Short Bio: Liz Hand is a dynamic Certified Financial Planner and Mindset Coach who empowers women approaching retirement and guides fellow financial advisors through transformative change. As co-owner of Pleasant Wealth, she's successfully reshaped her family's practice, achieving growth while maintaining work-life balance. Liz's unique approach blends financial expertise with insightful coaching, translating complex concepts into practical, life-enhancing strategies. Her mission is to help people align their financial decisions with personal values, inspiring positive change in both lives and practices.

Online Presence: https://pleasantwealth.com/ https://www.lizhandcoaching.com/

https://www.youtube.com/ElizabethHandCFP/ https://www.linkedin.com/in/elizabethkhand https://www.facebook.com/elizabethkateh https://x.com/exanimoLiz

Key Highlights:

1. Top 3 Marketing Mistakes by Financial Advisors:

   • Not being clear on goals
   • Not having a clear target market
   • Not thinking like a financial advisor in their marketing approach

2. Effective Marketing Funnels for Financial Advisors:

   • Direct mail: Personalized, targeted approach
   • Online ads: Continuous exposure to target audience
   • Email marketing: Daily emails with clear calls-to-action

3. Email Marketing Best Practices:

   • Ask for appointments in every email
   • Identify and address objections systematically
   • Test different approaches, but ensure statistical significance

4. Importance of Testing and Data:

   • View marketing spend as purchasing valuable data
   • Use online ad data to inform other marketing channels
   • Ensure sufficient volume for meaningful results

5. Why Financial Advisors Struggle with Marketing:

   • Mindset issues (fear, insecurity)
   • Misalignment between marketing approach and personality
   • Not thinking in terms of investments
   • Insufficient marketing volume

6. Key Takeaways:

   • Align marketing strategies with your personality
   • Think of marketing as an investment
   • Increase marketing volume for better results
   • Diversify marketing approaches

For more information from James Pollard, visit: www.theadvisorcoach.com

Check James's podcast : Financial Advisor Marketing Podcast

Follow James on LinkedIn : James Pollard

Introduction:

As financial advisors, writing a book presents a powerful opportunity, but the approach and execution can significantly impact the outcomes.

This episode will delve into the distinct differences between crafting a "client-getting book" specifically designed to attract ideal clients and grow your practice, versus a "regular book" aimed at a broader audience.

Purpose and Objectives:

Client-Getting Book: Primary goal is to attract ideal clients and drive business growth

Regular Book: Aims for mainstream appeal, personal branding, or establishing thought leadership

Target Audience:

Client-Getting Book: Hyper-focused on a specific niche or ideal client profile

Regular Book: Broad appeal, targeting a general or mass-market audience

Content and Value Proposition:

Client-Getting Book: Provides immense value, practical solutions, and actionable advice tailored to the target audience's pain points

Regular Book: Offers general information, inspiration, or entertainment for a wider readership

Structure and Sales Funnel:

Client-Getting Book: Strategically guides readers towards working with you, incorporates calls-to-action and lead generation tactics

Regular Book: Structured for an engaging reading experience, may lack direct business conversion opportunities

Promotion and Marketing:

Client-Getting Book: Leveraged as a lead magnet, used for targeted marketing to attract ideal clients

Regular Book: Marketed through mainstream channels, book tours, media appearances, and general publicity

Business Impact and ROI:

Client-Getting Book: Direct path to client acquisition, practice growth, and increased revenue

Regular Book: Indirect benefits like personal branding, thought leadership, and potential speaking opportunities

Opportunities for Growth:

Client-Getting Book: Positions you as the go-to expert, opens doors for consulting, speaking, and additional revenue streams

Regular Book: May lead to additional book deals, media exposure, or a career as an author

Action Items for Advisors:

Clarify Your Goals: Spend 20 minutes outlining your specific goals for writing a book. Is it primarily for client acquisition and practice growth, or for personal branding and thought leadership? Aligning your purpose will guide your approach.

Define Your Ideal Client: Take 30 minutes to create a detailed persona of your ideal client, including their demographics, pain points, goals, and communication preferences. This will ensure your book resonates deeply with your target audience.

Evaluate Your Existing Content: Review your blog posts, presentations, client communications, and other materials to identify potential content that can be repurposed or expanded upon in your book. This will save time and leverage your existing expertise while tailoring it for your ideal clients.

Resources Mentioned:

• Join our community of like-minded advisors on LinkedIn Here .
• Grab your copy of the book " The Advisor Authority Book Framework" Here
• Write your "Client Getting Book" in just 7 weeks - Program
• Book Your FREE Breakthrough Call Here

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Feedback & Contact:

• We’d love to hear your thoughts! Leave a review or send us your feedback at podcast@peacefuladvisorlifestyle.com .
• Interested in being a guest or have a topic suggestion? Reach out to us at podcast@peacefuladvisorlifestyle.com