James Pollard – Financial Advisor Marketing Mastery

From: James Pollard

Monday, October 11, 2021

WARNING: This is one of the worst sales letters you’ll ever read.

Why?

Because it contains a lot of “teaching”, which is often viewed as a no-no when selling. Yet, in reading this, you can gain a great deal of insight on what it takes to get more clients as a financial advisor.

You may even gain some tips you’ll want to act on right away. Which means reading this letter in and of itself could be profitable to you.

Also, because this letter is about how you will live the rest of your life. As a financial advisor, your livelihood depends on the topics I’m going to discuss here.

And at the end of this letter, I’m going to ask you to make an important and, frankly, not inexpensive decision, so you probably want a lot of information.

Now…

Financial advising can be a lucrative field… if you know how to market your services correctly.

In fact, the U.S. Bureau of Labor Statistics reports the top 10% of financial advisors earn over $208,000 per year.

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The top 1% makes MUCH more. I’m talking millions.

And our financial services industry is growing – it’s expected to grow by double digits in the next few years.

Which means if you’re a financial advisor, you have the opportunity of a lifetime. Don’t let it slip through your fingers.

However, it won’t be easy…

Because according to a report from research and consulting firm Cerulli Associates, there are 310,504 financial advisors in the United States alone and every single one wants to eat your lunch.

So, how do you crush the competition, get more clients, and win the life you deserve?

Here’s how…

Please understand that my results are not typical. I’m not implying you’ll duplicate them (or do anything for that matter).

The average person who buys any “how to” information gets little to no results. As with all of my products, my references are being used for example purposes only.

I’ve had years of experience getting clients and my personal results should be considered exceptional.

Your results will vary and depend on many factors… including but not limited to your background, experience, and work ethic.

All business entails risk as well as massive and consistent effort and action. If you’re not willing to accept that, please DO NOT GET THIS.

With that said, let me show you…

Hi, my name is James Pollard and I’m the founder of this site, TheAdvisorCoach.com.

I’ve written literally hundreds of business-building articles for financial advisors over the years.

Published a bunch of books.

And I even do a weekly podcast called “Financial Advisor Marketing”.

I’ll cut straight to the case: I’ve put together this course, designed to help financial advisors build their businesses.

If you’re someone who requires the best, most-effective business-building information, this is it.

It’s my flagship product. The mack-daddy, if you will.

It’s called “Financial Advisor Marketing Mastery” and it’s an online course with over 11 hours of video content giving you a road map to grow your book of business and get more clients.

If you’re a financial advisor who is serious about your career and getting more clients, I strongly believe that by using the principles outlined in Financial Advisor Marketing Mastery…

Why?

Because it’s guaranteed to be worth at least 10 times the cost or you pay nothing.

I know that may seem like a bold claim but it’s actually very conservative. To prove it, here’s a small sample of what you’ll discover in the videos….

• The single most-important core purpose which should be behind all business planning you ever do. (Getting this wrong will DESTROY your client-getting efforts and has led more financial advisors to failure than perhaps anything else. This one thing could pay for the entire course right here.)
• The only 2 ways to make more money as a financial advisor. (Not doing these two things leads advisors to mediocre incomes and humdrum businesses.)
• How to develop a step-by-step plan to get more clients. (Once you do this, it’s like painting by numbers – all you have to do is follow the steps.)
• Little-known characteristics people want from their financial advisors. (Sadly, most financial advisors are exhibiting the exact opposite characteristics and patting themselves on the back while doing so.)
• The shocking ways people REALLY choose their financial advisors. (This is stuff no prospect will ever openly admit but having this “insider information” makes you significantly more likely to convert your prospects into clients.)
• How to build instant trust with your prospects. (If you pay attention, you may notice television evangelists using this technique to get donations… or talk show hosts using it to get their guests to reveal personal information on live TV. It works just as well when getting people to talk about their financial lives.)
• The “stealth” way to audit your competition’s strengths and weaknesses. (This is arguably the most powerful way to rapidly grow a financial advisor’s business because you can “copy and paste” your competition’s strong points and expose their weak ones.)
• Four metrics you must track on a regular basis. (Legendary business mind Peter Drucker said, “What gets measured, gets done.” And in every case I’ve seen so far, tracking these four things has led to a demonstrable positive improvement in revenue.)

• How to pick a niche market. (Most financial advisors struggle with this but I break it down into a step-by-step process which makes picking the perfect target market like child’s play.)
• Why “casting a wide net” makes your marketing less effective. (Yes, I’ve already established that you need a niche, yet most advisors still go too wide within their niches. I’ll show you the “second layer” almost nobody talks about.)
• The #1 easiest way to “sniff out” your prospects’ unspoken objections. (This strategy works so well that one financial advisor I know got accused of being a mind-reader.)
• 5 of the best niches for you to target right now. (These five specific markets have been proven to work exceptionally well with financial advisors.)

• What the world’s richest advisors do that other advisors often miss. (You’ll be surprised at how deceptively simple this is.)
• The critical follow-up mistake financial advisors make which destroys all chances of getting an appointment. (One commonly cited statistic says that 80% of sales are lost because of this one mistake alone.)
• 3 follow-up statistics that, once applied, can dramatically increase the number of prospects turning into clients. (In fact, I’ve never seen a case where applying these simple ideas didn’t lead to a boost in revenue.)
• A sample 7-week follow-up campaign designed to convert prospects into clients. (It doesn’t get any easier than this – you can install this “plug and play” approach into your business right away because I’ve done the hard work for you.)
• Why prospects who already have financial advisors should be prioritized above all others. (Smart financial advisors realize that people who already have advisors are often the easiest prospects to convert and I’ll show you how to do it.)
• 87% of people FIRE their financial advisors for this one reason. (This is closely related to why people with advisors make the best prospects. Pay attention to this tip because it can prevent years of headache and heartache.)

• 5 characteristics of the world’s best personal brands. (Well-known celebrities like Taylor Swift, Barack Obama, and Oprah Winfrey have mastered these characteristics. They can be applied directly to financial advisors to unleash a flood of new prospects.)
• How to demolish your prospect’s price objection and charge what you’re really worth every time. (Warning: if you think charging a lot of money is somehow “wrong” or “immoral”, skip this section.)
• 4 ways to build trust with your prospects and clients. (The fourth tip might make you uncomfortable but it can be one of the most profitable things you ever do.)
• The often-overlooked way to leverage your time and build a massive pipeline in one fell swoop. (I’ve seen financial advisors go from an empty pipeline to dozens of qualified prospects literally overnight.)
• 3 things prospects want from financial advisors, ranked in order of importance. (Some financial advisors have this backward. Simply by “rearranging” their approach, financial advisors can build their businesses faster.)
• Exactly how to find trade associations within your target market. (This takes less than five minutes to do, which means you can have your next speaking gig lined up by tonight.)
• How to overcome a meeting planner’s two basic fears so you get booked to speak at seminars, trade shows, and conferences. (Most financial advisors fail to speak in front of large audiences because of one or both of these two things. Eliminate these and you’ll get booked more often and speak to more prospects.)
• 6 things to include in your client evaluation forms. (Most financial advisors’ evaluation forms are either too skimpy or too complex. In reality, you only need these six things.)

• Weird – yet effective – ways to boost your productivity to get more done than ever before. (Here’s a valuable life lesson – if you want your bank account to be different from most people… who are broke… then you’ve got to do different things. Sometimes those things may seem a little odd.)
• Why increased results alone can be misleading. (Case in point: some financial advisors get MORE clients but make LESS money. I’ll show you how to prevent this from happening.)
• 3 ways you can achieve maximum productivity with minimum effort. (Warning: people may think you’re slacking or even call you lazy but you’ll be laughing all the way to the bank.)
• The little-known “competition” hack which can double your productivity in record time. (This works EXTREMELY well if you’re a competitive person because it allows you to leverage one of your greatest strengths.)
• The stupidest mistake you can make when trying to become more productive. (Financial advisors who do this one thing might as well flush their money down the toilet.)

• 3 reasons why traditional sales advice doesn’t work for financial advisors. (I’ve even found that some of the most successful financial advisors have never read a book on sales. They got so successful because they didn’t have to “unlearn” any bad habits.)
• 4 ways to boost your credibility so you can take someone from a cold lead to paying client in less time than ever before. (Credibility is the foundation of all client-advisor relationships, yet most advisors take too long to establish it. I’ll show you a better way.)
• 3 questions your prospects are asking themselves when they decide whether or not to trust you. (If you fail to answer these three questions, you will never get your prospects’ trust and you will fail to convert them into clients.)
• How to shortcut a prospect’s “evaluation period” so you hear a “yes”, faster. (One advisor told me about one prospect who swore up and down he was “shopping around”… yet, the prospect called the advisor back in less than four hours saying he was ready to move forward.)
• 3 ways financial advisors appear too “salesy”. (Any one of these three things is enough to scare prospects and clients away for good. Fix these things and you will begin to attract new business with relative ease.)

• The #1 easiest way to overcome prospecting reluctance. (I’ve read tons of books and attended dozens of trainings – this is the ONLY thing that has ever worked for me and countless financial advisors.)
• Why prospecting is NOT a “selling” activity. (Too many financial advisors get this wrong because they think they should be “selling” while prospecting. Prospecting is simply the act of qualifying your leads – if you understand that, things become easier for you.)
• 6 dangerous thoughts about prospecting keeping you from reaching your maximum potential. (These are arguably the most dangerous limiting beliefs a financial advisor can have. Sadly, virtually 100% of advisors have at least one of them.)
• How to cut your prospecting time in half and still make the same amount of money. (This works so well that I’ve had offers from major companies to teach it to their staff. I politely declined and instead revealed it here, in this video.)
• 4 things low-performing financial advisors do that high-performing advisors don’t. (When I work with an advisor one-on-one, I look for these four things right away. If the advisor stops doing them, a significant income boost is virtually certain to follow.)
• 2 mindset shifts you must have to become a superstar prospector. (If you have any trouble whatsoever with prospecting for new clients, these two mindset shifts can help you “wipe the slate clean” and transform your business overnight.)

• 2 things the best cold callers in the world from people who flop on every call. (These two things enabled “The Wolf of Wall Street” to make hundreds of millions of dollars from cold calls alone.)
• The #1 best way to leave a voicemail which makes prospects desperate to call you back. (If you’re hesitant or skeptical about doing this, try it out on complete strangers to prove to yourself that it works like magic. Then, apply it to your own prospects.)
• How to conquer the most difficult part of cold calling in five minutes or less. (Okay, I’ll spill the beans – the most difficult part is getting started. Fortunately, I’ve come across a simple little exercise which helps you banish all reluctance to picking up the phone.)
• Why cold calling is NOT about trying to find new clients (and what you should do instead).
• 11 surefire ways to generate an endless amount of leads. (After this section, you will have no excuse for having an empty pipeline ever again.)
• 3 cold calling metrics you should track on a regular basis. (You’ve probably figured out by now that I’m a huge advocate of tracking. By tracking these things, your calls can become two or three times as effective in the next few months.)
• How to do pre-call research to maximize your chances of having a successful call. (By doing a little research – the right way – I’ve seen advisors get as much as a 72% increase in the number of appointments set.)

• Why the majority of advisors fail with direct mail. (There are even sayings like “if you mail, you fail” but I’ve discovered that if you follow a certain step-by-step formula, you dramatically increase your odds of having a winner.)
• How to track your direct mail efforts to ensure you get a positive return-on-investment. (70% of Americans say “snail mail” is more personal than the Internet, so if you’re not leveraging direct mail, you’re leaving a lot of money on the table.)
• One “tweak” to your direct mail pieces which could easily double your response. (Again, I encourage you to test all of this out for yourself. Don’t take my word for it. Try it on a small scale before rolling it out to thousands.)
• When to send a postcard and when to send a letter. (Too many advisors send one or the other… and they send them at the exact wrong time. It may seem like a subtle difference but it can have a major impact on your bottom line.)
• 6 ways to immediately boost your response. (I want you to apply these six things to your best-performing direct mail piece. When it brings in more responses than ever before, I want you to send me a thank-you note.)
• My 3-step “magic formula” to orchestrate a successful mailing, every time. (If you’ve ever gotten any mail from me, you already have a glimpse of my process. In this part of the video, I’m “pulling back the curtain” and revealing exactly what I do and why.)

Video 10: Seminar and Event Marketing

Video 11: Strategic Alliances

Video 12: Referrals

Video 13: Your Website

Video 14: Content Marketing

Video 15: Email Marketing