My 3 tools for content curation for financial advisors saw more interest than a photoshopped image of Paris Hilton in a dentist’s chair.
And it makes sense: by pointing your clients to important news, data and analysis, you’re effectively playing financial coach.
But the awesome thing is that you’re the coach — without having to call the plays.
You just point your clients and prospects to those smart people who ARE doing the research.
The financial advisor’s #1 objection to content curation
The Internet is opening things up and making some of us old-school financial advisors a little uneasy about the newfound, uber-transparency.
When I talk about the technique of curating investing content for your clients, the #1 objection I get is:
But why would I send them away from my site? By pointing them to other sources, don’t I risk losing my clients???
Ah, so herein lies the rub: your ability to effectively steer your readers/prospects/clients to valuable information establish credibility — your street cred.
It’s almost like a bad marketing theorem for financial advisors: (street) cred + ability (to inform) = credibility = client satisfaction = better prospect conversions
There is so much noise and disinformation online (especially as it relates to investing) that people are looking for a trustworthy voice as a guidepost to navigate through it all.
That’s you, by the way.
Don’t listen to me
I made the same mistake when I began marketing my financial practice. I latched onto marketing fads, I paid for useless courses.
I felt like I was always on the verge of a breakthrough (though not quite breaking through).
I made a lost of goofs — but I learned a lot, too:
- I learned that I could have avoided wasting a lot of time (and money) learning how to market.
- I learned that I could have avoided wasting a lot of time (and money) learning how to market.
- I learned that I could have avoided wasting a lot of time (and money) learning how to market.
Yeah, in retrospect, I should have found an expert willing (I would have paid him, actually) to teach me all I needed to know about marketing a financial practice online and off.
A better way to consume marketing advice
So, to cut through all the blah blah, I actually created that product for you — to help you and your marketing team (are you a team of 1? 
) cull through the reams of online marketing advice to find just the trusted– and actionable – information that will help your practice grow.
Sample Marketing Tearsheet newsletter
No pressure — it is a premium product (So, you’ll have to pay to get 1 weekly email with all the actionable advice from around the Web to help you save time learning and marketing).
For those of you who want to spend the time and energy staying on top of this stuff — this isn’t for you. And that’s cool.
For those who want to free themselves up from the endless surfing, it’s called the Marketing Tearsheet and it’s part of the collaboration I’m doing on AdvisorGo (check out our weekly marketing podcast) with Wired Advisor’s Stephanie Sammons.
Sign up here.
