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27. Have You Built a Truly Effective Marketing Plan? With Natalie Grassi



To make sure your marketing is as strong as it can be, you should focus on data-based decisions, and forget the “shiny object” mentality.

In this episode, Brad Swineheart speaks with Natalie Grassi, an advisor development consultant at Simplicity Scottsdale, to discuss strategies you can start implementing for an effective marketing plan.

Natalie discusses: 

  • How to start building an effective marketing plan in three steps
  • The importance of being open to marketing many areas and topics to expand your reach and step outside of your comfort zone
  • Three drop dead best tips for being an effective seminar presenter
  • Why data is a critical component for tracking performance
  • And more

Resources: 

Connect With WhiteGlove:

About Our Guest:

Natalie Grassi: Natalie Grassi, an advisor development consultant at Simplicity Scottsdale. Natalie specializes in marketing plans for top performers and has coached on presentation skills and best seminar and converting practices.


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Episode 26 – The New Environment of Effective Marketing — with Guest Rebecca Hourihan



Effective marketing can take an advisor’s practice to new levels—but what does that look like with the many redefined styles of marketing?

In this episode, Brad Swineheart is joined by Rebecca Hourihan AIF®, chief marketing officer at 401(k) Marketing to discuss how advisors can invest their time into their digital reputation without losing sight of the importance of nurturing their relationships.

You will learn:

  • Why advisors should start by identifying three business goals and create a marketing strategy around those goals
  • What advisors should invest in for new business growth opportunities in a hybrid environment
  • The first step to take in marketing to your target audience
  • And more!

Resources: White Glove | Brad Swineheart | Rebecca Hourihan | 401(k) Marketing

For more valuable content visit: https://whiteglove.com/captivating-advisor/


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Episode 25 – Start Integrating that Voice of the Client — with Guest Julie Littlechild



As an advisor, listening to your clients is absolutely vital for success.

In this episode, Brad Swineheart is joined by Julie Littlechild, founder and CEO at Absolute Engagement, to address how to uncover unmet needs and actively engage with clients and prospects.

You will learn:

  • How to start developing ‘the voice of the client’ —and input that into your strategy
  • Some of the opportunities that have emerged for advisors to get valuable client feedback
  • Key tactical initiatives that advisors should start doing today
  • And more!

Join Brad and Julie to find out how to implement strategies that are going to drive your communication strategy!

For more valuable content visit: https://whiteglove.com/captivating-advisor/

Resources: White Glove | Brad Swineheart | Julie Littlechild | Absolute Engagement


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Episode 24 – Cracking The Code to Investing in Success— with Guest Chip Munn



Many advisors get stuck in a shiny object mentality where they see something working for another advisor so they jump from one tactic to the next.

In this episode, Brad Swineheart is joined by Chip Munn, CEO of Signature Wealth Group. Chip is the creator of the basis method and podcast host of Maximum Advisor, and he is here to discuss why advisors should be tracking their results to see what tactics are working for their business based on growth, rather than just replicating what others are doing and expecting the same results.

You will learn:

  • Why advisors should have a business framework within which to operate
  • The five parts of the basis method and how you can apply them
  • The organic growth changes this year—and what advisors should be focusing on
  • And more!

Tune in to learn more about the big focus for advisors to see results this year!

Resources: White Glove | Brad Swineheart | Chip Munn | Maximum Advisor


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Episode 23 – A Tactical Approach to Business Development — with Guest Duncan MacPherson



Business development may sound imposing and intimidating, but it is so important to continually develop to be efficient, sustainable and open to growth. 

In this episode, Brad Swineheart is joined by Duncan MacPherson, CEO of Pareto Systems, author, coach, and keynote speaker on practice management to discuss some tactical ways to approach your current client base. 

In this episode, you will learn:

  • How the last 16 months have seen the segmentation of advisors into three distinct groups—and what those groups are
  • Why being busy as an advisor doesn’t necessarily mean you’re being productive
  • How to become an elite advisor
  • The four key components of a typical interaction between a financial professional and the client
  • And more!

Tune in to learn more about how advisors can seize the development opportunity to re-introduce yourself to existing clients!

Resources: White Glove | Brad Swineheart | Duncan MacPherson | Pareto Systems


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Episode 22 – Don’t Be The Hero Advisor — with Guest Bill Cates



Advisors need to have a relentless passion for understanding prospects and clients. By targeting a niche market, you can demonstrate a higher-level of knowing in every situation.

In this episode, Brad Swineheart is joined by Bill Cates, a well-known referral coach and speaker to discuss why advisors need to be focusing on one well-defined target market to sharpen their messaging to become more relevant. Bill shares why advisors should always have an attitude of curiosity to ask more questions in order to solve critical problems within the industry.

In this episode, you will learn:

  • Two big obstacles that advisors are facing in the industry
  • The importance for advisors to have one well-defined target market
  • Why advisors should avoid leading with credibility in conversations or on social media
  • Two types of research advisors should be executing
  • And more!

Tune in to learn the key to cutting through the noise as an advisor!

Resources: White Glove | Brad Swineheart | Bill Cates | Rational Relevance | The Referral Coach

 


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Episode 21 – Focusing on The Problem, Not The Solution — with Guest Adam Cmejla, CFP®



Are you an advisor with an existing waiting list for new clients? If not, you’ll love this episode as Brad Swineheart and Adam Cmejla discuss tactics on how to achieve just that.

Don’t let your action be no action! By defining your niche market, you can pinpoint the types of problems you need to help solve, without wasting time on those you don’t.

In this episode, Brad Swineheart is joined by Adam Cmejla, CFP®, president of Integrated Planning and Wealth Management, LLC, as well the host of his own podcast, 20/20 Money. Adam shares an overview of his business success and provides information on how listeners can transform their mindset to provide more valuable content.

You will learn:

  • How to focus on actual problems rather than presenting a ‘cookie cutter solution’
  • How social media outlets can drive success when developing your niche
  • Why sharing expert information is not giving away your business’s ‘secret sauce’ 
  • The importance of alignment within your social media presence and strategy
  • And more!

Tune in to learn about how to execute on your business decisions and successfully measure your results to pivot effectively!

Resources: White Glove | Brad Swineheart | Adam Cmejla | 20/20 Money Podcast


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Episode 20 – Your Time Is Ticking — with Guest Ed Slott



As an advisor, it is more important now than ever to share your knowledge with clients and prospects, especially as the communication channels have changed drastically. 

In this episode Brad Swineheart is joined by well-known speaker and best-selling author Ed Slott, founder and CEO at Ed Slott and Company. Ed shares his insight about the opportunity for advisors to help existing clients and prospects by educating them, building relationships and having strong communication.

In this episode you will learn:

  • To understand Ed Slott’s book ‘The Retirement Savings Time Bomb’
  • What advisors should be paying attention to when communicating with clients and prospects
  • How to give your clients or prospects something to talk about
  • What advisors can do to help their clients understand the changes happening now
  • And more!

Tune in to learn more about how to be a valuable resource as an advisor with Ed Slott!

Resources: White Glove | Brad Swineheart | Ed Slott | The Retirement Savings Time Bomb


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Episode 19 – It’s Time to Make Your Voice Heard — with Guest Jason Pereira



In this industry, it’s important to be recognizable and credible as an expert so that when you speak, they will listen. And that means you need to get your message out across multiple channels.

In this episode, Brad Swineheart is joined by Jason Pereira, Senior Financial Planner and Portfolio Manager at Woodgate Financial Inc. to discuss how to invest more time into understanding and living on multiple social media channels in order to boost your marketing efforts.

In this episode you will learn:

  • How an advisor can build an authentic online presence
  • The importance of consistency when putting out content
  • Why LinkedIn is the number one focus for getting started on social media as an advisor
  • How to structure the same content content differently for each platform
  • And more!

Tune in to learn more about how to provide compelling value to the audience you are targeting!

Resources: White Glove | Brad Swineheart | JasonPereira.ca | Jason Pereira


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Episode 18 – Positioning for The Potential of Future Tax Changes — with Guest Joe Elsasser



There’s a new Administration in Washington, and that will mean changes to many things financial, including taxes. But what will this mean for advisors?

In this episode Brad Swineheart is joined by Joe Elsasser, president and founder of Covisum, to discuss some actionable items for advisors dealing with a new tax agenda and some strategies for planning in your practice.

In this episode you will learn:

  • The primary impact of tax changes for advisors
  • What to expect for the significant changes moving forward
  • How to act on facts for planning instead of acting on fear
  • The types of opportunities for advisors to leverage changes in their marketing
  • And more!

Tune in to learn more about how to deliver a better answer to your clients concerns!

Resources: White Glove | Brad Swineheart | Covisum | Joe Elsasser