After completing the first module in the Diploma in Financial Planning, I was seriously considering becoming a financial adviser.
I’d been the marketing and product lead for a retirement advice service for 3 years. I’d been very successful in lead generation and conversion. So when my role was made redundant, I thought “Why not do this for myself?”.
Asking for advice
A former colleague had made the transition from Marketer to Financial Adviser, so I called to them to ask for advice.
Whilst very positive about his career change, he also cautioned me about the time needed to build-up an income equivalent to my previous salary.
He’d told me how he’d built his client list from cold prospecting, looking for people with inefficient legacy pensions. Then, he made the offhand comment that I’d probably do “some fancy digital thing“ instead.
The comment stuck with me because that’s what I’d been doing my whole career.
After some honest self-reflection I realised that comment was the answer to the “Why not do it for myself?”.
Where I bring value
The moment of value creation in financial advice is relationship based. It’s the moment a client accepts your recommendations.
I realised I could try very hard but would only ever become an average financial adviser because that’s not my sweet spot.
My brain thinks in systems, what comes naturally is joining the dots between psychology, positioning and digital platforms to drive client actions (usually leads).
I’ve done it at every financial service firm I’ve worked at for many different client groups. That’s my sweet spot.
Welcome to the Adviser Client Acquisition newsletter
So instead, I’m starting this newsletter. Its for those advisers whose sweet spot is giving advice, but would like to attracting new clients more quickly.
I’ll be sharing what I’ve learnt from promoting an advice business over the past three years and generating leads in wider financial services over the past 15 years.
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