Leadership in the News
John Capuano is known for his contributions to Wealth Management, Investment News, Financial Planning, On Wall Street, and Bank Investment Consultant where he writes articles about his financial marketing experiences, and how his stories can impact the strategic growth of advisory practices across the country. Check out his latest articles!
Key Advice for Financial Advisors to Break Through
When it comes to financial planning, all consumers care about is themselves – and thatโs all they should care about! So, why is it so hard to break through?
Here is some advice for how to break throughโฆ
๐๐ฒ ๐๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ. Solve a specific problem for a specific type of person in your marketing efforts. Unless youโre doing general branding, DONโT get caught in the trap of casting too wide a net for fear of missing someone. This is especially true when so many firms are marketing on the same general premise about the stock market that we all share.
๐ช๐ฟ๐ถ๐๐ฒ ๐ฎ ๐๐๐ผ๐ฟ๐ ๐ณ๐ผ๐ฟ ๐๐ผ๐๐ฟ ๐ฝ๐ฟ๐ผ๐๐ฝ๐ฒ๐ฐ๐๐. People care more about their own story than your story. While sharing a founderโs story is important, people really want to know about how you can articulate their aspirational story. Everybodyโs different and have different aspirational needs…how are you telling them the story that they want to hear?
๐ ๐ฎ๐ธ๐ฒ ๐ถ๐ ๐ฒ๐ฎ๐๐ ๐ณ๐ผ๐ฟ ๐ฝ๐ฒ๐ผ๐ฝ๐น๐ฒ. Let them know how important they are to you and your firm. Think about the last big purchase you madeโฆ How easy was the transaction? Whether youโre buying a car, or a house, or furniture, or a new suit…the easier the transaction-the better the experience. Youโre more likely to do business with a firm who makes things super simple compared to the ones who donโt.
We live in a wildly busy and competitive time. The more you understand these nuances the more time you will save for yourself…and the easier it will be for you to break through.
About theย Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
2 Reasons Why Financial Advisors Should Embrace Digital
A large RIA in San Diego recently invested $10 million into a digital lead aggregation platform to close $1 billion in assets. This sounds like a lot of money, and it is, but there’s a lesson to be learned here!
Out of every 100 leads, 20 booked an appointment, about 12 kept an appointment, and about 4 closed.
The firm had a staff in place to call ALL of the inquiries…and still 80% of them DIDNโT book an appointment. And that’s okay!
At a 1% management fee, they would be making their $10Million back after the first year…and when you add in market growth that number would ๐ฑ๐ผ๐๐ฏ๐น๐ฒ in about seven years.
There are two lessons here:
#:1 Digital marketing is transformative for the financial business, but it takes discipline and commitment. Donโt sit on the sidelines. Understand that it will take time, but itโs 2024 and itโs ๐ฝ๐ฎ๐๐ ๐๐ต๐ฒ ๐๐ถ๐บ๐ฒ ๐๐ต๐ฎ๐ ๐ฒ๐๐ฒ๐ฟ๐๐ผ๐ป๐ฒ ๐ป๐ฒ๐ฒ๐ฑ๐ ๐ฎ ๐พ๐๐ฎ๐ป๐๐ถ๐ณ๐ถ๐ฎ๐ฏ๐น๐ฒ ๐ฑ๐ถ๐ด๐ถ๐๐ฎ๐น ๐๐๐ฟ๐ฎ๐๐ฒ๐ด๐.
#2: You have to commit to a REAL digital nurturing system, AND a person (or a department of people) dedicated to follow up with the leads that YOU paid for and that are interested in entrusting YOU with their life savings.
It shouldn’t be a stretch for anyone in the investment world to understand how the process of digital lead capture works and the benefits that come with.
Your investment in this knowledge and the commitment to embrace it will make your life easier and more profitable. A digital strategy continues to be beachfront property…and itโs there for those who are ready to make the investment.
About theย Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
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John Capuano is available as an on-air and in-news marketing contributor and commentator. He can also be available for corporate speaking and consultation.
For all inquiries:
โข Contact: John Capuano
โข Phone: (857) 350-4534
โข Email: jcapuano@lonebeacon.com
