Are you a financial advisor? Do you truly understand marketing and feel like you “excel” at marketing? My guess is that most of you are incredible salesmen and saleswomen, but you feel you could be better in regards to marketing.
Well I have an incredible marketing resource for you then! 2 words…Seth Godin.
Who is Seth Godin and what does he have to do with financial advisors?
Seth Godin is a worldwide famous author who has written top-selling books such as “Purple Cow”, “The Dip”, “Linchpin”, “All Marketers are Liars”, “Tribes”, “Permission Marketing”, and many more. And although he doesn’t write his material targeting financial advisors in particular, his content literally screams out to the financial services industry as we are so far behind in regards to legit marketing practices.
In particular, my brother Luke and I discuss the two books of Seth’s that we feel every single financial professional needs to read…and could see tremendous results from just implementing a couple of ideas from the combined books.
In “Purple Cow” Seth describes how we have all been taught the wrong way to market from a young age. For many generations, we have been taught to create simple and boring products that work, and then spend a ton of money marketing. However, today, that kind of marketing is suicide. Only the largest brands in the world can market like this, and even they are seeing their market share shrinking as creative, outrageous, fun, and memorable brands enter the playing field.
Today’s marketer (and financial advisor) needs to create products that stand out, that call out loudly to a specific niche, and are easily shared (as in going viral). And the financial advisors who can stand out like a “Purple Cow” will not only get noticed, but if their message aligns with their bold brand, they will be able to attract wilds amounts of clients.
Make sure to watch the full video to see the entire review of both books along with some marketing examples directly aimed at financial advisors.