire” their clients in ways that deepen relationships.
• The unfortunate ways that lead advisors to become “one-trick-ponies” and the strategies to avoid them.
• The single word you can add to your email subject lines that doubles open rates.

This episode was brought to you by:  snappykraken.com helping advisors create meaningful connections that drive business.

Let’s jump right back in!

Snappy Kraken has just unveiled the most extensive data analysis on advisor marketing to date. 

Join host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, as they break down the 40-page report in this exciting new series.

In this episode, we chat about the top 5 performing marketing campaigns and why they work, the strategy behind email performance, and the subject lines that get the highest open rates.

Is your firm leading the curve, or lagging behind? 

Download your copy now to see how your firm measures up.

We Explore:

• Why blasting your newsletter to EVERYONE is actually hurting your business.
• The trust-building factors you need to think about when sending communications to your audience.
• A Google Trends “marketing hack” to influence content that will resonate with audiences.
• Why “clickbaity” email subject lines crush your credibility and what you can do to avoid the spam folder.
• And the one mindset shift advisors must make to build strong, meaningful relationships.

This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

State of Digital is BACK!

Snappy Kraken has just unveiled the most extensive data analysis on advisor marketing to date. Join host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, as they break down the 40-page report in this exciting new series.

In this episode, we’ll explore the key strategies for advisors to expand their audience effectively.

Is your firm leading the curve, or lagging behind? 

Download your copy now to see how your firm measures up.

We Explore:

• The major differences between building an audience and a community.
• Which traffic sources are the best for getting eyeballs on your content.
• The 4 sure-fire ways advisors can use SEO to get better results
• And the one critical thing advisors can do right now, to see a 400% increase in opt-ins.

This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

Branding, in a word, is a story, and personal branding is YOUR story.

It doesn't matter what the industry; you're brand is the key to differentiating yourself from everyone else.

There's no one better to help hone in on building your brand than Ramon Ray.

Ramon is an in-demand motivational speaker and event host; and a leading expert on personal branding and small business growth. 

He was even invited to the White House to speak about personal branding to the staff of the Executive Office of the President.

In the episode, we chat about branding, building credibility, and getting attention from your target market on social media.

We Explore:

• Why it’s important to build relationships before offering the sales pitch.
• How to create the perfect “One-liner” for potential leads.
• Why focusing on making your current client base “super happy” is better for your business.
• The key differences between customer service and customer experience.
• Why you shouldn’t underestimate the simple tools of email and business cards.
• And the ONE strategy to secure meaningful client interactions for your business.

Links to Check Out:

• Check out Ramon’s book - “Celebrity CEO - How Entrepreneurs Can Thrive By Building a Strong Personal Brand.”
• Ramon’s Website
• See Ramon Speak at the Jolt! Conference in Las Vegas
• Follow Ramon on Twitter
• Follow Ramon on Facebook

This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

For the first time, we have a multi-guest appearance to deliver an organic, insight-driven discussion.

Today's episode shakes up the format a bit, but I promise it'll be full of big ideas and even BIGGER takeaways you can use in your business.

First, there's Patrice Kelly, Chief Creative Officer at Snappy Kraken.

She's been the strategic driving force behind Snappy Kraken's branding and an award-winning designer behind their marketing campaigns.

Also, welcome back, Andrew Davis. 

He's a best-selling author & keynote speaker who's built and sold a digital marketing agency, produced for NBC, and has even worked for The Muppets. 

Andrew and Patrice will share the spotlight in a conversation about the importance of design and creativity to get the RIGHT attention, how being true to yourself leads to greater success, and why design should be a part of your story from day one.

We Explore:

• Why it’s better to start with “One Big Idea” than to start small and build on it.
• How to celebrate being different without feeling uncomfortable in your industry.
• What “Where’s Waldo” teaches financial advisors about how to stand out and get noticed.
• Understanding the subconscious behavior of “Twinning” and how you can avoid it.
• And the one strategy Patrice & Andrew want you to steal that will help you overcome the hesitancy of taking risks.

Links to Check Out:

• Andrew’s Website
• Patrice’s Award-Winning Marketing Campaigns
• Ling’s Cars
• Andrew’s YouTube Channel

In our first episode, Vince, Jag, and Josh sit down to define marketing - and what that looks like at the end of 2022.

Simply creating content - a podcast, a webinar, a website isn't marketing.  Without marketing, it's the proverbial "tree falling in the woods" and nobody will know about it!

Vince has been around the financial space his entire life, including running his advisor firm, CFG Retirement.  Josh comes from the marketing world. with vast experience in websites, and Jag is a long-time radio host turned podcaster    Throughout this episode, you'll learn how our three hosts combine that experience to help our Mastermind clients.

Many financial advisors are small business owners - and are flooded with ideas of how to market themselves.  Rather than take a chance on the next shiny object, wouldn't you rather trust a proven system developed by folks who have been in your shoes?

Marketing is not just promoting your business; it's about making that personal connection with your potential clients.  That goes beyond having the latest industry buzzwords on your website - Vince explains how he's been able to make genuine, values-based connections with investors by sharing personal stories.

Josh gets down to the nitty-gritty on the data tracking he's done - you won't believe what the average cost per prospect is for Mastermind Advisor Marketing clients.  This is because of a specific approach. In other words, we're hunting with a sniper rifle, not buckshot.

Want to learn more?  Book an appointment with us: https://mastermindadvisor.com/

Branding is powerful.

It influences behavior, builds credibility, gives you or your business a unique identity that aligns with your audience's values, and ultimately grows a community of loyal, raving fans.

In this bonus episode of the Steal My Strategy Podcast, we've uncovered a discussion host Robert Sofia had with Brittney Castro during a recorded webinar.

Brittney is a Certified Financial Planner, speaker, host, and brand ambassador. 

She's worked alongside top brands like Chase, Mint, ETrade, CNBC, Gemini, AirBnB, Zoom, and more.

Together they peel back the curtain on the importance of branding, Brittney’s secrets for maintaining a unique identity, and where financial advisors can start to cement their brand into the minds of their audience.

We explore:

• The 2 things you can do RIGHT NOW to build a powerful brand
• Why consistency matters most to building a ubiquitous brand
• How to “never drop the ball” with your marketing
• The surprisingly simple ways to increase the production value of your videos
• Why “niching yourself” makes you stand out from everyone else
• The “not-so-serious” approach to social media marketing that drives more engagement

Links to Check Out:

• Brittney’s Website
• Connect with Brittney on Instagram
• Connect with Brittney on Twitter
• Robert’s book: Blend Out: From Ordinary to Irresistible: How Advisors Can Market Like the Greatest Brands in the World

This episode was brought to you by:  

Snappykraken.com, helping advisors create meaningful connections that drive business.

We bring you another special episode of Steal My Strategy, where we're republishing an episode of the Conquer Risk Podcast with permission. 

A weekly show created and hosted by our friends over at Potomac Fund Management.

The Conquer Risk Podcast is a suite of distinct shows that take an intelligent and irreverent approach to conquer financial advisors' many challenges. 

In this episode, Potomac Fund's Chief Marketing Officer, Christopher Norton, interviews Patrice Kelly, Chief Creative Officer of Snappy Kraken. 

They break down creativity, how to develop it and look outside the industry for inspiration.

The insights they shared aligned with the theme of our show and it would be a crime not to share. 

They explore:

• How "non-creatives" can flex their creative muscles. You'd be surprised how easy it can be.
• Why "turning off your brain" can help you be more creative.
• Learn the process of brainstorming that can help you find your core message.
• How to relieve yourself from the pressure of being creative.
• The surefire way to unlock a pool of endless inspiration.
• And so much more!

Links to Check Out:

• Learn more about Potomac Fund Management
• YouTube Channel
• Connect on Twitter
• Connect on LinkedIn

Today’s debate: “culture.” 

Is it a meaningless buzzword or a value-driven, transformational environment for employees?

Our guest Colin Cerniglia helps discern what separates a culture of excellence from misaligned, robotic organizations.

Colin is the Talent Acquisition Manager at Snappy Kraken.

With his passion and expertise in the sports industry, Colin is a leader in adapting strategies and coaching techniques that can be used in business.

He shares powerful stories from the Yankees that illustrate the crucial elements of excellence that can lead to trust and transformation.

We Explore:

• The same techniques the Yankees use teach us about powerful leadership and building strong teams.
• Why staying proactive in the hiring process, even during slow-downs, is beneficial for your business.
• How to set proper expectations when starting or maintaining a podcast.
• The secret behind some of Snappy Kraken’s own recruiting processes.
• Learn the hardest thing that plagues almost all businesses and how to overcome it.
• And the one strategy Colin wants you to steal that instantly aligns you with your employees.

Links to Check Out:

• Colin’s Website
• Colin’s Book: Culture of Excellence: What We Can Learn from the Yankees About Leadership.
• Colin’s YouTube Channel

This episode was brought to you by:  snappykraken.com helping advisors create meaningful connections that drive business.

“Imagine the audience in their skivvies.”

This silly adage is an attempt to make your audience less intimidating, but it’s not your audience that’s intimidating. It’s your presentation.

People’s attention is about as elusive as Bigfoot himself.

And even if you do manage to snag their attention, it’s even more critical that your message sticks.

When you’re able to communicate your message properly, it empowers your audience.

We get it; public speaking doesn’t come naturally to everyone.

Don’t worry.

Whether you’re a newbie at presentations or a seasoned pro, these three strategies we stole will empower you to conquer any presentation.

Guest List:

• Carl Richards - Taken from Episode 6
• Andrew Davis - Taken from Episode 4
• Carol Lempert - Taken from Episode 5

Links to Check Out:

• Connect with Carl Richards
• Connect with Andrew Davis
• Connect with Carol Lempert

This episode was brought to you by:  

snappykraken.com helping advisers create meaningful connections that drive business.

Difficult conversations are inevitable. 

People often avoid them because of the stress or anxiety it brings.

Here’s the thing, avoiding them doesn’t make them go away.

Instead of sweeping them under the rug, learn to master any conversation with powerful negotiation techniques. 

Brandon Voss is the President of The Black Swan Group, a strategic business advisory firm that focuses on business negotiation.

Their negotiation strategies stem from the same tactics used by the FBI in hostage and kidnapping situations.

In this episode, we chat about how to master these negotiation techniques to lead difficult conversations with confidence for more productive and practical solutions.

We Explore:

• Techniques used by the Special Ops, CIA, and FBI teams that deal with kidnappers and hostages and how you can apply them in your business.
• What do the “anxiety triggers” say about a conversation, and what you can do to avoid them. 
• Why staying curious in difficult conversations leads to productive outcomes.
• The 3 letter word that instantly kills a conversation and what to replace it with differentiates you from everyone else. 
• How to address and diffuse negative accusations against you in a level-headed way.
• What powerful conversation method that “unlocks the flood gates” of truth talk.
• How to navigate negative difficult conversations with clients and prospects with confidence and tactical empathy.
• Why the tone of your voice influences emotions, and what you can do to stay positive and collaborative.
• And the one strategy Brandon wants you to steal right now that actively engages people in any conversation.

For Brandon’s FREE weekly newsletter simply TEXT “Black Swan Method” to 33777

Links to Check Out:

• Brandon’s Website The Black Swan Group
• Never Split the Difference Negotiating as if Your Life Depended on It By Chris Voss
• Brandon’s YouTube Channel

This episode was brought to you by

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

In this very special episode of Steal My Strategy, we're republishing with permission an episode of the Standard Deviations Podcast. 

A weekly show hosted by Dr. Daniel Crosby, a psychologist and New York Times bestselling author who looks at money, mind, and meaning through a psychological lens. 

In this episode, he interviews Robert Sofia, CEO of Snappy Kraken and host of Steal My Strategy. 

They discuss marketing concepts and how they hold up through a psychological lens. 

It was too good not to share.

We explore:

• How to get attention in a way that doesn't fall flat or come across as precious, corny, or insincere. Ultimately building familiarity without becoming too repetitive.
• The one big promise financial professionals can tell their clients they will deliver on.
• How to craft irresistible offers that your clients and prospects can't refuse. 
• The crucial steps advisers can take to both be trustworthy and reach their target market.
• Why you can't rely on trust to scale your business.
• And so much more!

Dr. Daniel Crosby Links to Check Out:

• Standard Deviations Podcast
• Dr. Daniel’s Books
• YouTube Channel
• Connect on Twitter
• Connect on LinkedIn

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

The true job of a marketer can be summed up in one word…

Listening.

Listening allows you to fully understand your audience better than anyone else, which then allows you to create compelling new offers and experiences that impact the growth of your business. 

Adam Bensman is one of the country’s top copywriters & marketing consultants with a desire to communicate complex messages and offers in a simple way that connects with people.

His passion for communication and expertise in the roofing industry makes him a sought-after marketing coach across industries to help bridge the gap between a business’s true value and its ideal audience to win more clients.

In this episode, we chat about the importance of emotion to hook your ideal audience, the communication style to craft a compelling offer, and how to sustain predictable business growth.

We explore:

• The 7-Step formula to being authentic, confident, and winning clients.
• Why breaking the #1 rule in marketing will leave you “gambling the fate” of your business.
• How to break through the “ceiling” you may be unconsciously putting on your business.
• Understanding your audience’s wants vs. needs and crafting an emotional offer that speaks to that directly.
• How to use empathy to “agitate the pain” and connect with your audience.
• Defining “search triggers” and the role it plays in getting noticed and building credibility.
• The importance of “I know” vs “I care” styles of communication and finding the perfect balance to get prospects in the door.
• How to avoid the “bait and switch” marketing tactic in a way that delivers more value and gets people coming back for more.
• And the one strategy Adam wants you to steal that builds stronger brands, boosts credibility, and drives interest from your audience.

Links to check out:

• Adam’s YouTube Channel
• Positioning: The Battle for Your Mind - By Jack Trout & Al Ries
• They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer - By Marcus Sheridan

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Whether you’re making a lifestyle change, decluttering, or giving client presentations, simplicity changes lives.

It’s complexity that often leaves people unsatisfied.

Carl Richards is a Certified Financial Planner™, creator of the “Sketch Guy” column, appearing weekly in The New York Times since 2010, and author of  “The Behavior Gap.”

Carl is widely known for simplifying the complex subject of finance by creating easy-to-understand sketches.

In this episode, we chat about how to navigate emotional situations productively, eliminating distractions that leave audiences empty, and how elegant simplicity can change not only your life but the life of your clients.

We explore:

• What the best training in the financial industry doesn’t prepare you for.  The answer may surprise you.
• How to simplify your message with custom illustrations.  Good news, you don’t need to have an art degree to do it.
• The one presentation format that you should STOP right now.  We’ve all fallen victim to it.
• The 2-word phrase that breaks client trust and the 2-word phrase that solidifies it.
• Why having a “diagnosis before you prescribe” mentality will take your client relationship to the next level.
• How to reignite, and ultimately keep, the spark of innovation alive.
• The exercise you can do right now, that will determine if you’re differentiating yourself from your competition…not just in your community, but nationally.
• And the one strategy Carl wants you to steal that increases happiness personally and professionally.

Links to check out:

• Behaviorgap.com
• thesocietyofadvice.com
• Articles in the NY Times
• Kitces & Carl Ep. 35: Favorite Questions To Ask A Prospective Client To Build Trust
• Behavior Gap Radio

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Steve Jobs, Dwayne “The Rock” Johnson, Bruce Springsteen, and Chris Rock.

What do they all have in common?

Captivating stage presence.

Carol Lempert, an actor & playwright turned business coach, shares the secrets she learned on Broadway and Hollywood for becoming more charismatic, persuasive, and captivating in any situation…a must for any professional or business leader.

Carol’s tools and expertise have led her to speak for big brands like Google, TD Bank, Pfizer, and more.

In this episode, we chat about how to be camera-ready at any time, exercises to present like a star (live or virtual), and how to craft better business stories that connect.  

We explore: 

• The 4 ways to measure your presence and how to supercharge it.
• Techniques used by Hollywood screenwriters to create an irresistible business story.   
• One simple “hack” you can use right now that helps connect deeper with your audience over Zoom.
• Why being “sunshine and roses” all the time can hurt your client’s experience and what you can do to gain their trust.
• How to use your past failures to create a more relatable and emotional connection with your audience.
• The 2-step method that allows you to be 100% present in any situation or conversation.
• And the one strategy Carol wants you to steal that elevates trust and emotional resonance.
• And more!

Links to check out:

• Learn more about Carol at https://carollempert.com
• Carol’s YouTube Channel: Stories that Sell.     
• Explore More: Why Everyone Should Take Acting classes

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Be different. 

In fact, celebrate it!

Andrew Davis is recognized as one of the industry's "Jaw-Dropping Marketing Speakers".

He’s appeared in the New York Times, Forbes, and worked for NBC’s Today Show as well as The Muppets.

In this episode, we chat about why great marketing is risky marketing, the one true differentiation factor, and how non-creative people can unlock their inner creative side.

  We explore: 

• The hidden marketing secrets from The Muppets and the Jim Hensen company
• One trick that subconsciously keeps your audience fully engaged in your presentation
• A simple formula for your next creative breakthrough that involves: a hot topic + your favorite TV show (Try it! It will flex your creative muscles and you might land on your next big ideas.)Why “corporate twinning” is the wet blanket of financial advisor marketing (and how to avoid it)
• 3 practical exercises you can use right now to give you a competitive edge
• How to create an experience that’s 100% uniquely yours to create a steady referral stream
• How to move out of “expert-Ville” and plant your roots in “visionary-town”
• And the one strategy Andrew wants you to steal to create the ultimate client experience 

Links to check out

• More about Andrew Davis: https://www.akadrewdavis.com/
• Andrew’s Book on how to make virtual events & webinars more profitable, engaging, and successful: The Ultimate Virtual Engagement E-Book
• Behind the Scenes with Andrew Davis - See what equipment he uses and how he gets the most out of video
• Check out Andrew’s YouTube Channel
• Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella
• Honey, Let's Get a Boat... A Cruising Adventure of America's Great Loop by Ron Stob

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

We hear comparisons between financial well-being and physical well-being all the time. 

Well, Carolyn McClanahan is proof that these two domains are highly related. 

In this episode, we tap the breadth of experience that McClanahan has as a medical doctor AND financial planner. 

We explore: 

• Her journey with health and finance
• The value of having hard conversations
• Planning for who people are, not who they want to be
• A big mistake advisers make with clients
• A simple question she teaches advisers to ask that makes sharing EASY
• Achieving growth through hiring (and when should you hire) 
• Leveling up through coaching
• Creating opportunities with the media

You can find out more about Carolyn at carolynmcclanahan.com

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Recommended Book:

Fierce Conversations by Susan Scott

Think logic alone drives business and purchasing decisions? 

Think again. 

We’re so much more emotional than we think, and that’s a good thing! 

In this episode of Steal My Strategy, we talk to the Executive Creative Director at Adobe, Adam Morgan. We chat about emotion, memory, neurology and we prove the value of creative ideas with science once and for all.

We explore: 

• Why the CIA values creativity
• How data and insight are 2 different animals
• Why decision-making is impossible without emotion
• The 2-part formula for creative & profitable ideas
• What we can learn from television networks about low-stakes, creative chances

Links to Check Out:

• More about Adam: adamwmorgan.com
• Adam’s book: Sorry Spock, Emotions Drive Business: Proving the Value of Creative Ideas With Science

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Marianne Eaves is great at what she does. 

She also happens to be a FIRST. 

Marianne is Kentucky’s First Female Bourbon Master Distiller since Prohibition. She’s a Ted speaker, has appeared on the Steve Harvey Show, and has been recognized in Whiskey Advocate Magazine as “The Next Generation'' for the bourbon industry. 

Join us in this conversation as we talk about her journey into the world of fine spirits, cultivating leadership, and changing the dynamic in a predominantly male industry. 

And yes! We get some great whiskey recommendations at the end.

We explore: 

• Building a culture of diversity
• Internal struggles versus external struggles
• Why leaders need to defend and cultivate their organization’s talent
• Ways you can invest in yourself and your people
• Tips for getting out of your comfort zone
• How you need to highlight the humanity of your business
• Creating connection by showing your vulnerability
• The 4 rules of whiskey
• And much more

You can find out more about Marianne at marianneeaves.com

This episode was brought to you by:

Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Links to Check Out:

• Neat: The Story of Bourbon
• Marianne on the Steve Harvey Show
• Marianne’s Tedx Talk: Making the Impossible and Doing the Unthinkable

A few of Marianne's whiskey recommendations: 

• Woodford Reserve
• Russell’s Reserve
• Wilderness Trail
• New Riff