Marketing Notes, Week Ending 3/23

Here's a quick summary of the conversations I’m having with your peers:

Marketing Essentials

• The open window for effective content marketing is narrowing but still open—Advisors need to commit now rather than waiting

• Consistency remains crucial in content creation across multiple channels (LinkedIn, email, YouTube) to reach your ideal prospects

• Authenticity will have more impact than your production quality—Prospects respond better to genuine content than they do a perfect but inauthentic message (ignorable)

Client Acquisition & Retention

• Remain focused on sharing stories that hit with your ideals (clients) rather than trying to appeal and catch everyone (The “I don’t want to exclude them” anchor)

• High-value clients ($2M+ in assets) can be targeted without alienating existing clients through thoughtful language

• Relationship-building through content allows prospects self-select before reaching out, leading to better-fits and better clients (for you)

Business Growth Challenges

• Many advisors struggle with "Groundhog Day" syndrome - repeating the same tasks without clear milestones and they get stuck on repeat without results

• Time management remains a critical issue—High-performing Advisors should consider delegating content marketing so they can focus on growing the business and cultivating closer client relationships

• Scaling requires structure—Advisors need clear goals and a project-based approach rather than an endless to-do list

Advisor Trends

• There remains some movement from the traditional AUM model toward flat-fee financial planning, specifically for younger clients <35

• Advisors who can effectively and consistently communicate during market volatility will ultimately position themselves as top-of-mind trusted resources and capture additional market share

• The use of AI remains a crutch (thus an anchor) for many Advisors that claim to have a marketing plan in place (sea of sameness / ignorable)

If you found this helpful and have friends, colleagues, or family in financial services that might benefit from reading a few raw marketing notes every week, I'd be thrilled if you shared this with them.

I hope you have a great week, thanks for reading.

Corey