4 Reasons Creating Content Makes You a Better Financial Advisor - YFCD #34

Welcome back,

If you haven't had a chance to attend any of the Tuesday Club Catch Up meetings and you'd like to join:

What are two (2) times/days of the week that would be most convenient for you?

Several members have had different responsibilities come up at the regular time (Tuesday at 11am CST), so I'd love to adjust to fit more people's schedules.

Hidden Benefits of Creating Content

You’ve seen other advisors create & succeed, but you’re still hesitant to go all in.

You’re scared that you won’t get any engagement.

You’re afraid to invest time into something that has no clear ROI.

I get it.

I’ve ran through all of those thoughts—many times.

But creating content will make you a better advisor and will help you work with better clients.

Here’s why (and how):

1) You find what resonates

Opposite of TV or print ads, with content and social media, you get direct access to your following. When a piece of content performs well, you then know that topic or style of content resonated, so you can then double down on what’s working to continue growing & building brand.

It also helps you understand your ideal client’s pain points.

If you write a blog post about trusts and someone asks a follow-up question about it, you can create another piece of content addressing the question.

If one person has the question, others do too.

Use your following as an idea generator by consistently creating content and putting it in front of them.

2) You refine your messaging

The definition of insanity is doing the same thing over and over and expecting different results.

If your content isn’t getting the engagement you’d like, you can’t keep doing the same thing.

And chances are, if it’s not getting engagement, you haven’t found audience/content fit.

Your messaging may be lacking context, the topics aren’t relevant, you don’t have a clear CTA, you don’t have a value prop, you’re using canned content - there are unlimited reasons why you're content may not be working.

But it's your job as a business owner to resolve the problem and build a successful inbound lead flow.

By getting started with intentional messaging and defining your audience, you can slowly refine and evolve your messaging over time to reach the point of marketing where “what you do” is perfectly paired with “what you’re saying”.

3) You retain information

This has been one of the biggest hidden benefits for me.

I launched my firm without being a financial planner prior, so I had a lot to learn.

I leaned on content writing as my main marketing strategy and to my surprise, I learned about complex topics faster than ever simply by writing about them.

I’m not the greatest writer in the world, but it pains me to put out something that I don’t believe is “good” (which is subjective).

I was also terrified of writing something that wasn’t 100% accurate, so I did deep research on everything I was writing about that was unfamiliar to me.

That forced me to do two things:

1. Get knowledge on topics that I didn’t already have
2. Figure out how to communicate those learnings in an easy-to-understand manner

At the end of the day, your job is to simplify the complex and breed confidence into clients’ minds around their money.

There’s no better way to do that than to refine your own thoughts and beliefs over time through creating content (for me, this came in the form of writing).

4) You get free marketing & brand building

Creating content serves so many purposes.

If it’s done well it can be informative and educational.

If it’s done really well, it can lead to new business.

If it’s done strategically and with intention, it can build a bullet-proof brand.

By creating content and posting it online, you’re getting free distribution and opening yourself up to the chance that anyone with an internet connection finds your content (and your business).

I don’t know about you, but I need about .0000001% of people who have the internet to become a client to be successful.

Redesigning the Brownlee Wealth Website

Last week, I wrapped up one of my favorite website projects.

Designing for niche-based brands makes the creative process a lot more effective because every decision is made with ideal clients in mind.

Below are a few different pieces of the site—starting with a home page before & after:

For the top oil & gas companies, I designed landing pages with links to the most relevant content and each company's retirement portal:

The "Getting Started" page was simplified so the only call-to-actions are "schedule a call", while describing in more detail what the onboarding process looks like - which should increase conversions and help grow the business:

Club:Curated

Last week's YFCD: Should You Create an Email-Based Course as a Financial Advisor (+ a free 5-day email template)

Graphic: 2024 Account Contribution Limits - for Roth & Traditional IRA, HSA, 401(k), 403(b), Solo 401(k)