023 – Amy Woods – Content Repurposing

023 - Amy Woods - Content Repurposing

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023 - Amy Woods - Content Repurposing

Amy runs a business called content 10X and she wants to help business owners maximise their ROI not just in terms of revenue but the time spent on creating content. She is the number one expert in repurposing content on to all the different social media channels and converting things like a podcast into videos or written articles etc.

Amy’s Website: https://www.content10x.com/

004 – Lucy Eckley – Building Your Brand Story

004 - Lucy Eckley - Building Your Brand Story
004 - Lucy Eckley - Building Your Brand Story

Ex-financial services corporate turned entrepreneur Lucy Eckley helps businesses build and tell their brand story. Lucy has a 7-step framework that she talks us through and helps us write the hardest page on our website; the about us page.

Lucy’s website: https://buildyourbrandstory.com/

Hello and welcome back to the lead generation for financial services podcast and we’ve got a cracking episode today I’ve got Lucy Ackley with me and she is x corporate financial services. She now helps people tell their brand story. She’s got a free resource on how to write the hardest page on your website as the About Us page will be dropping links in there for that as well. So without further ado, let’s dive in and meet Lucy. So you have got we were chatting earlier this week. And you’ve got like a seven point framework that I want to talk about when it comes to getting your story across. But before we go into that, can you tell us a bit more about yourself how you got into it and your background as well? Yeah, so my background is actually financial services

and on the marketing and communications

side so I started my marketing career in a retail bank

in a marketing comms campaign team. So I kind of you know, learned all the all the theory or strategy behind it running campaigns for small business customers then moved on to the pensions industry and also worked in insurance and investments so kind of really well versed in the financial services world so I know all the all the challenges that that exist out there in the marketplace and other regulatory challenges all that all that kind of stuff

and you know did all the marketing qualifications and was a conditional Malcolm’s person that I took a bit of a random sidestepped into something called internal communication so anybody’s ever worked in a big organization you’ll know that’s that’s the stuff where the leaders are trying to share with you what the business is all about what the strategy is, you know, product launches all this kind of stuff getting often in my case, thousands of people kind of on board with with the same messaging.

So did that for number years. But that really taught me you know, with all the campaigns that I did in marketing, they often have long lead times and, you know, budgets like kind of stuff, kind of doing the same thing internally. But you’ve got to do it over a much quicker timeframe. You’ve got to get to know your leaders, you’ve got to get to know who that audience is, what their goals are, and how to kind of deliver that quite quickly. So that really set me up really well for for kind of going independent, which is what I did eight years ago. So yes, all right. Okay. Yeah, independent for eight years, like you know,

lots of people who, who spend a lot of time working in house in corporates, you get to the point where you’re delivering on somebody else’s brand and living somebody else’s story every day like and I just reached the point volunteer bit in variety and wanted to use all those skills I’ve learned to to help a bigger range of businesses really fantastic. What sort clients have you gotten the moment What are they sort of they kind of siloed printers on a like SMEs or

corporates have

a really interesting mix actually, from one end of the spectrum to the other. So when I launched eight years ago, I started as an independent consultant continuing to work in that internal comms space. Actually, often in financial services with some really big, you know, kind of

big brands that that, you know, will know, and I still working in that space, and I find it really challenging and really energizing and, and interesting, but increasingly, I work at the complete opposite end of the scale, which is people like me, if you like, so, so people who’ve worked they’ve got a specialism a profession that they’ve sort of played for someone else for number of years, they’re now doing that independently because I just got this great mix of sort of business background marketing comms background, but then having established a consultancy, and I know what it’s like so increasingly, I work with those one person independence, helping them build their personal brand and their brand story.

Fantastic well our group are going to love you your your your background and I’ve been talking to them about personal branding and getting this off but actually having someone with this framework that we’re going to talk about and you’ve got you did a blog post recently or there’s like a download isn’t there or is totally free where it’s helped the guidance on probably the hardest page on your website the About Us page is that right exactly that so um, I find it’s it’s you know, there were two times and people tend to come to me and realizing it a bit of help one is when they sit down to write their website and I think anybody who’s ever tried to do that particularly right that about page which feels like it’s all about you and you know particularly you know, if you’re British you don’t really light shining the spotlight on yourself and and you know, we’re a siloed bunch sometimes we don’t really like going this is me I’m I’m great at what I do and actually your about page doesn’t have to be

Like that

it’s it’s actually the complete opposite it’s it’s you know, potential clients want to know about you for sure. But they really want to know about you in the context of how you can help them so I have this formula again for the about page that really just helps you go through that process that will engage with your clients so start talking about them

you know, so many of us make the mistake with our about page but the first word is are

actually the first you know, the first few sentences should be about you to you, the customer awesome some questions to all the men getting to identify themselves, then you can go and explain a little bit about who you are and how you can help them.

Have you got an example of like any client or your own or what you do for like us or have that have that kind of first sentence. Yes, the first sentence really isn’t so I can identify in questions so you know

It’s something like you know are you are you an independent consultant who wants to stand out in your industry wants to get known as the go to expert and he wants to work with more of your dream clients that you love working with every day so my my audience read that and go well yeah working independently of course I want to work with more clients that I love every day and of course I want to get known as as the expert but he got a couple more questions. Yeah Wouldn’t it be great if you could all do all of this just by being yourself because that’s really what I teach people to do. Yeah,

I’m really actually has all of this, you know, wealth of information and unique this within themselves. It’s just finding a way to draw it out. Absolutely. And I think I think everyone kind of knows this because especially in financial services, and especially a lot of the brokers that I speak to a lot of their best business comes through referrals because it’s and it’s and I spoke to a guy the other day he’s like, I’m not

Know for my brand name I know as Johnny, the mortgage guy and I’ve got this other brand name.

So I think everyone kind of agrees and gets it but we don’t know a lot of people do it. I think by default we do something completely different Don’t we? Well, something funny happens when we stopped communicating for business so you know you mentioned that you love video but you don’t love writing so much and this happens a lot of people when I’m when you sit down and write something is kind of like a switch that clips in your in your head and we’re going to different mode and think that we have to be formal and we have to sound like everybody else and we have to use long sentences whereas actually it is just totally about communicating in the natural normal way that you would so how you write should should echo how you speak and you know the aim with the brand story wherever you’re using it and sharing it is that if somebody has watched your videos and beta blog post I read your website then they finally you know, happy

First introductory meeting with you they should walk into that room or during that video call being as if they’ve already met you in your you know each other. Well, absolutely I can vouch for that other, my business has transformed the moment I started featuring myself and I, I say, I like video. If I could get through my day without doing it and still get the same amount of business. I’d be happy off camera and I hate having my photo taken. But I’ve just had so many conversations where people have said just the fact that you put your face out there, you’re confident enough to be the face of your business that speaks volumes just on its own. And then it is all about relationships, and I think no more so in financial services. And it’s it’s trust, isn’t it? And I don’t think people trust brands as much as they do like real human beings. No, I absolutely agree. I think you know, trust trust in big brands trust in financial services, probably, you know.

As you know, a little bit of a low point back to say Florida trust in individuals is therefore all teams. More teams, you know, is is more important than ever. And I think people are looking for that more, more so than ever. And I think in an industry where maybe products and solutions have relatively similar almost, you know, commodity type products, the things that make the difference and make you stand out are those personal connections and exactly that, you know, Johnny, the mortgage guy or whatever, I’m sure there’s a couple of other things that that clients remember about Johnny, you know, he’s the one that I don’t know drinks, flat whites or

the pig funky glasses or whatever it is, they would just, you know, one or two things that can make you kind of memorable and that’s one of the things that I always ask my clients and when we work together all the questions I asked what do you want to be remembered for? Amazing

Love it ya know that that Jamie got there is like so much about it means he’s he’s Welsh that lives in

Liverpool I think it is love rugby the so many elements about him that because we had it we we just started chatting about red beef ages although we would talk about business and that so yeah absolutely fantastic okay brilliant so that About Us page we can will drop the link to that downloads we will come work through that

and then I want to talk about this this framework so you got seven kind of steps to it can you let us know what the seven steps are and then we’ll start with number one and what freedom yeah so the seven steps are reconnecting with your passion finding your values deciding on your dream client and that is a decision rather than buying them and

unleashing your personality and I’m going to love talking about that in a minute because that’s one of my one of my favorite areas brilliant sharing your story.

Your backstory, how he ended up where you are today, sharing your client stories, because your brand stories not just about you, there are other people involved in your brand story. And then the final things about finding your voice. So it’s all the stuff that we just talked about right now it’s sounding like you not sounding like does anybody else in your industry

brilliant, because I think I mean that that last one, I think there’s, it’s so easy to see, or someone’s doing really well, let’s do what they’re doing. And then I guess if you don’t know why they’re doing it, or is not

authentic, then that’s all I’m jumping ahead of myself. So that’s number one. And I go in a bit more detail if we can, yeah. So, finding, you know, reconnecting with your passion remembering why you set up a business and you know this is what I find happens with a lot of people that you know, which we choose. We choose a profession when industry or we set up a business all excited about it start with and then we kind of get into the day to day deliverables.

And all the all the demands and it’s easy to lose sight. Sometimes it’s a what’s actually driving us. So, you know, if you’re, if you’re running a mortgage broker business or you know, a financial advisor, you know, probably why you’re doing it is because you want to see people move into their dream house, you want to help people have their retirement, they want all of this, you know, all of this stuff that makes you excited to serve your clients. And the thing about finding and reconnecting with your passion is that we can all go out there and talk about the features and benefits of products. But if I as a potential client and and choosing between somebody who’s just kind of just going about their job and doing you know, doing a really good job of it, versus somebody who’s clearly got a passion for what they do, and clearly got a passion for helping me as a consumer then I’m I’m going to be more drawn to the person who says, You know, I love doing this every day I come to work and I help my clients and do this. It’s in there.

can go actually beyond your your business so you know where are the parallels between how you help your customers and what you want to get out something in your life as well?

Fantastic yeah and that all pretty much all the brokers that especially especially the mortgage ones that they do get a real buzz from especially the home movers or the first time buyers have such an emotional and big thing. And so how would I authentically get that across? Because excuse me,

because anyone could say Oh, I love it when people leave home how how’s the best way to get get that cross? Yes, it is literally by by being by being authentic and and in staying it in the way that you honestly believe it and that can be difficult to get down on paper. So if people struggled during this and I often encourage them just to have a friend or family member whatever just you know, interview them so

Just get your get your phone out and just have a have a chat with somebody and just say what you want, why do you do this and and, and tell the story to that and you’ll get little nuggets that will come out in that conversation when you’re not overthinking it. And then it’s just about making it into into your content. But also, you know, you use this story not not just when you write, but in every situation whenever you speak white about your business, so you can use it to tell stories, for example, and you go to a networking event. Tina, that dreaded intro that you had to do a networking event can use it to tell a little story about how you’ve helped somebody and then that passion and the why behind it becomes really, really clear. Everyone say absolutely. And a lot of that reminds me of my favorite book, start with y by Simon cynic. And I just visualize myself doing those awkward intros and actually

literally talking about why

it’s easier to talk about I think.

Less cringe and I think it has bit more bit more power weight behind it. Definitely. Yeah. So I find it quite interesting. I went to, to talk the other day where where the start with why came up and we’re talking about, you know, obviously that whole scenario big business struggling with the wise sometimes my experience with independence is actually they’re really clear on their why sometimes it’s the what and the how they struggle to articulate so they really clear why they’re doing what they do it’s actually, you know, articulating how their service will benefit their clients and the tangible outcomes they get that they struggle with more so I find that really interesting. So really brilliant. Okay, so what’s next then after we’ve covered that off so the next thing is kind of getting clear on on your purpose and your values. So what’s really important to you in terms of how you run your business and it’s an independent it’s going to correlate with what’s important to you in your your life as well so

When I worked in into the corporate world, and we had valleys, and I was like, Oh, you know, people tend to roll their eyes a little bit, because it’s quite hard to find valleys that really define a big organization. But I kind of really gone full circle when when it’s individuals running a business that is so important to you to just decide what is fundamentally important to you, the way you run your business and the way that you live your life. And and this is really helpful in terms of attracting the right clients to you and also working with the right people. So you’re taking people on to help you out either outsourcing bringing people in as employees, then your team, having clear values helps you attract the right people. And in my experience, if you meet somebody where you’ve got a project that comes your way, like

something just doesn’t feel like it connects if you’ve if you’ve got

valleys, and I normally say pick three to buy work.

It’s that, you know, describe what’s the most important to how you work and, and I would try and always say try and go beyond what I call the hygiene one. So, you know, obviously we expect people to be trustworthy, we extend to be honest, it’s that to be, you know, delivering on what they say. So, look for those things that will set you apart and just be a little bit different.

And

again, how do you get that across? You probably don’t want to list them on your website and say on values actually, that yeah,

it’s about having there was a sense check and making sure that they come across in how you communicate

awesome in our proposal document. We have like a thing called a customer charter, which kind of essentially as got our values about transparency and things like that

but we are supposed to be cutting use that for if there was you know, because it’s in that proposal This is

You know how we unless things that we expect from our customer as well as within, so not just our values is kind of what you can expect from us and what we can expect from you. But we do that in the kind of the sales process rather than in the website. And a lot of it is for those ones that we know are definitely going to work with us. And we can draw back to them if something happens, or there’s like we need to, maybe we’ve maybe we’ve made a mistake. And we’ve said, so the client, we’ve got full transparency. So it’s, we then refer back to it and say, Look, we’ve got to be transparent and say, This is what happened if that makes sense. So we kind of use values my I’ve got a business mentor, and he tells me I should be putting them on the wall in the office and things like that, and always referring back to them. So you can be consistent, I think. Yeah, I think so. One is being consistent. And you know, what is one thing having them on the wall, which is what a lot of big businesses do is actually living them every day and making sure that people do use them to to guide decisions and that kind of thing. But yeah, I think that that’s important.

Exactly like you said, in terms of having that agreement with clients because, you know, successful people to people business is based on those long term relationships. So you want to make sure that you’ve got that understanding with the right type of clients to start with. Absolutely fantastic. Okay then so what’s where do we go next well, leads us really nicely onto onto finding your ideal client,

you know, and everything that I do here is very you know, it’s not fluffy stuff it’s all about, you know, real real sort of sound marketing practice. So, we as you well know, you can be you can be you know, promoting your services to the entire world in the hope that somebody will will find you and and and sign up to work with you, but everything becomes much easier, particularly building that brand story. If you’re absolutely 100% clear who your client is that you are

wanting to work.

And like I said, with the building that relationship few, you want that to be something that continues over years and years and you continue to work really productively together. So I just work with people to help them figure out

if they’re already in business looking at their their client portfolio, figuring out who they’ve done their best work with, you know,

who they most enjoyed working with, because the two generally go hand in hand. You know, they’ve done the best work, they’ve had best time working together, the outcomes generally are the best. So who are these people? What are their characteristics? Where did you find them? Because that’s the basically want to go buy more of those people

and if they’re brand new in business, then you know, same thing but rather than being able to look back on previous examples, it’s really honing in on who that person is it sinking be on the demographics so when they get it back in the day, people used to kind of say, Oh, yeah, you know, it’s women between 35 and

living in this

This geographic area, whatever. But there were so many different ways that you can look at those common things that that by those clients together. So it could be their life stage. It could be could be their values. It could be, you know where they want to go next with their life lots lots of different ways.

Absolutely. And reminds me of like john Lee Dumas who has he has given a name to his imaginary customers avatar, he calls it these he knows the guys he talks about this guy going on his community so he’s created this person and what I do what I’m creating content so I imagine that I’m speaking to that person. So there’s a couple of people that first joined the group that I first had conversations with I always imagined that I’m speaking to them so I’m doing that today

so I find that currently who came up with that I think there was another podcast I heard they they said when they create a imagine the cameras I’m looking at a webcam now but I imagine that the the

The ideal customer exactly that I do exactly the same thing. I encourage them, like all my clients do do the same thing rather than that, just thinking you’re, you’re talking to a faceless camera. Imagine that you’re talking to that that person that’s your ideal client that has a name that you can actually visualize them getting there. Absolutely. And then as well, narrowing down and know exactly who they are, has helped shape our content. So it wasn’t

because we were before it must have been October, November last year,

we were only advertising to financial services, but our website was lead generation for anyone

but when we made that decision to know actually we’re only going to work in financial services it’s really helped our content and everything because we know exactly who who those people are. And then the court we’ve got a show called talking ads that we do every Wednesday and now where rather than that being ads for anyone we try and relate to

All the ads to how they can be adapted for financial services. It just makes it a lot easier.

So I can definitely vouch for that as well. Yeah. makes so much difference.

So okay, so I knew who my client is. And was it unleashing passion next door. Yeah, unleashing the power of your personality. So, you know, we talked about this at the beginning about, you know, us all being different. And This to me is is the big differentiators, particularly when you’re running a business on your own or, you know, a very small number of you that when you’re delivering services that are quite similar, actually, your personality has a massive impact. And it’s not just sort of how you present yourself through your marketing. It’s through everything that you do. So actually, it just it’s going to determine what the whole experience is actually like dealing with you because you’ll be different in meetings to somebody who’s different needs so you know, all these people that have the same experience as you

They’re not you so by just looking at what makes you different, so, you know, are you quiet reserved? Are you are you, you know, bit quirky, sort of very

energy be friendly, you’re probably just going to want to present yourself in in a slightly different way so that everything is very consistent. And that’s the most important thing really, with with building this brand story is that it creates consistency. And that’s what gives clients trust in you. Because every single part of your marketing every single part of your customer journey feels like you’re dealing with the same person and you know, getting competence. Absolutely. And I’ve had conversations with clients who have tried to get them in front of camera and they said all but some people might not like me, and I think it’s Chris Ducker that says you’ll attract the right people and you repel the wrong people because you don’t have to

do business with everyone. You just need to do enough business with the right people and you’ll have more fun and it’d be much more rewarding if you work with the people that are going to get get on with the so

that fear of missing out i think is negated by the attracting the right people 100% absolutely either that’s one of the reasons for doing it so you want to attract those people that are the best fit for you because they’re going to be your most successful clients and and you want to you know weed out at the earliest stage those ones that are not going to be the right fit for you because generally they will be the ones that you know

you spend probably most time with and you know just it just a not your most best most successful relationships going forward. Absolutely. Do you think there’s like a line that you do you think sometimes you because I

I said if you saw it but then the the summit that we went to Chris Duckers summit where you in the way you in the Facebook group and I did a video and it was a like a comedy one is the very deadpan It was like almost the office and that is more of my normal self around my friends and colleagues but I’m not like that at all in my business relationships because I feel that if I’m too much with that I’m actually put too many people off but I guess I I am my business personality that I would be in a meeting and I would be if they came to our office or a meeting rather than my battery self with friends if that makes sense. Yeah so you know there’s always the professional filter that you’ve got to turn it in. So I would always say that, you know cliche, but you know, you want to be the best version of yourself. So yeah, so they’ll be a slightly different language that you might use with your mates in the pub versus what you’re going to use.

With

with kind of client marketing client conversations, but

still I feel that you know this scope for for some of you to come through and it’s it’s very liberating compared to when you’re working in a big organization and you know these owners feel like you have to leave a little bit of your personality at the door when you come in when you’re building all of your brand. So visual and language and everything around you and you’ve really got the freedom to to completely make that about you. And they’re

fantastic. Excellent anything any other sort of tips in that area?

Um, I just think Be brave. So, you know, we all have that

the fear of turning people away just you know, it’s really scary, especially when you’re first starting out but it will pay off absolutely will pay off in the end. Yeah, no, totally, totally agreed. I don’t know anyone that has regretted doing it and I know all this successful

people that I know in terms of like having online success have done this.

So it’s not like a kind of a new thing that no one’s ever done.

So yeah, totally agree as well. Okay, so I’m lost on which number which,

number five, which is sharing your story. Okay. Um, so this is where your backstory comes in. So this is, you know, where people want to know, how have you ended up where you are. So, you know, how have you got this expertise to help that

so that’s professional stuff. Absolutely. And you know this this is really relevant people who have been working somebody else and now they’re starting out on their own so people often like well, but I don’t have it don’t have any kind of history as an independent what I feel vulnerable. So you know, the first the first thing I would say to people around building confidence around

That everything that you have done until now has brought you to where you are today. So So what qualifications do you have? What previous experience do you have either working in this industry or working in something else because people do switch into other things, but they will have like a personally and business experience that will be valuable to help them do what they do today. So that’s the professional side of it. Then there are often personal things you know, things in your your life outside of work that shape who you become. So maybe in the financial world, maybe you experience somebody who helped you achieve a big financial goal and that inspired you to go on your own journey to qualify and help other people that often happens, you know that people people want to help others in a way that they have come through a challenge and come out the other side themselves. So people want to know a little bit about that.

So Mike, sort of caveats on sharing your story.

It’s not your whole life story. It’s not a CV,

it’s the relevant things. So if you put yourself in your clients shoes and say, What would a client who wants to hire me what they want to know about me?

And then where can you bring in those things that will make you memorable. So, you know,

any just finding that sort of non cheesy way to bring in the things that you like doing outside of work that when people meet, you will go, Oh, that’s right. You’re the one that you know, likes traveling to South America, you’re the you’re the person who you know, wants to do this crazy skydive or whatever the things are just we’ve been mainly member No, absolutely, absolutely. It’s just reminded me Oh, I was just thinking while you were saying that it’s if you think about the question is if you’ve ever done like job interviews, the interviewer does often ask you about things about yourself outside of work. And I remember I was doing I did a contract for Thomas Cook and the the guy asked me

Like, do you like a beard? You like having a drink? And? And because I was like, Well, yeah, that you felt more satisfied by that answer than any of the other stuff about websites and takes. So yeah.

So I guess I think about these questions that were, I guess whether it’s a business meeting or that people often ask you about about yourself, and I guess pulling out those answers that you normally give back the things that define you. So yeah, the same same way that you might prep for job interviews is, again, what you want to be remembered for? So prioritizing those those things yeah, fantastic. Excellent. Okay. So we’ve anything else on on defining that that story, any any other kind of things that we can pull out?

I think what I would just say with that is,

once something’s out there, he can’t take it back. So it’s better to start you know, there were some people who, who have really fascinating stories to tell them and we’ll sort of

personal things that they’ve been through

and with that kind of thing, you know, it’s just worth starting less is more to stop it and getting comfortable with what you’re sharing. And if this this is something that you find really hard, then just start baby steps it at a time and see what resonates with people because probably not so relevant in this industry but in in some some worlds where, you know, people have been through a lot of personal transformation and lots of

trauma or whatever that they’ve been through. Once you have said that it’s you know, it’s out there in the public domain and maybe just also just having boundaries. So I think there’s personal stuff which people find interesting and it’s private stuff but definitely you know, you want to set some boundaries around you know, things a private to to you and your family and getting and that’s different for each person. There’s some people you know, we all sit on social media all the time.

Some people sharing everything costs and other people less so. So so you know just find what what, you know works for you and in those cases to you absolutely i think i guess if it feels awkward bringing that up in a face to face conversation then I guess that’s your kind of filter. If you’re having a conversation just blurting out all this happened to be awesome if that would fill unnatural I guess it’s the stuff do you want to hold back and if you’re going into like me to go then you can make thing Oh, my client brings brings that up or sitting down my client will read this about me does that make me feel uncomfortable and that’s maybe where you know you would be trying to share and stuff outside of your comfort zone? Absolutely. So I guess bring out some some little bits and then you can always you know, that’s not saying concrete you can see how they react to it. You can develop it goes all of this doesn’t have to be completely finished when you launch or tomorrow.

Today you can develop over time bring more things in, but you can’t take something away if it’s if it’s been out there. Absolutely. Yeah. So, you know, this is something that you create, you create once, but then you probably come back to it every three months or so. And, and you evolve it. It’s like your website your website’s never done it, unfortunately. So you know,

you do it once, but it doesn’t have to be perfect. And I think you know, that’s something else probably, I would say to people you know, we often we get hung up on we can’t publish something or we can, you know,

share a blog posts or whatever, because it’s not quite right

and whilst on the one hand you can’t take things back you can always you know, change and improve things so often getting it out there and publishes better than just having it in your head or certainly

could not agree more I could not agree more I like to get stuff done and then if you wait until things are never perfect, like you say your website’s never finished. Never going to be hundred percent perfect if it’s better than what you’ve gone.

Let’s roll with it. Absolutely. Yep. Excellent. Okay, so where do we go next? So we know now go on to your clients stories. So yes, occasion your brand story. But like I said there are other people who are involved in that and can actually help you share that story for you. So one of those is team members. So if you do have other people that work with you, then don’t be shy about giving them a presence. So what’s the deal with somebody other than you then you know, it’s great for those people to have a presence on your website, maybe your social media so that your clients can get to know other people that they will be dealing with and get to know a little bit about those people as well.

But really importantly is is your clients so this comes really down to case studies and testimonials because it’s one thing to hear from you how how great you are and how you’re different but it’s also great to get that social proof.

from people that you’ve helped and if you can make these clients as close to your ideal client

profile as possible, but it’s really going to help because what you want is for your potential clients to to read or watch a testimonial and go along either that person is quite like me they had a challenge like I had right now. So you know, maybe that maybe they’re an independent and self and they’re looking for a mortgage and they have absolutely no idea how they’re going to get war games but you helped you know, this entrepreneur or independent consultant to provide movies when they thought it was impossible for example. Yeah, so they are like many stories so what was the challenge they were facing How did you help them and what with the outcome that that client got and again when you’re starting out you might not have those but the quicker that you can gather those clients stories and share them on your website share the money on social media with client permission, obviously, anonymity

Give it to me and I sorry confidentiality that kind of thing as well

but real life examples what we relate to isn’t it again it’s like people absolutely how’s it going back to the earlier point about getting your team involved with I’ve just set a you probably can’t see it but there’s a whiteboard over there where I’ve got everyone’s name and we’ve targeted everyone’s a great one piece of content a week each and then say p was doing some videos yesterday on a rain without me involved Tom’s going to be doing some as well

because

yeah there’s there’s too much of me

me at the moment and then they’re the guys that are speaking to clients directly so we’re we’re definitely getting involved in that as well and and then coming back to that client story we have gotten like a if there are like common actually I guess it’s because you’re solving a problem it if there’s a common pain that you solve its as well as the testimonials it’s talking about that

And pay that you resolve. Absolutely. And I think, you know, that really comes through when you’re looking at the, the ideal client piece. So it’s either client here is a client, what are they? What are they grappling with? What’s their pain points? What are their challenges? How do you solve it? What tangible outcomes did they get? So that’s very much part of that ideal client process. So you know, you can answer that on your website in a relatively static kind of way but obviously gives you great content opportunity as well so all those questions that you know people regularly ask you keep a bank of those and that’s that’s what you can use your videos, be a blog posts, etc. Fantastic. Excellent. So and then we on to the semi final of the final one is about finding your voice. So you know, this is this challenge of not just kind of switching into business mode but

my experience

lots of businesses

It I really think hard about what they want their brand to look like visually. And I think that’s often because, you know, we can’t do that ourselves. We most of us can’t design a logo, we can’t, we can’t come up with a really great look and feel for our business. So we we invest in getting professional help with that. But we don’t tend to think so much about what do I want, you know, the, the written and spoken side of my friend to feel like how does it complement that visual Look, how does it you know, just encapsulate the whole field I want for my brand, my brand story. So it’s just about thinking about what type of language do you want to you. So in a financial setting, it’s always going to have a professional tone to reach some sort, but it can still sound like you and you can still have some fun unless you’re dealing with very, very serious

subjects. You know, we’re just we’re dealing with everyday life. So you can be conversational, you can be approachable.

So how I how I really approach this is just asking people to describe what they want that language to be. And once you describe what you want that language to be like, it makes it a lot easier. Could he say I wanted to be, you know, conversational, informal, then, you know, you just look at what you write and say, well, is that conversation or no, it’s not actually it’s quite stuffy. It’s quite traditional and you can take steps to make it much more manageable for people and I think this is a really really big area of opportunity and financial services if you can explain things in a way that people really gets and really talks to them and cuts out the jargon

then I think you know that’s a massive were standing out on a brilliant I’ve seen some really good examples in finance services as like, especially in life insurance. There’s one where they are, I guess it all of it comes back to knowing the client or knowing the customer because there’s one where it’s for data

And it’s it’s very I think there’s like a dad joke or two in there is a very focused on is very different to you like your LG your you know your big brand and I think writes really well and there’s another one I forgot what it’s called I’ll put the link in

but it’s

it’s kind of makes a bit of fun about how people ask like too many questions of the getting the that’s the way they do it but it’s like

by the time you’ve basically you’ll be dead by the time you filled out the form whereas with us it’s and they’ve got really quirky things you basically choose what you want and so it’s like there’s funny things like when I do want a bronze statue and it says how much is that worth and adds it to what your policy should be. So it’s kind of completely different. I’ll send you the link and I’ll share the link with everyone else as well.

But yeah, do you agree that for me it feels like knowing my customer and

First, and all of these things we’ve talked about, kind of relate back to that. Yeah, so you’ve absolutely got to know know your customer. So it’s, it’s the, it’s the matching of you and your customer. Yeah,

because it’s a little bit chicken, chicken and egg because who your ideal client will be is largely determined by who you are. But you have to find that that meeting point

and and it’s exactly when you said with your language with everything else knowing your customer first enables you to create everything with them in mind and the outcome that you want to have in mind.

Yeah, fantastic. Excellent. Okay, so we’ve covered a lot of ground there’s so much really, I’ve learned kind of loads already. And so is there anything else if there’s one thing you want people to take away just one thing that you want people to remember? What would that be yourself?

Yeah simply that so you’re you’re unique nobody else can do what you doing quite the same way so you know don’t be afraid to kind of looking within yourself a bit needs a little bit of introspection before you then start to look out with so I just say be brave to to be yourself and can stand out with your uniqueness yeah i think it’s it’s bravery is that is the thing isn’t it but once you’ve done it and you get used to it it’s fine but I remember taking that first step and first put in my photo on front and center and fill in a bit really awkward about it but you see and get get used to it and then the benefits you get from it the more business you get and when you’re in that zone where you know if I if I take this off I take me away I’m not going to get as much business then yeah so that’s a good place to be definitely it is scary when you get started the show and when I started doing video you know hated it and here to say myself video but I think it was a new printer that that you and I at and somebody said

Talk that the first hundred videos at practice so you know it’s you know it’s about not being too hard on yourself as well and it will go and your clients will be will be you know they weren’t be anywhere near is is hard on you if you are yourself you know they’ll just be impressed to see you out there absolutely look at every successful video person’s first video and compare it to weather is now you get better every day you know that’s just the skill all of it is

definitely brilliant excellent so where can I find you online where’s the best place to connect with you and can you give us your website address as well yes so you will find me at build your brand story.com and then you will find me all over social media Lucy Eckley

condition yes

I like different things because I was I don’t like Twitter but I’ve got Twitter so and then it was late to Instagram so all manner of a difference as amazing. You’ve got the so

Literally, if I’m on Instagram, Twitter, Lucy actually okay to have an unusual second name. I think I’m quite active on LinkedIn, Twitter and Instagram. So whatever is your social media choice and come find me there. Fantastic. And then we can go, if we go to build your brand story.com, we can download that guide on how to write my About Us page. Is that right? Yeah, straight on the homepage, or find it on the homepage. Excellent. Okay, brilliant. I’m going to go download that now. Because I need to work on mine. Definitely after this discussion.

Brilliant. Thank you so much for your time. It’s been awesome. Thank you so much for having me. No worries. Exit. I will speak to you say so. Hope you learned loads. I certainly did. I really enjoyed that conversation release. I’m sure we’re going to get her back on. Sure. We get on our show talking ads as well. So if you want to see these interviews alive on Facebook exactly when we do them if you join our Facebook group, it is lead generation for financial services, loads of other hints and tips and things going on there as well. It would be amazing.

If you haven’t already to subscribe to the show and leave us an honest review on iTunes we could we really help us out and we will see you next time.

001 – Pete Matthew – Financial Planner Lead Generation

001 - Pete Matthew - Financial Planner Lead Generation

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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

and

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

fantastic.

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.