Latest / The Efficient Advisor: Tactical Business Advice for Financial Planners / 213: How to Make Your Website (and Everything You Write) Way Better w/ Guest Jo Faith

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213: How to Make Your Website (and Everything You Write) Way Better w/ Guest Jo Faith · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:01
  Speaker 1: The words you use matter and how you say something can make or break your chances.
• 0:06
  Speaker 1: Today I've got a copywriting specialist who works specifically in the financial advisor space.
• 0:12
  Speaker 1: You guys are gonna be totally impressed with her background, but you guys know how I feel about only bringing on guests who have worked exclusively in our industry and she is going to help us just elevate our game.
• 0:23
  Speaker 1: We use verbs on our website and our emails and our blogs, in brochures and newsletters, et cetera all the places and we are leaving so much on the table by, well, not really knowing exactly what we're doing.
• 0:37
  Speaker 1: Today, my guest, joe faith, shares some of the mistakes that advisors are making on the main page of their website what needs to be quote above the fold and where to call our clients to action, and throughout the episode, she just gives us a bunch of tips and tricks to make our words do more.
• 0:57
  Speaker 1: You are going to love how tactical this episode is, with super easy to implement advice from Joe.
• 1:02
  Speaker 1: All right, let's dive in.
• 1:20
  Speaker 1: Look, I know you're here because you and I both know it's possible to have energy left over for your family and still have your dream business, and you know what I'm talking about the business that you are running instead of it running you.
• 1:27
  Speaker 1: If you're new to the Efficient Advisor, I'm Libby Grywe and I started from scratch, built and sold by 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 so that I could be a fully present mom, wife, friend, sister, daughter and, I'll be honest, I loved taking a month off every summer and doing a vacation with my family.
• 1:53
  Speaker 1: But I am here to walk alongside you and just to show you how to do exactly the same for yourself to help you take immediate action on the most important strategies for scaling, organizing and creating less stress and overwhelm in your business.
• 2:06
  Speaker 1: We are about to transform your practice, so move over exhaustion and get out of the way.
• 2:11
  Speaker 1: Advisor ADD.
• 2:13
  Speaker 1: It is time to take that one right next step to build a business and a life that you love.
• 2:19
  Speaker 1: So let's get into this conversation about using better words and writing better copy with my guest, joe Faith.
• 2:27
  Speaker 1: All right, joe Faith, I'm so glad you're here.
• 2:31
  Speaker 1: I am really excited to dig into a much, much, much, much needed topic for financial advisors and we are going to talk all things copywriting, how to use language to articulate your values, stand out from the crowd and to really attract your ideal client.
• 2:51
  Speaker 1: So thank you so so much for being here.
• 2:54
  Speaker 2: Pleasure.
• 2:55
  Speaker 2: Thanks for having me.
• 2:56
  Speaker 1: Yes, well, good.
• 2:57
  Speaker 1: Well, why don't you share?
• 2:58
  Speaker 1: So I know your story.
• 2:59
  Speaker 1: But why don't you share with our listeners how?
• 3:02
  Speaker 1: Because you guys listening know that I'm only going to let people through the doors that specialize in financial advice, so why don't you share how you got into writing copy specifically for financial advisors?
• 3:18
  Speaker 2: Sure, well, I started off, before becoming a copywriter, as a financial journalist and I wrote for a variety of different titles, but one of them was Professional Advisor, which is a magazine here in the UK and it has a sister website, ifa online, and I was a reporter on there.
• 3:38
  Speaker 2: And then I was deputy editor of the publication and it was for financial advisors and financial planners, and I wrote for that magazine for a long time, so, kind of engrossed myself in the world of financial planners and financial advisors, got to know how their businesses work and what they need to run a successful business, and so when I turned to copywriting and away from journalism, it felt like a natural fit to carry on working in that space.
• 4:05
  Speaker 1: Yeah, well, okay, so let's clarify.
• 4:07
  Speaker 1: So this is really funny.
• 4:08
  Speaker 1: I was having a conversation and I used the word copywriting and the advisor that I was talking to thought that I meant like you know, like in the US, like copywriting your work, meaning like, okay, this now belongs to me and I've protected my intellectual property so, and I kind of giggled and I was like no, no, no, no, no, like copywriting, copywriting, so why don't you share, like what, like high level, like what is copywriting, and where do financial advisors need it, use it?
• 4:38
  Speaker 2: Yeah, so copywriting with a W, not copywriting with an R.
• 4:41
  Speaker 2: That's the key difference.
• 4:43
  Speaker 2: Um, I have this point.
• 4:44
  Speaker 2: People say this to me too all the time.
• 4:46
  Speaker 2: So copywriting is basically writing your marketing copy.
• 4:51
  Speaker 2: So anything that you need to write for your business, that is marketing.
• 4:54
  Speaker 2: What you do is copywriting.
• 4:56
  Speaker 2: So your website, the words on your website um, if you have a blog, your blogs, newsletters that you might send to clients, social media posts and captions, brochures I mean it's extensive what you can hire a copywriter to do.
• 5:13
  Speaker 2: But basically any words that you need that are going to sell your product or service, that's copywriting.
• 5:21
  Speaker 1: Okay.
• 5:21
  Speaker 1: So for, like, the average financial advisor who's getting started and is like, okay, I'm doing all the things, I'm making the jump, I'm building my own website, I'm creating all of my own things and, right we, so this is at least this would be my journey, right, like I would be like, okay, I'm just going to do it myself and I'm going to get it up and running kind of a minimum viable product.
• 5:42
  Speaker 1: And then someday, fingers crossed, I'm going to get it up and running kind of a minimum viable product, and then someday, fingers crossed, I'm going to come back and actually make it amazing.
• 5:49
  Speaker 1: And then you go back and kind of reread that, the copy that you wrote, and you're like, oh my gosh, like this is, this is, this is my journey, at least with my website.
• 5:58
  Speaker 1: I'm like, wow, this is really outdated or this is really terrible.
• 6:01
  Speaker 1: I definitely need somebody to come in and with that creative brain, because most advisors like, as great as we all are I think we are we're not terribly gifted with words or wordsmithing or creative.
• 6:13
  Speaker 1: So for an advisor who's wanting to do it themselves or hire, like, what are some of the key things that they need to be thinking about, looking at when are some of the misses that most advisors have when building.
• 6:25
  Speaker 1: So we'll start kind of on the website front, if that's okay, and then we'll kind of branch into blog, social media like everyday usage, that and some tips that will make things better.
• 6:33
  Speaker 1: But so for in general, when you're seeing an advisor is coming to you and saying, and you're looking at their website, what are some of the things that every advisor needs and really needs to elevate and kind of the biggest misses.
• 6:47
  Speaker 2: So I think the important thing to kind of point out is that if you want to stand out from everybody else it's a saturated market you want to stand out, you want to be known for something, or whatever it is your website is the place to showcase.
• 7:00
  Speaker 2: So you've got to remember every time we go anywhere or do anything or buy something, the first place we do is go to the website.
• 7:09
  Speaker 2: So you know, someone recommends a restaurant or a hairdresser or whatever it is.
• 7:11
  Speaker 2: We want to find out if this is a legit business.
• 7:12
  Speaker 2: People have been there before and like it and the place we go is the website.
• 7:16
  Speaker 2: So if you don't have a website, that's an issue, because you know if you get, if you, uh, rely on referrals for your business, um, that's great.
• 7:26
  Speaker 2: But even if you get a referral, you're still gonna want to have somewhere people can go to check you out.
• 7:30
  Speaker 2: Make sure that you're a credible, legitimate business in terms of standing out.
• 7:36
  Speaker 2: One of the big things that I see a lot um in with people's websites is the kind of the opening part that we call it above the fold.
• 7:46
  Speaker 2: So the first thing you see when you go on someone's homepage almost like the headline if we're talking in journalism, speak that, those kind of strapline at the top.
• 7:57
  Speaker 2: And a lot of the time you'll go into a website and you'll say welcome to insert name of business, which is a huge miss because you've got about five seconds to grab a user's attention and keep it and get them to keep scrolling and find out more about you and what you do and the services you provide.
• 8:14
  Speaker 2: So if you're just writing welcome to my business at the top in big, pretty font, that's great, but if that's all you have, people will say, well, how do I know that this is the right advisor for me?
• 8:27
  Speaker 2: Like, what do they do?
• 8:28
  Speaker 2: You know I've come to this website, I know the URL.
• 8:31
  Speaker 2: Probably I know where I am.
• 8:33
  Speaker 2: What you want to hit them with is your value proposition, what makes you stand out, your USP.
• 8:38
  Speaker 2: So instead of saying you know, welcome to insert business name, you want to say something like financial advisor for small business owners who want to plan for you know, give them who you work with, what you do and what you can achieve for them.
• 9:01
  Speaker 2: Hit them basically with your elevator pitch, very briefly, at the front and center of your website.
• 9:09
  Speaker 2: That's the biggest.
• 9:11
  Speaker 2: I would say that's the biggest miss I see.
• 9:14
  Speaker 1: Right, because we all have the attention span of squirrels now.
• 9:16
  Speaker 1: So you have what?
• 9:18
  Speaker 1: Five seconds to kind of articulate your value.
• 9:20
  Speaker 1: And then so when you say above the fold, I imagine that comes from back when there were like these physical things that showed up at our house called newspapers and the front page the idea is like we want to get them to open the paper and in today's world and scroll down.
• 9:34
  Speaker 1: So what do you see when people are like, yes, I have my value proposition up there and you go to it and you're like I don't get is like is it typically we're making it too generic?
• 9:45
  Speaker 1: Is it not specific enough?
• 9:47
  Speaker 1: Is it like a dopey language?
• 9:49
  Speaker 1: Like, what do you see as kind of the misses when it comes to putting that like really clearly articulating that value proposition?
• 9:56
  Speaker 2: I think two problems.
• 9:57
  Speaker 2: One, people are too generic, so I can help you with your financial planning or whatever it is, so can everybody else.
• 10:06
  Speaker 2: Right, how are you different?
• 10:08
  Speaker 2: That's probably the main one.
• 10:11
  Speaker 2: And then the other one is people who try to be too creative and too abstract, so they'll just, you know, do their language is flowery and it's like, you know, or something like building your better life, something that doesn't actually say anything or that somebody from any industry could say you know, creating a life that you want to lead.
• 10:30
  Speaker 2: Like you know, that could be a wellness person, that could be anybody.
• 10:35
  Speaker 2: You want to make sure that they know that when they're on your website, they're on a financial advisor or financial planner's website.
• 10:41
  Speaker 2: So it's getting the balance between obviously you don't want to just tuck in, you know you don't want it to be boring, but you don't want it to be so flowery and abstract that you could be on any website.
• 10:55
  Speaker 1: Yeah, okay, that's fair.
• 10:56
  Speaker 1: Yeah, we see, I see I do see a lot of that when I'm, when I'm researching advisors before we're like doing coaching or just checking people out.
• 11:04
  Speaker 1: Sometimes you're like but like what does that mean exactly?
• 11:07
  Speaker 1: Yeah, like building your better life, or, um, do you have any really weird ones that you've seen that you're like oh goodness gracious, I know I'm putting you on the spot.
• 11:16
  Speaker 2: Yeah, I mean, I have seen a lot of this kind of um, helping you create the life you want to lead, and you are, and a lot of the time as an advisor you are doing that, but it's but it's.
• 11:28
  Speaker 2: You know your financial.
• 11:30
  Speaker 2: At least get the word financial in there somewhere, or?
• 11:32
  Speaker 2: Or money, or wealth, or whatever it is that you, however you speak like, whatever that's, you know it's important to get your own kind of brand voice across, which is something we can talk, talk to later on, but you know, at least make it clear.
• 11:45
  Speaker 2: You know I've come across advisors who work for just teachers, for instance.
• 11:50
  Speaker 2: Like very niche, they give financial advice to just teachers.
• 11:53
  Speaker 2: If I was a teacher and I knew that there was a financial advice firm that just dealt with teachers, that they understood.
• 12:01
  Speaker 2: You know my salary expectations, pensions, um, you know insurance, everything about just being a teacher I more likely want to go with them than I would be, maybe someone who's way more generalist or works with small business owners you know, you want to tell them you're in the right place.
• 12:20
  Speaker 2: I can help you.
• 12:21
  Speaker 2: I can help you solve your problem and I'm going to tell you really specifically and really quickly so that you don't scroll away.
• 12:28
  Speaker 2: And that's what that kind of top of the fold.
• 12:30
  Speaker 2: We call it a hero statement a lot of jargon, but it's basically that headline at the top of the website and it's going to catch that reader's attention.
• 12:40
  Speaker 1: So you helped me get my value proposition, my that hero line that's above the fold.
• 12:43
  Speaker 1: What's below the fold Like?
• 12:45
  Speaker 1: What do we, what do we need to think about next, besides just that one big, bold statement?
• 12:51
  Speaker 2: So there are a couple of things.
• 12:52
  Speaker 2: One thing, one kind of error I see a lot of people make with their websites is they focus too much on themselves.
• 13:00
  Speaker 2: Um, so the, the, the, we.
• 13:02
  Speaker 2: We can help you do this, we can, um, make your life better, we can do this and that's great.
• 13:08
  Speaker 2: But at the end of the day, when someone's on a website, what they're really interested in, if we're honest, is how you can help them with their problem.
• 13:18
  Speaker 2: So a quick win is taking any sentence that starts with we and kind of flipping it and and starting it with you, and it's amazing how much that resonates with the reader as soon as you start talking directly to that reader.
• 13:34
  Speaker 2: They're, they're interested, they're, they're, they're on board and they want to find that more.
• 13:38
  Speaker 2: They're less interested by hearing you say we do this, we do that, list, list, list, and kind of on the same, along the same lines is a lot of advisors and this is general for a lot of financial companies that I work with talk about their services, which is great, but they don't talk about the benefits of those services.
• 13:59
  Speaker 2: So they're very much saying we can do this, but what somebody really wants to know is well, so what you know well what.
• 14:08
  Speaker 2: How can that?
• 14:08
  Speaker 2: How's that going to help me?
• 14:09
  Speaker 2: How's it going to make my life better?
• 14:11
  Speaker 2: Um, and you can.
• 14:13
  Speaker 2: You can do that with your copy.
• 14:15
  Speaker 2: So an example, for instance, would be um, we can help you with retirement planning, okay, great, fine, but how much more effective would it be if you wrote something like we can help you retire earlier with x amount of money so that you can take that round the world trip?
• 14:35
  Speaker 2: I mean just off the top of my head, thinking but if you can see the difference between saying to someone I'm going to help you with your retirement planning or I'm going to help you retire early so that you and your wife, or you and your husband can take that round the world trip you've always wanted to do, you know you're immediately dialing into something that's going to resonate with them.
• 14:55
  Speaker 2: I really want to retire early.
• 14:57
  Speaker 2: I really want to take that round the world trip.
• 14:59
  Speaker 2: I need to plan my wealth so that I can do that.
• 15:02
  Speaker 2: So there are ways and means on the website, with your copy, of illustrating the benefits of your service, not just the service.
• 15:13
  Speaker 1: Okay, I love that.
• 15:14
  Speaker 1: So when I go out to a website, right, like I think we sometimes I don't know I guess I'd be curious what your vision like.
• 15:22
  Speaker 1: What is the purpose of a website Like do we need to have all the things on there?
• 15:28
  Speaker 1: Is it where we just have page after page where, like, they could literally find any information as long as it's well-written and our copy is beautiful and you've made it all not too flowery but not too boring?
• 15:39
  Speaker 1: Or is it really just like are we really just trying to get them to move forward in the process?
• 15:44
  Speaker 1: And how do we do that?
• 15:45
  Speaker 1: Like, what's the right amount of website?
• 15:48
  Speaker 1: If that makes sense?
• 15:49
  Speaker 1: I know that's a really big question.
• 15:51
  Speaker 2: No, it is.
• 15:52
  Speaker 2: But I get, I understand what you're saying.
• 15:54
  Speaker 2: There's a balance with everything Right, and I think the way I think of a website is it's your kind of 24, seven, 365 days a year, online storefront.
• 16:04
  Speaker 2: So it's working for you all the time.
• 16:07
  Speaker 2: And if you think of a storefront, you know you're walking down the street and you look in the shop window and you see, oh, I like the look of that.
• 16:14
  Speaker 2: Or they've got something in the window with a sign that's like a sale or something like that.
• 16:18
  Speaker 2: You, there are bits and pieces that are attracting you to go inside the store.
• 16:23
  Speaker 2: So your home homepage is kind of your online shop front and then you're weaving people through a journey on your website to get them ultimately in a shop to buy something.
• 16:34
  Speaker 2: But on a website to take action, whatever that might be get in touch, buy your service, fill in your form so you don't want to overpower them or overload them with all the information.
• 16:47
  Speaker 2: I've seen that before where there's just pages and pages and people do not read it and they don't want to read it.
• 16:52
  Speaker 2: But you don't want to give them too little, that they're like left thinking, well, now what?
• 16:57
  Speaker 2: Or I'm not quite sure.
• 16:59
  Speaker 2: And there are things you can do.
• 17:01
  Speaker 2: So there are.
• 17:02
  Speaker 2: There are techniques, for instance, an FAQ section.
• 17:06
  Speaker 2: Frequently asked questions.
• 17:07
  Speaker 2: Such an important part of your website literally don't have to be very long.
• 17:12
  Speaker 2: But things like how do I get in touch, how much do you charge, um, you know those kind of quick, easy questions.
• 17:21
  Speaker 2: Put it in an faq section and then you're covered.
• 17:24
  Speaker 2: What you're not going to do is is going to reams and reams of of what your process looks like.
• 17:29
  Speaker 2: You could give a snapshot of it, but you're not going to sit there and and regale everything you do on a sales call on your website.
• 17:35
  Speaker 2: So you've got to think of it as kind of an I would say an in between giving them enough that they want to, that they know you're the right person for them, that you are the solution to their problem, but that you actually want to have a conversation, because, at the end of the day, financial advice is something you want to make sure you have a rapport with the person.
• 17:54
  Speaker 2: You want to make sure that you trust them, that they're going to be a good match for you, and sometimes that can only really be done with a conversation.
• 18:01
  Speaker 2: So, yes, there are ways that you can build trust and authority and credibility on your website, but you want to lead them to book that call or get in touch.
• 18:10
  Speaker 2: However, it is that you deal with leads as a business owner.
• 18:14
  Speaker 1: So, speaking of leads, let's talk call to actions.
• 18:18
  Speaker 1: So when someone's coming out to your website, we obviously want the copy to move them towards some sort of action.
• 18:26
  Speaker 1: What do you see as some of the most effective call to actions, without it being like cheesy or sleazy or salesy or slimy?
• 18:34
  Speaker 1: I?
• 18:35
  Speaker 2: mean?
• 18:35
  Speaker 2: The first thing to say is that you really need to have call to actions on your website.
• 18:39
  Speaker 2: I have seen websites where there is no call to action and you're expecting the user to scroll and scroll and scroll to the bottom of the page where there's like a tiny little contact me form.
• 18:49
  Speaker 2: So you need call to actions dotted strategically throughout your website.
• 18:55
  Speaker 2: You don't want to overload them, so you don't want every after every paragraph to have like a really aggressive call to action.
• 19:01
  Speaker 2: They need to be subtle.
• 19:02
  Speaker 2: They need to be subtle, they need to be strategic, but you need them because you're essentially helping them navigate their journey through your website, which will end up with them jumping on that call with you, which is what you want.
• 19:14
  Speaker 2: There are.
• 19:18
  Speaker 2: Call to actions are normally just for clarity, like the buttons or the hyperlinks that encourage people to click.
• 19:24
  Speaker 2: So you don't want them to be long, you don't want them to be overly wordy, and it's not a place to be creative.
• 19:33
  Speaker 2: You want people to be very sure about what they're clicking on and what's going to happen when they click there.
• 19:39
  Speaker 2: And what's going to happen when they click there.
• 19:41
  Speaker 2: Yeah, keep them brief, keep them kind of in the imperative so book a call or whatever it is that you want them to do.
• 19:47
  Speaker 2: Make them very easy to understand and, yeah, just don't overcomplicate it, because this is a place where somebody, if someone's ready to click, then they want to make sure that you sure that they're going to the right place.
• 20:04
  Speaker 2: Right, you can guide them to that place with your calls to action.
• 20:08
  Speaker 1: Let me ask you this Do we want to have?
• 20:10
  Speaker 1: So I'm picturing an advisor who has like a blog, or maybe they have like a freemium or like a PDF that you can download, or you can book a call, download or you can book a call.
• 20:25
  Speaker 1: Like do we want to have like one clear, like this is the path, or do we want to provide them like get on the um email list or book a call, or watch my youtube videos, or like how, like, do you understand?
• 20:36
  Speaker 1: Like do we?
• 20:36
  Speaker 1: Is it okay?
• 20:37
  Speaker 1: to have all these different types of call to actions and like which one should be above the fold and like yeah and yeah.
• 20:43
  Speaker 2: Well, it is okay to have different calls to action because you've got.
• 20:45
  Speaker 2: What you've got to remember about people visiting your website is that there are different stages of awareness of your services.
• 20:51
  Speaker 2: So I mean, we could go into a great discussion about stages of awareness, but really you know, very top level is some people will come to your website very aware of what you do, and they've maybe been given you or name as a referral, someone's shouted about how great you are.
• 21:09
  Speaker 2: They're basically ready to jump on a call.
• 21:12
  Speaker 2: They just want to have a quick look around your website to make sure they like the sound of you.
• 21:15
  Speaker 2: Then you might have other people coming to your website who read um a blog, a guest blog you wrote on another publication, and have found their way to you without really knowing anything about you.
• 21:28
  Speaker 2: Now those people may want to do a bit more of a deep dive, so they may want to download your freebie, they may want to go to your blog, they may want to visit your services pages.
• 21:38
  Speaker 2: They need a bit more nurturing, a bit more convincing, and so you need a variety of calls to action to to kind of meet all these people.
• 21:49
  Speaker 2: Now, if you do a lot of research and you really know where your leads are coming from, then that that's why when I said they need to be strategic your calls to action, that's when you can be very intentional about the calls to action you use.
• 22:04
  Speaker 2: If you haven't done meaty research, you don't really know where your leads coming from, or if they're just coming from a variety of different places, then it's okay to have multiple different calls to action.
• 22:14
  Speaker 2: What I wouldn't recommend is having three or four calls to action next to each other so you know.
• 22:22
  Speaker 2: If you're at the top of the page and they've read your hero statement, sometimes you'll see like three different things that you can do Download my, visit my blog, book a call, do something else.
• 22:34
  Speaker 2: You're giving people too much choice.
• 22:36
  Speaker 2: You can feed the calls to action strategically throughout your copy, but don't overload people with options.
• 22:43
  Speaker 2: Make it easy for them.
• 22:44
  Speaker 2: Just give them a choice.
• 22:45
  Speaker 2: One choice, normally, sometimes two, but no more than two.
• 22:50
  Speaker 1: At a time.
• 22:51
  Speaker 1: Okay, okay, all right.
• 22:52
  Speaker 1: So, like I'm giggling because I'm just thinking about my like, I'm basically just asking you for free advice about my own website that desperately needs to be updated.
• 22:59
  Speaker 1: That's fine.
• 22:59
  Speaker 1: It's funny that desperately needs to be updated.
• 23:02
  Speaker 2: That's fine, it's funny, it's good, this is good.
• 23:04
  Speaker 2: I want good websites.
• 23:05
  Speaker 2: I love a good website.
• 23:06
  Speaker 2: I hate bad websites.
• 23:07
  Speaker 2: So any advice I can give.
• 23:10
  Speaker 1: Well, and it's funny because, like for me, I know, and I know this is true because, like in our group coaching program, we always talk about like the things that have been on the to-do list right For ever.
• 23:21
  Speaker 1: And the things that have been on the to-do list right For ever, and, like for me, so my website we originally built it in 2014 and there's been like one page at a time, right, like I kept telling myself like, oh, we're going to do this big overhaul and we're going to redo the whole thing, and it was like that's never actually going to happen.
• 23:34
  Speaker 1: Like why don't we break it down and we'll do super teeny, tiny, like we'll update one page, then we'll update another page.
• 23:39
  Speaker 1: Like, when you go out to my website, it's very clear which was done in 2020 and what was done in 2014,.
• 23:45
  Speaker 1: Right, it's like completely different looking.
• 23:48
  Speaker 1: So it's always like on the to-do list and one of those things that we kind of like, yeah, yeah, yeah, I'll get to it, I'll get to it.
• 23:54
  Speaker 1: But I think we underestimate like, yes, you as the financial advisor is the most important thing.
• 23:59
  Speaker 1: If you're crappy at delivering great advice, like your website really doesn't matter if you do a crummy job and you don't have good follow-up and all of the things.
• 24:06
  Speaker 1: But we're probably missing.
• 24:08
  Speaker 1: Like I know for me, like my speaking page, like I do a lot of keynote speaking and I know people go out to that page and they're probably like yikes, and while I get booked a lot and I do a lot of speaking, I wonder like how often, like well, how many people are coming out to the page and it's not resonating because it's not well done and needing to prioritize and all of the things.
• 24:27
  Speaker 1: So what does it look like for a financial advisor to come to you?
• 24:32
  Speaker 1: Like what, what's that process?
• 24:34
  Speaker 1: Is it figuring out their brand voice?
• 24:36
  Speaker 1: Are they doing something?
• 24:38
  Speaker 1: What do they need to have in their minds ahead of time, before they would even pick up the phone and talk to a copywriter?
• 24:46
  Speaker 2: The most important thing to have is their USP defined.
• 24:50
  Speaker 2: Now, if they haven't done that that is something that I've worked with businesses to do before they might not realize that they have a USP.
• 24:57
  Speaker 2: They might not realize that what they do is different.
• 24:59
  Speaker 2: It doesn't have to be about necessarily your services.
• 25:01
  Speaker 2: It could be about who you service.
• 25:04
  Speaker 2: It could be the way that you service them you know, it could be the location, it could be anything.
• 25:11
  Speaker 2: But having a vague idea of what makes you different really helps create a website that's going to resonate with that target audience.
• 25:21
  Speaker 2: Also, knowing your target audience, it's unbelievable how many people I speak to and I ask them about their target audience or their ideal client profile and they either don't know or they just kind of ramble out something that doesn't make any sense.
• 25:37
  Speaker 2: Or it just covers basically anyone and everyone and maybe that maybe you are a for everybody type advisor.
• 25:44
  Speaker 2: Well then, then sell yourself as that you know.
• 25:47
  Speaker 2: Like why should they come to you?
• 25:49
  Speaker 2: If you do, you know what I mean.
• 25:50
  Speaker 2: Like you can, there's a way of standing out, whether it's niching or not.
• 25:56
  Speaker 2: You, you want to tell your story and why you are different and why you are the solution to the problem that your potential client has, and your website is just such an effective way of doing it.
• 26:09
  Speaker 2: So if you're ignoring your website, or you wrote it quickly yourself on Squarespace when you first launched 15 years ago and you've not looked at it since, maybe your services have changed, maybe they're out of date since.
• 26:23
  Speaker 2: Maybe your services have changed, maybe they're out of date.
• 26:26
  Speaker 2: Maybe your tone of your brand voice and your brand values have changed, or you have some now, or you have a voice now.
• 26:29
  Speaker 2: Your, this, your website, is the place to express all of this.
• 26:33
  Speaker 2: So if you are ignoring your website, how are people supposed to know what you stand for?
• 26:37
  Speaker 2: How are they supposed to know how you're different?
• 26:39
  Speaker 2: How are they supposed to know what, the way that you you?
• 26:47
  Speaker 1: work and what you prioritize?
• 26:48
  Speaker 1: Yes, okay, so you.
• 26:48
  Speaker 1: So, while you were talking, it made me think of another question, and listening to you talk like I'm a big fan of having, like we call it, ideal client avatar, like getting super deep on who it is that you're serving, and I was thinking about niche, like okay.
• 27:01
  Speaker 1: So my ADD brain was like all over the place where you're talking.
• 27:04
  Speaker 1: I'm like, ah, so one of the questions I have, like when you're creating this copy, like I know, back 2014, when we were building the website, it was all about search engine optimization, right, like so you need all these like keywords to pull the right users and yada, yada, yada, and I see a lot right and this was true of ours Like how do we dump these keywords in in a way that doesn't sound like a robot but also like so how important is like keywords and SEO and copywriting?
• 27:35
  Speaker 1: Or is there a different way to do that on your website so that you're still driving the right person without it sounding like just this word vomit of specialty words?
• 27:46
  Speaker 2: yeah, I mean I.
• 27:47
  Speaker 2: It depends what your business strategy is.
• 27:50
  Speaker 2: So if, if you are looking to get organic traffic from google, um, then yes, seo is super important and you should be investing in it and you should arguably have been kind of an SEO expert to help you with that.
• 28:07
  Speaker 2: If you want to rank highly, but it's not necessarily your only source of leads, then, yeah, definitely, keywords is one part of a very bigger picture when it comes to SEO.
• 28:20
  Speaker 2: You know things like site speed and the design, the user experience, design of your site.
• 28:27
  Speaker 2: All of this feeds into SEO.
• 28:28
  Speaker 2: It's not just keywords.
• 28:30
  Speaker 2: And then the other end of the spectrum is if actually SEO isn't that important and you're actually just having your website as almost for your referrals, then maybe SEO isn't something that you want to prioritize.
• 28:44
  Speaker 2: Definitely, consider it.
• 28:46
  Speaker 2: I consider it in all my projects.
• 28:48
  Speaker 2: The extent to which I consider it will vary depending on the objectives of the client and what their business strategy is.
• 28:55
  Speaker 1: Okay, so we've been talking a lot about websites.
• 28:57
  Speaker 1: Can we pivot quickly to like copy, like how important is copy in social media posts?
• 29:04
  Speaker 1: Right?
• 29:04
  Speaker 1: So we think about feeding the content machine and how like it feels at least sometimes it feels to me like, oh, it's just like, let's just bang something out and get it out there because something's better than nothing.
• 29:14
  Speaker 1: How do we, or do you have like a framework or a structure or something that you suggest for social media, maybe even like blogs, like, like.
• 29:24
  Speaker 1: Is there like a strategy or like formula that an advisor could follow?
• 29:27
  Speaker 1: That's like okay, here's what I post about.
• 29:30
  Speaker 1: Does it need to call to action every time?
• 29:32
  Speaker 1: Are we direct asking?
• 29:34
  Speaker 1: Are we indirect asking?
• 29:35
  Speaker 1: What do you typically do for your clients when it comes to social media strategy?
• 29:40
  Speaker 2: So so there's two different ways.
• 29:42
  Speaker 2: So there's the social media side and then there's the blog side, and I kind of define, separate them in my head.
• 29:47
  Speaker 2: Taking blogs first, there's just so many people writing so much and a lot of it's rubbish and it doesn't get read.
• 29:59
  Speaker 2: So the most important thing to do is to understand your audience and to understand what it is they actually want.
• 30:05
  Speaker 2: Um, and you do that by by asking them.
• 30:08
  Speaker 2: You know you can talk to them, you can um follow your analytics, see what people are reading, but I can't list.
• 30:15
  Speaker 2: In terms of structures it varies, but if you can think about it, people are interested in news and an and uh up-to-date analysis on things that are happening in your world.
• 30:28
  Speaker 2: So, um, you know, for instance, over over here in the uk, we have the budget um, and you know I would expect my advisor to write something on the budget twice a year when it's when it comes.
• 30:41
  Speaker 2: So that's one type of blog that I would expect.
• 30:43
  Speaker 2: So that's kind of like the news, the keeping up to date with changes in the in the world of finance.
• 30:50
  Speaker 2: Then they want to get to know you and maybe more about your business and your story and about you as a person especially important if you're a solopreneur and you know you can be really a bit more creative with what you write.
• 31:07
  Speaker 2: So people want to get to know you.
• 31:09
  Speaker 2: They want to know kind of more the behind the scenes of how you work.
• 31:12
  Speaker 2: And then there are more like the educational type posts which you know things that you should be doing to boost your wealth or increase your retirement funds or diversify your investment portfolio, whatever it is that you're not doing.
• 31:28
  Speaker 2: That's going to kind of trigger something in the reader's head and think, oh, I'm not doing that I should be doing, that I need to call my advisor or whatever it is.
• 31:38
  Speaker 2: So I kind of divide it up in three kind of pillars.
• 31:43
  Speaker 2: I suppose it's the um, it's the, the newsy side, it's the personal side, where they get to know you, and that could be god.
• 31:52
  Speaker 2: That could be really anything.
• 31:54
  Speaker 2: It could be really broad.
• 31:55
  Speaker 2: It could be you telling a story about something you've done or achieved or done for a client.
• 32:01
  Speaker 2: You know this could include case studies.
• 32:03
  Speaker 2: This could include I went to an award ceremony and I got awarded this and you know, you're like anything to do with you as a person or you as a business, I suppose.
• 32:14
  Speaker 2: And then there's these educational how-to, top ways to um, which always get really well read.
• 32:19
  Speaker 2: What you don't want to do with your blog is just a stream of consciousness with blocks and blocks and blocks of text, because no one wants to read that.
• 32:31
  Speaker 2: Think carefully about the layout of what you're writing.
• 32:35
  Speaker 2: Don't be afraid of white space.
• 32:36
  Speaker 2: Don't be afraid of short sentences.
• 32:38
  Speaker 2: Don't be afraid to speak, to write like you speak.
• 32:43
  Speaker 2: You're not writing a university dissertation.
• 32:46
  Speaker 2: You're not writing an academic paper.
• 32:48
  Speaker 2: People don't want to read thousands of words of prose.
• 32:52
  Speaker 2: They want to.
• 32:53
  Speaker 2: They want it to be easily digestible and accessible.
• 32:56
  Speaker 2: I have this a lot with my clients.
• 32:58
  Speaker 2: To sound professional, you don't have to be formal in the way that you write.
• 33:03
  Speaker 2: I mean, I must say that I must say that three, four times a week.
• 33:09
  Speaker 2: You do not have to write in a formal way to come across as professional and I.
• 33:17
  Speaker 2: There's a bank over here in the UK called Monzo.
• 33:19
  Speaker 2: It's a neo bank.
• 33:20
  Speaker 2: It's the way that they.
• 33:23
  Speaker 2: I would recommend people to take a look at their website.
• 33:27
  Speaker 2: They even have their brand voice guide on their website for people to see, and the way that they talk is how you would want a bank to talk to you.
• 33:35
  Speaker 2: There's no jargon, there's no complicated technical speak.
• 33:42
  Speaker 2: They're basically talking to you as though they would if they were face-to-face.
• 33:46
  Speaker 2: And I think that's so important, especially in financial advice and financial services, where people get a bit nervy and they're a bit like oh, I'm not sure I'm going to understand what this is about.
• 33:56
  Speaker 2: I'm not sure I don't know whether it's too much.
• 34:00
  Speaker 2: Is this person going to blow my mind with technical stuff?
• 34:04
  Speaker 1: Right.
• 34:04
  Speaker 2: Reassure them by writing how you speak.
• 34:07
  Speaker 2: Okay, I love that.
• 34:09
  Speaker 1: There are so many times that I've done like joint appointments with advisors, like back when I was running my practice, and I just remember afterwards being like, hey, they're already here, they're in their butt is in the seat, because they're here for your advice.
• 34:22
  Speaker 1: You don't have to prove to them that you are the smartest person in the room.
• 34:25
  Speaker 2: No no, no, by using all the big words and like the like.
• 34:29
  Speaker 1: Look at me, I know all of the acronyms and all of the things Exactly.
• 34:32
  Speaker 2: They don't know what the hell we're talking about.
• 34:33
  Speaker 2: No, and they're just going to switch.
• 34:35
  Speaker 2: They're either switch Not good or they'll leave even more confused, as when they step through the door or read the piece whatever it is, and that's not good either.
• 34:51
  Speaker 2: So, yeah, simplicity goes a long way, and I am.
• 34:52
  Speaker 2: I spend a lot of time educating people on the fact that you can be extremely professional and extremely good at what you do without reeling off like books worth of jargon.
• 35:08
  Speaker 1: Yes, okay.
• 35:09
  Speaker 1: So when we talk about blogs or social media, do we want to have call to actions in every piece that we're doing?
• 35:18
  Speaker 2: That's a good question.
• 35:19
  Speaker 2: Um, yeah, I think it depends what you've written, like, for example, on your social media.
• 35:26
  Speaker 2: Say, you're on instagram, um, and you're you've posted something, um, and it doesn't feel it's not salesy, it's not, it's just something that you've maybe, um, an observation or something.
• 35:41
  Speaker 2: If it doesn't feel natural to put a call to action, then don't put a call to action, because you're just going to sound like you're going to sound weird, it's going to sound odd.
• 35:48
  Speaker 2: If it's, if it is natural in what you're writing.
• 35:53
  Speaker 2: I know this sounds a bit vague, but if you feel like actually it would, it would flow to then put a little call to action, then put it in.
• 36:01
  Speaker 2: I do this with my own LinkedIn posts and if I write something about your website and and it would you know how to improve your website and it's, it would make sense for me to say is this something you need help with?
• 36:12
  Speaker 2: Then then get in touch, then I will put it, because what you know you're, you're giving people reason to to think, and then maybe we'll think, oh, I need that.
• 36:23
  Speaker 2: How do I get that?
• 36:24
  Speaker 2: Oh well, if there's no call to action, I'll just go somewhere else or I'll just forget about it.
• 36:28
  Speaker 2: But if you're just kind of nurturing relationships and you're building brand awareness and you're just you've just put an observation out there or you've just something that doesn't, isn't, isn't salesy and strategically salesy, then don't just stick a call to action for the sake of it, because actually you're going to turn people off.
• 36:47
  Speaker 1: And should we be doing call to actions Like so let's say I, let's say yes, let's say I'm posting you mentioned, like oh, I got this award right.
• 36:53
  Speaker 1: That might be weird to be like, and if you want my award winning device, you know yeah call me right, that would be kind of cheesy.
• 36:58
  Speaker 1: Are we still asking people to follow us, to subscribe to our youtube, like are we?
• 37:05
  Speaker 1: Yeah?
• 37:07
  Speaker 2: yeah, this.
• 37:07
  Speaker 2: You, at the end of the day, you have to sell yourself.
• 37:09
  Speaker 2: You're a business, right?
• 37:10
  Speaker 2: And you know?
• 37:12
  Speaker 2: The other thing I always somebody gave me this advice is not everybody is going to read everything you publish, right?
• 37:20
  Speaker 2: I think we become obsessed, especially on social media.
• 37:23
  Speaker 2: We overthink everything we write.
• 37:26
  Speaker 2: Oh, did I write something similar last week, or does that sound?
• 37:31
  Speaker 2: Quite right, put it out there.
• 37:34
  Speaker 2: See what happens if you don't get any engagement.
• 37:37
  Speaker 2: Not the end of the world.
• 37:38
  Speaker 2: If you don't like it, you change your mind, you can delete it.
• 37:41
  Speaker 2: It's, it's nothing, you know.
• 37:43
  Speaker 2: It's not the end of the world.
• 37:44
  Speaker 2: If you write something and then you change your mind, you can delete it.
• 37:47
  Speaker 2: Um, but yeah, it's, I think.
• 37:51
  Speaker 2: I do think people overthink a little bit their social media.
• 37:55
  Speaker 2: Yes, this should be a strategy and yes, it should make sense and it should sound good and you should promote your for your business, because, at the end of the day, that is what we're doing with social media and with blogs.
• 38:04
  Speaker 2: But use your common sense.
• 38:08
  Speaker 2: I think.
• 38:08
  Speaker 2: I know that sounds a bit vague, but if, if you're writing every post that says I'm an award-winning advisor, call me, I can help you make lots of money, no one's gonna.
• 38:20
  Speaker 2: No one's gonna fall for that.
• 38:22
  Speaker 2: People are not stupid.
• 38:24
  Speaker 2: But at the same time, you want to tell people that you're award-winning advisor because they don't know, they can't guess, so you do need to tell them.
• 38:31
  Speaker 2: You just need to be a little bit creative and strategic about how you do it.
• 38:37
  Speaker 2: Yes, okay.
• 38:38
  Speaker 1: I love that.
• 38:39
  Speaker 1: So it's funny because I think all the time when I'm recording an episode I'll be like, wow, this is like, should I even air this episode?
• 38:46
  Speaker 1: It just feels like this is just common sense, right, and those are the ones that like get the most, I like the most feedback, the most downloads of people going.
• 38:53
  Speaker 1: Thank you for just giving me permission to not buy into all the nonsense of the mumbo jumbo or this idea that I have to have this very intricate strategy and if I don't, then I'm like totally blowing it and I'm gonna ruin everything, right, like.
• 39:15
  Speaker 1: So sometimes it's giving people permission to like do stuff.
• 39:16
  Speaker 1: So I'll share a quick, a quick example of something that we did that we did so because I'm old, right, I'm 42.
• 39:19
  Speaker 1: I don't know and I have teenagers, so I know a lot of like current lingo.
• 39:20
  Speaker 1: Well, my my social media gal she does on LinkedIn.
• 39:26
  Speaker 1: Every now and then we'll do like a testimonial post, like where someone has written in or sent a message or email or whatever, just complimenting like our coaching services or the podcast or whatever.
• 39:39
  Speaker 1: So we got this podcast like review thing and it was like it's so great to know that there's a baddie mom just killing it with her baddie podcast and all this stuff.
• 39:49
  Speaker 1: So Francesca was like, oh, this is great, this is fun.
• 39:54
  Speaker 1: So she took the screenshot, she posted it and my 15-year-old informed me that the term baddie actually means sexy, hot.
• 40:10
  Speaker 1: And I was like wait, what?
• 40:13
  Speaker 1: And so of course, I immediately go out to urban dictionary and I'm like wait, hold hold on.
• 40:15
  Speaker 1: Like I thought it meant like you're like a badass.
• 40:17
  Speaker 1: So you're like like you know like?
• 40:18
  Speaker 1: And oh no, I was wrong.
• 40:20
  Speaker 1: So we got the biggest.
• 40:21
  Speaker 1: I called Francesca and I was like did you know what baddie means?
• 40:24
  Speaker 1: And she's like no, and I go go to urban dictionary really quick and type it in.
• 40:28
  Speaker 1: She's like okay, and she's like we need to go delete all those posts.
• 40:31
  Speaker 1: Because here we are, like I think her, her like comment with it was like I've been called a lot of things in my career, but being called a baddie is one of my favorite and I'm like amazing oh my gosh, I'm not, I'm not coming.
• 40:45
  Speaker 2: That's so funny.
• 40:46
  Speaker 1: I would not have known either no, so we were like hopefully everybody else on LinkedIn is old and has no idea either, but we just went back and deleted it and moved on.
• 40:54
  Speaker 1: There you go.
• 40:56
  Speaker 2: Perfect example.
• 40:57
  Speaker 2: If you put something out there, you can delete it.
• 40:59
  Speaker 2: That's so funny.
• 41:00
  Speaker 2: But just importantly, just going back to testimonials, that's another thing.
• 41:04
  Speaker 2: Just kind of flipping back to websites, oh my gosh, I see so many people's websites and they don't have testimonials on it, such an important piece of social proof.
• 41:13
  Speaker 2: People have used your services before and they've raved about them.
• 41:16
  Speaker 2: Put your testimonials on the website because people are going to be impressed by that.
• 41:20
  Speaker 2: So just another nugget, like dot them throughout.
• 41:24
  Speaker 2: Don't just have them in one section on your home page at the bottom, put them everywhere.
• 41:27
  Speaker 2: Put them next to your contact form.
• 41:29
  Speaker 2: So, just as somebody's about to uh get in touch with you and they think, yeah, this is the right advisor for me, are they?
• 41:35
  Speaker 2: Or maybe they're not, oh, I don't know.
• 41:37
  Speaker 2: Oh, but this is great.
• 41:38
  Speaker 2: Testimonial right next to the contact form that says working with blah blah was the best decision of my life.
• 41:45
  Speaker 2: I'm going to fill in that form because there's that piece of social proof right next to my contact form.
• 41:49
  Speaker 2: That's just nudged me, the long nudge.
• 41:51
  Speaker 2: So, yeah, just while you mentioned testimonials, I thought I should say that I love that.
• 41:56
  Speaker 1: So I want to ask, I want to ask about that.
• 41:57
  Speaker 1: So in the U S the testimonials were just approved, you know, a few years ago, and advisors are very slow to like go ask for them to adopt this, to get.
• 42:07
  Speaker 1: Is there sort of a structure right?
• 42:09
  Speaker 1: It's like, so if I'm going to come to a client and say, hey, I would love a testimonial, is there some sort of like structure like here's what a testimonial should include?
• 42:19
  Speaker 1: That would be kind of the most helpful.
• 42:22
  Speaker 2: Yeah, so you can.
• 42:23
  Speaker 2: I think there are a couple of ways of doing this.
• 42:25
  Speaker 2: You can ask them to just write you a quick review, like on a Google review or something, and then you can just use that on all your marketing material.
• 42:33
  Speaker 2: But if you want something a little bit more tailored, you can ask them.
• 42:37
  Speaker 2: I mean, I've done this in the past where I've asked a client to answer some questions and then I kind of create the testimonial for them, send it back to them for their approval Because, say to like my clients, I'm the copywriter, I'm the one who's supposed to be good at the writing bit, um, so here's some questions.
• 42:55
  Speaker 2: Just give me your kind of trail of thought, like you know, and I will put it into something.
• 43:00
  Speaker 2: Because with testimonials, you basically you're asking someone to do something for you that they don't really have to do.
• 43:05
  Speaker 2: You're asking them to do a favor.
• 43:07
  Speaker 2: So you want to make it as a as kind of easy and objection-free as possible, so you could have some questions, um, about your process, about outcomes, about you know working together, and then you can just put it together in like in a nice quote, send it to them, say, is this cool if I can use this on my website and my marketing materials on my socials, they'll say yes.
• 43:28
  Speaker 2: So two ways of doing it um, depending on your relationship with the client, um, and kind of who that client is and how willing they may be to do it.
• 43:38
  Speaker 1: So for anyone listening that's like oh, I know it's on my to-do list.
• 43:41
  Speaker 1: I should definitely do that.
• 43:42
  Speaker 1: Take the like hot second to put a couple questions together, send it out to a few of your favorite clients and just make that happen, because it is really, really important to move people through that buying journey on the website.
• 43:55
  Speaker 1: Okay, I love it.
• 43:57
  Speaker 1: Well, I know, I know it's almost time to pick up your kids in London when you're doing this, so we got to wrap up.
• 44:03
  Speaker 2: I'm like oh, I have so many more questions.
• 44:05
  Speaker 1: But before we go, I always ask anyone who owns their own business you know what are one or two practices, softwares, tools, mindset, hacks, scheduling, whatever.
• 44:16
  Speaker 1: What are like two hacks or tips that you have integrated into your own business that have helped you operate the business side of what you do more efficiently business side of what you do more efficiently.
• 44:34
  Speaker 2: Okay, so my first one is my little my CRM system, dubsado, which literally is my life.
• 44:37
  Speaker 2: I could not live without it.
• 44:38
  Speaker 2: So I am my business, so anything that makes gives me more time to concentrate on my clients.
• 44:44
  Speaker 2: I'm all over, and so my CRM system means basically everything from onboarding my clients, sending contracts to invoicing, to sending forms for briefing documents everything goes through my Dubsado.
• 44:58
  Speaker 2: And so that's my first um tool that I use um and I love.
• 45:05
  Speaker 2: And the second one is it's a bit different is that I um, I'm all about accountability.
• 45:10
  Speaker 2: I'm big on accountability and so I invest in a copywriting coach.
• 45:15
  Speaker 2: I have my own coach and she only works with copywriters and she helps me not necessarily with the writing side of things although she can and she's a copywriter and she's very good at it but more about the running of the business and, you know, dealing with clients and as an ex-journalist I never had to deal with clients before.
• 45:39
  Speaker 2: This is when I launched my business nearly three years ago.
• 45:41
  Speaker 2: This was all new to me.
• 45:43
  Speaker 2: So having a coach to help me through running a business but who also is a copywriter, so knows my business really really well as um, has been invaluable.
• 45:54
  Speaker 1: Yeah, well, it's so interesting, cause right?
• 45:56
  Speaker 1: So, like I'm a, I'm a coach and I have a coach, and almost all of the great coaches that I know are business owners that I know invest in someone to move them along or to just kind of.
• 46:07
  Speaker 1: Sometimes, when you're in it, you're so close to it it's hard to see like the errors or the mistakes or like the oversight, and it just takes someone to else to like speak into your business or to look at things from like like to kind of pull back and look at it from a 10,000 foot level and say, you know, maybe that seems like you're going in the wrong direction or just kind of keeping you on track and, yeah, giving you some guidance.
• 46:28
  Speaker 1: So I I love that.
• 46:30
  Speaker 1: I think that's an amazing.
• 46:31
  Speaker 1: I think this is we were in the 200 something episodes as we're recording this, and I think you're the first person to mention having a coach.
• 46:40
  Speaker 2: Oh good, I love that Something different Great.
• 46:43
  Speaker 1: Amazing.
• 46:43
  Speaker 1: Well, before we wrap up and you go, pick up your, your wonderful children, how can advisors get in touch with you and what services do you provide?
• 46:53
  Speaker 1: So here you go call to action right here.
• 46:55
  Speaker 2: Call to action.
• 46:56
  Speaker 2: This is it a live call to action.
• 46:58
  Speaker 2: So first place you can visit is my website, so that is joefaithcopywritingcom, and you can get in touch with me by my website, on my contact page.
• 47:08
  Speaker 2: Alternatively, you can DM me on LinkedIn.
• 47:13
  Speaker 2: I'm trying to be as active as possible on LinkedIn and at Joe Faith, and I'm also on Instagram at Joe Faith underscore copywriter, and so, yeah, those are the three ways to get in touch.
• 47:28
  Speaker 2: In terms of services, um, website copywriting is my signature service.
• 47:34
  Speaker 2: Um, I can help you from write your website from nothing, or I can help you with a website you already have and make and optimize it and make it better.
• 47:44
  Speaker 2: Um, I also do website audits.
• 47:48
  Speaker 2: So if you have a website and you think it's okay, but you're not sure and maybe there are some small tweaks, I can help you with that.
• 47:53
  Speaker 2: Then, onto the content side I do blogs for clients.
• 47:57
  Speaker 2: I do.
• 47:58
  Speaker 2: I work on packages or single individual pieces, whichever you want, and I also do newsletters for clients, which is something we haven't touched on, but it's a really important way of keeping in touch with your clients.
• 48:10
  Speaker 2: You've got these email addresses.
• 48:12
  Speaker 2: They want to hear from you.
• 48:13
  Speaker 2: It's not just about nurturing new leads it's about it's not about sorry reach out to new leads, nurturing existing clients, reminding them that you exist, reminding them that you're really good at what you do and that they made a good decision when they hired you.
• 48:26
  Speaker 1: I love that.
• 48:26
  Speaker 1: Well, good, well, thank you so much for being here.
• 48:28
  Speaker 1: I will make sure to include all of those links and ways to get into contact with you in the show notes and thank you.
• 48:34
  Speaker 1: You are a gift.
• 48:35
  Speaker 1: I appreciate all of your advice.
• 48:37
  Speaker 2: Oh, thanks so much for having me.
• 48:40
  Speaker 1: All right, have an amazing rest of your week.
• 48:43
  Speaker 2: You too.
• 48:45
  Speaker 1: Okay, First of all, I love her accent.
• 48:48
  Speaker 1: I could listen to her talk all day, but here are some of the things that really stuck with me from this discussion.
• 48:55
  Speaker 1: I love this idea of moving the focus from we advisor to you client.
• 49:01
  Speaker 1: It's her simple tip of switching any sentence that starts with a we and making it a you.
• 49:07
  Speaker 1: Love that.
• 49:07
  Speaker 1: I also love this idea of having an FAQ section.
• 49:11
  Speaker 1: In fact, because of this, I added one to my group coaching page for this last round of registration and it was so helpful.
• 49:19
  Speaker 1: It was great to have just this FAQ where people could go and all of the most commonly answered questions that I've been accumulating through one-on-one calls you know, about the program, et cetera just to have it all live in one space and hopefully answer questions for advisors without you know making them book a call or take any more time.
• 49:37
  Speaker 1: Love that Also I.
• 49:40
  Speaker 1: Another takeaway was really just this idea that understanding that clients are at different stages of awareness and that we have to have a bunch of different calls of actions to that speak to where they are at.
• 49:50
  Speaker 1: So not everybody is going to be in the same place at the same time and we have to be intentional about that and then we actually have to track what's working and you guys have heard me talk about that before, with all the things right, that what you measure gets managed and what you measure really gets also, I think, understood.
• 50:09
  Speaker 1: So, tracking where your clients are coming from, tracking what calls to action were uh, you know, clicked on, tracking webpage visits All of those things are critically, critically important.
• 50:21
  Speaker 1: So thank you guys so much for sticking with me for this last hour.
• 50:25
  Speaker 1: I hope you enjoyed this conversation as always.
• 50:28
  Speaker 1: I'd love to connect over with you on LinkedIn or over in the Efficient Advisor community on Facebook, which is our group that is exclusive to financial advisors and to operations people.
• 50:39
  Speaker 1: And, yes, you have to answer the three questions to get into the group and we do screen to make sure that it's only legitimate people.
• 50:46
  Speaker 1: We don't need any spammers in there with their crypto something, something magical potion things.
• 50:51
  Speaker 1: So I'd love for you to join us.
• 50:53
  Speaker 1: There's about 2,200 advisors and it's such a cool group.
• 50:56
  Speaker 1: You guys, you ask a question and you get 15 to 30 different answers from a wide, diverse group of advisors with lots of life experience.
• 51:05
  Speaker 1: So, while I know what I experienced in my 20 years and what I've seen coaching over a thousand advisors now.
• 51:11
  Speaker 1: There's so much that I don't know and so many other ways of doing things successfully, so I just love the brain trust that is the efficient advisor community.
• 51:21
  Speaker 1: Thank you so much for listening and I hope you guys have an amazing rest of your week.