001 – Pete Matthew – Financial Planner Lead Generation

001 - Pete Matthew - Financial Planner Lead Generation
001 - Pete Matthew - Financial Planner Lead Generation

Pete Matthew the host of the meaningful money podcast is booked up for three months in advance and does not need to market his business or advertise.

Pete’s built a whole lot of trust through content marketing so I quiz him on all the elements and discuss how anyone can do this.

Links We Mention
Pete’s Book – The Meaningful Money Handbook
Andrew & Pete
The Content Marketing Academy
Chris Ducker
Book Recomendations
Gary Vaynerchuck – Crush It
Marcus Sheridan – They Ask You Answer
Mark Schaefer – Known

Hello, welcome to the first episode of lead generation for financial services, a podcast and we’re starting with an absolute cracker have an episode. My name is Alex Curtis. And this show is designed to help financial services, businesses of all sizes, give them new techniques, strategies, tactics, to generate more leads for their business so they can scale and grow. I met at a conference in London very briefly. And it was quite amusing when he found out what I did. And he thought I was perhaps Jenna try and sell something to him. And he told me how he doesn’t need to market his business anymore. He’s got an absolute queue of people waiting to work with him. We filmed the interview in December, and he’s booked up till March. So that was over three months worth of business of people waiting to work with him. So he reveals how we got into that position, the work that he’s done, that gives him those opportunities, how he was approached by a publishing company to write his book, rather than self publishing or pitching to publishing companies. And the fact that that’s had on his business, essentially, the things that you could do yourself, you know, this is not kind of rocket science, it’s just taken a bit of a hard work and graph. But Peter takes us down that journey and lets us know how he’s done it and how you can do it for your financial services business as well. So let’s dive straight into it. So we met very, very briefly, right at the end of the Uranus summit. I think I was literally I was going to be late for my train of thought quickly, someone knew you and introduce, introduce me. And it was great. I loved how you responded when I told you what I did, because you were like, immediately thought I might be on the sales proud. And you were like, We don’t need we don’t need marketing. We were absolutely

you know, we were killing it a door, which I already knew, because I heard you on Chris’s podcasts. And that’s the reason kind of why I want to get you speaking to some of the people in our group, because they would love that and you’re not running any ads or anything like that. It’s all now essentially content marketing. Would you call it entirely? Yeah. And he said, When I started, I didn’t know it was that and no insurance call that and we call it content marketing.

And that was never the intention either. And so people sort of look at me a bit, you know, you really PD. Sure, you know, you’re not just being sort of nauseatingly altruistic but it’s true, I began the meaningful money project as a bit of fun as a hobby, really, just because I wanted to learn how to edit video and basically tool around with a video camera and to help people understand how money works. And I just thought I enjoyed it, even if really, I mean, I did like nearly 300 videos and got a handful of clients off the back of that over the space of two and a half, three years. It’s only when I switched to podcasting that it started to get them silly and it keeps sort of ramping up. So yes, it’s content marketing. I should say that my sort of brick and mortar practice the office than sitting in right now. It’s called Jackson’s Wealth Management without in Penzance. Yep, sort of classic archetype. I have a practice we’ve been in pens. And so since 1923, right, so people know who we are. So advertising, somewhat redundant, really,

ya know, so

really pretty. So what do you what do you guys do them?

Well, what is Jackson’s Yeah, yeah, we’re sort of we’re independent financial advisors. But if anybody asked me what I do, I always say I’m a financial planner. The purpose of that primarily is because let’s face it, financial advisors not covered itself in glory over the past however many years and so if you say your financial advisor, people sort of back away and fearing because you sell them a pension or endowment or something, yeah, financial planning is in this country. It’s becoming more understood. If you ask anybody in the US or a CFP is that Certified Financial Planner, they would know what you meant. But if in this country is less so financial planning is about identifying where somebody is in their finances and helping them vocalizing articulate where they want to be, and then coming up with the pathway to get them from A to B. And that may or may not require financial products as such. So these days, all financial advisors are fee based, if they’re dealing with pensions and investments, which of course, are still the tools of the trade. But it’s less about what we can flog people and it’s more about very long term, multi generational relationships with clients, families, some of which we look after three generations of so it’s actually a super privileged place to be, I love what I do, because it’s a people business, not money business at all. And if it was, it would interest me at all.

Absolutely. Well, I mean, I think a lot of financial services as well. I think a couple of any that are not people business, I think it is a lot of it is an advisor a lot of time is advice is it’s I think lots of we’re going to cover we’ve got loads most of the people in our group, our mortgage broker, and I think for for them, you know, ideally, they want to deal with people throughout multi generations. And it be it’s, it’s all on trust, I think, in your in your latest season of your podcast, trust and authority. I think it is that is that kind of repeated term, because that’s why people buy things. Yeah,

so the people I’m interviewing in the current season during the mostly friends of mine, that quite a lot of them, are you printer. Yeah. And people who have sort of built businesses primarily online, or at least that’s been a major channel for them, the the sort of inspiration for the season was that I talk a lot about spending less than you earn, it’s the first time I sort of three steps to financial success if you like. And of course, if you are spend less than you earn, you can either spend less or more or ideally do both. spending less is, you know, a lot less attractive to people, understandably, they’re learning more, and I realized, I’ve never really dealt consistently with how to earn more money and how to, you know, maybe get going with the side hustle and stuff like that. So just got half a dozen sort of inspirational people who have built businesses online. So, you know, that’s the sort of the thinking behind the season really, but in across the thread that’s running through the season is, is yes, it’s influence authority. And those things come from consistency and quality of content over time. And those messages just run through our as well as still a in person, you know, human network. Yeah,

that seems to be important, as well as, obviously, the social networking, which is such a massive part of what we do.

Absolutely. So I think we kind of agree, then the, what you’ve you’ve done, then has kind of got you in front of people on scale. And you’ve been able to build kind of trust, the trust and authority from the podcast, your content and your videos. And although those the business that you do, and a lot of the financial services do is either on the phone or face to face, you can kind of and we talk about it as in building rapport in your sleep. Do you do kind of agree that that’s the effect? Yeah.

Oh, massively. So I knew I was onto something when, sort of 18 months after I started and maybe 170 videos in something like that. Yeah, I had an email out of the blue from a game back Ceylon See, no, I live in pens. And so I’m like, 350 miles or Yeah, and this guy gave me his pretty detailed financial situation or email, I mean, you shouldn’t do that. That is a very narrowly avoided being ripped off by a charlatan basically.

And he was, you know, quite thrown by that a little bit sort of depressed by that. And he turned to Google because he’s been an internet entrepreneur. And so he just thought, well, maybe I can help myself do this, you know, maybe I can invest this inheritance that we’ve received myself, and he found me and he sent me this email detail in situation and how he’d narrowly escaped being ripped off. And at the end of it, you just said, Pete, having watched several of your videos, we feel like we know you and contrast you, will you work with us, I thought, Man, I sat back and I see a thought that’s just so weird. He doesn’t know why he doesn’t know actually, if you can trust me or not. And yet, he’s watched several of the videos and he feels like he can. Now fortunately, can. I’m a nice guy, right. And, you know, that clients to this day, that’s sort of for six years now, and done some really great planning work for them. And they were the first of what is now I mean, I’ve got clients lined up to march 10 new clients a month in December, January, February and March now. So most advisors, maybe we’ll pick up one new client a month, most financial planners, certainly, because it takes us a long time to onboard a client. So I know I’m unusual. And the second long time to get to this is a lot of consistency of a lot of years. Yeah,

now, it’s

okay, well, I can

only think of one of the benefit of doing what you’ve done before we got some more. But obviously, you’ve got a new book come out. And you were asked to write that rather than deciding you wanted to write that. Is that right? Yeah. Yeah,

they approached me, I interviewed one of them. Harriman house is the publisher, and I end up one of their authors, and then the commissioning editor around me. And so you ever thought about writing a book I published it wants to know, you’ve got an audience these days. Yeah, that’s a sell books, you know. So the, if they know you’ve got an audience, then that’s usually pretty good leg up to some decent sales. So yeah, they approached me, I have always wanted to do it, but never really found the, the rhythm and the time to sit down and do it and having a deadline.

And so I’m, that’s, I mean, that’s just one of those major sort of tick off bucket list kind of things. I mean, nobody makes a lot of money out of writing books these days unless JK Rowling. So you know, there’s no wizardry in my book, it’s a sort of handbook for getting your finances on track. So that’s a benefit. It’s a bit of an ego trip for me, definitely a bucket list thing. Yeah. But obviously gets my message in the hands of our people in a different form. And actually, for me, one of the benefits of producing content consistently weekend week out is it helps you refine your thinking helps you refine the stuff you say to clients as well. I my case obviously chunky audience that they’re dealing with clients. Yeah, and you get the same questions. But you, you really refine how you answer them. So you become much more succinct much more direct to get to the number the issue because you sort of constantly sort of chewing over in your in your brain and finding the right way to say things either on a podcast on a video or whatever. So that’s been a real benefit. And in the industry, it’s really helps people know who I am now. Now, that’s obviously again, not going to, you know, sort of make me a lot of money or anything like that. But it does give me a certain amount of influence and respect. And that can help, you know, with maybe forming policy or knowing some useful people to get your message out still further. So there’s loads of benefits, none of which had in mind when I still

feel somewhat of something of a fraud really, like I should announce of this stuff.

Well, I think I know from your podcast that you have been inspired by other podcasters, like Pat Flynn and Gary Vee, and things like that. So I guess you kind of knew in the back of your head the results that they were getting. Yeah, I guess it was a little bit in there. Yeah,

I like a slice of that. I mean, Gary Vee book crush, it is the sort of one of the real triggers that got me started in 2009, back in 2009, early 2010. Because the premise of that book, his first book crush, it was just that life, your message is any good. And if you do it consistently, people will show up and take notes. Yeah, and I just thought I’d have a go, you know,

I’m not Gary Vee. I’m never going to be doing

he, his message is so simple, actually, that it just really resonated. So it was literally just, I will have a go, yeah, I’m Pat Flynn is super inspiring, because he ordinary guy lost his job and turned his hands or something to that makes it per baton, quarter million bucks a month, or whatever. Yeah, and Michael Hyatt is another one. He’s another sort of mega star, really, former chief executive, a massive publishing company in the US started blogging just to keep in touch with as many many employees and then took it further and further and further, and the loads of great content on productivity and leadership and self management and I sort of stuff and that just started consuming these people. And then off the back of that got inspired. And if I say, I can be one of these people, only on a smaller scale. And yeah, I mean, it’s paid off manager, I love doing it. Yeah, to this day, I love you know, standing here in front of my little booth thing, and, and talking to folks like you, or just myself, and recording the podcast. So

it’s been a great journey. And just as you touched on there, I remember from the from the conference, we were at Andrew and Pete said, a lot of people fail because they don’t enjoy it. And it becomes a slog, and then if you’re going to be consistent, like some people put content out daily, you can’t do that if you don’t enjoy it, right,

man? No, I mean, why would you

the point at which this stops being fun or having, you know, really interesting outlook as I think about where it could be in X number of years on sort of the point which are stopped. So I’ll start, you know, doing it for me and for my family, and to hopefully leave something in the den on this world when I left it,

but if it ain’t fun, and there’s plenty of other things that are so I will do that as I’ve learned, consistency is key, for sure. But I’ve also learned to give me a give myself a break if you know, something happens, which means I don’t pull out podcasts. I don’t put out video because I know I’m doing it 98% of the time. So for you know that one time in, you know, 50 or hundred or whatever that I don’t do. He doesn’t matter. Nobody’s going to die. Yes, that’s week. So. But what’s great now is if I do people start emailing me, okay. All right. How’s the family and

other people care? Yeah, no, fantastic. So what? What advice would you have to say there’s some people watching who have just never thought about this before, or, you know, what’s, what’s the kind of the first steps as you do? Did you dive straight into that weekly podcast? Or did you have a play around or with the video stuff? Yeah,

I did videos for 18 months, nearly two years before making the leap to podcasts, really. And I happen to think that of the three main media so written word blogs, video and audio, you can add to that sort of subsets like imagery,

infographics, stuff like that, but for the three main content types, and the podcast is five, by far the shallow is pool is by far the least amount of competition, that you still need to be good. And there is still lots of competition. But you compare it to YouTube, you know, which is just a vast ocean of content and trying to stand out that is difficult. And so I messed around with video. They were rubbish to start with. I started buying kit. You know, I literally had a fact I’ll show you one second

here. Yeah, I started with it. Oh, fantastic.

got flipped out. Yes, people. Yeah.

And now a shoe on this. Okay. I think that you Oh, you got the water cannon was

nice. Yeah.

So this is a 2000 pound camera. Yes. What is under 120?

Where the flip out USB thing? Yeah. So you know, this is fine. To start. I think you need to relentlessly pursue excellence, not just the kit, you know, that’s secondary to the content itself. So yeah, I messed around. I listened back to my first ever podcast, and it seems awfully halting and sort of fun. tentative. Yeah. Whereas now I just taught, you know, just used to it so you get better, but you get better with consistency. Yeah. And so I do believe, you know, a key thing to anybody thinking of starting out is look, plan for 50 of whatever you want to do. 50 blog posts, 50 videos, 50 podcasts. Actually, if you can get past 10 you’ve probably cracked it if it’s still fun. Yeah, most most podcasts don’t get past six or seven episodes and so I’m closing in on 300 now and it’s just part of life you know so

plan for consistency know agrees I mean, the first time we went live in this group the audio wasn’t working with and it’s like live is like the hardest thing to practice because it is how do you go live without going live sort of thing and then it No One No One died although it was my The thing is the guy was my mentor this guy’s like a multi millionaire who I you know he’s time is very precious and we managed to sort of sort the audio afterwards but like no no one died from that and it was it was awful but and then we do a we do a show each week called talking as we go live you look at the first ones they are awful I mean, it’s still not perfect now but I think as long as you get better

not to worry about I think people are more concerned about the content and and you would you agree definitely as long as there is no friction to consuming it. So if you watch a video and the audio is distractingly bad, yeah. That is going to detract from the content


but as long as this listen to a ball long as it’s watchable and, you know, cameras not shaking around too much, then yeah, people will, will show up. But then you think the key is to learn from past mistakes just past sort of suboptimal things. So I think, Okay, well, actually, you know, the lighting is between there. So how can I fix that this is stuff that I now obsess about. But, you know, I used to literally just clamp my little flip video camera on a gate outside in a field somewhere on a rock on the beach and talk to even though there’s wobbling around a lot of Windows. So you know, as long as it’s as long as it’s okay. It is the content itself that matters and that’s where really need to put the work in planning and creating that and that’s where certainly I spend the vast majority of my time

and then how do you go about that then so because we both know sort of Gary Gary Vee talks about documenting rather than trying to create but I guess you need some sort of plan as well and you any especially you do seasons of stuff as well but I guess whatever I suppose there’s no kind of rule really in terms of what kind of what works for you Yes

it is and what works for him he’s you know if you’re a gazillion errors to have a team of people producing this stuff for us and be falling around with a video camera so I love that and I create rather than document I’ve tried blogging I still really want to get into but it’s hard yeah the amount of stuff you have to shoot and the hours of editing yeah I’d love to be able to do it but i think you know until I am in a position to have somebody follow me around got see it really being consistent so I am a creator so scripts I plan a season so I’m already sort of planning season beginning ninth of January and writing it and recording it I’ve never been so far ahead actually because I’ve got some help now to help me with some of that stuff but I am doing the content creation coulis helping me with social strategy around it all. But I sit down and write. I mean, I write longhand no longer handle pain, but run, you know, with a typewriter and I script my podcasts. So there is a type type, right?

You did say that, right? I’ve got a great vision

keyboard and, you know, sit and talk with that. And so I write three, three and a half thousand words for half hour podcast. And I read it for the most part, but I’ve taught myself to read pretty fluidly. And but that’s just the way I construct my thoughts. And so I learned that I’ve tried bullet pointed, it just doesn’t work for me. Yeah. And actually, because I construct longhand and edit as I write, I don’t have to wait at the podcast. I literally just press stop and then look a bit of a queuing and then put it up. It’s that easy. Okay. Yeah. So you got to find what works for you. And there is no right way now. Absolutely. And then so. So you’re editing your own pocket, you know, sending it off to someone know, you’re literally doing it all there is Yeah, there is no idea to literally take off a little bit of air at the beginning and end, you know, the saw two second gap before I start talking, I mix it live. So obviously, right on See, but I have a mixer here. I have a little string deck here that I trigger sounds with live mix it all live. It’s been I said, I have to do much. I literally said it going and bring in my proper microphone here. Yeah, and just do it. And then there is no anything except just a little bit of E cueing, but I’ve got those on shortcut keys. So literally localization first that an export it and he takes me like 30 seconds to a podcast. That’s


Because this one thing, sorry, takes me three hours to write one.

So you’re either spending time before or after. So there is you do there is a time commitment. Where I guess, and especially because you’re not going to see instant results from this, you you’re playing the long game, you know, if you are a if you’ve got this chosen profession, you’re building a business in this in this thing, you see yourself in it for the next 20 years, or whatever it is. And then I suppose you got to accept the first maybe a year or two, you’re going to get nothing from it. So you still need to make time for your normal sort of business and not worry about

for sure. I mean, I’m in the fortunate position. Now, you know, this business very well established, as I said, and I’m one of three older directors here. And because Jackson’s has benefited so much from the main for money project, I now have a day a week so this Friday, right, my main money day. So you know, I’m phone off door shots, guilt free, just creating and I love it. And I still do all evenings or weekends, stuff that I’ve always done that so it’s a massively improved my capacity. But yeah, yeah, you’re dead. Right? So long game. So and any it needs not necessarily to replace the more traditional forms of marketing. Yes. If you want to sponsor your local kids football team, or, or, you know, put

advertising border and the local bowling club or whatever, probably not, if your mortgage broker was mostly retired, but you know, I mean, yeah, but advertising board our local bowling club. Yes, that kind of our kind of people might go there. And so some in there’s nothing wrong with doing this stuff. Still, content marketing is increasingly important. I think it’s just another thing to be added into the mix.

Oh, no, absolutely. I mean, we still run ads all the time. But then it means people get to know us a bit longer. We know that we’re not going to get that lead or that inquiry on the first visit, but we keep bringing them back. So like our remarketing answer, like the thing that brings our clients in, and then we’ve got something new to show them each time they see our ads again, that kind of makes sense. Yeah,

definitely. And you know, we all do a if you know, if we if we need a mortgage broker in Penzance, then while we’re going to Google and then Google will be broken, Penzance going to look at two or three websites, and the one which is consistently sharing on the standing commentary on what’s going on in the world. You know, how change legislation might affect mortgage borrowers. What you can do to give yourself a better chance of being accepted for a mortgage at the long term value that you want all those things, somebody who’s providing that amount of value is going to get it that you’re going to win versus your somebody else who’s just got brochure site? Because I mean, I would, yeah, I would go gravitate towards somebody who’s relentlessly helpful. Yeah, that’s

it. And we’ll just with all of them, you so much, I think 99% of mortgage websites, you do not see a photo of an advisor, you see stock images of properties, and is that who he is? Yeah, they’re all the same. I just, it’s kind of like, yeah, I’ve probably seen one

mortgage website with the guy featured in front that I have not worked with,

I’ve seen a lot of websites, I can tell you. So I think, yeah,

that’s the one thing I want to get across to the guys is

like, take a step back, look at all the competition and nobody cares, like what you do. And you’re all kind of selling a lot the same deals, it’s too Do I trust this guy, or girl or whoever,

to help me

that and then that’s it. And that’s by like, you say, I think being incredibly helpful. Yeah,

I think you can, you know, even then, after the, you know, the sort of initial when you feel like winning the client and say, Okay, here is how the process will pan out from initial meeting with us through to you getting your keys or whatever. And, you know, if you’re sort of taking people on a journey before they actually take it. I think that’s super powerful. And people have got the same questions. And everybody watching this could probably sit and write down maybe 15 to 20 questions that they get asked at least once a month by clients, and probably way more than that, and that is a place to start with your content. Really, can I answer the main questions that people are always asking, not only does that help for SEO, obviously, you know, if you can frame those blog posts, or video to or thumbnails or whatever, with the right questions that people are typing in,

but you know, it’ll be helpful. That is the stuff that people want to know. And you can every stage of the journey, it’s so easy to do, really, and you’re just are you doing you think about it, if you’re a professional services person, you talk for a living, and you’re always answering these questions anyway, so I’m just doing front of a camera or something like that website.

Absolutely. And then if you get emails from people who are just kind of rather than phoning you, and then someone asked you that question you’ve already filled the answer on you can give them the answer an email, but also check out this video. Yeah. And then again, they can build a better rapport with you as well. Totally. Yeah,

because I now do like a video on a Friday, and I put the audio into the podcast feed. So it’s just called Five Minute Friday, and just try and answer people’s questions. So I get questions on email all the time. And I just sort of flagged them in Gmail, it’s at right, that’s a five minute Friday question that I can answer quickly, then I get emailed back to that person. So cool. You know, thank you for answering my question. And, and so yeah, rapport is great. Yeah, I know,

I think I think that’s it. I think if you if you build the report before you’ve already spoken, yeah,

you’ve actually now that

cool. Do you have any advice for anyone else in financial services that wants to get more business essentially? Yeah,

the key one, particularly faster services is don’t be afraid of compliance. Too many people use compliance as a reason not to do this stuff. Yeah. Now, depending on your situation, if you’ve got, you know, if you’re an appointed rap of somebody, or, you know, you’ve got some kind of compliance oversight, then yeah, you might have to jump through some hoops. You might have to get video scripts or blog posts signed off first, and that’s okay. You just need to be thinking probably, you know, three, four weeks ahead so that you can get them to them and get them back or whatever. But it’s never an excuse. Really, the rules are after comply by financial promotions. Rules. Being an obvious one, making sure you got the relevant disclaimers and stuff. not rocket science. Really, Alex I think we can use it as an excuse but isn’t or certainly shouldn’t be. I don’t have time is also the worst excuses. If you want to do it. You’ll make time Yeah, yeah. Gary Vee. Always happy to say I don’t have time. You know, stop watching Game of Thrones. Yeah. Want to do it. Stop watching movies. tv. Yeah. away. Yeah. If you want. No, I got a couple of book recommendations on if you want to. Come

on. Oh,

absolutely. One once you’ve once we know where to get your book. And we can

chat about that. Yeah, no worries. Yeah.

Now, one thing, my mentor, he says is that billionaires have 24 hours in the day, they just use them differently. With all lit time is the one thing that we’ve all got. And if someone else is doing it, like you, you’ve made time for it. When you’ve got a financial service business, there’s no reason why anyone else can’t. And some of those people, we saw it up an hour. I think that was the Real Men Real Style Guide. I’ve got this now. Yes,

he was. He had a full time job. And he was shooting sort of three or four videos. He was getting up at six or seven in the morning, shooting some videos and then going off to work. And then there’s a lot of people that are self employed brokers that are more flexible with their time. So if he can do it, then I think everyone else can as well. But I think comes back to the you’ve got to enjoy it to get up at that sort of time to dive into it.

For sure. Yeah, and, you know, matching helps as well, as you say, Well, actually, Okay, the last three hours on a Friday afternoon, I’m going to sit down and write or I’m going to shoot three videos. I used to do three videos a week. And, you know,

if you’re not obsessive about editing, and stuff like that, you can do that quite easily. And even now. It’s I’m done at least one podcast and one video a week as a rule. So yeah, it’s it’s Yeah, you make time if you think it’s worth it, and it is. Yeah,

no, absolutely, absolutely. Right. So when can I get your book? And why would I get it?

Okay, so I should just, I should have done this before. And

I think it’s great. Any interview where someone’s got a dive off on a slice, and I’ve done my job well, right? Yeah,

exactly. Well, I

was those my lack of preparation

provides. Yeah,

so this is the meaningful money handbook. The tagline is everything you need to know and everything you need to do to secure your financial future. And that’s kind of a tagline to the podcast, you know, I mean, for 98% of his personal finance is dead simple. It comes down to three things, then, lesson learned, insure against the absolute worst that life can throw at you. Yeah, okay. Life critical on a single project in that sort of stuff, and then invest wisely. How do you invest? And how do you, you know, give yourself the best chance of succeeding with investment. And if you do those three things consistently, most of us will never need more than pensions, and ISIS, those are the simplest and most accessible and easiest to understand tax rappers. Most of us don’t need offshore trust. So we had a sort of a separate q rocks, or any of the weird sort of technical stuff that only nerds know about. And we just need to do these three things consistently. And that that book I wrote it because I wanted to write the sort of definitive Look, just do these things consistently. For the next 30 years. Yeah, we’ll be fine. And guarantee it. And because it’s simple math, you know, if you just call you benefit from compounding steadily increase the amount you’re saving. I know life gets in the way. Sometimes the book tells you how to deal with that as well. And but it’s really everything you need to know everything you need to do for most ordinary people is not about the millionaires. It’s a book for ordinary people who just want to save a bit more and put it to good use fancy dancy stories, pizza, book.com pizza, book.com. Fantastic. So all the links to their Amazon and all the other places you can get it. So pizza book.com is brilliant. And once I’ve read that, obviously,

what do you mentioned some book recommendations? Yeah,

I think for those specific him, I will go off and get them here. Finally, for those specifically looking to get better at content marketing. And two books specifically. One is called they ask you answer by Marcus Sheridan. So Marcus Sheridan is he had a swimming pool company, which he took over in 2008, and everybody stopped buying swimming pools because the property crash credit crisis and he basically just started answering questions, what’s the difference between a concrete and a fiberglass pool was the cost differences or sort of stuff? And he basically is hit upon a formula for answering the questions that people ask. And he talks about his big five the kinds of questions that people answering the kind of content you should produce off the back of it. Yeah, so that’s a great book, highly recommended. The book called known by Mark Schaefer who’s a content marketing God really superstar known, as the name suggests, is about how to become the primary voice in your field and how to become known and therefore how to obviously convert that into sales and business. Awesome stuff. So two great books on that Andrew and P. Actually, you mentioned Yeah, who were a new printer and those guys are fantastic obviously they’re taught you printer was just outstanding. And the other person who I think really, really gets content marketing in the UK circle. Chris Maher from the content marketing Academy, good friend of mine, but that community is a community of very disparate kinds of professionals, all of whom are looking to get better with their content marketing and who help each other. So really close knit community, everybody’s out to help each other and yes, so that’s the content marketing Academy. So that’s not a book

it’s a great place to learn how to do this stuff and it’s from the UK perspective as well. Which can help. Yeah,

no fans. I mean I found Chris Ducker of view printer trying to find an English voice on a podcast a few years ago

and then yeah, just I just that that whole People to People p2p philosophy change and transform my business almost overnight from that so, yeah. I’d also recommend Chris Ducker to with that as well and with Andrew and Pete as well give them a chance because they’re they’re quite young their little bit I think black is the right word

but they also

quirky but they are so clever their talk was was just incredible so give them a bit more time than you might do normally if you think because I can imagine a lot of people in financial services thinking oh this is a bit to nuts for me yeah exactly they are very intelligent guys

they are there was another guy called Mike Morrison who’s he’s a sort of membership site specialist but he’s kind of on the scene in the whole content marketing space and he tweeted off the back of Andrew repeat speech he said mark this in your calendar This is the day that Andrew Pete begin the best content marketing speakers in the world that’s how yeah it was it was outstanding we go to light say if you can cut through the quirkiness if that’s not your bag yeah and that they’ve they throw out some absolute parallels there. They’re very very talented guys

are we have got them booked on are talking out alive

in January,

I sent them a an Instagram message. And I because I was so clear on what I was doing after that conference. In fact, after day one, I was so clear. And then after their talk, I was all over the place and I sent them a message saying guys, yeah, you have ruined my life guys. So I feel like you owe me so you need to come on my show.

And it was

really appeal to them. As ya know,

it was they they love it. So I’m really looking forward to to that as well. Cool, right. Thank you for your for your time. I can get the podcast on iTunes and Stitcher.

Anyway. Yeah, I just did just bought a file. So the stuff meaningful money.tv is the website where it’s all happening. So in the process of being rebuilt, but everything is that meaningful. money.tv

Fantastic, thank you. We really appreciate your time taking out on your your meaningful money day.

And we’d love to get you on talking out at some point. So I’m going to I’m going to when we when we go live in a minute, I’m going to run twist your arm to to join us for that as well.

No, no interesting required.

Fantastic. All right. Thank you, mate. Thank you so much x. So there we have it. I told you we were starting with an absolute cracking episode. So if you want to see more of these interviews alive, I go live every Friday afternoon and I get a special guests each week and I will grill organ say grill grill them I want to get as much value out of them as possible and make it specific for financial services. So we’ve got a Facebook group is called lead generation for financial services, you can find us on Facebook, and we actually go live twice a week, we’ve got a show called talking ads. And in the next episode of the podcast, I’ll be pulling out some of the best bits from talking. So that’s the show where I get our team together. We also get special guests together on that as well. We talk about the adverts we’ve seen in social media that week. We again we try and relate how you can use those strategies for financial services. But we basically dissect the approaches people are making talking about how maybe we would do that differently. So coming up in the next episode are sort of five or six clips from the best bits of some of our talking ads. So that’s the format of this podcast. It will be interviews and also best bits from talking out. So I will see you next week with those clips. And if you could take two seconds out to subscribe, that’d be amazing. But if you could also leave us an honest review be great to hear your feedback and it will just help us to be able to create more content and provide more value for you. So hopefully I will see you next week.

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