The Definition of Insanity (Advisor Edition)

"Doing the same thing over and over again and expecting a different result"

I don't know if Einstein actually said it, but the quote "the definition of insanity is doing the same thing over and over again and expecting a different result" is an accurate way to view marketing & digital business development.

The problem is, success within marketing can be tough to evaluate. Especially when you're just getting started - whether starting with a new strategy, or starting from day one.

But a common theme I've seen amongst advisors getting minimal engagement or traction on social media is continuing to post the same types of content over & over.

Links with no context, scheduled posts with broken links, scheduled posts with cut-off text because not every platform has the same character limits, canned content, etc.

At some point, you have to be aware of what's happening and change direction.

If not, you're almost guaranteed to keep getting the same results.

Some changes may be obvious. But on a higher level, you may be a slight change in messaging away from a breakthrough.

For example, an advisor I talked with was confused when the "leads" they were getting from a free eBook download were never reaching out or converting.

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The problem: the eBook was a complete DIY guide to investing in retirement

It's a great asset, but the people who really want to read it most likely don't want to work with an advisor. They want the knowledge and nothing more.

Now, if the advisor adjusted the messaging & eBook a little bit, they'd likely get different people downloading it.

For example, I think a one- or two-page checklist would be a better option.

People love lists and if you take a few core areas of financial planning, list out some impactful tasks or action items, they may realize they don't want to do all of it alone and end up reaching out.

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If something's not working, don't be afraid to change it up.

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