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Transcript

When Marketing Works · The Perfect RIA

0:22
Jamie: Y'all planning for this?
0:35
Welcome back TPR Nation and this is Jamie Shilanski in an episode
0:38
of Worlds to Conquer and today we are going to have a
0:41
phenomenal conversation about not taking your foot off of the
0:46
gas pedal. Because a lot of times people out there are like,
0:49
well I just didn't do it because X, Y and Z and what they don't
0:53
realize is that they didn't take their foot off the gas pedal and
0:56
go into cruise control. What they did was they slammed on the
1:00
brakes, they absolutely slammed on the brakes. And if you stay
1:05
with me if you listen to this podcast, I am going to share
1:07
with you why it is so important that you cannot opt out of doing
1:11
this and I'm also going to give you some of my time blocking
1:13
hacks to make sure that I'm always staying ahead. I'm always
1:18
ahead of the curve. So ahead of the curve. It's almost a sphere.
1:21
So let's dive in and talk about it today. Now what I'm
1:23
referencing here, and this is talking about our marketing and
1:26
our content calendar, but one of the things that we do as a firm
1:28
is in October of every year we do business planning goal
1:31
setting. So we really set really clear objectives about what we
1:35
want to achieve as a firm, what we want to do as independent
1:38
financial advisors, our relationship managers and our
1:41
operations team members. This ties into a lot of the
1:44
professional development, the coaching the five year plan and
1:46
all of those things. But when we set that out, that also means
1:50
that that's a lot of work. God bless that we live in a world of
1:54
abundance, but that doesn't mean that prospects are falling out
1:57
of the sky like manna from the heavens and bang, you got to
2:00
come in. There's a lot of things that are out there competing for
2:03
people's attention today. I mean, I think they saw the
2:06
average attention span individuals now is less than 30
2:08
seconds. All the social media, all of the devices, all of the
2:12
media out there, and it radio and sound and TV and streaming,
2:19
always always competing for our attention. To fill our heads
2:23
with noise constantly. And so when it comes to marketing, we
2:27
have to be hyper intentional and focused at what we are trying to
2:31
achieve. So we did get lost in the masses. So at Shilanski and
2:35
Associates our RIA up in Anchorage, Alaska, we have a
2:38
very specific marketing channel that we run and is called
2:41
planning your federal retirement which was one of our
2:43
subsidiaries. It is our niche marketing in which we do
2:46
financial planning for federal employees under the Federal
2:49
Employee Retirement System. Now this started back in 2008. And
2:53
then I got involved in 2010 when my brother as he was trying to
2:57
kick this off and we started this and pacing amazing, a
3:02
newsletter called first federal fat checks. And so we will go
3:05
out there and we will do something incredibly candid
3:08
which is just just this is going to blow you away. When I tell
3:12
you where we get most of our inspiration from marketing. Get
3:16
a pencil out get a pencil get a piece of paper because it's
3:18
gonna blow your mind. We ask the people we want to reach what
3:23
they want information on. And then we do something incredible.
3:28
We listen. And we write down their question verbatim and we
3:34
don't do is we don't tell them oh, but what you really mean is
3:38
x. We don't tell somebody that says hey, I've got a lot of
3:41
questions about Windfall Elimination provisions and go
3:44
oh, well, really what you're asking about is survival
3:46
benefits. We don't do that what we say is great, I would love to
3:49
answer your question about Windfall Elimination provisions.
3:52
And while we're talking about that subject can I also
3:55
mentioned some of the facts about survivor benefits that a
3:58
lot of federal employees may not be aware of? Oh my gosh, so
4:01
yeah, it'd be great because really, that's what I'm trying
4:03
to get down to in the heart. Awesome, fantastic. One of the
4:06
great pieces of advice I got from a coach and this is called
4:09
active listening. Oh man. Here's here's one for you try it. If
4:13
you're listening to this is Thursday. So Friday, Saturday
4:16
and Sunday. Try to do this all weekend. When somebody says
4:19
something to you repeat back to them exactly what they said. So
4:23
you go home, your spouse says hey, you know I'm kind of
4:27
frustrated because you know, the laundry is overwhelming and I'm
4:30
the only one in the house and nobody else is helping me get
4:33
this done. And so your natural response is okay, fine. I'll do
4:37
a little laundry. What do you need done? We tow it. Let me get
4:40
it done. There's a nail I'm a hammer. Let's fix it. Instead,
4:44
you say to your spouse, what I hear you saying to me is you
4:47
feel like there's a lot of laundry and you're the only one
4:50
that's keeping everything running along and whatever they
4:53
said verbatim, spit it right back to them what I heard you
4:56
say was and repeat it. And all of a sudden this causes the
4:59
person that speaking to stop and reflect on what they said. And
5:04
they might come back with something like well, I know
5:06
you're busy at work and I'm just home with the kids all the time
5:09
but I feel really exhausted because it takes so much energy
5:13
to get this you know house in line and when you come home from
5:15
work, you're done for the working day, but I'm not I don't
5:19
get a break. Okay, what I hear you saying is you don't get a
5:22
break from your job as a stay at home spouse, and then you open
5:27
up this dialog and it gives you an opportunity for them to
5:30
really think about what they're trying to express to you and
5:34
then for you to hear it by pausing yourself and not just go
5:38
if you're anything like me going into into solution mode. Gosh
5:42
knows my spouse and I wish it would have we've been together
5:44
20 years and I wish I would have known this on day one. And but
5:48
we got a good system now we've really really dialed it in. It
5:51
helps the kids are grown because God bless kids but they cause a
5:54
lot of fighting in the household. Especially because
5:56
one you know what do they always say ask mom then ask dad if you
6:00
don't get the right answer. And so we have a lot of that going
6:02
on. But we've dialed that in with each other now. And when my
6:05
spouse comes to me, I'm such a problem solver. I'm such a
6:08
problem solver. Like I jump into problem solving mode. I love it.
6:11
I'm happiest when there are fires to put out and I've got
6:13
things to do. Right I'm like yeah, where do you need me I
6:16
want to be a tool I want to be of service help me help you. And
6:19
so when I jump into that mode, that's not always what my spouse
6:22
wants. They don't want me to jump into boss mode. They don't
6:25
want me to problem solve, what they want is to be heard. And so
6:29
I will often say solver spouse, they'll come out. They'll say
6:33
hey, I'm really frustrated. This is what happened at work or
6:36
here's what happened on the river today. And they're just so
6:38
upset with it. And I'll stop and I'll say spouse or solve and
6:42
then they get to tell me spouse and I'm like cool and all just
6:46
listen. Now. I'm I'm always eager to jump in and solve
6:52
things which is hard for me to go into just spouse mode. So I
6:55
will try to make sure that all my electronics, if I'm on my
6:59
iPad, I'll close it push it away from me. If my phone is sitting
7:02
there, I'll turn it on silent. I will push these things away from
7:06
me so that I can go into engaging listening mode. Now
7:09
because I'm not always great at listening to the old story
7:13
before jumping into solving mode, even when my spouse put me
7:17
in spouse gear to just listen and commiserate with them. One
7:20
little hack and certainly hasn't helped my winter weight but I've
7:23
just started taking a little bite of something. I'll give
7:26
myself a drink or I'll get a little something to eat and I'll
7:28
remind myself to just be quiet and listen in those situations.
7:33
And so if you're anything like me, you to have to come up with
7:36
some total hack. Maybe it's not the best resource, but you can
7:39
find something to make sure that you're not going into solver
7:42
mode when somebody's asking you to be in spouse mode. So
7:45
whatever little tricks and tips you have to be an active
7:48
listener, I would love to hear them
7:50
lifestyle@theperfectria.com. You can always tag us on LinkedIn.
7:53
That's where most of our social content hangs out at. But if you
7:56
have a tip or trick to be a better active listener, I am all
8:00
ears because I struggle with it so hard because I'm so excited
8:04
to race to the end of the conversation to raise to the
8:07
point of being able to solve something that I'm not always
8:11
great at pumping those brakes and slowing down.
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And so when we ask the prospect or clients the questions, we
8:16
repeat it back and just like they said it now I'm repeating
8:19
it back because I'm also capturing it for content. I want
8:22
to know exactly what they're asking me how they asked in
8:25
their words. Why because that's the question if they have other
8:30
people are going to have it also. The important part about
8:33
using their vocabulary and their words is that we are all guilty
8:37
of using industry jargon. We are. We are all guilty of using
8:41
it constantly because we're in this is where we live. This is
8:44
where we eat. This is where we breathe. And as that goes on, we
8:48
get more and more disconnected from how consumers are hearing
8:51
things. I say IRA, but do you know how many clients say IRA to
8:55
me constantly. I say IRA because it's an acronym for individual
8:59
retirement arrangement. You know what clients call it my
9:03
individual retirement account. So I'm always surrounded by
9:07
those little nuances. And I want to make sure I'm communicating
9:11
with the people that I'm trying to reach in the language they're
9:14
speaking. So when I repeat that question back to them, I'm
9:18
having an opportunity to pump my brakes, slow down, listen, make
9:21
sure I'm capturing it. And now I'm gonna go write content
9:24
around that. Now if they're using the term incorrectly, like
9:27
most people, they say, Oh, I don't have a Roth, but I do have
9:30
this post tax retirement account. All right, strong
9:34
probability it's going to be a Roth but I don't know that until
9:37
I have a statement. And so if we start using those kind of
9:40
languages, and we started saying, Great, can you tell me a
9:42
little bit more about that? Let me see this. And then I'll still
9:45
use the terms they use my post tax account. And then I'll start
9:49
also inserting we call this a rod that was actually under
9:52
Senator Roth. Maybe tell us something a little anecdotally.
9:55
So that brings them into those terms and terminology and
9:58
jargon. It is my responsibility as professional to speak their
10:01
language. In fact, I just had this happen when I went to go
10:04
pick up my truck I got to drive a Chevy Silverado, always have
10:08
And one of the things I got a ton to cover for it because
10:08
since I was 16.
10:12
we're just getting pounded with winter storms, the last couple
10:15
of years. So I've never had one before, went and got one, I
10:17
needed a pitch receiver and so I was talking to the guy and I
10:21
said hey, do you guys sell any receivers? And he like looked at
10:25
me and he said you need the whole receiver or and I was
10:27
like, oh man total girl moment to do he then hit the part I
10:31
slide in and out. Do you have the one with the three balls on
10:33
it? So that way I can turn it in
10:35
So when it comes to marketing and our content, that's how
10:41
we're getting it so when I talk to you about how we do our
10:48
business planning and we set up in October and we're forecasting
10:56
our marketing calendar for the following year, it is because we
11:03
have an entire 10 months because we're doing this in October. So
11:11
we have you know, nine and a half, maybe 10 months worth of
11:18
information questions from people and those are you going
11:24
to client meetings or writing down the questions what are they
11:32
asked exactly how they asked it prior to the meeting? We're
11:38
asking people what are your questions, and then what we'll
11:45
do is we'll repeat the question back to them I take down we use
11:53
a remarkable we use inside of our client appointments we have
12:00
homework sheets and these homework sheets capture for the
12:07
financial advisor so we have every question that the client
12:14
has asked or prospect has asked ahead of time and so the
12:20
financial advisor goes through some coaching and training in
12:27
our office and we do a lot of couching mentornship and
12:34
training in our office for our financial advisors and our team members.
12:44
Bu when we are doing this couching, when we're doing this
13:39
advising with individuals we'll sit there and we'll say okay,
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we're going to repeat those questions that the client asked
13:44
and make sure that we're quiet afterwards. So we'll say Hey,
13:46
Mr. Mrs. Client you emailed in so got me these questions. Sarah
13:49
was great. She organized them here from what I see here is you
13:52
asking XY and Z and Nora repeated exam. What does that
13:55
do? That opens up an opportunity for that to go? Oh, yeah, what I
13:59
met was or Oh, yeah, actually, it was asking because my friend
14:03
you know, etc. We Micah and I just had one: We got a client
14:06
question. And it said can you remind me of the rules of
14:09
spending down my accounts for to apply for my Medicaid, and we're
14:12
like, oh my goodness, what is happening in this client's life
14:16
that they need to go on Medicaid? And so it especially
14:19
because the client was in their 50s. So when we got into the
14:21
meeting, you know, Micah asked him says hey, so and so Client,
14:24
Bob and Sue, so I see that you've asked me about spin down
14:27
provisions for going on Medicaid. And they say, oh,
14:29
yeah, here's what we're meeting I was meeting up with my
14:31
brothers and sisters. My mom is 88 years old. We're a little bit
14:35
worried she's gonna lose the house. Ah, okay. Now we have
14:38
more context around that question. So by repeating the
14:41
question back to them in their own words, we're not jumping to
14:45
conclusions, and then they have an opportunity to explain why
14:49
they were asking that in the first place. Now you're
14:51
gathering more context. And it just like the laundry example I
14:54
gave you, I'm the only one in the house that does laundry. I
14:57
heard you say you're the only one in the house that does
14:59
laundry. Well, no, I know you're at work. I know that. You know,
15:02
it's my job or responsibility to keep up with the house. I just
15:05
feel really tired and I never get a break. Oh, great. Now I
15:08
know, that this is not about laundry. Now I know that if I
15:12
start picking up the laundry and doing it I haven't solved the
15:15
problem because the problem is exhaustion and feeling like they
15:20
are too easy to be used by everyone in the house. Now I've
15:23
identified what that is. When the client says I want to spend
15:26
down with a five year look back on the spend down provision for
15:29
Medicaid. They don't have a life threatening illness in which
15:31
they needed think about going on Medicaid. I know that this is
15:35
about a complicated family issue, and there are multiple
15:37
voices. So repeating that question back and then just
15:41
listening to their answer will give you so much context. And
15:45
when you're designing your marketing plan out for the rest
15:47
of the year - this is great because now you know now you can
15:50
hear those little triggers and maybe you're not using their
15:53
question verbatim, but maybe you're using their question and
15:57
context. And now you can do little things. When people ask
16:00
me what should I do in marketing, what's working?
16:02
Everything everything's working, but you cannot take your foot
16:07
off of the gas pedal! You cannot answer one question pat yourself
16:10
on the back and say Gosh, darn I did a great job. And I got two
16:13
prospects out of that. So I'm gonna stop because oftentimes
16:17
what I see people do is they quit things that are working,
16:21
and then are stupefied that they have zero results at the end of
16:25
the day. You have to keep working the thing that's working
16:29
in our office, we just we map out that marketing calendar,
16:32
everyone's got to scheduling content, this is the part of the
16:34
time blocking. So we will estimate how much time all of
16:37
the marketing takes we will do a calendar in advance we have
16:41
Surge several times a year so we know that during surge, we may
16:43
or may not do content. Now I've got you know kind of
16:46
hypocritical feelings on doing content during Surge so bear
16:49
with me because life is all about you know, the hypocrisy is
16:52
of seeing things two ways. So I think your content should be
16:56
done ahead of time. I think if you're going into surge your
16:58
content your calendar should be mapped out. So for example,
17:01
going into surge plus immediately after surge I'm
17:03
gonna take my family to London. Alright, cool, then I know I'm
17:06
gonna be out of the office for X amount of time. That means I
17:08
need to have XYZ articles done and content ready and in the
17:12
queue for the rest of my team. So I'm looking ahead knowing I'm
17:15
going to be out of the office and knowing that I need to get
17:18
that content done. Now, here's the hypocritical part of it. A
17:21
couple years ago, I was in office with Micah we're all high
17:23
fiving we're having a great time meet with clients. It's amazing.
17:26
We're getting our absolute best. We're around our incredible a
17:29
team of financial professionals, and we can't help it we say my
17:33
gosh, I got scales competing. It was so great. The client asked
17:35
me about this and I didn't know about that. And this is how I
17:37
answered it. And I delivered so much value and we're so high on
17:41
that. That I'm like, Great pop and we're recording studio, do a
17:44
little video on it. Because if that client asked I bet 10 other
17:47
people out there have that same question. And so that's the
17:50
hypocritical part that I want to be advanced in my calendar and I
17:53
want to look ahead for all the content. But if you're in a
17:56
place in space, where you're just jamming through things and
17:59
client meetings are high, I mean, preparing for client
18:01
meetings, not always a high. But being in those client meetings
18:05
is an absolute high helping people changing lives, being the
18:08
sounding board helping them make financial decisions. If you
18:11
don't get excited about that change professions, change
18:14
professions. If you're a financial advisor and you dread
18:17
or hate going into those client meetings, that is palpable.
18:20
People will feel it, they'll see it, you need to go do something
18:23
else. That's just the reality of it. If you're a team member and
18:26
you're like wow, I really like prepping for those appointments.
18:28
I love doing the work afterwards. But I don't want to
18:30
be in a client meeting. Good. Then you know you're in the
18:34
right role. We're not putting square pegs in round holes -
18:36
good. That's a good thing. That's a positive thing. Knowing
18:39
where we fit, how we contribute, and how we help others is an
18:44
essential part of being a part of a team. So don't be in the
18:47
wrong position. And if you are if you get those prickly
18:50
sensations, you got to have a real great mentor in your life
18:53
to stand up and say
18:54
Hey, this is how I'm feeling. Is it head trash? Or am I really
18:58
sitting in the wrong seat? And if you're sitting in the wrong
19:01
seat - tables instantly low -
19:04
go find another chair. That doesn't mean that you can't sit
19:08
down with the rest of everyone. Just move your seat to something
19:11
else that fits right. There's a world of unlimited possibilities
19:15
as far as I'm concerned when it comes to that. So when it comes
19:18
to our financial advisors looking ahead and mapping out
19:20
that calendar and then we're very specific about our time
19:22
blocking and says hey, these are content days is when you should
19:26
be jamming through things and guess what do we jam through
19:28
things when we feel inspired? No, like just because I shared
19:31
with you that we get excited and we do these things in surge
19:34
doesn't mean every single day, 365 days a year we feel inspired
19:39
or want to do content. We don't here's the difference. We do it
19:44
anyways. That is the difference between greatness and people
19:48
aspiring to be great. People that just want to aspire to be
19:52
great. Think about doing the work. The people that are great,
19:57
do the work even on the days that they don't feel like doing
20:01
it. Because when you have the discipline and you have that
20:05
routine and you have that consistency, that is what you
20:08
need for effective marketing. So we started off surge and our
20:12
marketing was going so great. It was going so phenomenal. And we
20:16
did really really great the last seven months. Our relationship
20:18
manager lead Victoria she's in our office. She comes back she
20:22
is hitting with excitment, she's our office cheerleader next to
20:24
me. I just got off the phone, and we've got a group of 400
20:29
prospects that want to come in and they want to teach, they
20:30
want us to come to their city and teach a class, i'm so
20:34
excited.
20:34
And you know, going on I was like that is phenomenal. That's
20:37
so exciting. I'm so pumped about that. And I love that we get
20:41
that opportunity to do that. And she says yeah, I just did my
20:44
prospect count. And when she had done it, it was you know, the
20:47
first part of March and she said we have seven paid prospect
20:50
appointments. We have seven paid prospect appointments for people
20:53
coming in to meet with one of our financial advisors. I'm so
20:56
excited. That's 14 people. If assuming everyone is married,
21:00
their lives we get to impact and it's not even March. She was
21:05
beaming with excitement for that. And I was too now I get
21:10
done high fiving her I go into my marketing director meeting
21:12
and she says Jamie, we're 30 days behind on content because
21:16
the advisors haven't done it and I said what do you mean they
21:19
haven't done it? Well, they took their foot off the gas pedal.
21:22
They took a little bit off, they got a little bit behind because
21:25
things come up because guess what, this is life and things
21:28
come up. Especially when we're going into surge and we're
21:31
trying to do client preparation everyone's getting ready for it.
21:34
Life is going to happen. Now here's where they went wrong.
21:39
They didn't have anything to fall back on. One of them did.
21:42
So he was saved from weekend worth of bounding out content.
21:45
But this is the importance of having things like what we call
21:49
in the can so I share with you that we have a marketing
21:51
calendar, we all get our content done but then sometimes we're
21:54
just brimming with excitement and we want to share something
21:57
especially during surge. So when we're in surge, and we're
21:59
recording that extra content that's going out in our can so
22:03
either that's gonna get used right away because maybe it's
22:06
date and time and in situations specific to what's happening in
22:09
the world. Or maybe it is getting put in the can for later
22:14
and we just slide content back and forth. Gotta have something
22:17
to pull from for when life comes up. And you don't want to avoid
22:21
you don't want it. And so the reason why this is so important,
22:23
and this is what people miss one we do what we say we're going to
22:26
do, it was on the marketing calendar, we said we're going to
22:28
get this content out. We said we're gonna answer these
22:30
people's questions. We have an integrity, responsibility to do
22:34
what you say you are going to do. So that's rule number one
22:38
second of all, guys, we live in a world of aggro algorithms. So
22:43
if we stop producing content on our schedule consistently we
22:48
don't just get taken out for a day, we get knocked back to the
22:51
starting line. This is not just taking your foot off of the gas
22:56
and coasting for a little bit. When you can coast is when you
22:59
have things in the can when you have an extra set of content
23:02
locked and loaded go out. Sure take a break. I don't care
23:06
totally fine. We started going through this missing content
23:08
when the advisor says hey, I've got 10 articles that never got
23:11
published and they're totally ready. Cool. I don't expect you
23:14
to work this weekend. You got it lined up in the can we're good
23:18
just slide those in and we'll slide the calendar you know, to
23:21
the right to the left as needed for the content. So that worked
23:25
out really good but if you have nothing saved up or his backup:
23:29
See ya Saturday, like let's get this down, we have a
23:31
responsibility to do what we say we are going to do for our
23:34
clients. Then we have also competing with those algorithms
23:38
to stay you know at the top of mind to stay present, just stay
23:42
ready. We want to reach a lot of people and so we're competing
23:46
with other people who have a same or similar mission for
23:49
them. And we need to be able to have our content surface where
23:52
people can see it and we can change lives and really, really
23:55
be impactful. That's our goal. That's how we do the marketing.
23:59
So TPR Nation you know that everything we do at The Perfect
24:02
RIA is because we are in the pursuit of perfection. That is
24:07
what we are in pursuit of. We know we're capable of it. We
24:11
know we never want to stop learning and growing and we want
24:13
to be better and better and better so that we can deliver
24:16
massive value to our clients. We can spend more time outside the
24:19
office with the people that we love, and we can be highly
24:22
profitable in the process. We have a responsibility for
24:25
profitability. We have a responsibility to ourselves, to
24:28
our family, to our community, to our employees and our clients to
24:32
be profitable. So as we do this, everything we do is about giving
24:35
you action items that you can take right now. If you don't
24:38
already have your business planning and development
24:41
scheduled for October. Schedule it! Most of the time we do a
24:45
really great webinar for a bunch of financial advisors in
24:48
October. Email us at will lifestyle@theperfectria.com. If
24:51
they already have those dates, they'll give them to you and if
24:54
not, you can be on the waitlist to attend. But if you're not
24:57
sure if you've never done it, this is a great place to start.
25:00
What I love about when advisors come together at The Perfect RIA
25:03
we have a No BS policy if anyone's full of BS, you don't
25:07
get to talk. But second of all, you can ask anything this is a
25:11
really safe space. You know, we did a presentation one time and
25:15
the guy said I don't know EBITDA is, and we said great, its
25:18
earnings before bla bla bla we spout it off for him. And he was
25:21
like thank you so much. I've been sitting here wondering for
25:24
some minutes. So this is a great place. Just ask the question if
25:27
you don't know something now, we don't expect you to be
25:29
omnipotent. Cool, let's answer it move on. So this is great
25:33
place to do business planning if you've never done it before, or
25:35
maybe if you're not sure not really disciplined about it, you
25:38
get a great community to be involved with inside of that. So
25:42
lifestyle@theperfectria.com and our team will put you on the
25:45
waiting list or give you the date should we already have
25:47
them. My second action item that you're gonna get a marketing
25:50
calendar for the year in advance, marketing calendar.
25:54
Now, when I talk about doing it for the marketing calendar for
25:57
an entire year, a lot of people get intimidated. Well, how do
26:00
you eat an elephant one bite at a time. Throw up a wall
26:03
calendar. You got four sections every single quarter say great.
26:07
If you're doing marketing for the very first time. Let's just
26:10
say quarter one January through March you're doing nothing but
26:13
talking about taxes. You're teaching about taxes, you're
26:16
talking about taxes every of January, February, March. Pick
26:20
one thing, pick one thing to talk about so maybe in January
26:23
where you live is blistering cold just like where I am,
26:27
then you get to talk about how great the Augusta rule is
26:29
because you get to rent your house out and you can do all of
26:31
these different things. Maybe in February, you're talking about
26:35
estimated payments, did you make your correct estimated payments
26:38
if you're plus or minus 1000 cool you're on track but if
26:41
you're more than that you're not doing your tax calculations
26:44
effectively. In March, maybe you're talking about retirement
26:48
funding, getting close to that deadline. What can you do? Is
26:52
there anything in March that you can make? Are there any moves
26:54
you can take in March that you really should've took in
26:56
December 31 and why it's so important to work for our
26:59
financial planner who does tax planning in October November for
27:02
this reason. So there you go. There's the first quarter of the
27:05
year as you go into April, May and June. What are you going to
27:08
talk about while everyone's gearing up for spring?
27:11
Graduation and holidays? So people move in these sorts of
27:15
patterns. So don't overcomplicate this, throw the
27:18
calendar up, choose for every quarter what you want to talk
27:21
about four different subjects and then bring those subjects
27:25
every month to talk about one thing. Jamie one thing for the
27:28
entire month.
27:30
A-ha,
27:31
why because marketing works like this when you are sick of saying
27:36
it. It is the first time somebody has actually heard it.
27:41
And if you don't think that's true, you've never been around
27:44
kids for more than three days. Because when you are about to
27:47
lose your mind, because you have told them to do something 10,000
27:53
times and you blow up
27:55
they look at you like crazy and say why do you just ask me and
28:00
you're like, oh my gosh, I've been asking you over and over
28:03
again. Because information is only relevant to a person when
28:07
they want to receive it. So when you say the same message over
28:11
and over and over again, you don't get to choose when it's
28:15
relevant to your audience. But if you do it consistently, the
28:19
time relevancy will come around. It will be there and then they
28:22
get to tune in and they get to hear Jamie what's working
28:25
is it articles is it videos is it social media, seminars -
28:28
everything you are willing to work - works. But don't stop
28:33
something and then
28:34
be surprised when the results also stop in the months to come.
28:38
When I tell people marketing is like a snowball the top of the
28:40
mountain doesn't start off fast. But when it picks up speed and
28:43
traction, then it's really really going but you got to stay
28:46
on top of that when don't count yourself out. Just because
28:48
something works so successfully. You don't think you need to do
28:50
it again. And we do that all the time. And we catch ourselves and
28:54
we're like, oh my gosh, why did I stop doing that and right back
28:56
to basics. So if we're guilty of it, I know you probably are too.
29:00
Don't worry - This is a safe space to talk about it and
29:02
that's what The Perfect RIA is all about.
29:04
TPR Nation this is Jamie Shilanski in an episode Worlds
29:06
to Conquer. Go find people who share your values change the
29:09
world!