Learn Social Media from Bob Ross

If you’re not familiar with the name Bob Ross, he is most famous for his PBS show The Joy of Painting where he dawned his trademark permed hairstyle and could always be heard uttering the phrase “happy little trees.”  While he didn’t live in the time of social media as it sits today, his tactics are the perfect roadmap to developing your social media accounts into client acquisition vehicles, let me explain.

You may not know this, but Bob never earned money from recording his T.V. show. He also donated his paintings to PBS and was only interested in educating his audience.  He strictly used his show to educate the masses about “the joy of painting,” and it paid off in a big way when he worked with Annette Kowalski to create Bob Ross Inc., a 15-million-dollar revenue company today.  Bob built a trustworthy brand through a three-step process – Educate, Engage, Ask.

Educate

We live in the age of information.  There is nothing you can’t find online with the click of a mouse.  If you break it down, consumers are only getting online for two reasons, education or escapism/entertainment.  If you want to be successful in social media, you have to take one of these roads before attempting to sell your audience.  The general public may not be looking for advice when they come across your video, but if it provides value without them having to commit to anything, odds are much stronger that they will tune in again.

Engage

Once you have your target audience’s attention, you need to engage them on the platforms you are using.  Bob would have crushed social media as he received over 200 letters a day!  He wrote back to his audience daily, and there are even occasions where he called them to make sure they were okay when he hadn’t heard from them!  Any long-term relationship, no matter the communication medium, requires both parties to engage reciprocally.

Ask

Asking is the part that comes last.  If you reverse these steps, it has the opposite effect on someone coming across your social media post.  If you skip right to the ask, you drive more people away then attract them.  Do you enjoy seeing ads online?  So why would a potential client? Think about an initial client meeting.  Do you immediately go in for the sell?  So why would your online strategy be any different than a face to face meeting?

Online client acquisition is a slow process that starts with creating a trusted brand; there are no shortcuts.  If you want to up your online presence this year, consider using the tactics above.

For more tips and tricks on enhancing your social media presence, we suggest downloading our Facebook Cheat Sheet and LinkedIn Tips for Financial Advisors.

New Podcast Episode – Jonathan Arnold: On Partnering with the Mortgage Industry to Grow Your Practice

Join me on the latest episode of 16 Ways from Sunday for my interview with Jonathan Arnold, branch manager with Inlanta Mortgage. Jonathan discusses the importance of strategic partnerships and how the right mortgage professional relationship can be mutually beneficial to wealth management and financial planning professionals.

Tune in on your favorite podcast app or check it out HERE.

Seminars: The Best Presentation Advice One Can Receive

The majority of the financial presentations delivered in our industry are not actually created by the person giving the presentation. This isn’t highly unusual and is only a real problem when “Awkward memorization” presents itself. That’s a term used by one of my favorite marketers, Seth Godin. In fact, he  penned a blog a while back that I thought would be worth sharing with my audience…

Awkward memorization

The spread of TED talks means that more and more people are being put on stage and told to memorize their talk.

This almost always leads to failure.

It’s not because people memorize too much, it’s because they don’t memorize enough.

Watch a great performance and you’ll see no artifacts of memorization. Instead, you will see someone speaking from the heart.

This is what it means to know something by heart.

Memorizing the words is half of it.

And woefully insuffiicient.

My suggestion: Don’t memorize your talk. Memorize your stories. Ten stories make a talk. Write yourself a simple cue card to remember each story’s name. Then tell us ten stories.

Be you.

We didn’t come to hear your words. If that’s all we wanted, we could have read the memo and saved a ton of time.

Bring your heart.

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So to summarize…

  1. Know the material (regardless of whether you created it or not)
  2. Tell stories. (Real ones work best.)
  3. Be authentic (this is one of the most important components to building a community… check this out if you want more on it.
  4. Bring your heart (be passionate… the audience can tell)

 

Brand Essentials Needed Before Building the Sales & Marketing Funnel

Ready, Fire, Aim. It’s the approach many small businesses take with their marketing. Financial advisors are no exception. While this approach certainly beats an approach that never executes on the “fire” step, the aim step is too important to skip over.

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When it comes to financial advisor marketing, the “aim” step has to do with the building of your brand collateral. Have you taken the right amount of time to develop your brand collateral? Have you gone through a brand audit? If not, I’d encourage you to do so before constructing your sales and marketing funnel.

A comprehensive brand audit will look at things like:
Strategy & Story Development – this includes research and insights, your communication strategy, defining your brand, and of course the messaging and story associated with your brand.

Identity – this includes the nomenclature used within your firm to define certain things. It includes your brand marks and visual style.

Experience – This aspect of your brand covers everything from your business papers/documents to digital communications and social networks.  Furthermore, it starts to call into question the process for new client acquisition and presentation materials.

Is your brand represented consistently across all mediums or is it a bit of a hodge-podge production? Let’s face it – professionalism is a big deal when it comes to people and their decision to invest with you. The small step of a brand audit can go a long way in your quest to create professional contrast; it is a step that is best taken before you begin plowing time, money, and energy into marketing campaigns.

Looking for a sample brand audit worksheet? Check that out HERE.

 

Sara Grillo: On the Two Sentence Rule and Elevator Pitches

Join me on a new episode of 16 Ways from Sunday where I interview Sara Grillo, financial author, podcast host, marketing consultant, and keynote speaker.  We’ll dive into conversation on elevator speeches, the two sentence rule, and the effectiveness of social media as it relates to financial advisor marketing.

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Ep. 19 Sara Grillo: On the Two Sentence Rule and Elevator Pitches

 

Episode 18 – Dennis Moseley-Williams: On the Experience Economy and Serious Shift

In this episode of 16 Ways from Sunday, Dennis Moseley-Williams is interviewed. He is the founder of DMW Strategic Consulting, a practice management company that helps organizations secure and build sustainable relationships by creating experience-driven solutions that deliver results, increase revenues, and build enthusiastic referral-generating communities.

This episode is all about building the experience within your practice. Are you ready to shift from service to experience? If so, this is the episode for you.

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Ep. 18 – Dennis Moseley-Williams: On the Experience Economy and Serious Shift

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William Chettle: On Brand, Experience, Persuasion, and the Little Things

Sometimes it’s the little things that make a big impact. In this episode of 16 Ways from Sunday, I interview William Chettle, the Director of Experience and Engagement for Symmetry Partners.  William is responsible for helping Symmetry and its affiliated companies build greater brand awareness, foster deeper engagement with clients and enhance their overall experience. He oversees the firm’s marketing and communications as well as practice management and events.

This episode is all about branding, development, persuasion, and the little things. Want to make big strides by doing some little things inside your practice? If so, this is the episode for you.

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Seizing Opportunity – The SECURE Act

The SECURE Act could present significant opportunities for financial professionals and their clients. This episode of 16 Ways from Sunday is all about how to seize the opportunity and leverage the pending legislation.

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Business Refinement, Why the Words Matter, and Defining Your Brand

On this episode of 16 Ways from Sunday, I’m joined by Steve Phillips, founder of the Advisor Protocol.  Steve is also a Certified Practice Management Consultant at Pareto Systems and has spent over 25 years in the financial services industry as a speaker, trainer and educator working with advisors, product development firms and carriers.

Steve has trained and led successful wholesale consultant teams whose role it was to support and assist individual advisors, broker dealers and RIAs. As a speaker, team leader and passionate educator, Steve’s passion is to help successful advisors become efficient adapters of improved processes around practice management, business refinement and client acquisition.

This episode is all about business refinement. Steve and I discuss how to get out of the rat race of the ever-increasing budget to generate new relationships and convince new people and focus on how to teach the already convinced to convince others on your behalf.

We discuss the difference between referrals and introductions, as well as how to think about defining your brand.

  • As a special bonus, Steve has made available a one-page download titled “The Words Matter.” This is a foundational piece he uses during the coaching and branding process with advisors. It will help you begin to wrap your arms around how to think differently about your practice. It’s free-of-charge for 16 Ways from Sunday listeners.

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Funnel Flipping, Account Based Marketing, and The Secret Formula for Category Leadership

In this episode of 16 Ways from Sunday, Mark Mersman interviews Sangram Vajre, co-founder and Chief Evangelist of Terminus. As you’ll quickly uncover, Sangram is a marketing thought leader. He is the author of Account-Based Marketing for Dummies and is the mastermind behind the #FlipMyFunnel community.

In this episode, Sangram shares a very basic, yet profound formula for what it takes to become a category leader.

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