Latest / The Efficient Advisor: Tactical Business Advice for Financial Planners / 138: Supercharge Your Marketing Efforts: Insights and Strategies from Marketing Maven Robyn Crane

Transcript

138: Supercharge Your Marketing Efforts: Insights and Strategies from Marketing Maven Robyn Crane · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:00
  Speaker 1: Welcome back, my dear listeners, to another episode of the Efficient Advisor podcast.
• 0:06
  Speaker 1: This is episode number 138, which is just crazy to me, and I wanted to say thank you to those of you that just keep tuning in and help make this show one of the top podcasts for financial advisors.
• 0:21
  Speaker 1: Every week, thousands of advisors, wholesalers and ops people are tuning in and I just wanted to take a moment and express my gratitude to you.
• 0:30
  Speaker 1: I appreciate you sharing this podcast with your peers, with your management, with the people that hire speakers, and the fact that you guys just keep showing up every week means the world to me.
• 0:42
  Speaker 1: My goal, and I think one of the things that makes this podcast so successful, is to always bring you episodes that will really help you move the needle in your business in some way, shape or form.
• 0:52
  Speaker 1: I want there to be an ROI on listening to this podcast.
• 0:57
  Speaker 1: I love episodes with low hanging fruit, the little nuggets that you can just grab on to and implement tomorrow, the kind of the little easy things, and I love episodes with full on deep dives into tools and resources that you can use and add to your processes to make a big, huge impact with a little more effort and intention, so I always want to give you some tangible and tactical things that you can actually use in your business.
• 1:23
  Speaker 1: And what I love about this episode, it's got a little bit of both.
• 1:26
  Speaker 1: In this show.
• 1:28
  Speaker 1: We are diving headfirst into marketing and prospecting, and our guest today is Robin Crane.
• 1:34
  Speaker 1: If you don't know her, robin is a remarkable human in this industry.
• 1:39
  Speaker 1: She has been dedicated to helping financial advisors get more butts in the seats and not just any butts, but the right butts.
• 1:46
  Speaker 1: There's a lot of butt talk here.
• 1:48
  Speaker 1: She is here to unveil her five step revenue accelerator system, designed specifically to help financial advisors like you not just survive, but thrive in doing quality marketing that is bringing in your ideal client avatar.
• 2:04
  Speaker 1: Robin is a sought after expert in marketing and you've probably seen her social media ads.
• 2:09
  Speaker 1: She is literally all over my feed and it's good stuff.
• 2:12
  Speaker 1: And if you're ready to learn the secrets behind attracting the right clients, boosting your marketing efforts and ultimately taking your financial advisory career to new heights, you are in the right place.
• 2:22
  Speaker 1: So grab those notepads and get ready to take some notes.
• 2:26
  Speaker 1: Let's dive into this conversation with Robin and discover how you can get those right butts in the seats and really supercharge your financial advisory practice.
• 2:35
  Speaker 1: Let's go.
• 2:35
  Speaker 1: Look.
• 2:47
  Speaker 1: I know you are here listening to this podcast because you know it is possible to have energy left over for your family and still have your dream business.
• 2:57
  Speaker 1: You know the business that you are running instead of it running you.
• 3:00
  Speaker 1: If you're new to the efficient advisor, I'm Libby Gray.
• 3:03
  Speaker 1: We and I started, built and sold by age 37 a 100% referral only planning practice that I grew to seven figures as a solo advisor, all while working just three days a week and taking off 14 weeks a year.
• 3:16
  Speaker 1: So I could really be a present mom, wife, friend, sister, daughter and, frankly, a travel obsessed human who just loved taking vacations.
• 3:25
  Speaker 1: And I'm here to walk alongside you and to show you how to do exactly the same and help you take immediate action on what I think are the most important strategies for scaling, leveraging, organizing and creating less stress and overwhelming your business.
• 3:41
  Speaker 1: We are about to transform your practice, so move over exhaustion and get out of the way.
• 3:47
  Speaker 1: Advisor ADD.
• 3:47
  Speaker 1: It is time to take that one right next step to build a business, handle life that you love.
• 3:54
  Speaker 1: So let's dive into this conversation with Robin Crane, all right?
• 3:59
  Speaker 1: So we've got the fabulous Robin Crane here today.
• 4:02
  Speaker 1: Welcome Robin.
• 4:03
  Speaker 1: Thank you so much for being here.
• 4:05
  Speaker 2: Oh, I'm so excited yeah.
• 4:06
  Speaker 2: I like it a lot, so we just are going to have a ton of fun.
• 4:09
  Speaker 1: Well, I like you a lot.
• 4:10
  Speaker 1: We had a ton of fun on your show and I think this is going to be fantastic, so I just want to dive right in, if that's okay.
• 4:17
  Speaker 1: I obviously you know we'll tell people all the great things about you in the intro here, and then you've got just so many amazing ideas surrounding.
• 4:26
  Speaker 1: One of the things I think is really, really important to advisors today is just prospecting and marketing, and how do we get not just butts in the seeds, but how do we get the right butts in the seeds?
• 4:35
  Speaker 2: So would you share with us just like I'm round, you know, kind of reminds me I'm big like that Madagascar movie.
• 4:43
  Speaker 2: If you don't know the reference, you probably don't have young kids, but it is a really funny video.
• 4:47
  Speaker 2: But the right butts, the round butts, the ones in the seat, so yes, yeah.
• 4:52
  Speaker 1: Yeah, I was going more down a Sir Mix a lot route, but Madagascar, oh okay, that works.
• 4:55
  Speaker 2: That works too, yeah.
• 4:56
  Speaker 2: So see, that's because your kids are older.
• 4:58
  Speaker 2: You're a lot cooler than I am.
• 5:00
  Speaker 2: I do feel like we're very similar in a lot of ways, like we definitely connect and like I just feel like we've been friends forever and but I feel like you're more like the Mandy Moore, because you look like Mandy Moore and I'm more like Tina Fey, which is, again, you are at a much higher, cooler level than I am, but I'm the goofy one.
• 5:18
  Speaker 2: So you know, it's going to be fun.
• 5:19
  Speaker 2: It's going to be fun.
• 5:19
  Speaker 2: What was the question again?
• 5:22
  Speaker 1: Yeah, so tell us your background.
• 5:23
  Speaker 1: So how did you tell us about your advisory experience and how did you end up in a place where you have become sort of the expert, go to guru for advisors, looking to fill the butts in the seeds, but with the right butts?
• 5:37
  Speaker 2: Okay, right, butts, I'm going to put that on my wall next to my CFP.
• 5:43
  Speaker 2: So I was a CFP I mean, I still am a CFP.
• 5:45
  Speaker 2: I was in the financial industry for about a decade and, yeah, what I realized is that I was following everything they told me to do.
• 5:54
  Speaker 2: That the promise was very much like if you do these things, it's very black and white.
• 5:58
  Speaker 2: So we're going to show you how to get clients, we're going to show you how to grow a business.
• 6:02
  Speaker 2: You can make a hundred grand.
• 6:03
  Speaker 2: You know, even my first year and I was actually a singer, songwriter before that so like a hundred thousand dollars sounded like millions to me and there was this very clear promise that this is just you just work hard and you'll make money.
• 6:15
  Speaker 2: And I'm like I can work hard, like I'm actually, you know, very kind of have the competitive, you know athletic type background and I like to win, I like to do well, and so that was really very compelling to me.
• 6:29
  Speaker 2: And then I kind of fell on my feet.
• 6:31
  Speaker 2: You know, fell on my face, not my feet.
• 6:33
  Speaker 2: Falling on your feet is probably good, but I fell on my face and I definitely didn't do very well and I wasn't making very much money and I was struggling for years when I first started and so I was very I got very skeptical just about this how the industry tells you how to prospect and how to get clients and because when they tell you you do this, you'll get the result, and then you do all the things and really I felt like I was really coachable and I followed the steps and you don't get the result.
• 6:58
  Speaker 2: It's like, well, wait a second, like something doesn't add up and especially it's not a level playing field.
• 7:05
  Speaker 2: You know, like for me I came in, as with the past, as a singer-songwriter and I'm supposed to go to my aunt and uncle, who have millions dollars, and go to, you know, friends and family who either they're my they're my family who have a lot of money and some of them do, or they're my friends and I was 29 years old and they have no money and I'm supposed to still make a hundred bucks.
• 7:24
  Speaker 2: Like how is that possible?
• 7:25
  Speaker 2: That, like if someone comes in?
• 7:26
  Speaker 2: I remember sidebar here, but I met this woman when I was doing coaching and she was a financial advisor in New York City.
• 7:33
  Speaker 2: She was making $2 million a year and she had been in the industry for like two years.
• 7:38
  Speaker 2: I'm like, how did you do that?
• 7:39
  Speaker 2: And she's like well, I used to be an executive in New York and then I partnered up with this guy who's like this really high level investor, and so basically she just told all her really high level, super rich friends to work with this dude and she just made the connection and boom, she made $2 million a year.
• 7:54
  Speaker 2: I was like that's not fair.
• 7:56
  Speaker 2: So I do feel like, you know, it is intentionality, it is something that anyone can do, but you have to.
• 8:03
  Speaker 2: You can't just follow the old archaic model and you have to know, like, for example, like who, which butts do you want?
• 8:09
  Speaker 2: Like what are the butts?
• 8:10
  Speaker 2: Since we started on the butt conversation, like what do they look?
• 8:13
  Speaker 2: Like?
• 8:13
  Speaker 2: What you know who is the right person, who is the person with the butt?
• 8:16
  Speaker 2: But you have to understand who you really want to attract so that you attract the right people.
• 8:20
  Speaker 2: And then, because of now, there's a lot of opportunity online you can absolutely level the playing field, even if you're not an executive from New York City.
• 8:29
  Speaker 1: Yeah, no, I mean it was funny when I started.
• 8:31
  Speaker 1: I was 23 when I started my business and I remember being told that my natural market was the best place to go and that your natural market was anyone 10 years kind of on either side of you.
• 8:40
  Speaker 1: So I just remember thinking like cool, cool, cool, so I can work with anyone.
• 8:43
  Speaker 1: For me, just 13 to 33.
• 8:46
  Speaker 1: Wow, that sounds like a really, really lucrative.
• 8:50
  Speaker 2: The sky's the limit.
• 8:51
  Speaker 2: The sky's the limit.
• 8:52
  Speaker 2: Let me.
• 8:52
  Speaker 2: You can get millions of dollars, so 13,.
• 8:55
  Speaker 2: Well, if TikTok back then maybe had TikTok existed, you could have maybe capitalized on the 13 year olds.
• 9:01
  Speaker 2: But most financial advisors still won't work with the 13 year olds.
• 9:06
  Speaker 1: Okay, so you started off.
• 9:08
  Speaker 1: You were kind of like me.
• 9:09
  Speaker 1: We're doing the archaic, like here's a list.
• 9:12
  Speaker 1: Call these people what changed for you.
• 9:15
  Speaker 1: When did you kind of like what was that aha moment?
• 9:17
  Speaker 1: No-transcript.
• 9:21
  Speaker 2: Yeah Well, as the bank account went down and my debt went up, things started to click.
• 9:28
  Speaker 2: Things like you're an imposter, you aren't good at this, you should quit that voice.
• 9:34
  Speaker 2: In my head it's like well, what's wrong with me?
• 9:37
  Speaker 2: I'm doing what they tell me.
• 9:38
  Speaker 2: Is it me?
• 9:39
  Speaker 2: I'm doing all the things, but it's not really equating to the success that they told me.
• 9:45
  Speaker 2: I think there was definitely an imposter syndrome there.
• 9:47
  Speaker 2: I felt like a fraud.
• 9:48
  Speaker 2: I was exposed to Tony Robbins pretty early on in my financial career.
• 9:59
  Speaker 2: My supervisors had two women who were like my manager and then OSJ, which was really unusual in the industry to be women.
• 10:09
  Speaker 2: They were both women.
• 10:10
  Speaker 2: You would have thought that, wow, I had an upper hand, because at least women in the industry they understand it's more about authenticity and connecting.
• 10:19
  Speaker 2: Well, they were cool, but it wasn't because they were following the same indoctrination that everyone else has taught in the industry.
• 10:24
  Speaker 2: They were really great, but I still got the same strategies.
• 10:28
  Speaker 2: I still taught the same strategies everybody else was taught.
• 10:31
  Speaker 2: What was different was that they had been to a Tony Robbins event.
• 10:35
  Speaker 2: I remember early in my career, the 2007,.
• 10:39
  Speaker 2: Someone came into the office to sell a Tony Robbins ticket.
• 10:42
  Speaker 2: My supervisors definitely recommended that I go.
• 10:47
  Speaker 2: I felt like the only reason I went to that was because if I didn't, I wouldn't be able to complain anymore.
• 10:52
  Speaker 2: I just kept complaining this isn't working.
• 10:56
  Speaker 2: This isn't working.
• 10:56
  Speaker 2: They're like go to this event, this is going to help you.
• 10:59
  Speaker 2: I'm like, well, I guess if I don't listen to them they're going to be giving me crap about it.
• 11:04
  Speaker 2: That was definitely a turning point to some degree.
• 11:07
  Speaker 2: But I went there to this Tony Robbins event with the hopes of learning how to make money.
• 11:13
  Speaker 2: I left with a lot of motivation, inspiration to be like, wow, I control my financial destiny, I can do this.
• 11:20
  Speaker 2: But I didn't have any tools, any skills to actually grow the business.
• 11:24
  Speaker 2: That got me on a path.
• 11:26
  Speaker 2: I always tell my clients, like, just stay on the path.
• 11:29
  Speaker 2: If you're on the path, you will end up reaching your goals.
• 11:31
  Speaker 2: You'll have everything you want.
• 11:33
  Speaker 2: But you got to stay on the path.
• 11:34
  Speaker 2: Mostly, that path is about who you become.
• 11:36
  Speaker 2: It's not actually about what you learned, but you become that person through all the learnings.
• 11:42
  Speaker 2: I didn't know it at the time, but really I was on this path to become who I really wanted to be, even at a Tony Robbins event.
• 11:49
  Speaker 2: I remember this guy, keith Cunningham phenomenal dude, who has a book called the Road Less Stupid.
• 11:54
  Speaker 2: I love this guy.
• 11:55
  Speaker 2: He's hilarious too.
• 11:56
  Speaker 2: He actually was speaking at Tony Robbins event and he put on the board big letters that said hell on earth is meeting the person you could have become.
• 12:04
  Speaker 2: I had this vision of myself.
• 12:08
  Speaker 2: It's weird because I wasn't usually a visual person, but I imagined myself in the clouds and I'm meeting myself.
• 12:13
  Speaker 2: There's this poised woman who's very successful and wealthy and has it all together.
• 12:18
  Speaker 2: I'm looking at her going.
• 12:19
  Speaker 2: I could have been you, but I instead focused on all the crap, all the shit, all the negative stuff in my life.
• 12:28
  Speaker 2: Instead, here I am, wishing I could have been this and I'm not.
• 12:32
  Speaker 2: That is hell.
• 12:33
  Speaker 2: That still held to me, thinking of my potential and not reaching that.
• 12:38
  Speaker 2: That was a turning point for me from a psychological standpoint of okay, I can create my destiny, I can do this.
• 12:47
  Speaker 2: That just kept leading me down the path of more debt, because I did invest more in myself and more personal development and more business growth and more personal development and more business development All of that.
• 12:58
  Speaker 2: I'm glad I was in a ton of debt because that debt is what allowed me to learn the learnings and become the person I am today.
• 13:05
  Speaker 2: That gave me multiple millions over the course of my career.
• 13:09
  Speaker 2: For me, it was ultimately learning outside of the industry, marketing I don't even like to say prospecting anymore because I think prospecting has such a negative connotation but marketing myself and selling in a way that's not salesy, and marketing myself in a way where I felt like this is aligned with who I am, not who I think I should be.
• 13:31
  Speaker 2: As want to be a dude in the industry, owning over the years my authentic self and learning systems and strategies that weren't taught in the industry, that worked in the industry.
• 13:43
  Speaker 2: If I put just a twist on it, that's what I've been able to do helping out thousands and thousands of financial advisors with strategies that are outside the box that I basically take and translate and say this is how you can do it inside the realm of an industry that has compliance and they're not telling you to be specific about who you target very much and all those things, and be able to do that for financial advisors today.
• 14:07
  Speaker 1: I love that.
• 14:08
  Speaker 1: Let's pivot.
• 14:08
  Speaker 1: Tell us a little bit about some of those strategies.
• 14:11
  Speaker 1: We all know what we've been told and what's broken.
• 14:17
  Speaker 2: What do?
• 14:17
  Speaker 1: you see, really, really working for advisors.
• 14:20
  Speaker 1: What are you teaching inside of your programs?
• 14:25
  Speaker 2: Yeah, I have a foundation of something I call the revenue accelerator system.
• 14:29
  Speaker 2: I even have a revenue accelerator program where they go deeper into it.
• 14:34
  Speaker 2: The revenue accelerator system essentially are five pillars.
• 14:36
  Speaker 2: The first one is mindset.
• 14:38
  Speaker 2: You can tell just from my experience.
• 14:40
  Speaker 2: When I just talked about that, mindset was huge for me.
• 14:42
  Speaker 2: I also think that I have a whole joke about the Tony Robbins stuff, just jumping up and down and doing all that.
• 14:49
  Speaker 2: That wasn't it.
• 14:51
  Speaker 2: It helped get me a better mindset, but that wasn't making me the money.
• 14:55
  Speaker 2: You have to actually do the strategies that make you the money.
• 14:59
  Speaker 2: For me as a woman, especially with a lot of limiting beliefs which I guess everybody has, but we all think we have more of them is that I had to actually see it to believe it.
• 15:09
  Speaker 2: I feel like men sometimes, especially my husband, very confident dude.
• 15:13
  Speaker 2: He's just like, okay, if I believe this, it's going to happen.
• 15:15
  Speaker 2: Then he makes things happen.
• 15:16
  Speaker 2: I'm like, well, I don't believe it, but if I make it happen and use a system that works, eventually I believe it and then I'll do better than my husband.
• 15:25
  Speaker 2: I'll just kill it, because then I have the conviction behind it.
• 15:28
  Speaker 2: Mindset for me is really important, but it's all underlying.
• 15:33
  Speaker 2: When I'm coaching, I'm working the system and then underlying it all, I'm always working mindset on my clients.
• 15:39
  Speaker 2: Unconsciously it's always mindset, but to me it's not something you can just snap out of and jump up and down and shift.
• 15:46
  Speaker 2: It's actually something that, as you put the right systems in place, it's impossible not to believe that it's possible.
• 15:53
  Speaker 2: If that makes sense, mindset is everything.
• 15:56
  Speaker 2: But I don't teach it as like here's how to do mindset.
• 16:00
  Speaker 2: It's just underlying everything.
• 16:02
  Speaker 2: That's the first pillar.
• 16:04
  Speaker 2: The second pillar is market.
• 16:05
  Speaker 2: I think there's some, some areas in the industry where they're saying eventually, after you've been in the industry for 15, 20, 30 years, to they talk about niching or they talk at least about having a specialization.
• 16:20
  Speaker 2: But they definitely don't talk about that at the beginning, because at the beginning they're like, oh, basically show, throw shit at the wall and see what sticks.
• 16:27
  Speaker 2: And for a lot of people it's a revolving door.
• 16:32
  Speaker 2: They come in, they come out Like they leave the industry because they did what they were told to do.
• 16:36
  Speaker 2: They threw it at the wall.
• 16:37
  Speaker 2: I mean, even if you think about spaghetti, like I like to think of this analogy is like if we're cooking spaghetti, for me it's gluten free spaghetti.
• 16:44
  Speaker 2: But if we're cooking spaghetti and then you're like, is it done?
• 16:47
  Speaker 2: You don't take a handful of the spaghetti and throw it at the wall to see if it's ready.
• 16:52
  Speaker 2: You take one noodle and you throw it at the wall to see if it sticks Right, and the industry is basically like take a little spaghetti, like right, no way that's going to stick to the wall.
• 17:00
  Speaker 2: If you have a handful of spaghetti, right and I think it's the same with target marketing it's like you don't just go and try to work with everybody and anybody, then you have no expertise, you have no credibility, have no authority, because you're basically saying, oh, I'm desperate, I'll work with anybody and everybody, and it's immediately perceived as desperation and very like you know horrible positioning at the.
• 17:22
  Speaker 2: You know like the gum at the butt that you're stepping on your shoe or whatever.
• 17:25
  Speaker 2: That's like that's, that's everything.
• 17:29
  Speaker 2: Like positioning.
• 17:29
  Speaker 2: To me is everything Right.
• 17:30
  Speaker 2: And so if we take a noodle and we throw it at the wall, we're seeing it sticks like.
• 17:34
  Speaker 2: To me, that's like it's much, much more likely to stick if it's one at a time.
• 17:38
  Speaker 2: So it's like who is that person that you want to attract?
• 17:41
  Speaker 2: Who's the dorky noodle that you want to attract?
• 17:44
  Speaker 2: I'm probably, if I'm one of the dorky noodles.
• 17:46
  Speaker 2: But if you're really thinking about who is it and I don't like even to think about niche, definitely not niche, and I even target market.
• 17:54
  Speaker 2: I try to reframe because I think that people get all in their heads about it, for sure, niche.
• 17:58
  Speaker 2: They're like, oh God, I don't want to say I'm work with, only work with attorneys.
• 18:01
  Speaker 2: Then there's going to be a professional that does salesperson who doesn't want to work with me because he's thinking, oh, it's only attorneys.
• 18:07
  Speaker 2: So everyone gets freaked out about that.
• 18:10
  Speaker 2: So I'm like, okay, play the game for me.
• 18:12
  Speaker 2: Here it is who is one person that you want to attract?
• 18:16
  Speaker 2: That if you just got one person and you got a clone of them 10 times, you'd be able to meet or exceed your revenue goal.
• 18:24
  Speaker 2: This is what I call cloning your ideal client, and I have three levels.
• 18:29
  Speaker 2: So you could say, okay, well, level one, depending on where you are in your business, do I have someone in my book of business?
• 18:33
  Speaker 2: So the easy way to think about this is like okay, let's say you want to make an additional 100 grand this year and let's just call it a million dollars in AUS and AUM times 10, right, that's $10 million.
• 18:45
  Speaker 2: That'll be usually 1% $100,000.
• 18:47
  Speaker 2: Do you have one client who you've made a million dollars from?
• 18:51
  Speaker 2: That's level one You're like, yeah, what's what's his name?
• 18:54
  Speaker 2: What's her name?
• 18:54
  Speaker 2: Her name is Libby.
• 18:56
  Speaker 2: Okay, cool, tell me about Libby.
• 18:57
  Speaker 2: You know she's a podcaster.
• 18:59
  Speaker 2: She looks like Mandy Moore.
• 19:00
  Speaker 2: She's totally amazing.
• 19:01
  Speaker 2: You know you totally do look like Mandy Moore.
• 19:03
  Speaker 2: This is us.
• 19:05
  Speaker 2: If you guys don't know the reference, check out.
• 19:06
  Speaker 1: Laughing because I literally just had this conversation last weekend where I get this all the time for random people.
• 19:13
  Speaker 1: And I do not see it Okay, but we digress Go on.
• 19:16
  Speaker 2: Yeah, yeah, yeah, but yeah, you look exactly like so, so, anyway, yeah, so so if there's someone in your book of business, we can actually take a real human being, real person, and we can figure out all the characteristics about that person and ideally we can find them online, and I'll talk about that in a minute.
• 19:34
  Speaker 2: But we can find them online and we just need 10 of those.
• 19:36
  Speaker 2: And so, instead of putting all this like random attention on attracting anyone and everybody or even niche in your business, or even target marketing, if you just simplify and say, okay, all I need is 10 Libby's Like what are the characteristics?
• 19:49
  Speaker 2: How would I find her on LinkedIn?
• 19:50
  Speaker 2: How would I find online?
• 19:51
  Speaker 2: And there's some strategies to that.
• 19:53
  Speaker 2: But if I, if I can do that, then I just need 10 Libby's.
• 19:56
  Speaker 2: It's not that hard, okay.
• 19:58
  Speaker 2: And then you're like Well, I don't have someone in my book of business who has a million dollars.
• 20:02
  Speaker 2: Then you can go to level two, which is your war market.
• 20:05
  Speaker 2: So I could say Well, for me, when I was first starting, I had this friend who was a little bit older than me.
• 20:11
  Speaker 2: She was married, she had two kids.
• 20:12
  Speaker 2: So when I was 29 years old, that was leveling up.
• 20:15
  Speaker 2: You said 13 years above or whatever, but for me, like you know, she was in her 30s.
• 20:19
  Speaker 2: She had two kids.
• 20:20
  Speaker 2: I was 29,.
• 20:21
  Speaker 2: Like most of my friends, didn't have enough money, but I could do life insurance with her.
• 20:25
  Speaker 2: I can have, you know, manage money and AUM.
• 20:27
  Speaker 2: There were a lot of opportunities there.
• 20:29
  Speaker 2: Plus she had a husband's.
• 20:30
  Speaker 2: Now there's more business.
• 20:31
  Speaker 2: I'm like, okay, I could probably make $5,000 from someone like that.
• 20:34
  Speaker 2: At the time I didn't think all this through, but it just worked out that way that I started cloning this woman, amy, and she's a psychotherapist, you know.
• 20:41
  Speaker 2: So if I wanted to do that today, even though she wasn't my client, I can take someone in my war market or even my uncle would be another example and I can clone that person based on characteristics, with intentionality, and now I can get.
• 20:53
  Speaker 2: I can go get 10 amies.
• 20:54
  Speaker 2: Now, if she only makes me five grand, I need to make 100 and you go get 20 amies, but still totally doable.
• 20:59
  Speaker 2: But I'm being intentional, right.
• 21:01
  Speaker 2: That's level two.
• 21:02
  Speaker 2: So when you know and you can actually get the next step, which we'll get to, but messaging through this person right by understanding and asking good questions.
• 21:09
  Speaker 2: And then the third level is, I like to say on the on the World Wide Web, because nowadays, like that's so inefficient to go networking all the time, you know, when you can just go online and talk to the people you want to talk to.
• 21:21
  Speaker 2: So if we know we're, instead we say, like one of my clients she said I don't really have someone in my war market.
• 21:27
  Speaker 2: She had a decent business, but she's like there's no one in my start in my existing book of business I should say that I want to clone.
• 21:34
  Speaker 2: She's like no one in my war market.
• 21:36
  Speaker 2: That's really who I can think of, that I want to clone.
• 21:38
  Speaker 2: And so she's just like I want female attorneys.
• 21:40
  Speaker 2: Like if I can, you know, just take anyone from anywhere and I can wave a magic wand.
• 21:44
  Speaker 2: It would be female attorneys, because one they can be really good clients.
• 21:47
  Speaker 2: I can make, you know, $5,000 to $10,000 from one female attorney Plus.
• 21:51
  Speaker 2: Then I build this amazing relationship and now I get to double dip by getting all these referrals from this person, because now this person becomes my COI.
• 21:59
  Speaker 2: And so this is Tracy and, like in the first, like five, six months, she made an additional 50 grand from, like you know, five to eight attorneys that she got on the World Wide Web, like through LinkedIn.
• 22:09
  Speaker 2: So that's like you got to choose who is that person.
• 22:12
  Speaker 2: But I do think it's too stressful to try to be like niching and like change everything on your website.
• 22:18
  Speaker 2: But you do want the messaging to align with who you want to attract.
• 22:23
  Speaker 1: Okay.
• 22:23
  Speaker 1: So we've got mindset, we've got market, we've got messaging.
• 22:27
  Speaker 2: Yeah.
• 22:27
  Speaker 2: So three is messaging.
• 22:28
  Speaker 2: And so messaging, I always say, is like a totally unfamiliar term in the financial industry, like no one's saying, okay, guys, we're going to talk about pros, because they don't even say marketing, they're saying prospecting, you know.
• 22:38
  Speaker 2: And I'd like to say that this was back when I started and it's changed, but I know because I talked to financial advisors every day like it's exactly the same.
• 22:45
  Speaker 2: Yeah, hasn't changed, and so there's nothing about messaging.
• 22:49
  Speaker 2: I literally can blow audiences away by talking about messaging because they're like I've never heard this before.
• 22:55
  Speaker 2: And on the digital marketing world entrepreneurs like everybody knows, messaging is everything like what do you say to them to get them to take action?
• 23:04
  Speaker 2: And there's something called a CTA call to action.
• 23:06
  Speaker 2: Most financial advisors don't even know about that, but your job is to get someone's attention and to get them to do something, and you want appointments.
• 23:15
  Speaker 2: That means you want them to behave in a certain way.
• 23:17
  Speaker 2: You want them to actually get on your calendar, right.
• 23:20
  Speaker 2: And so I talk about this in a way that this is how I think of it.
• 23:23
  Speaker 2: So your beliefs influence your behaviors, and I don't say just you, libby, everybody, but your beliefs influence your behaviors.
• 23:31
  Speaker 2: Your behaviors influence your results Right.
• 23:33
  Speaker 2: So the only reason I'm on this podcast right now is you believe this would be valuable for your audience.
• 23:37
  Speaker 2: If you thought this was just I mean, even if you just thought it was going to be fun, that might be another thing and you thought, oh, it's going to be fun.
• 23:42
  Speaker 2: So you have like hundreds of beliefs about this to have me on your podcast, but a core one had to be that this is going to be valuable for your audience because, like, you're very congruent with what you do and what you teach and it's really important to you that you bring value, right.
• 23:55
  Speaker 2: So if you thought, even if it was going to be fun that someone's going to be on here and be a total jerk and not bring value, you probably wouldn't have them on the podcast.
• 24:01
  Speaker 2: So that's then that belief, or those beliefs, influence the behavior.
• 24:05
  Speaker 2: The behavior is you say, hey, you want to come on my podcast and, granted, when you're on my pocket, like, you're gonna have me on your podcast, right?
• 24:12
  Speaker 2: So you know, I helped instill that belief but to drive that belief.
• 24:16
  Speaker 2: But the behavior is because of the belief and then the end result, which is here I am on the podcast, has to do with the behavior on both sides, like you had to ask me to come on and I had say yes and actually show up.
• 24:28
  Speaker 2: Then there are people who say yes and they don't show up right To appointments or whatever.
• 24:31
  Speaker 2: So we got to think about that when it comes to marketing and it's like, well, who is that person?
• 24:37
  Speaker 2: That's the market, and then what do they need to believe to actually say yes to coming to meet with me to an appointment and then actually show up?
• 24:45
  Speaker 2: Can't tell you how many of my advisors say, oh, you know, they said yes and they booked a call and they never showed up.
• 24:51
  Speaker 2: I'm like, well, let's listen to what you said on that conversation, because something happened there where they might believe that, oh, I don't want to say no, or they might believe that you know, I need to talk to my husband, but they didn't tell you all those things.
• 25:03
  Speaker 2: But all those beliefs influence their behaviors, which influences the end result.
• 25:08
  Speaker 2: So that's why messaging is so important, because messaging is what drives the beliefs.
• 25:13
  Speaker 2: So if you say, you know, if I were to come on here and say, you know, I think advisors are totally dumb and there's no way they can ever be successful, like now, they believe that I'm a jerk and I don't care, and they like stop listening, right.
• 25:26
  Speaker 2: So that messaging that's a very overt way of saying it, but your messaging and that could be even like with your you know your physiology who'd be messaging?
• 25:36
  Speaker 2: How you dress could be messaging.
• 25:37
  Speaker 2: Whether or not you flip someone off is messaging.
• 25:39
  Speaker 2: So, like, what's on your website is messaging.
• 25:41
  Speaker 2: What's on your LinkedIn is messaging.
• 25:42
  Speaker 2: You know what you tell people when they get on, like all of that influences their beliefs, which influences what they do, or influences their behaviors, rather.
• 25:50
  Speaker 2: So messaging is everything and most advisors don't even think about it, don't focus on it, and the core thing is that you want to use mission based language, language that focuses on what they want, like their desired result and the pain or the problems that they have that you solve and then you sprinkle in some credibility there.
• 26:10
  Speaker 2: Then boom, like you're off to the races.
• 26:13
  Speaker 2: That's a very simplistic way of doing messaging, but most people like have no idea how to have compelling messaging and even if they understand the formula, they're using buzz words that don't relate to the audience and all sorts of problems there.
• 26:27
  Speaker 2: But messaging is is huge.
• 26:29
  Speaker 1: Okay, so mindset marketing messaging.
• 26:32
  Speaker 1: What's number four?
• 26:33
  Speaker 2: it starts with an M.
• 26:34
  Speaker 2: I bet you guessed that.
• 26:35
  Speaker 2: Amazing, amazing.
• 26:37
  Speaker 2: So the fourth thing is is money making activities.
• 26:41
  Speaker 2: So, even though I was saying marketing earlier when I talked to my clients about what they're doing to drive those behaviors, which are the actions, which is you know whether they meet with them and appointments and whatnot it's got to be money making activities.
• 26:54
  Speaker 2: Because if they're not making you money, why are you doing it?
• 26:56
  Speaker 2: And there's a whole slew of things like there's short term money making activities, there's long term money making activities, but ultimately the thing is you got to optimize for is that it's making you money.
• 27:06
  Speaker 2: And so I have something called the seven set marketing plan and I'll give it away to everybody here.
• 27:11
  Speaker 2: But in the seven set marketing plan most people are prospecting or marketing to some degree, or they're just hoping and praying, waiting for referrals.
• 27:19
  Speaker 2: But usually there's like some degree of prospecting or marketing, but they're not necessarily even looking at the numbers, the KPIs, to know if it's actually working.
• 27:30
  Speaker 2: You know, let's say you go to a networking event.
• 27:32
  Speaker 2: First of all, a networking event, like I think, is always a minimum of 10 hours.
• 27:36
  Speaker 2: By the time you get dressed, you actually put on pants, even after some of you wear high heels and stuff.
• 27:41
  Speaker 2: You got to put makeup on.
• 27:42
  Speaker 2: You know, not just sleep on, sleep, sleep in the makeup.
• 27:45
  Speaker 2: Well, okay, we could do that, but you basically got to get ready, you got to drive there, you got to park, you got to figure out where the heck you're going, you got to come back and, even if that only took you five hours after being there, maybe for three Now you got to follow up and that's at least another five hours.
• 27:59
  Speaker 2: So it's like, okay, we got to look at the time you're spending on this quote unquote prospecting or marketing activity and is it producing the result that you want?
• 28:07
  Speaker 2: Maybe you're getting a bunch of appointments, but they're not the right people.
• 28:10
  Speaker 2: And now you just wasted not just 10 hours, but then another 10 hours with 10 people who you don't even want to work with.
• 28:14
  Speaker 2: Now you're stuck working with them because you make all these promises, because you're desperate to work with anyone, and now you have no time because now you're servicing the wrong clients.
• 28:22
  Speaker 2: So if, instead and I like to use online strategies because I'm lazy and I just want to do it like without having to put on pants I mean, I usually wear pants, I just usually wear my jammy pants.
• 28:33
  Speaker 2: But so if we can do it on, the best way that we do it is on LinkedIn.
• 28:38
  Speaker 2: Just because now we know we can find professionals there, we can.
• 28:40
  Speaker 2: We can use criteria to find the right people based on, you know, kind of, let's say, success points, right.
• 28:47
  Speaker 2: So it's like, well, we can look at someone who, let's say, we want an architect, who have been, you know, working at least 10 years.
• 28:53
  Speaker 2: They have a certain number of employees, like we can do that on LinkedIn, whereas even Facebook which I've made a lot like millions of dollars from Facebook and spent millions of dollars on Facebook but Facebook is awesome, but it's a much bigger volume game and it's a lot harder for financial advisors and some can be successful at it, but it's it's a lot of money to in and it's usually just has to be a lot of volume.
• 29:17
  Speaker 2: So when you go on LinkedIn and you're just saying, okay, again, what am I trying to do here?
• 29:21
  Speaker 2: I'm trying to get 10, only 10.
• 29:23
  Speaker 2: I call this the rule of 10, but 10 ideal clients, one ideal client 10 times.
• 29:27
  Speaker 2: I want to clone that person 10 times.
• 29:28
  Speaker 2: Who is it?
• 29:29
  Speaker 2: Let's just say again, it's an architect.
• 29:30
  Speaker 2: Okay, cool, I can use criteria, I can use sales navigator if I want and I can get super, super tight criteria.
• 29:36
  Speaker 2: And now I can do money making activities, reaching out like every day, and you can do connections.
• 29:41
  Speaker 2: I have another thing called the backdoor approach where you can get like huge volume but basically sending.
• 29:45
  Speaker 2: And now we have to use the other strategies right.
• 29:48
  Speaker 2: We got to use the messaging paired with the money making activity of sending messages out, paired with who the market is, paired with a positive mindset.
• 29:55
  Speaker 2: So you're not like this will never work Right.
• 29:57
  Speaker 2: And money making activities you need volume.
• 30:00
  Speaker 2: Like I don't care how good your messaging is, you still need volume.
• 30:03
  Speaker 2: Like I tell my clients this all the time.
• 30:05
  Speaker 2: We have a call specifically on money making activities and usually if they're not getting the result, they're just not.
• 30:10
  Speaker 2: Their numbers aren't big enough.
• 30:11
  Speaker 2: I'm like you have no idea like how many people need to see this message, even if it's good, before you really get people like enough people to respond.
• 30:19
  Speaker 2: So the money making activities, I mean there's.
• 30:21
  Speaker 2: You could even do the same money making activities and do stupid things.
• 30:24
  Speaker 2: I mean great, very effective things like networking.
• 30:27
  Speaker 2: But if you have better messaging it'll work better, especially if you know who you're talking to, which is the market, and you have a better mindset.
• 30:34
  Speaker 2: So you could still do the old strategies.
• 30:36
  Speaker 2: And that's what we kind of look at in the seven step marketing plan, because at first I just want you to stop doing this is the technical term but stop doing stupid shit because it's wasting your time, and then we can layer it with stuff that's going to work even better.
• 30:51
  Speaker 2: But we got to free up some of your time because instead of saying oh, I don't have time, we're just going to exchange the time.
• 30:56
  Speaker 2: So we're looking at what's working, what's not working.
• 30:58
  Speaker 2: Let's delete the things that aren't working and now let's optimize what is working and double down on that.
• 31:04
  Speaker 2: And then let's add something that I have proven with thousands of advisors that works.
• 31:07
  Speaker 2: Let's just say on LinkedIn to get results and let's just do one hour a day of money making activities and you can make six figures.
• 31:14
  Speaker 2: Actually, I have a book on it, but it works.
• 31:18
  Speaker 1: Yeah, okay, amazing.
• 31:19
  Speaker 1: So mindset, market messaging, money making activities.
• 31:23
  Speaker 1: Please, dear God, tell me, the last one starts with an M as well.
• 31:27
  Speaker 2: No, it's sales, Just kidding.
• 31:28
  Speaker 2: No, it's monetize, which is sales, but it's monetize, it's monetize, yeah.
• 31:32
  Speaker 2: So fifth one is monetize.
• 31:33
  Speaker 2: And look, if you do all of this, let's say you have the best mindset in the world and then you know exactly who your target market is and you have the best messaging.
• 31:40
  Speaker 2: You get people to talk to you.
• 31:42
  Speaker 2: And then your money making activities like you're getting 10 appointments a day with the right people and you suck at sales.
• 31:47
  Speaker 2: You're screwed Like you can't convert them.
• 31:49
  Speaker 2: You're screwed Like you can do everything right, but if you can't convert, you know you're dead in the water.
• 31:54
  Speaker 2: Now I will say most advisors think they're great at sales because they meet with referrals and they're really good at what they do.
• 32:00
  Speaker 2: And if you get a referral, the person who is referred to you is basically already sold.
• 32:05
  Speaker 2: They're probably in what I call the 3% who are, you know, looking to hire someone like you and all you got to do is kind of do a crappy job at your sales process and tell them a little about you, tell them about your company, do the stupid fact finder and then you end up like getting them as a client with a nice recommendation.
• 32:21
  Speaker 2: But you're not good at sales.
• 32:23
  Speaker 2: Sorry to say you're not.
• 32:24
  Speaker 2: You're just lucky because you're good at what you do.
• 32:26
  Speaker 2: And it's not just luck.
• 32:27
  Speaker 2: I mean you worked hard at that, I understand, and you did such a good job with your clients, so that's why they referred you, so you deserve it.
• 32:33
  Speaker 2: But don't think that that means that you're actually good at the sales process because now you're probably leaving so much money on the table thinking that this is the system, what you have to do, when I mean there's so much more you could do in a much better way.
• 32:48
  Speaker 2: That will one.
• 32:49
  Speaker 2: It will make people want to stay with you forever, help refer, you know, want to refer you more.
• 32:53
  Speaker 2: And also like get them a better result.
• 32:55
  Speaker 2: Like my sales process is exactly the same as my coaching process, Like what is it that they want?
• 33:00
  Speaker 2: What's holding them back?
• 33:02
  Speaker 2: And then the path to them getting there.
• 33:04
  Speaker 2: So the monetize thing is just huge.
• 33:06
  Speaker 2: And I think that if you I really do feel like especially women, like they're so, like, oh, I don't want to.
• 33:14
  Speaker 2: My husband oh, he's a salesperson, I'm not a salesperson Like it's like we don't want to be categorized as someone in sales.
• 33:20
  Speaker 2: We don't want to think like I remember when I took the job and it was a job at the time, like as a financial advisor.
• 33:25
  Speaker 2: I thought of it more like a job and I'm like, oh, wow, but I'm basically like a glorified salesperson.
• 33:29
  Speaker 2: I don't want to do that.
• 33:30
  Speaker 2: That sucks.
• 33:31
  Speaker 2: Like I didn't like sales.
• 33:32
  Speaker 2: I felt like it was manipulative, I felt like it was greedy.
• 33:35
  Speaker 2: It went against everything in my you know bones, like as far as like didn't feel like serving people.
• 33:41
  Speaker 2: And then I was at this event again where I invested a lot of money in trying to learn stuff outside the box and I saw this guy do the sales process like in front of the room, like a demo, and I was like, if I just learned how to do that, I'll never have to worry about money again.
• 33:58
  Speaker 2: Like it was just amazing because it was a conversation.
• 34:01
  Speaker 2: It was like going so deep into what the person really wanted and what their real concerns were and what their frustrations were and what was like keeping them up at night and I was like whoa, like, and almost to a point where it's like you know, even even as a role play, that person was crying because it's like it was so deep and I'm like I just need to learn how to do that and that really, that shifted a lot for me at the beginning, like more than marketing actually was sales, because I was very afraid of selling.
• 34:28
  Speaker 2: And now I'm just like, oh my gosh, like what an amazing opportunity for someone to get to work with me.
• 34:34
  Speaker 2: Like I feel so confident in that that I feel bad if they don't say yes, and so I'm convicted in that.
• 34:39
  Speaker 2: Plus, I have a process that works and it's just like to guide them and then I don't care if they say no, like I'm unattached.
• 34:45
  Speaker 2: And that helps too when you have the right process is that you don't have to worry about it because you know you did everything you could to help them.
• 34:51
  Speaker 2: And if they say no, they're just stuck in their stuff and maybe they sold you on their excuses, but you at least gave them an opportunity, whereas when you just pitch them and show them this is how we invest your money you're just banking on the fact that they're already ready to buy and it's just the easy way for them is just to start working with you because they've been referred.
• 35:12
  Speaker 1: Okay, I love this.
• 35:13
  Speaker 1: Awesome.
• 35:15
  Speaker 1: So mindset, market messaging, money-making activities, sales just getting monetized.
• 35:20
  Speaker 1: All right, I love it.
• 35:21
  Speaker 1: So that's the revenue accelerator system that you've kind of crafted and perfected and that you teach all the time.
• 35:29
  Speaker 1: Tell us about the seven-step marketing plan that you are going to give the listeners.
• 35:33
  Speaker 2: Yeah.
• 35:34
  Speaker 2: So seven-step marketing plan is really it's more almost like an assessment and analysis, because so many people again will tell me that they don't have any time.
• 35:43
  Speaker 2: This is like the number one excuse.
• 35:46
  Speaker 2: Financial advisors have time because it makes sense to just keep getting clients, keep getting clients, keep getting clients and then more servicing.
• 35:52
  Speaker 2: More servicing, then the less time for leads and sales.
• 35:55
  Speaker 2: And any business is just three things it's lead, sales and fulfillment, and most advisors are spending all this time on fulfillment.
• 36:01
  Speaker 2: So the only way to even if you knew exactly what to do when it came to marketing yourself and sales is not really taking extra time.
• 36:10
  Speaker 2: But if you knew exactly what to do, you still can't find the time.
• 36:13
  Speaker 2: So I like to exchange the time.
• 36:15
  Speaker 2: So I just look at in the seven-step marketing plan we're looking at, for example, look back the last 12 months and who were the clients that you got and were they the clients that you wanted?
• 36:26
  Speaker 2: Let's say you got 50 clients, which sounds like hell to me, but maybe you only got 10 and you're upset about it because you didn't make 100 grand.
• 36:34
  Speaker 2: I would much rather get 10 clients and make 100 grand than get 50 clients and make 100 grand, or 50 clients and make 80, even worse, so, even get 50 clients and make 150, because now that's how.
• 36:43
  Speaker 2: That doesn't free up any of my time.
• 36:45
  Speaker 2: And so we're looking at well, who did you get?
• 36:49
  Speaker 2: Who were the clients that you got?
• 36:50
  Speaker 2: We're looking at the past.
• 36:51
  Speaker 2: We're going to say were these the clients you wanted?
• 36:53
  Speaker 2: And we do even the ABC thing, which I do slightly differently than you guys do it, but essentially it's like was this an A plus client?
• 36:59
  Speaker 2: And then where did they come from?
• 37:00
  Speaker 2: And so then we're looking at the marketing activities, because I don't think anyone analyzes this.
• 37:05
  Speaker 2: They're just like okay, let's say, most of your clients are coming from referrals.
• 37:08
  Speaker 2: They're going to be super stoked, but maybe you notice it's from one particular person.
• 37:11
  Speaker 2: Or maybe the referrals you got you're like that was pretty awesome because I didn't have to work very hard to get them.
• 37:17
  Speaker 2: But now these are paying in the ass clients that I don't really want, because I didn't ask how to get you know, I didn't.
• 37:21
  Speaker 2: I don't like ask for referrals, but ask for introductions in a way that was really clear who I'm looking for.
• 37:26
  Speaker 2: And so now we can start to analyze that and start to tweak it and then say, okay, I all.
• 37:31
  Speaker 2: Then we're going to look at like, well, what are the marketing activities you did?
• 37:34
  Speaker 2: And you're like, well, I went to all these networking events and you realize you got none of the clients from the marketing event, except maybe one from a marketing event that you went to three years ago.
• 37:42
  Speaker 2: And you're like, okay, that's a long term marketing activity that I did, but geez, what a long term sales cycle like that took three years.
• 37:50
  Speaker 2: So that's okay, that's going to happen.
• 37:52
  Speaker 2: But I know some of my clients will always say, like this is crazy.
• 37:56
  Speaker 2: Like I used to go networking and it would take years to get clients six months minimum, maybe to three years, you know.
• 38:02
  Speaker 2: And then I started doing this LinkedIn strategy.
• 38:03
  Speaker 2: The Robin taught me, in three weeks I get a cold, cold lead to become a client and it's a more ideal client, you know.
• 38:11
  Speaker 2: So it's not that we're going to take all the things out that we're working, but you're probably spending hours and hours per week, if not per month, like you know not tens of tens of hours per month on things that aren't really working, like posting, you know, like somebody who, oh, I'm posting on social media.
• 38:25
  Speaker 2: You know how much time are you spending?
• 38:27
  Speaker 2: Oh, like four hours a week.
• 38:28
  Speaker 2: It's not that long.
• 38:29
  Speaker 2: I'm like, are you getting any clients?
• 38:30
  Speaker 2: Yeah, I got like three clients.
• 38:31
  Speaker 2: How much did you make per client?
• 38:32
  Speaker 2: $200?
• 38:33
  Speaker 2: .
• 38:33
  Speaker 2: I'm like, dude, save all the time posting, like don't do that.
• 38:37
  Speaker 2: I'm not saying don't post, but if it's not getting you the result, don't do it.
• 38:40
  Speaker 2: So it's a whole system.
• 38:41
  Speaker 2: And the last seven, seven step is like like basically evaluation process, and then I do talk about a couple of different strategies in there that we use, exclusive events and some things that are that are newer strategies, but it's mostly focused on what you're already doing and what you can stop doing dialing it up, dialing it down, optimizing it, and it frees up your time.
• 39:01
  Speaker 2: And then you can learn some of our new strategies to plug it in and you can get that at myfinancialbusinesscom forward slash mp as in marketing plan mp myfinancialbusinesscom.
• 39:12
  Speaker 1: And I will for sure link that in the show notes.
• 39:15
  Speaker 1: So, okay, as we wrap up, I always like to ask everybody who is on the show that owns a business about one or two strategies that you have personally implemented.
• 39:24
  Speaker 1: So whether it's a tool or resource or a mindset hack, I don't care what have you instituted inside of your own business that has helped you operate more efficiently?
• 39:35
  Speaker 2: Two things.
• 39:35
  Speaker 2: Two things or one thing?
• 39:37
  Speaker 1: One or two one or two.
• 39:38
  Speaker 2: Okay, well, I'll say the recent one and if you haven't heard of this, you're if you have.
• 39:44
  Speaker 2: Most of you have probably heard of this, but my recent one is chatGPT and you know, if you haven't heard of it, get ready for your mind to be blown.
• 39:51
  Speaker 2: But most people, even if especially advisors, who have heard of it, they don't really know how to use it that well, because it's all it's.
• 39:57
  Speaker 2: Basically, if you don't know what chatGPT is, it's an AI tool where you can basically put in a prompt and ask it for something and get an amazing output and it's just incredible.
• 40:07
  Speaker 2: So, like, for example, I started I'm trying to write emails every day to my list, which I haven't done maybe every day, but the last couple of weeks I'm doing like four times a week.
• 40:15
  Speaker 2: I just don't want to always feel like, oh no, my event, like I have an event coming up, we'll invite you guys too as well, but I don't want it to just be promotional all the time.
• 40:22
  Speaker 2: Like, I know my events are so valuable that I start to I kind of forget.
• 40:26
  Speaker 2: Oh, it's probably annoying for people that I'm promoting because I'm like no, seriously, if you knew how valuable this was, like you got to be there, but I want to give them value all the time.
• 40:34
  Speaker 2: And so, for example, like I just went to my kids open house and it was a total fiasco.
• 40:39
  Speaker 2: So I had this like open house fiasco email that went out and I just it just takes time to write emails.
• 40:46
  Speaker 2: And so what I did, I went into chat GPT and first I give it all these prompts and I'm telling chat GPT like you're a world class copywriter and this is like I have to.
• 40:54
  Speaker 2: You have to give chat GPT a persona and tell them who they are, tell it he she them who they are.
• 41:01
  Speaker 2: And then it's like now you can ask for like the specific prompts.
• 41:04
  Speaker 2: But so I put all this information in there, tell about my brand and what's important and all this stuff and who I work with, which is a whole fiasco in itself.
• 41:12
  Speaker 2: But and then I'm like okay, now that I have that, I can go in that chat all the time and just get outputs of emails.
• 41:19
  Speaker 2: And so what I do is I just write the story like kind of like bullets.
• 41:23
  Speaker 2: You know, I'm like it's kind of boring, but it's like hard to put together a whole story and it's really hard for me to be succinct, so I'll go in there.
• 41:30
  Speaker 2: And I said something like, okay, I, you know, I went to open house and made the mistake of bringing my kids, like I should have known.
• 41:37
  Speaker 2: But because my son told me that, oh, his teacher said, oh, just bring the iPads and you know they can come, that he was like stuck on coming.
• 41:44
  Speaker 2: And we went first went to my daughter's stages class.
• 41:47
  Speaker 2: She's in pre K three and and it was fine, because I didn't open, you know, turn on the iPads, I let them just play whatever.
• 41:53
  Speaker 2: And then so I just put boring, kind of just boring, likes.
• 41:56
  Speaker 2: You know what happened.
• 41:57
  Speaker 2: And then we got to my son's class and you know, in his kindergarten class, now I take out the iPads this is what he was waiting for and like the headsets won't work and my daughter's doesn't fit, and so I put her sweatshirt on MacGyver it over her head so that she can, you know, have the, have the headset fit over there.
• 42:09
  Speaker 2: And then, and then of course the Wi-Fi is not working, and then my hotspot is not working, you know, and I'm like sweating and like everybody's like paying attention to the kindergarten teacher, you know.
• 42:16
  Speaker 2: So I put all these notes in and it's like it's, it's long and it's not really cohesive.
• 42:22
  Speaker 2: And then chat GPD puts a story together for me and then I edit it because I'm not like I would never say that like chat GPD loves to say game changer.
• 42:29
  Speaker 2: If anyone ever like uses chat GPD and you notice that every other, you know every other email says game changer.
• 42:35
  Speaker 2: You might want to change that because I'm like chat GPD wrote that, but it's just helping me get my thoughts together more cohesively.
• 42:41
  Speaker 2: So that's number one for sure has saved me so much time.
• 42:45
  Speaker 2: But also allow me to produce more content still in my voice.
• 42:49
  Speaker 2: But like, just with like a really good intern, just that I don't have to pay.
• 42:53
  Speaker 2: Well, 20 bucks a month I pay 20 bucks a month for that.
• 42:56
  Speaker 1: Okay, so chat, gpd.
• 42:57
  Speaker 1: What's your second one?
• 42:59
  Speaker 2: I would say.
• 42:59
  Speaker 2: Second one is just team.
• 43:01
  Speaker 2: There's no way I could be in this business and doing what we're doing and being as successful as we are without my team, especially my number two, ashley Yoo-hoo Yoo-ret, my COO.
• 43:14
  Speaker 2: I mean, they're just things I'm just not good at, and managing the team is one of them.
• 43:18
  Speaker 2: Systems behind the scene type of stuff is the other.
• 43:22
  Speaker 2: And it's amazing how many financial advisors, even at the $100,000 plus mark, who don't really have a team, so many are like still doing it all.
• 43:31
  Speaker 2: And I'm like are you kidding me?
• 43:32
  Speaker 2: Like you're still doing paperwork.
• 43:35
  Speaker 2: You're still like all this admin stuff.
• 43:37
  Speaker 2: Like I can just imagine this is not your zone of genius and you're probably better at it.
• 43:42
  Speaker 2: At someone you might pay 20 bucks an hour, but like I don't care if they do it takes them twice as long.
• 43:46
  Speaker 2: Like you got to take that off your plate so that you can do the money making activity.
• 43:49
  Speaker 2: So again, if you're like I don't have time for money making activities, I don't have time to learn this stuff so I can monetize my business, like it's probably because you're doing stupid shit, like things you shouldn't be doing, so you have to have a team that's going to help you do the stuff you're not best at.
• 44:00
  Speaker 2: And I heard once from one of my mentors that you start to hire someone like someone for something you're actually good at as well, which I haven't done that too much.
• 44:09
  Speaker 2: I've had some coaches and stuff, but then I like to get my hands dirty in it again, so then I get rid of my coaches.
• 44:13
  Speaker 2: But it's like when you really get to that level and you can also hire people who are really good at things that you're good at, it's like even next level, but I wouldn't know much about that.
• 44:23
  Speaker 2: But yeah, that's what that's.
• 44:24
  Speaker 2: That has been a game changer for me, as chat GPT would say, and there's, yeah, there's no way I would have hit the seven finger mark like without my team.
• 44:34
  Speaker 1: Amazing, awesome, well, thank you so much for sharing just all of the things today.
• 44:38
  Speaker 1: Where can listeners find you?
• 44:41
  Speaker 2: Well, first, if you want to come to this event, I think at the time of when this is coming out, we have a virtual event coming out next week, so get in on it.
• 44:48
  Speaker 2: There's still discounted tickets.
• 44:49
  Speaker 2: Go to pyfpeventcom P as in position, y yourself, f for profit, position yourself for profits.
• 45:00
  Speaker 2: So it's pyfpeventcom and get a ticket and it's a virtual event three days.
• 45:05
  Speaker 2: You can be anywhere and you might say, oh my God, three days, it's the don't say three days for a conference, because it's not a conference, it's an event that will blow your mind, totally change everything.
• 45:13
  Speaker 2: The thing we just talked about, the five steps we're going through that whole entire system in the three days, and I could do it for one day and then sell you some shit, but instead I'm going to give you like so much value in three days that you can take, whether you work with me or not, and provide into your business.
• 45:26
  Speaker 2: That will be like totally mind blowing for you and really change it, change everything for you in such a positive way.
• 45:32
  Speaker 2: So I'd go that.
• 45:32
  Speaker 2: You can always find me on my website as well robinfraincom, linkedin, instagram, all the things.
• 45:38
  Speaker 1: All right, we'll link it all so that way, if people are looking for a total business transformation, that they know where to find you and how to get their hands on all the goodies.
• 45:45
  Speaker 1: So thank you so much for your time and I really, really appreciate you being here.
• 45:50
  Speaker 2: My pleasure.
• 45:50
  Speaker 2: It's been fun.
• 45:51
  Speaker 2: Thanks, all right.
• 45:51
  Speaker 1: And you can be your.
• 45:52
  Speaker 1: You can be my Tina to my Mandy any day.
• 45:55
  Speaker 2: All right, yeah, I'll crack the jokes.
• 45:56
  Speaker 2: You look beautiful, it'll be perfect.
• 45:59
  Speaker 1: Thanks Robin.
• 46:00
  Speaker 1: Yeah, okay, isn't she so funny.
• 46:03
  Speaker 1: I love when you meet people who are totally authentic and they just literally blurred out whatever pops into their heads.
• 46:09
  Speaker 1: So my big takeaways from this episode is one of the things Robin said is you know, we were talking about kind of this archaic marketing or kind of traditional formula that has developed in our industry.
• 46:22
  Speaker 1: And one of the things that she said is you know, when this wasn't working for her, she found that it made her feel like she had failed.
• 46:31
  Speaker 1: And I kind of remember back to the first part of my career.
• 46:34
  Speaker 1: So this is way back in the Stone Ages, back in 2004, 2005,.
• 46:39
  Speaker 1: You know, just feeling like what our management was saying.
• 46:45
  Speaker 1: And here's different ways that you can market.
• 46:47
  Speaker 1: And you know, I think I shared in this episode my target market being ages 13 to 33.
• 46:52
  Speaker 1: And you know, just trying to find something that is more authentic to you and when something doesn't feel good or it doesn't feel right or it's not working, to actually just really step back and take the time to reflect on it and determine why is it that you're not doing it the way that it is supposed to be done?
• 47:13
  Speaker 1: Is it that it doesn't feel good for you?
• 47:15
  Speaker 1: Is it that it doesn't drive for the type of business that you want to build and, instead of allowing it to make you feel like you're failing to really be reflective and kind of step out and self assess and really look at you know, hey, I'm not putting in the effort that I'm supposed to be putting in.
• 47:33
  Speaker 1: Am I applying effort but in the wrong direction?
• 47:35
  Speaker 1: Or should I just look outside the industry and do something totally different?
• 47:39
  Speaker 1: Or how can I find other advisors?
• 47:41
  Speaker 1: I mean, we live in this hyper connected world today where it's so easy to find other advisors that have the business that you want, that have a model or a ideal practice that you're striving towards, even though you're going to put your own spin on it, of course, and make it your own.
• 47:57
  Speaker 1: But this idea of, instead of feeling like you're failing, really kind of stepping back and saying how can I do this in a way that is actually working towards building the business that I want to build?
• 48:07
  Speaker 1: I remember this thought and thinking to myself like wow, I am being taught these strategies for marketing from advisors who don't have practices that I admire.
• 48:18
  Speaker 1: I don't want to be working like you know, jim around the corner who has a book of, you know, 2,300 households and he doesn't know them very well and he's hustling and working 80 hours a week and nights and weekends and not making very much money and feels, you know, tied and tethered to his computer all the time, like so, looking for people who have practices that you admire and who have a lifestyle or a work life balance, if you want to call it that that you admire and trying to build a business similar to them, are looking at what formulas they're using, because I mean I hate to say it, but sometimes it's industry and it's getting a lot better but especially when I started in 2004 and back when Robin started, there were a lot of kind of just archaic strategies that we were taught, and so then, of course, I also had a big takeaway with her 5M revenue accelerating system.
• 49:11
  Speaker 1: So this idea of mindset I loved how she talked about moving into a place of having conviction over what you're doing and what you're offering.
• 49:20
  Speaker 1: I think that is so, so cool and so, so smart.
• 49:24
  Speaker 1: And she kind of mentioned this idea of mission based language, and I'm going to link the episode on elevate your elevator pitch.
• 49:31
  Speaker 1: I think it's around episode number eight.
• 49:33
  Speaker 1: I think it's episode number eight.
• 49:34
  Speaker 1: I'm going to link it, I'll find it and I'll get in the show notes for you guys.
• 49:37
  Speaker 1: But it really is exactly what Robin was talking through.
• 49:39
  Speaker 1: How do we walk you through creating a formula that allows you to express what you do concisely and succinctly, but with this transformation that you're trying to provide your clients with, this mission based formula?
• 49:51
  Speaker 1: Okay, so we got mindset, then we got market, and she talked about niching or niching down, building a specialty, and really kind of just boiling it down into like who's the one person that you love working with, that you'd love to work more of with right, how do we clone them 10 times to have a really great business?
• 50:08
  Speaker 1: And then the third and being this messaging what do you say to get them to take action?
• 50:15
  Speaker 1: Let's talk about called actions, proper call to actions.
• 50:18
  Speaker 1: And then number four was doing money making activities.
• 50:21
  Speaker 1: And then number five was monetizing.
• 50:24
  Speaker 1: So how do you actually build out and create a sales process to turn prospects into clients?
• 50:30
  Speaker 1: So I love that and I loved how she boiled down.
• 50:33
  Speaker 1: You know, like that all business is really this right it's leads, then it's sales and then it's fulfillment of promise.
• 50:38
  Speaker 1: So I am happy to have helped you with the fulfillment of promise piece.
• 50:43
  Speaker 1: If you are looking for coaching or guidance around how to establish a start to finish financial planning process that converts prospects into clients and clients until lifelong clients and lifelong clients into referral generating machines, I am girl, you're a girl.
• 50:58
  Speaker 1: I am excited about it.
• 50:59
  Speaker 1: We've been building out some new templates for our group coaching program that I've been sharing with individual coaching clients.
• 51:05
  Speaker 1: We do offer 90 minute CEO sessions.
• 51:09
  Speaker 1: So if you have one to two things that you're working on in your business and you want a thinking partner for, or you want some feedback on your existing process or help building your process out, make sure you check out that one time engagement.
• 51:20
  Speaker 1: And then, of course, we've got the one to one coaching that's more of an ongoing structure, purchased in a six pack, so you can check out the efficient advisor website under the coaching tab to learn more.
• 51:30
  Speaker 1: And, of course, if you're looking to get more butts in the seats, make sure you check out Robin's seven step marketing plan.
• 51:38
  Speaker 1: I've got the link for that down in the show notes and she's got that event coming up.
• 51:42
  Speaker 1: So if you are in that phase of business where you are wanting to really hone your marketing message and really learn more money making strategies and doing exactly what Robin talked about in this episode.
• 51:53
  Speaker 1: I'll make sure you've got all the details so that you can get in touch with her and her team as well.
• 51:57
  Speaker 1: Thank you guys, so much for listening.
• 51:59
  Speaker 1: I hope you have an amazing rest of your week and I'll talk to you soon.